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Abstract

This study explores the impact of marketing strategies on customer satisfaction with Myanmar Net internet service. It uses a quantitative, descriptive approach and simple random sampling to gather data from 385 Yangon consumers. The focus is on how marketing mix elements affect customer satisfaction. The study is limited to Yangon and the sample size. Multiple regression results show a strong positive link between satisfaction and four variables: product, price, network quality, and information quality. Factors like place, promotion, and customer service showed no significant effect. The study suggests Myanmar Net improve product features, pricing, network coverage, and information quality to boost satisfaction. It also advises reviewing call voice quality and promotions, which customers found less satisfactory.

Author: NAY CHI WIN HTUT