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Abstract

The main objectives of this study are to identify the effect of service quality on customer loyalty of A+ Plus Digital wallet of A Bank. The main objectives of the study are: to examine the service quality on A+ Plus digital wallet service to effect of customer loyalty. To achieve these objectives, the primary data of this study are collected from the responsible persons of A Plus, A Bank and also from 200 respondents who use the A+ Plus digital wallet service by using the structured questionnaires with five-point Likert scale and multi-stage sampling method. Secondary data is collected from journals, articles, textbooks and websites. According to the findings, it is proven that digital wallet services quality such as reliability, responsiveness, assurance and empathy have significant impact on customer loyalty. Tangibility has no significant effect on service quality.

Author: ZAW MYO OO