Chapter 1

Introduction
Scientist started experimenting with capacitors and other early electric devices
in the 1700s. But the official inventor of the battery was Italian physicist Alessandro
Volta. In the year 1800, Volta created the “voltaic pile.” It consisted of alternating
discs of zinc and copper with brine-soaked cardboard in between each layer.
Amazingly, his invention produced a consistent current of electricity. The
“voltaic pile” even housed and transported energy during that time.
Alessandro Volta: the inventor of the first battery and the man from which
the electrical unit of “Volts” comes from.
From the first battery, many other scientists invented additional and more
successful designs. These early batteries were what’s called primary batteries, as they
were not rechargeable. Users needed to replace the electrolyte and plates when they
were used up. It wasn’t until 1860 that scientists invented the rechargeable lead-acid
battery.
Alessandro Volta invented the battery when he was working as a professor of
physics at the University of Pavia in Lombardy, Italy. Many other European countries
like France and Germany made many breakthroughs in early battery technology as
well. Germany invented the first rechargeable battery.
Bateries provided the primary source of electricity before th development of
electric generators and electrical grids around the end of the 19th century. Successive
improvements in battery technology facilitated major electrical advances, from early
scientific studies to the rise of telegraphs and telephones, eventually leading to
portable computers, mobile phones, electric cars, and many other electrical devices.
One important classification for batteries is by their life cycle. "Primary"
batteries can produce current as soon as assembled, but once the active elements are
consumed, they cannot be electrically recharged. The development of the lead-acid
battery and subsequent "secondary" or "chargeable" types allowed energy to be
restored to the cell, extending the life of permanently assembled cells. The
introduction of nickel and lithium based batteries in the latter half of the 20th century
made the development of innumerable portable electronic devices feasible, from
powerful flashlights to mobile phones. Very large stationary batteries find some
applications in grid energy storage, helping to
EXIDE Pakistan Limited,the company was in corporatedin Pakistan in 1953 as
a private limited company in association with Chloride Group PLC of United
Kingdom. Chloride Group PLC at that time had itsassociates in 35 countries of the
world and was supported by Chloride Technical for establishing its operations.
The company is listed on Pakistan Stock Exchange. It has the privilege of
receiving the top 25 Companies Award 8times.
The principal business operation of the company is manufacturing batteries,
chemicals and acid. The manufacturing facilities of the company are located at SITE
and Hub Baluchistan while the facilities for chemical and acid are located at SITE and
Bin Qasim Karachi.
Exide has been trusted by country's largest state run corporations for providing
solutions in the field of transportation, inverter solutions, network power and

1
industrial solutions. Exide is privileged to have PTCL. Pakistan Railways and
WAPDA as its exclusive clients.
The acquisition of Automotive Battery Company Limited ,Furukawa Battery
in 1991 further strengthen Exide as the leading battery manufacturer in Pakistan.
EXIDE Pakistan Limited has setup a Sulphuric Acidmanu facturing plant at Port
Qasim Industrial Area. The plant has an installed capacity of 50 metric tons of
Sulphuric Acid per day. The major production of the Chan ZZ

Energizer and Alkaline that produce battery usually has direct access to a powerplant,
mostly hydro or thermal plant that does not create an enormous pollution. Basically
the growth of the green energy and electronics industries essentially depends on the
advancement of battery.
The advancement of battery has grew to the stage where it has powered nearly
everything starting from home appliances to cars and self charging or wireless
charging battery. The visible development of battery began in the seventeen hundreds
when Italian physicist count Alessandro Volta built his first “Voltaic Pile". It was not
until the nineteen hundreds that battery entered the open market, since then the open
access to battery have been leading man's conquest for practicality.
Speaking of practicality, wireless battery charging did indeed exist, and several
companies had products on the market to provide wireless charging
capability .Wireless battery charging technology could better be termed as cordlessre
charging. It involves the use of electromagnetic induction, which means that the
device being charged needs to be in contact with the charger. Researchers have
proposed the development of systems, which could transmit usable energy within a
small radius for truly wireless battery charging. Devices equipped with receivers
could intercept the energy and harvest it to recharge their batteries.
Another great use of battery in the automotive world is to be the
environmental friendly alternative to gasoline, battery or electric cars creates less
pollution than gasoline powered cars. Large automobile companies like Nissan and
Toyota have been the largest producer of electric cars. Electric Cars use the energy
stored in a battery for vehicle propulsion. Battery powered vehicles can basically be
charge dany where, especially when wireless charging is available for consumer.
We think of a battery today as a source of portable power, but it is no exaggeration to
say that the battery is one of the most important inventions in the history of mankind.
Volta's pile was at first a technical curiosity but this new electro chemical
phenomenon very quickly opened the door to new branches of both physics and
chemistry and a myriad of discoveries, inventions and applications. For three hundred
years the advancement of battery have been the key to energy solution and so will for
the years to come.

2
1.1 Rationale of the Study
Ranking on the basis of All-India Market Share as per research conducted by
Exide batteries are known for their high quality and performance. Here are some
benefits of using an Exide battery:
Reliability: Exide batteries are known for their reliability and durability. They
are designed to with stan extreme weather conditions and provide consistent
performance over a long period of time.
Longevity: Exide batteries are designed to last longer than most other
batteries on the market. They made with high-quality materials and advanced
technology, which ensures that they have a longer lifes
High performance: Exide batteries are known for their high performance.
They have ahigh cranking power, which means they can start your vehicle quickly
and easily.
Low maintenance: Exide batteries require very little maintenance. They are
designed to be low maintenance, which means you can spend more time using your
vehicle and less time maintaining youn)battery.
Environmentally friendly: Exide batteries are designed to be environmentally
friendly. They are made with recycled materials and are 99% recyclable, which means
they have a minimal impact on the environment.
Only once in a lifetime will a new invention come about to touch every aspect
ofour lives. An important technology integrated into our society and around the world
is the invention of the Battery. Among many inventions of our modern world, the
battery stands out as an amazing on going development with its effect on almost every
portable electric powered device. An electrical battery is a combination of one or
more electrochemical cells, used to convert stored chemical energy into electrical
energy.
The primary, and arguably most noble, intent of the battery is to assist in mankind's
pursuit of practicality. Electricity had always fascinated human kind since our
ancestor's first witness of lightning. In ancient Greece, Thales observed that rubbing
amber, for which the Greek word is electro, could generate an electric charge. In 1938
a jar was found just outside of Baghdad, Iraq that may be or could be the first battery.
Nowadays battery is used to power, advanced machine, electric appliances and
majority of electronics that are integrated to mankind. Having fulfilled its duty to
provide practicality for human to operate electronics, the battery could be titled as one
of the most important inventions ever made. There are currently two types of battery,
disposable batteries which are designed to be used once and discarded when they are
worn out, and rechargeable battery which are designed to be recharged and reuse until
their ability to store electrical energy decrease drastically.
Normally a battery such as the AA, C or D has two terminals, one is marked positive
and the other one is marked negative. In a battery, electrons collect on the negative
terminal of the battery. The electrons will flow from the negative to the positive
terminal as fast as they can. Normally, you connect some type of load to the battery
using a wire, without any load the battery will wear out very quickly. This also tends
to be dangerous, especially with large batteries.
With the consumption of energy increasing from time to time, the battery industry is
one of the worlds most leading industries. The rapid growth of advanced technology
made it inevitable for batteries to not develop more and more. Researchers all over the
3
world are using the battery technology to make amore environment friendly energy
source. The battery has the ability to store an amount of energy based from their
types; this kind of energy source could be integrated into heavy machineries thus
replacing the use of non-renewable power sources that are not environment friendly.
Batteries are considered environment friendly because of its production method.
There are two ways to store energy into a battery; one is by formulating a certain
chemical reaction, and two is by charging it. Through the charging method, it only
takes a transfer of electric energy from another power source. Factories like

1.2 Objectives of the study

There are two main objectives. They are.

1. To identify marketing mix on consumer purchase decision of exite battery in
Yangon.
2. To analyze the effect of Retail Service Quality on customer satisfaction To
identify
2. To explore the effect of marketing mix on consumer purchase decision of
exite battery in Yangon.

1.3 Methods of Study

The descriptive research method was used in this study. Quantitative and
qualitative analysis is also used. The structured questionnaires were used to the
respondents for collection of the primary data. Secondary data were collected from
different publish resource of reports, research papers, articles, and news from the
internet information from the respective firm. Regression analysis was also used to
analyze marketing mix on consumer purchase decision of exite battery in Yangon

1.4 Scope and Limitations of the Study

This study mainly focused on to explore the effect of marketing mix on
consumer purchase decision of exite battery in Yangon. There are many retail stores
in Monywa. Among them, only Zaw Tika Store was selected in this study. This study
focused on a sample size of 74 customers was selected through a simple random
sampling method. The data collection period was during August 2023.
1.5 Organization of the Study

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 This study includes five chapters. Chapter 1 presents the introduction which
includes the rational of the study, objectives of the study, method the study, scope and
limitations of the study, and organization of the study. Chapter 2 presents literature
review. Chapter 3 mentions the marketing mix on consumer purchase decision of
exite battery in Yangon. Chapter 4 discusses an analysis of the effect of To explore
the effect of marketing mix on consumer purchase decision of exite battery in
Yangon . Chapter 5 presents on findings and discussion, suggestions and
recommendations and needs for further studies.

5
 Chapter 2
Literature Review

Exide Battery can be set as a standard with a good historical tradition that has
been almost as long as a person's life in Myanmar.Exide Battery has been able to
stand with a good reputation for 75 years It is also the best No.1 Premium Quality
Battery in India.So the battery .Even if the warranty is the same, the battery can be
used for a long time and is durable.The best battery with fast charging and energy
storage. Exide Battery is a battery that you can forget about explosion due to reliable
structural systemsIt has gained a reputation so far with many good reviews among
users.These genuine quality and valuable Exide batteries are sold by both the seller
and the seller. It is true that both users will be happy.It's true that Exide Battery is
already selling well in the market, so there's no need to mention much.

2.1 Marketing

There are numerous definitions of marketing put extensively; marketing is the

activity, set of institutions and processes for creating, communicating, delivering and
exchanging offerings that have value for customers, clients, partners and society
everywhere (American Marketing Association). Philip Kotler defines marketing is the
science and art of exploring, creating, and delivering value to fulfill the necessities of
a target market at a profit. Marketing identifies unfulfilled needs and desires.
Marketing pinpoints which segments of consumers are capable of serving best and it
designs and advances the suitable products and services. Marketing is important for
the accompanying reasons.
Marketing helps in transfer, exchange and movement of goods: Products and
services are made accessible to customers through different intermediaries’ viz.,
wholesalers, retailers, and so on. Marketing is useful for both producers and
consumers. As indicated by Prof. Haney Hansen “Marketing includes the design of
the products acceptable to the consumers and the conduct of those activities which
encourage the exchange of ownership between the dealer and purchaser.”
Marketing is useful in raising and maintaining the standard of living of the
community: Marketing is the giving of a standard of living to the community.
Professor Malcolm McNair added that “Marketing is the activity that creates and
delivers of standard of living to the community”. By making accessible the
uninterrupted supply of goods and services to consumers at a sensible value,
marketing has assumed a significant role in raising and keeping up the living
standards of the community. Community contains three classes of individuals i.e.,
rich, middle and poor. Everything which is utilized by these various classes of people
is provided by marketing. In the modern times, with the development of latest
marketing techniques even the poorer areas of society have attained a reasonable level
6
of living standard. This is fundamental because of huge scale production and lesser
prices of products and services. Marketing has reformed and modernized the living
standard of individual in modern times.
Marketing creates employment: The major marketing functions are
purchasing, selling, financing, transport, warehousing, risk bearing and
standardization, and so on. In each such different function is performed by an
enormous number of people and bodies. In this way, marketing offers employments to
numerous individuals. It is assessed that about 40% of total population depend
directly or indirectly upon marketing. In the modern era of huge scale production and
industrialization, role of marketing has augmented. Converse, Huegy and Mitchell
pointed out that “In order to have persistent production, there must be continuous
marketing, only then employment can be supported and high level of business activity
can be continued”.
Marketing as a source of income and revenue: The performance of marketing
function is immensely important, because it is the only way through which the
concern could create revenue or income and get benefits. Buskirk pointed out that,
“Any activity related with acquiring income is a marketing action''. Marketing
provides numerous opportunities to procure profits in the process of purchasing and
selling the goods, by creating time, place and possession utilities. This income and
profit are reinvested in the concern, subsequently gaining more profits in the future.
Marketing ought to be given the greatest importance, since the very endurance of the
firm relies upon the effectiveness of the marketing function.
Marketing acts as a basis for making decisions: A businessman is faced with
many issues as what, how, when, how much and for whom to produce. In present,
marketing has become a very complex and tedious task. Marketing has developed as
new specialized activity along with production. Therefore, producers are depending
generally on the mechanism of marketing, to determine what to produce and sell.
With the assistance of marketing techniques, a producer can regulate production
accordingly.
Marketing acts as a source of new ideas: The concept of marketing is a
powerful idea. It has changed altogether with the progression of time. Such changes
have far reached impacts on production and distribution. With the rapid change in
tastes and preferences of individuals, marketing needs to think of equivalence.
Marketing as an instrument of measurement, gives scope for understanding this new
demand pattern and thereby create and make accessible the goods accordingly.
Marketing is helpful in development of an economy: Adam Smith has
commented that “nothing occurs in our nation until somebody sells something”.
Marketing is the boss that sets the economy revolving. The marketing organization,
more scientifically composed, makes the economy strong and stable. The lesser the
stress on the marketing activities, the more fragile will be the economy.

2.2 Marketing Mix

The marketing mix is one of the significant concepts in modern marketing. It was
characterized as the set of controlled strategic marketing tools that the firm mixed to
produce the response that wants from the target market. The marketing mix comprises of
everything the firm could do to impact the demand for its product. The many possibilities
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could be gathered into four groups of factors known as the four Ps; product, price, place
and promotion (Kotler and Armstrong, 2000).
Marketing mix is the specific collection of activities utilized by an organization to
increase acceptance of ideas, products or services. That collection of actions commonly
includes marketing activities in the areas of products or services, pricing, place (channel
of distribution), advertising, sales and sales promotion (Hass and Wotruba, 1983). The
marketing mix conveys the desired brand or product signals and messages, concentrates
on the needs of the target audience. Consumer research is applicable to every factor of the
marketing mix; product, price, place, and promotion.
2.2.1 Product: Consumer research enables the marketers to construct consumer
relationship by finding which attributes are generally essential to the target market and
coordinating them into the design of the product. It provides the premise to the
advancements of new product concepts and groups of products to meet targeted consumer
needs.
2.2.2 Price: Consumer research helps the marketers in building up psychological
pricing levels that customers would pay.
2.2.3 Promotion: Consumer research is utilized to decide persuasive advertising
appeals and to identify proper media choices to arrive at selected target markets.

2.3 PurchaseDecision
EffectofproductonConsumerPurchasingDecisions
Based on the results of testing the data that has been done, the calculated value
for the product variable is 2,072 while the table is 1.98609. These results indicate that
tcount > ttable, with a probability value of 0.041 < 0.05, then H0 is rejected and H1 is
accepted. So it can be concluded that the product variables partially have a significant
effecton consumer purchasing decisions of Bright Gas in Medan.
In this study there are three main aspects related to product variable, namely
packaging size , safety, and cleanliness of product use.
The results of this study are also strengtheed by previous research conducted by
Roki Pariyanto (2012) with the title "The Influence of Retail Mix Variables on Purchasing
Decisions (Study on Indomaret Minimarket in Semarang). Where the results of the study
indicate that product variables significantly influence consumer purchasing decisions as
indicated by the tcount 4,410 > ttable 1,985 with a significance level of 5%.
EffectofPriceonConsumerPurchasingDecisions
Based on the results of data testing that has been done, the value of tcount for
variable prices is 4.454 while the table is 1.98609. These results indicate that tcount >
ttable, with a probability value of 0,000 < 0.05, then H0 is rejected and H1 is accepted.
So it can be concluded that the price variable partially has a significant effect on
consumerpurchasingdecisionsofBrightGasinMedan.
The results of this study are also strengthened by previous research conducted
by Roki Pariyanto (2012) with the title "The Effect of Retail Mix Variables on
Purchasing Decisions (Study on Indomaret Minimarket in Semarang). Where the results
of the study indicate that the price variable significantly influences consumer purchasing
decisions as indicated by the tcount 3.098 > t table 1.985 with a significance level of 5%.
EffectofPlaceonConsumerPurchasingDecisions
Based on the results of data testing that has been done, the value of tcount for
place variables is 2.117 while the table is 1.98609. These results indicate that tcount >
8
ttable, with a probability value of 0.037 > 0.05, then H 0 is rejected and H1 is accepted. So
it can be concluded that the place variable partially has a significant effect on consumer
purchasing decisions of Bright Gas in Medan. According to Lupiyoadi (2013), a place is a
location related to where a company must be based and conduct its operations or activities.
Place is one of the most important factors that influence the development of a business.
Strategic locations or places ideally bring in a lot of consumers, thereby increasing the
number of sales or turnover of a business or company. The
results of this study are also strengthened by previous research conducted by Roki
Pariyanto (2012) with the title "The Effect of Retail Mix Variables on Purchasing
Decisions (Study on Indomaret Minimarket in Semarang). Where the results of the study
indicate that the promotion variable significantly influences consumer purchasing
decisions as indicated by the tcount of 7.905 > t table of 1.985 with a significance level of
5%.
EffectofPromotiononConsumerPurchasingDecisions
Based on the results of data testing that has been done, the calculated value of
tcount for the promotion variable is 2.043 while the table is 1.98609. These results
indicate that tcount > ttable, with a probability value of 0.044 < 0.05, then H0 is rejected
and H1 is accepted. So it can be concluded that the promotion variable partially has a
significant influence on consumer purchasing decisions of Bright Gas in Medan.

The results of this study are supported by previous research conducted by Arumi Puspa
Utami (2016) conducting research on "The Effect of Marketing Mix on Consumer
Purchases in KOPMA Minimarket Yogyakarta State University". The results of this study
indicate that the promotion variable has a positive and significant influence on consumer
purchasing decisions at the KOPMA UNY minimarket. Evidenced by the tcount of 2,339
and ttable of 1,980 with a significance of 0.022. Due to the value of tcount> ttable and
significance ≤ 0.05, it can be concluded that the promotion variables influence consumer
purchasing decisions at the KOPMA UNY minimarket. In addition, the promotion
variable also has an Effective Contribution (SE) value of 8.3% on consumer purchasing
decisions at the KOPMA UNY minimarket.
Effect of People on Consumer Purchasing Decisions
Based on the results of testing the data that has been done, obtained the value of
tcount for people variable is 0.031 while the table is 1.98609. These results indicate that
tcount < ttable, with a probability value of 0.976 > 0.05, then H0 is accepted and H1 is
rejected. So it can be concluded that the partial variable does not significantly influence
the purchase decision of Bright Gas consumers in Medan.
The results of this study are also strengthened by previous research conducted by
Syamsul Ibad (2018) on "The Effect of Service Marketing Mix on Consumer Purchasing
Decisions (Case Study on Transportation Services CV King Tour and Travel). The results
showed that the variable employees / people were partially tested using the t test resulting
in a tcount of 0.176 smaller than t table 1.662 and a sig value of 0.861 greater than the
significance rate of 0.05. Based on the results above, that the variable person does not
significantly influence the purchase decision of CV King Tour and Travel transportation
services.
Effect of Process on Consumer Purchasing Decisions
Based on the results of testing the data that has been done, obtained tcount for the process
variable is 0.042 while the table is 1.98609. These results indicate that tcount < ttable,
with a probability value of 0.967 > 0.05, then H0 is accepted and H1 is rejected. So it can

9
be concluded that the process variable partially does not significantly influence the
purchase decision of Bright Gas consumers in Medan.
The results of this study are supported by previous research conducted by Syamsul Ibad
(2018) on "The Effect of Service Marketing Mix on Consumer Purchasing Decisions
(Case Study on Transportation Services CV King Tour and Travel). The results showed
that the process variables were partially tested using the t test to produce a t-count of -
0.335 smaller than t table 1.662 and a sig value of 0.738 was greater than the significance
level of 0.05. Based on the results above, the process variable does not significantly
influence the purchase decision of CV King Tour and Travel transportation services.
Effect of Physical Environmental on Purchasing Decisions
Based on the results of testing the data that has been done, the calculated value for the
physical environment variable is 0.040 while the table is 1.98609. These results indicate
that tcount < t table, with a probability value of 0.968 > 0.05, then H 0 is accepted and H1
is rejected. So it can be concluded that the physical environment variable partially does
not significantly influence the purchase decision of Bright Gas consumers in Medan.
The results of this study are also strengthened by previous research conducted by
Amalia Ramadhanti (2017) on "The Effect of Marketing Mix on Purchasing Decisions at
the Mesra Indah Mall Giant Supermarket in Samarinda". The results showed that the
value of Sig. physical evidence variable (X 6) of 0.920 > 0.05. That is, the physical
evidence variable (X6) partially does not significantly influence the purchase decision
(Y).
2.4 Conceptual Framework of the Study
The conceptual framework of the study is proposed in Figure (2.2) to explain the
consumer purchase intention of cosmetic products. This study only focuses on the
marketing mix theory. Because marketing mix factors can be easily controlled by the
organization to suit the demand of the business. Other variables such as demographics,
technology, legal forces, economic forces, social and cultural forces, psychological
factors are uncontrollable variables that marketer has little or no control over them.
Therefore, the independent variables selected for this study are marketing mix elements:
product, price, place, promotion. The dependent variable analyzed in this study is
consumer purchase intention.

Figure (2.4) Conceptual Framework of the Study

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11
2.5 Retail Service Quality on Customer Satisfaction

There is retail service quality on customer satisfaction of Zaw Tika Store.

These are physical aspects, reliability, personal interaction, and problem solving.

2.5.1 Physical Aspects

It is defined as the objects and physical factors controlled by companies that

can affect employees and customers. Physical Environment not only influences the
customers' pre-purchase decision but also the post-purchase quality assessment and
satisfaction in terms of the related goods and services (Bitner, 1992). Physical aspects
include store appearance and convenience of store layout. The appearance of your
store directly affects the customer’s overall experience. Their experience dictates
whether they make a purchase. Keep your store neat, tidy, and beautiful and watch as
the sales continue to climb. This is especially important if you are competing against
big brand, chain stores. A clean store with a beautiful appearance will lead to greater

12
sales solely based off of a great first impression. A store layout also can directly
impact the emotions invoked in a shopping experience. Even a store with great
interiors can ruin shopping experience of customers if they do not focus on the right
layout. For example, too tall or too low shelves can make a customer’s shopping
experience extremely unpleasant.

Another important store layout aspect retailer should consider carefully is the
allocation of products on shelves and shelves design. Efficient shelf space allocation
management does not only minimize the economic threats of empty product shelves,
but it can also lead to higher consumer satisfaction, a better consumer relationship
(Fancher,1991) and even more importantly; it can have a significant positive effect on
product sales (Hwang et al., 2005). The next essential factor is the section layout
enables customers to easily find the products they need. Customers are always willing
to easily get the products without wasting time so if retailers can meet their
willingness, they will get higher satisfaction from customers. In addition, having
many varieties of product choices, good product quality and well-trained employees
can also lead to satisfaction.

2.5.2 Reliability
Reliability refers to how much trust can be afforded the supermarket staff and
organization for example through parameters like accurate billing. Reliability means
in this retail store performs fast sale transactions, there are always stocks of products/
brands desired by customers and product prices are clearly indicated etc.
Reliability refers to the promises given by the store. If the store cannot keep or
breaks the promises, it dissatisfies customers and results in negative word-of-mouth.
In contrast, when the company can keep its promises, it increases customer
confidence in the store and creates customer satisfaction and lead to loyalty. (Yuen &
Chen, 2010).
We assume that reliability has a positive direct effect on customer satisfaction.
Robert and Wowor (2011); Uyoga (2018) states that reliability has a positive effect on
customer satisfaction. This means that the ability to provide promised services
promptly, accuracy, and satisfactorily can affect customer satisfaction. Yousuf (2017)
said that the reliability aspect of service quality has an influence on customer
13
satisfaction. The same thing was stated by Famiyeh et al. (2018) that reliability is the
company’s ability to provide services in accordance with what is promised accurately
and reliably. The relationship between reliability and customer satisfaction is
reliability that has a positive influence on customer satisfaction. The better consumer
perceptions of company reliability, the highest customer satisfaction will be. There is
a positive direct effect of reliability on customer satisfaction.

2.5.3 Personal Interaction

The personal interaction (i.e., social interaction) is also important in the
customer experience as customers interact with others in a social process during the
shopping activity. Department stores are designed to provide a modern and hip
shopping experience to the consumers. Since, clients in these stores are affluent they
expect service support and are averse to SST. In such retail formats, interactions
between customers and retail staff are bound to happen and thus it is necessary to
understand how these interactions occur and to understand the interaction taking place
amongst the customers themselves.
This personal interaction of the customer satisfaction is an aspect that is partly
controllable and partly uncontrollable for the retailer. The interactions between
customers are uncontrollable but the interactions customers have with the store
personnel are to some extent controllable (Business and Rubio, 2017). And this is
important for the retailer to try to control because the interaction with store personnel
can help create a pleasant customer satisfaction. If the personnel are perceived to have
the ability to provide support and good service by offering suggestions and advice
when requested, it creates a more positive experience for the customer (Pantono and
Gandini, 2018).
Westbrook and Black (1985) established that the most influential components
of retail satisfaction were satisfaction with stores sales personnel. According to Bitner
et al. (1994), customer satisfaction is often influenced by the quality of the
interpersonal interaction between the customers and the contact employees.

14
 The personal interaction of the customer satisfaction is central because
customers normally spend more time and money when shopping with others. Most
purchase decisions are also generally influenced by social interaction with others,
such as shopping companions, store personnel and other customers. The purpose of
the interaction is for customer satisfaction to gain approval and affirmations from
others regarding products in relation to identity and status.

2.5.4 Problem Solving

What is the first step in customer service problem-solving? Defining the

problem is the first step in customer service problem-solving. This stage allows
customer service and business to identify and define the root cause of the problem.
This step is highly focused on customer communication, satisfaction and information
gathering as agents will need to ask investigative questions to fully understand the
issue.
Problem-solving is important in customer service because it allows businesses
to resolve customer issues in a satisfactory manner. This, in turn, can lead to increased
customer satisfaction, loyalty, and sales. Additionally, problem-solving allows
businesses to improve their reputation as customers will view them as being
responsive to their needs.
Solving customers’ problems is more than just fixing the bugs or providing
detailed instructions. It’s about being prompt, patient, polite, and staying by their side
all the way through. Basically, you need to say what consumers want to hear while
not instilling false expectations. In customer service, clients expect something more
meaningful than just a financial solution if the issue has occurred. Survey results
suggest that only 43% of respondents are satisfied with refunds. And 50% said they
enjoyed the feedback that involved an apology, empathy, or other compensation
unrelated to money. Unsurprisingly, 60% stated that they were happier when received
both. The importance of good customer support is to know four simple step process of
solving problems. There are –

1. Listen to a customer.
2. Acknowledge a client’s pain.

15
 3. Offer alternative solutions.
4. Follow-up.
2.6 Conceptual Framework of the Study
The conceptual framework is developed from the literature review mentioned
above. This study used four factors affecting customer satisfaction: physical aspects,
reliability, personal interaction and problem-solving. Therefore, the theoretical
framework of the research looks like the following.

Figure 2.1 Conceptual Framework of the Study

Independent Variable Dependent Variable

Physical Aspects

Reliability
Customer
Satisfaction
Personal

Problem-Solving

Source: Own complication

According to the conceptual framework, independent and dependent variables
are described. Factors affecting customer satisfaction include physical aspects,

16
reliability, personal interaction and problem-solving. These factors are independent
variables and customer satisfaction is dependent variable.

Chapter 3
Retail Service Quality of Zaw Tika Store in Monywa
This chapter describes Zaw Tika Store profile and the respondents’
perceptions of Zaw Tika Store. Then, it presents the demographic profile of the
respondents and the reliability statistics.

3.1 Current Situation of Retail Stores in Myanmar

Retail business in Myanmar is showing signs of potential. Currently, it

accounts for 15% of the country’s gross domestic product (GDP). In the past decade,
convenience stores and grocery supermarkets have rapidly expanded across larger
cities in Myanmar. Since 2018, higher quality shopping malls and modern retail
chains have developed to be on par with international standards as well as demand
from foreign chains that have opened retail businesses in Myanmar.

Retail business in Myanmar has been severely affected by the COVID-19

pandemic and the ongoing political crisis in the country. The economy experienced an
18% contraction in 2021. This year, the country is experiencing limited growth, with
17
the country’s GDP still expected to be 13% lower than in 2019. In 2022, retail store
business plummeted, with almost no new outlets opening due to import issues and
increased operational expenses. According to retail market trends in Myanmar, fast-
moving consumer goods (FMCG) is the leading sub-sector. However, because of the
worldwide supply chain crisis, Myanmar consumers are also feeling the brunt of the
rising prices of goods. High fuel and transport costs are negatively impacting retail
prices and many shops in the northeast and southeast regions are struggling to restock
commodities.

3.2 Profile of Zaw Tika Store

In Monywa, there are several types of retail store. Among them, Zaw Tika
Store is one of the popular retails’ stores by its excellent products and services and its
reputation. So, Zaw Tika Store is selected to study, and it consists of the profile and
services of Retail Store. The history of Zaw Tika Store has established in 1992. It has
owned by U Myo Thein and Daw Aye Thein. The retail store has run (12) of
employees and has no branch. The Zaw Tika Store aim is when you are buying the
food to get and fresh. This store initial investment is 100 lakhs.
Zaw Tika Store is a popular store in Monywa. It is located at the intersection
of Kyaukka Road and Bogoke Road, Sule Kone Quarter, Monywa in Sagaing Region.
Only one building is composed by two partitions, the one is retail store and the next is
mobile phone sales shop. Retail store is located at left side. Display/Layout, lighting
and decoration are modern. As soon as you enter the store, you will satisfy on a large
variety of bakery item. In Zaw Tika Store, you can buy cakes, breads, hamburger,
pizza, pudding, donuts, drinks, and other snacks. Zaw Tika Store opens Monday to
Sunday 6:00 AM to 7:00 PM.
In this section, goods procurement and kinds of goods sold at Zaw Tika Store are
presented. In procurement of goods, the stores purchase the goods from the
wholesalers and manufacturing factories in the form of wholesale. Sources of goods
procurement are.

- Importers from foreign countries

- Local companies
- Domestic Distribution Companies and
18
- Sale Representatives.

Today is in the competitive world, the goods are also becoming competitive.
Hence, the manufacturing companies directly distribute their products through sale
representative as it is important for them to sell to the stores. It is known that Zaw
Tika Store also procures the goods through sale representatives who sell directly. In
Zaw Tika Store, (11) varieties of goods are being sold. Types of products sold are
shown in the figure (3.1).

Table (3.1) Variety of Products

Sr. No Types of products

1. Varieties of snacks

2. Purified drinking water

3. Varieties of cold drinks

4. Varieties of juice bottle

5. Varieties of tissue (wet and dry)

6. Traditional Dry Tea Leaf

7. Coffee mix

19
 8. Varieties of noodle pack

9. Ice cream and yogurt

10. Assorted phone bill

11. Local products of Monywa and Mandalay such as Bakery's

cake, yogurt.

Source: Survey Data, 2023

3.3 Profile of the Respondents

The profile of respondents from the respective program is described in this
section. The profile includes age, gender, education level, occupation, and income
level.

3.3.1 Age
Table (3.2) presents the age of respondents that are classified into four groups
according to their age groups such as between18 to 20 years, between 21 to 23 years
and between 24 to 26 years and between 27 to 29 years. The age groups of
respondents are shown in the following Table (3.2).

Table (3.2) Age of Respondents

Sr. No. Age Frequency Percent
1 18-20 years 13 17.60
2 21-23 years 46 62.20
3 24-26 years 13 17.60
4 27-29 years 2 2.70
Total 74 100.00
Source: Survey Data, 2023
According to the Table (3.2), 13 respondents are between 18 to 20 years, 46
respondents are between 21 to 23 years, 13 respondents are between 24 to 26
years and 2 respondents are 27 to 29 years. According to the results, respondents who

20
have age between 21 to 23 years are majority of the study.

3.3.3 Gender
In this section, the numbers of respondents are divided by gender. Regarding
gender of respondents, it presents how many male and female buy from retail stores.
Table (3.3) presents the gender of the respondents.
Table (3.3) Gender of Respondents
Sr. No. Gender Frequency Percent
1 Male 17 23.00
2 Female 57 77.00
Total 74 100.00
Source: Survey Data, 2023
According to the Table (3.3), 23.00% of respondents are male and 77.00% are
female. The most respondents are female that are buying from Zaw Tika store.

3.3.4 Education
Education levels of respondents are studied by dividing them into four groups:
first year, second year, third year, and fourth year. Number of education level of
respondents is shown in Table (3.4).

Table (3.4) Education Level of Respondents

Sr. No. Levels of Education Frequency Percentage
1 First year 13 17.60
2 Second year 12 16.20
3 Third year 22 29.70
4 Fourth year 27 36.50
Total 74 100.00
Source: Survey Data, 2023
According to the Table (3.4), 13 of respondents are first year, 12 of
respondents are second year, 22 of respondents are third year, and 27 of respondents
21
are fourth year. According to the results, the most respondents are Fourth year.

3.3.5 Marital Status

In this section, the numbers of respondents are divided by martial. Regarding
martial of respondents, it presents how many single and married buy from Zaw Tika
store. Table (3.5) presents the marital of the respondents.
Table (3.5) Marital Status of Respondents
Sr. No. Marital Status Frequency Percentage
1 Single 72 97.30
2 Married 2 2.70
Total 268 100.00
Source: Survey Data, 2023

According to the Table (3.5), the maximum numbers of respondents are

single, and it represents 97.30% of total respondents. And 2.70% of the total
respondents are married.

3.3.6 Monthly Income

Respondents’ income is classified into four groups: between kyats 100,000-
200,000 and between kyats 200,001-300,000, between kyats 300,001-400,000 and
between kyats 400,001-500,000. The results are presented in the following Table
(3.6).

Table (3.6) Income of Respondents

Sr. No. Income (Kyats) Frequency Percentage
1 100,000-200,000 55 74.30
2 200,001-300,000 16 21.60
3 300,001-400,000 1 1.40
4 400,001-500,000 2 2.70
Total 74 100.00
Source: Survey Data, 2023
22
 According to the Table (3.6), most of the respondents’ level are from between
kyats 100,000-200,000. There are 55 respondents, and it represents 74.30% of the
total respondents. The second largest group earn from between kyats 200,001-
300,000. There are 16 respondents, and it represents 21.60% of the total respondents.
The third group of respondents earns between kyats 400,001-500,000, and it
represents 2.70% of the total respondents. The respondents who earn between
kyats 300,001-400,000 are the least group.

3.4 Reliability Statistics

Reliability and validity are important in quantitative research (Brown &
Warren, 2009). Reliability refers to the accuracy or dependability of a measurement
(Cronbach, 1951). To ensure reliability, Cronbach’s alpha reliability test is used.
Generally, an alpha value close to 1.0 indicates high internal consistency reliability,
an alpha value less than 0.60 is poor, those in the range of 0.60 to 0.80 are considered
acceptable and good. In this study, questionnaire consists of two parts. The first part is
influencing factors: physical aspects, reliability, personal interaction, and problem
solving. The second part is customer satisfaction. First, 8 questions for each factor
are used to measure the influencing factors on customer satisfaction. Second, 12
questions are used to measure the customer satisfaction of the respondents of the
study.
The reliability of data is measured by Cronbach’s alpha which is the most
common and test for measuring the internal consistency of the data. Cronbach’s alpha
is the coefficient which been used to measure and represent the degree of reliability of
free from error (Sekaran & Bougie, 2010). The computation of Cronbach’s alpha
determines the extent of respondents’ agreement for each dimension. Cronbach’s
alpha is a suitable measurement to test the reliability of the variables of this study. It
could be used to measure the reliability and accuracy of questionnaires.
In terms of the reliability of data collected from 74 respondents, Cronbach’s
alpha value is tested for all variables in which Likert-type scale question items are
developed. The following Table (3.7) presents the Cronbach’s alpha reliability
coefficient of the scales of questionnaire instruments of this study.

23
 Table (3.7) Reliabilities Statistics
Variables Cronbach’s Alpha No. of Items
Physical aspects 0.709 8
Reliability 0.733 8
Personal interaction 0.840 8
Problem solving 0.892 8
Customer satisfaction 0.870 12
Source: Survey Data, 2023
Table (3.7) presents the Cronbach’s alpha values of each variable. All
variables in this study have high level of problem solving and all values are greater
than 0.7. Therefore, according to the range defined by Sekaran & Bougie (2010), all
items used in the questionnaire of this study are acceptable.

3.5 Respondent’s perception on Retail Service Quality

This section presents the factors affecting on customer satisfaction.
3.5.1 Physical Aspects
Respondents’ perception of physical aspects is measured on eight factors. The
response of respondents to the questionnaire are ranked on Likert scale of 1 to 5;
ranging from 1= strongly disagree (SD), to 2=disagree (D), to 3= neutral (N), to 4=
agree, and to 5=strongly agree (SA). The results of the measurement are presented in
Table (3.8).

Table (3.8) Respondent Perception towards Physical Aspects

Sr.
Statements Scale SD D N A SA
No.
1 Having modern-looking Freq: - 13 8 50 3

24
 equipment and features % - 17.60 10.80 67.60 4.10
2 Having clean, attractive, Freq: - 7 7 58 2
convenient, and well- % - 9.50 9.50 78.40 2.70
maintained facilities
3 Being easy for customer to find Freq: 1 14 6 49 4
what they need by the layout of % 1.40 18.90 8.10 66.20 5.40
the store
4 Being easy for customer to Freq: 1 30 10 32 1
move around in the store % 1.40 40.50 13.50 43.20 1.40
5 Offering pleasant shopping Freq: - 14 16 41 3
environment where one can % - 18.90 21.60 55.40 4.10
shop with families or friends
6 Attracting the decoration Freq: 1 24 15 30 4
% 1.40 32.40 20.30 40.50 5.40
7 The store listed the prices of Freq: - 11 10 48 5
the products accurately % - 14.90 13.50 64.90 6.80
8 The store’s opening and closing Freq: 1 4 12 51 6
hours are convenient for % 1.40 5.40 16.20 68.90 8.10
customers
Source: Survey Data, 2023
According to the Table (3.8), most respondents prefer the store is having
clean, attractive, convenient, and well-maintained facilities and it represents 81.80%
of total respondents, agree with point. On the other hand, other respondents prefer the
store’s opening and closing hours are convenient for customers and it represents 77%
of total respondents, agree with point.

3.5.2 Reliability
Respondents’ perception of reliability is measured on eight factors. The
results of the measurement are presented in Table (3.9). The results of the
measurement are presented in Table (3.9).
Table (3.9) Respondents Perception towards Reliability

25
 Sr.
Statements Scale SD D N A SA
No.
1 Providing service at the Freq: 1 13 10 47 3
time it promises to do so. % 1.4 17.6 13.50 63.50 4.10
2 Performing the service Freq: 2 14 16 41 1
right the first time % 2.70 18.90 21.60 55.40 1.40
3 Having goods/stocks Freq: - 16 7 44 7
available when the % - 21.60 9.50 59.50 9.50
customers want it
4 Accurate the pricing Freq: 1 10 13 42 8
information in the store % 1.40 13.50 17.60 56.80 10.80
5 Insisting on error-free Freq: - 8 25 40 1
sales transactions and % - 10.80 33.80 54.10 1.40
records.
6 Having fair prices Freq: 2 16 22 32 2
compared to similar % 2.70 21.60 29.70 43.20 2.70
retailers.
7 Stores perform repairs Freq: 1 16 17 39 1
and replacements as % 1.40 21.60 23.00 52.70 1.40
specified for a certain
period.
8 Store employees can Freq: 3 13 9 42 7
provide information on % 4.10 17.60 12.20 56.80 9.50
the items that customer
will purchase and use.
Source: Survey Data, 2023
According to the Table (3.9), most respondents prefer having goods/stocks
available when the customers want it, and it represents 69.00%. Moreover, 50
respondents prefer providing service at the time it promises to do so and it represents
67.60% of total respondents.42 respondents agree accurate the pricing information in
the store and store employees can provide information on the items that customer will
purchase and use, and it represents 67.60%. On the other hand, 41 respondents prefer
26
performing the service right the first time and 56.80% of total respondents.

3.5.3 Personal Interaction

Respondents’ perception of personal interaction is measured by eight factors.
The results of the measurement are presented in Table (3.10).
Table (3.10) Respondents Perception towards Personal Interaction
Sr.
Statements Scale SD D N A SA
No.
1. Willing never too busy to Freq: 17 14 42 1
respond to customers’ % 23.00 18.90 56.80 1.40
requests by employees
2 Willing to help customers by Freq: 1 14 11 47 1
employees % 1.40 18.90 14.90 63.50 1.40
3 Serving in a timely manner Freq: 2 18 7 46 1
by the cashiers % 2.70 24.30 9.50 62.20 1.40
4 Having welcoming and Freq: 2 17 10 42 3
friendly by the staff % 2.70 23.00 13.50 56.80 4.10
members
5 Understanding needs by the Freq: 5 19 17 32 1
staff % 6.80 25.70 23.00 43.20 1.40
6 Having able to resolve Freq: 3 15 8 46 2
queries and issues by the % 4.10 20.30 10.80 62.20 2.70
staff
Employees immediately Freq: 3 22 10 35 4
7 attend to shoppers’ needs. % 4.10 29.70 13.50 47.30 5.40

8 The employee focuses on Freq: 5 17 8 40 4

the individual customers. % 6.80 23.00 10.80 54.10 5.40

Source: Survey Data, 2023

According to the Table (3.10), most respondents agree that willing to help
customers by employees of Zaw Tika Store, and it represents 64.90% of total

27
respondents. Moreover, 63.60% of respondents agree serving in a timely manner by
the cashiers and having able to resolve queries and issues by the staff. On the other
hand, other respondents prefer willing never too busy to respond to customers’
requests by employees of Zaw Tika Store and having welcoming and friendly by the
staff members and it represents 60.90% of total respondents.
3.5.4 Problem Solving
Respondents’ perception of public relations is measured by eight factors. The
results of the measurement are presented in Table (3.11).
Table (3.11) Respondents Perception towards Problem Solving
Sr.
Statements Scale SD D N A SA
No.
1. Showing a sincere interest in Freq: 3 18 15 37 1
solving it when customers have a
% 4.10 24.30 20.30 50.00 1.40
problem
2 Listening to a customer’s problem Freq: 4 15 13 41 1
carefully by staff member % 5.40 20.30 17.60 55.40 1.40
3 Discussing upgrade options for Freq: 3 17 11 42 1
their products. % 4.10 23.00 14.90 56.80 1.40
4 Having to handle customers’ Freq: 4 19 15 32 4
complaints directly and
immediately. % 5.40 25.70 20.30 43.20 5.40

5 Having knowledge to answer Freq: 4 10 8 49 3

questions by employees % 5.40 13.50 10.80 66.20 4.10
6 Responding alternative solutions Freq; 3 17 23 30 1
for any problems by staff
% 4.10 23.00 31.10 40.50 1.40

7 The store conveniently offers Freq; 1 23 13 36 1

refunds and exchanges.
% 1.40 31.10 17.60 48.60 1.40

8 The store takes full responsibility Freq: 1 17 18 34 4

and solve any problems that occur
% 1.40 23.00 24.30 45.90 5.40
in the store.

28
Source: Survey Data, 2023
According to the Table (3.11), most respondents agree that Zaw Tika Store is
having knowledge to answer questions by employees, and it represents 67.30% of the
total respondents. On the other hand, other respondents agree that Zaw Tika Store is
discussing upgrade options for their products, and it represents 58.20% of the total
respondents.

3.6 Overall Mean Value of Retail Service Quality

Respondents’ satisfaction is measured by influencing factors. These are
physical aspects, reliability, personal interaction, and problem solving. The overall
mean value of influencing factors is presented Table (3.12).
Table (3.12) Overall Mean Value of Influencing Factors on Customer Satisfaction
Particular Mean Standard Deviation
Physical aspects 3.49 0.49
Reliability 3.44 0.52
Personal interaction 3.31 0.67
Problem solving 3.26 0.73
Source: Survey Data, 2023
According to the Table (3.12), the overall mean value of influencing factors on
customer satisfaction of Zaw Tika Store is greater than 3. Therefore, it can be assumed
that the respondents in the study have a positive perception of these factors. However,
physical aspects are the highest mean score, with 3.49. The respondents of this study
agree that physical aspect of Zaw Tika Store is essential for them. The lowest mean
value 3.26 is for problem solving. Therefore, it could be summarized that the problem
solving of Zaw Tika Store is needed to improve. Zaw Tika Store needs to provide
reliability and understandable personal Interaction more.

29
 Chapter 4
Analysis of the effect of Retail Service Quality on Customer
Satisfaction of Zaw Tika Store

This presents the effects of retail service quality on customer satisfaction. This
study bases on a structured questionnaire in which each item is measured using a five-
point Likert scale. The study uses descriptive analysis to evaluate how the consumers
agreed on Zaw Tika Store. This study uses regression analysis to explore the
following objective. Firstly, it presents the analysis of influencing factors on customer
satisfaction of Zaw Tika Store. Secondly, it analyzes the effect of influencing factors
on customer satisfaction of Zaw Tika Store.
In this section, it investigates the effect of influencing factors on customer
satisfaction towards Zaw Tika Store. Multiple regression analysis aims to analyze
the effect of independent variables on dependent variables. In other words, it can be
showing the influence of one variable on another (Hair et al., 2012). This multiple
regression analysis is to analyze the effect of influencing factors on customer
satisfaction of Zaw Tika Store.

4.1 Customer Satisfaction

This part of the study presents the perception towards customer satisfaction of
Zaw Tika Store. Twelve factors measure respondents’ Customer Satisfaction on Zaw
Tika Store. Table (4.1) presents the frequency and percentage for buying decision.

30
 Table (4.1) Respondents Perception towards Customer satisfaction
Sr. Statements Scale SD D N A SA
No.
1. Fast and effective problem solving. Freq: 2 18 14 39 1
% 2.70 24.30 18.90 52.70 1.40
2 Receiving in replacement or refund for Freq: - 21 14 33 6
expired items. % - 28.40 18.90 44.60 8.10
3 Satisfying with the merchandise I Freq: 1 9 10 50 4
purchased % 1.40 12.20 13.50 67.60 5.40
4 Satisfying me the store staff supportive. Freq: 3 9 7 53 2
% 4.10 12.20 9.50 71.60 2.70
5 Satisfying with the store decorations Freq: 1 16 11 44 2
and lighting of our store. % 1.40 21.60 14.90 59.50 2.70
6 Satisfying on providing a comfortable Freq: 1 24 9 40 -
and enjoyable shopping environment. % 1.40 32.40 12.20 54.10 -
7 Satisfying on providing a comfortable Freq: 3 17 9 39 6
and enjoyable shopping environment. % 4.10 23.00 12.20 52.70 8.10
8 Having fair prices to compare similar Freq: 1 13 10 48 2
retailers. % 1.40 17.60 13.50 64.90 2.70
9 Feeling very pleased with product Freq: 1 6 5 58 4
images offered by retail store. % 1.40 8.10 6.80 78.40 5.40
10 Satisfying with the production Freq: 1 13 5 53 2
information provided. % 1.40 17.60 6.80 71.60 2.70
Satisfying with the overall billing and Freq: 1 9 5 55 4
11 check out process. % 1.40 12.20 6.80 74.30 5.40
12 Having the largest and up to date Freq: 3 8 13 43 7
product available.
% 4.10 10.80 17.60 58.10 9.50
Mean 3.4909

31
 Standard Deviation 0.5774
Source: Survey Data, 2023

According to the Table (4.1), most respondents agree that feeling very pleased with
product images offered by retail store, and it represents 83.80% of total respondents. Moreover,
most respondents agree that satisfying with the overall billing and check out process of Zaw Tika
Store and it represents 79.70% of total respondents. Other respondents agree that satisfying with
the merchandise they purchased because merchandise sold is the highest quality and a good
value for the money and it represents 73.70% of total respondents. Most respondents prefer
satisfying with the production information provided and satisfying with the store staff supportive
were enough to assist in finding the items of choice. And it represents 60.10% of total
respondents. On the other hand, some respondents disagree satisfying on providing a
comfortable and enjoyable shopping environment and it represents 32.40% of total respondents.
Therefore, most respondents of total respondents agree that Zaw Tika Store is feeling very
pleased with product images offered.

4.2 The Effect of Retail Service Quality on Customer Satisfaction

In this section, customer satisfaction (physical aspect, reliability, problem solving,
personal interaction) is considered as independent variable and customer satisfaction is
considered as dependent variable. When estimating standardized regression in concerned with
the effect of influencing Factors on Customer Satisfaction of Zaw Tika Store, it is calculated
standardized regression coefficient, standard error and significant ‘’F’’ values presented in Table
(4.2).

32
 Table (4.2) The Effect of influencing Factors on Customer Satisfaction of Zaw Tika Store
Independent Unstandardized Standardized
variables coefficients coefficients t Sig
B Std. Error Beta
Constant 0.534 0.488 1.095 0.277
Physical Aspect 0.582*** 0.150 0.329 3.872 0.000
Reliability 0.259 0.159 0.158 1.629 0.108
Personal Interaction -0.033 0.170 -0.026 -0.195 0.846
Problem Solving 0.580*** 0.161 0.489 3.603 0.001
Adjusted R squared 0.653

F(p-value) 35.328 0.000

Source: Survey Data, 2023

Dependent Variable: Customer Satisfaction

*** Significant at 1% level
According to the Table (4.2), adjusted R squared value is the percentage or value that
indicated how the independent variables can explain the dependent variable. The R squared value
of the current study is 0.653%. Therefore, 65.30% variation of customer satisfaction can be
explained by influencing factors. And the results show that physical aspect and problem solving
are significant at 1% level. Moreover, the results display that personal interaction and reliability
are not significant.
Based on the regression analysis, the effect of personal interaction and reliability on
respondents’ satisfaction has not significant (B =-0.026, p>0.01/B=0.158, p>0.01). This means
that personal interaction and reliability have insignificant effect on respondent’s satisfaction. The
effect of physical aspect and problem solving on respondents’ satisfaction is found to be

33
positively significant (B = 0.329, p<0.01/B=0.489, p<0.01). Increasing in physical aspect and
problem solving of Zaw Tika Store will lead to more likelihood of respondents ‘satisfaction.

Moreover, the effect of problem solving is the most significant standardized coefficient
(B = 0.489, p<0.01). This indicates that when Zaw Tika Store enhances its problem solving,
respondents’ satisfaction will be highly improved. Therefore, problem solving is important for
respondents’ satisfaction. Among these significant influencing factors on customer satisfaction,
problem solving is the most significant influencing factor on respondents’ satisfaction.

34
 Chapter 5
Conclusion

This chapter presents the findings on the study in the preceding chapter to fulfill the
objectives of the study. In addition, bases on the findings and discussion, suggestions and
recommendations and needs for further studies are described in this chapter.

5.1 Findings and Discussion

The main objectives of this study are to identify influencing factors of Zaw Tika Store
and to analyze the effect of influencing factors on customer satisfaction of Zaw Tika Store. This
study examines physical aspect, reliability, personal interaction, and problem solving. The
following findings are summarized from the studying of the respondent’s perceptions in each
factor. The effect of influencing factors on customer satisfaction of Zaw Tika Store are analyzed
by regression analysis.
According to the survey data, the age of most respondents is between 21 to 23 years.
Among the respondents, it is found that the number of female respondents is higher than male
respondents. Education level of most respondents is undergraduate, (fourth year). The income
of most respondents is between kyats 100,000 and 200,000. According to survey data, this study
finds that most respondents know.
In this study, physical aspect is measured by eight factors. This study shows that Zaw
Tika Store’s physical aspect effect on customer satisfaction because physical aspect can motivate
their customers feeling. Therefore, Zaw Tika Store focuses on attractive physical aspect.
Therefore, if customers have strongly positive perception on physical aspects towards Zaw Tika
Store, customer satisfaction of Zaw Tika Store increases.
35
 The result of reliability is not a significantly effect on customer satisfaction towards Zaw
Tika Store. The result of the reliability shows that most customers have the highest positive
perception is providing services at the time it promises to do so. It means that most customers
prefer providing services at the time it promises to do so, they make to buy Zaw Tika Store. And
then, most customers found that they have the second positive perception on having goods/stocks
available when the customers want it. The result found that some customers have the lowest
positive perception on having fair prices compared to similar retailers. This means that customers
do not prefer having fair prices compared to similar retailers. Therefore, they do not satisfaction
on this factor.
Regarding the personal interaction, personal interaction is not a significantly effect on
customer satisfaction towards Zaw Tika Store. Most consumers have positive perception. The
outcomes of personal interaction show that willing to help customers by employees is strongly
positive perception in most customers. This means that customers prefer employees’ willing to
help so they have satisfaction on personal interaction of Zaw Tika Store. Furthermore, this result
found that serving in timely manner by the cashiers is the second positive perception. This means
that customers satisfaction towards Zaw Tika Store. However, some customers are less positive
perception in understanding needs by the staff. This means that they have satisfaction on
personal interaction of Zaw Tika Store because they have attention on understanding needs by
the staff.
Concerning with problem solving, this study reveals that problem solving has a
significantly effect on customer satisfaction towards Zaw Tika Store. Customers have a strongly
positive perception on problem solving. Customers have satisfaction on problem solving of Zaw
Tika Store because they have attention on having knowledge to answer questions by employees.
This factor has strongly effect on customer satisfaction. The result found that discussing upgrade
options for their products is the second positive perception on problem solving. Problem solving
has a significant relationship on customer satisfaction towards Zaw Tika Store. This means that
customers have attention on Zaw Tika Store’s problem solving. Therefore, they have satisfaction
on problem solving of Zaw Tika Store.
The finding on the effect of influencing factors on customer satisfaction indicate that

36
physical aspect and problem solving have significantly affected on respondents’ satisfaction.
Among these significant factors, problem solving is the most important factor followed by
problem solving. It can be concluded that having attractive problem solving improves
respondents’ satisfaction. In addition, practicing attractive reliability and personal interaction
which are compatible Zaw Tika Store also create the practice of respondent’s satisfaction.

5.2 Suggestions and Recommendations

Service quality is very important element for Zaw Tika Store’s success and a determinant
of increased customers’ satisfaction. The number of customers is increasing year after year.
Therefore, Zaw Tika Store is competing to attract and maintain their loyal customers and to
attract new customers. In term of Zaw Tika Store, customers will receive preference emotional
feeling and good opinion towards service quality (such as physical aspect, reliability, personal
interaction, and problem solving) if Zaw Tika Store can provide this service quality to be
exciting. To determine a favorable feeling and opinion towards the service quality, Zaw Tika
Store should need to more create attractive service quality.
This study finds that physical aspect and problem solving have a significantly impact on
customer satisfaction. This study found that reliability and personal interaction do not effect on
customer satisfaction. According to regression analysis, service quality (such as physical aspect,
reliability, personal interaction, and problem solving) is analyzed.
In concerned with reliability, this study finds that reliability do not effect on customer
satisfaction. Most customers have not attention in Zaw Tika Store’s reliability. Therefore, Zaw
Tika Store need to improve reliability. This study finds that most respondents agree that
providing service at the time it promises to do so. Respondents have the highest positive
perception on providing service at the time it promises to do so has a significantly effect on
customer satisfaction towards reliability. And most customers have the second positive

37
perception on having goods/stocks available when the customer want it. Therefore, Zaw Tika
Store needs to improve reliability.
In concerned with the personal interaction has not a significantly effect on customer
satisfaction towards Zaw Tika Store. This means that most customers do not prefer personal
interaction of Zaw Tika Store. Most customers have strongly positive perception in willing to
help customers by employees. The personal interaction increases customer’s satisfaction. If Zaw
Tika Store creates attractive personal interaction, customers get more satisfaction will increase
sale force, profitability. Personal interaction increases satisfaction, that force increasing in sales,
profitability.

Based on the findings of this study, for increasing customer satisfaction, Zaw Tika Store
should provide attractive service quality. Providing attractive service quality can also enrich
customer satisfaction as well. The study finds that high levels of service quality (such as physical
aspect, reliability, personal interaction, and problem solving) with higher level of customer
satisfaction. In studying the relationship between customer satisfaction and service quality,
service quality is significant effect on customer satisfaction towards Zaw Tika Store. This study
revealed that service quality increase customers’ perception to get satisfaction that led to
repurchase towards Zaw Tika Store. Therefore, Zaw Tika Store focuses on service quality to
increase customer satisfaction.
This study highlights the significance of service quality in Zaw Tika Store for increasing
customer satisfaction. Moreover, physical aspect and problem solving are the factor affecting on
customer satisfaction towards Zaw Tika Store. In conclusion, this study points out the
importance of service quality that improves customer satisfaction. Therefore, Zaw Tika Store
focuses on improving customers perceptions towards service quality (such as physical aspect,
reliability, personal interaction, and problem solving). Besides, Zaw Tika Store needs to attract
the customers with the preference and exiting feeling; and good opinion towards service quality
to achieve customers’ approach behavior. Finally, the benefit of creating service quality may
increases Zaw Tika Store’s sales force, profitability.

38
5.3 Needs for Further Studies
According to the time constraint, this study was only conducted at the Monywa
University of Economics. Therefore, the target population is limited. The sample size of this
study is based on 74 respondents at the Monywa University of Economics according to stratified
random sampling. Nowadays, Zaw Tika Store uses tools of service quality and customers’
perception is different between male and female, age, education, income. This study focuses only
on Zaw Tika Store, not other retail store. To understand more about the customer satisfaction
towards Zaw Tika Store, other geographical areas and further studies are necessary.
It also recommends that further studies should be conducted on all consumers in Monywa
with a larger sample size than this study. This study bases on consumers of respondents at
Monywa University of Economics only. Therefore, further study will need to study the whole
country of Myanmar. This study only focuses on the effect service quality (such as physical
aspect, reliability, personal interaction, and problem solving) on customer satisfaction towards
Zaw Tika Store. Thus, further studies should include the other measurement of service quality.

39
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 Appendix
Questionnaire

Section A: Background Information

(Please fill the blanks and tick appropriate box that best describes your situation)

1. Age --------------------

2. Gender

 Male

 Female

3. Marital Status
43
  Single

 Married

4. Education

 Under Graduate

 Graduated

 Post Graduate

 Ph. D

5. Occupation -----------------------

6. Monthly income (Kyats) ------------------------

Section B: Customer Satisfaction

This section relates to your satisfaction with the service of your main bank. Please
indicate your agreement with the following statement by ticking the number which most
corresponds to your personal experience. Assessment scales are as follows:

1. Strongly Disagree 2. Disagree 3. Neutral 4. Agree 5. Strongly Agree

Physical Aspects

No. Items 1 2 3 4 5

1 The store has modern-looking equipment and

features.

44
 2 The store has clean, attractive, convenient and
well-maintained facilities.

3 The layout of the store makes it easier for

customer to find what they need.

4 The layout of the store makes it easier for

customer to move around in the store.

5 The store offers pleasant shopping environment

where one can shop with families or friends.

6 The decoration is attractive.

7 The store provides sufficient information about

product details and price.

8 The store has convenient operating hours to all

customers.

Reliability
No Items 1 2 3 4 5
.

1 The store provides its service at the time it

promises to do so.

2 The store performs the service right the first

time.

45
 3 The store has goods/stocks available when the
customers want it.

4 The pricing information in the store is accurate.

5 The store insists on error-free sales transactions

and records.

6 The prices are fair compared to similar retailers.

7 When the store promises to do something (such

as repairs, alterations) by a certain time, it will
do so.

8 The store provides customers with information

and resources that I can use.

Personal Interaction

No. Items 1 2 3 4 5

1 Employees will never too busy to respond to

customers’ requests.

2 Employees will always be willing to help

customers.

46
3 The cashiers serve you in a timely manner.

4 The staff members were welcoming and friendly.

5 The staff well understand your needs.

6 The staff members were able to resolve your

queries and issues.

7 Employee give individual attention to their

customers.

8 Employees give prompt service.

Problem Solving

No. Items 1 2 3 4 5

47
 1 When customers have a problem, it shows a sincere
interest in solving it.

2 The staff from the store listen to a customer’s

problem carefully and they enjoyed giving the
feedback like an apology

3 You would be open to discussing upgrade options for

their products.

4 The retail store are able to handle customers’

complaints directly and immediately.

5 Employees have knowledge to answer your questions.

6 Staff can respond alternative solutions for any

problems.

7 This store willingly handles returns and exchanges.

8 They are full responsibilities on all the problems that

happen inside the store.

Customer Satisfaction

48
No
Items 1 2 3 4 5
.

1. Fast and effective problem solving.

2. Receive in replacement or refund for expired items.

I am very satisfied with the merchandise I purchased

3. because merchandise sold is the highest quality and a good
value for the money.

You feel satisfied me the store staff supportive were

4.
enough to assist yours in finding the items of your choice.

You are satisfied with the ambiance and cleanliness of the

5.
store.

You feel satisfied with the store decorations and lighting of

6.
our store.

You feel satisfied on providing a comfortable and

7.
enjoyable shopping environment.

8. The prices are faired to compare similar retailers.

You feed very pleased with product images offered by

9.
retail store.

You are satisfied with the production information

10.
provided.

You are satisfied with the overall billing and check out
11.
process.

49
12. Retail store is the largest and up to date product available.

50