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Abstract

This study aims to identify the impact of innovative mobile financial products on customer satisfaction and attraction. The objectives are to describe these products’ effects and analyze their influence on satisfaction and attraction. Primary data was collected by distributing questionnaires to 100 active mobile financial service users from an unknown population. The survey included questions on customer satisfaction, adoption of innovations, and service attraction. Quantitative methods analyzed the relationship between innovative products and satisfaction levels. Findings show that innovative products significantly enhance customer satisfaction and attract new users to mobile financial platforms. It is recommended that Digital Money Myanmar Co.,Ltd (Wave Money) prioritize ongoing innovation. Introducing new, user-friendly features can boost satisfaction, attract potential users, and maintain long-term engagement.

Author: MYAT MYAT SU