A Study of Customer Satisfaction And Loyalty of My Dream Hotel in Yangon, Myanmar

Abstract

This study proposed the customer satisfaction and loyalty of My Dream Hotel in Yangon, Myanmar. The objectives of this study are to consider the relationship between service quality in terms of tangibles, reliability, responsiveness, confidence, communication and customer satisfaction, to find the relationship between service quality in terms of tangibles, reliability, responsiveness, confidence, communication and perceived value, to investigate the relationship between satisfaction and customer loyalty and to find the relationship between perceived value and customer loyalty. The quantitative research method was used in this study. The researcher has used 385 respondents who are the customers of My Dream Hotel in Yangon, Myanmar. The independent variables of this study are service quality in terms of tangibility, reliability, responsiveness, assurance and empathy; the dependent variables are customer satisfaction, perceived value and customer loyalty. The research found out the independent variables has influenced on the dependent variables.