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dc.contributor.authorMyint, Khine Cho Myo
dc.contributor.authorSirion Chaipoopirutana
dc.identifier.citationInternational Conference on Human Resource and Organization Management and Development (HROMD 2015)en_US
dc.description.abstractThis study investigates the relationship between perceived service quality (tangibles, reliability, responsiveness, assurance and empathy), image, perceived value and customer satisfaction. To do so a survey was conducted by distributing 400 questionnaires in all branches of Lotteria fast food restaurants in Yangon, Myanmar. The Pearson Correlation was applied for the data analysis. The results show that there is a weak positive relationship among perceived service quality, image, perceived value, customer satisfaction and customer loyalty. Based on these results, it seems that Lotteria fast food restaurants need to develop marketing strategy to increase customer loyalty.en_US
dc.format.extent13 pagesen_US
dc.subjectCustomer loyaltyen_US
dc.subjectCustomer satisfactionen_US
dc.subjectPerceived service qualityen_US
dc.subjectService qualityen_US
dc.subjectFast food restaurantsen_US
dc.titleThe study of the Factors Affecting the Customer Loyalty of Lotteria fast food restaurants in Yangon, Myanmaren_US
dc.rights.holderMyint, Khine Cho Myoen_US
dc.rights.holderSirion Chaipoopirutanaen_US
mods.genreConference Paperen_US[Full Text] (

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