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Naw Glynda Wah
Pithoon Thanabordeekij


          The purpose of this study is to examine the relationship between five dimensions of perceived service quality, brand image and customer satisfaction towards customer loyalty of fast food restaurant in Yangon, Myanmar. The quantitative questionnaires were approached by using linear regression analysis to confirm the results. Survey data were collected from 400 customers who experienced the service of international fast food restaurant in Yangon namely KFC, Mary Brown and Lotteria. Survey data were collected from customers who are visiting in shopping malls namely Myanmar Plaza, Junction City, and Junction Square. Results of the study suggest customer loyalty is most influenced by the “Tangibility” dimension. The finding also shows that brand image is also positively influenced customer satisfaction and loyalty. 


          วัตถุประสงค์ในการวิจัยครั้งนี้คือ หาความสัมพันธ์จากปัจจัยทั้งห้าด้านเกี่ยวกับการรับรู้คุณภาพบริการ ภาพลักษณ์และความพึงพอใจต่อความภักดีของลูกค้าร้านอาหารฟาสต์ฟูดในย่างกุ้ง ประเทศพม่า การวิจัยครั้งนี้ใช้แบบสอบถามเชิงปริมาณในการศึกษาปัจจัยที่มีผลต่อความภักดีของลูกค้า โดยใช้การวิเคราะห์การถดถอยเชิงเส้น กลุ่มตัวอย่างที่ใช้ในการสำรวจ มีจำนวนทั้งหมด 400 คน ที่มีประสบการณ์ในการรับบริการจากร้านอาหารฟาสต์ฟู้ด 3 แบรนด์ ได้แก่ (1) KFC (2) Mary Brown และ (3) Lotteria ในศูนย์การค้า 3 แห่งในย่างกุ้ง ได้แก่ (1) Myanmar Plaza (2) Junction City และ (3) Junction Square ผลการศึกษาชี้ให้เห็นว่า ความจงรักภักดีของลูกค้าได้รับอิทธิพลมากที่สุดจากการให้บริการที่เป็นรูปธรรม อีกทั้งภาพลักษณ์ของแบรนด์ยังส่งผลทางบวกต่อความพึงพอใจและความภักดีของลูกค้า


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