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Abstract

This thesis analyzes the factors influencing customer satisfaction and customer engagement in the retail electronics business, focusing on TMW Enterprise Limited, a leading electronics retailer in Yangon, Myanmar. The rapid growth of digital platforms and shifting consumer behaviors have created new challenges for traditional retail businesses, such as TMW Enterprise, which must adapt to meet customer expectations in an increasingly competitive environment. The research explores key factors, including the store environment, staff quality, brand image, sales techniques, and customer engagement strategies, and examines how these elements contribute to customer satisfaction and loyalty. Using a mixed-methods approach, the study employs both quantitative data from customer surveys and qualitative insights from employee interviews to identify areas of strength and opportunities for improvement in TMW
Enterprise’s current practices. The research reveals that while traditional sales methods continue to play a significant role, the company’s limited use of digital tools and e commerce strategies hinders its ability to fully engage modern, tech-savvy consumers. The findings suggest that a more integrated approach, incorporating both physical and digital customer engagement channels, is necessary for the company to remain competitive and build long-term customer loyalty. The study provides actionable recommendations for TMW Enterprise to refine its sales strategies and enhance customer satisfaction by leveraging digital marketing, personalized service, and data-driven decision-making. The insights gained from this research offer valuable lessons not only for TMW Enterprise but also for other businesses in Myanmar’s emerging retail landscape, helping them navigate the challenges of digital transformation and improve customer relationships.

Author: ZAWE YAN BO