Abstract:
THIN MYAT MYAT HMWE
This thesis examines customer satisfaction and loyalty at Khaing Khant Auto Service Center in Yangon, Myanmar, focusing on the critical dimensions of service quality that influence these outcomes. Utilizing a structured questionnaire distributed to 150 customers, the study applies quantitative methods to analyze responses across five key service dimensions: Tangibles, Reliability, Responsiveness, Empathy, and Assurance. The findings highlight the significant impact of Assurance and Empathy on customer loyalty and satisfaction, suggesting these as pivotal areas for strategic enhancement. This research contributes to the broader understanding of service quality impacts in the automotive service industry and offers practical insights for improvements that could lead to higher customer retention and satisfaction.
Author: THIN MYAT MYAT HMWE
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