The Impact of Service Qualities on Customer Satisfaction in Myanmar Heavy Equipment Machinery Industry
Myanmar Heavy Equipment Machinery Industry (Myanmar HEMI) businesses are working on providing superior service to compete within the industry in today's hyper-competitive environment. Due to severe rivalry between local and international suppliers, providing great service quality is critical to building and maintaining a competitive advantage in the Myanmar HEMI business. The paper examines the impact of the five Service Qualities (SQ) Dimensions (tangible, reliability, responsiveness, assurance, and empathy) five factors on customer satisfaction in Myanmar HEMI by using the SERVQUAL model. Since this paper has a descriptive and empirical analysis research design, a random sample of 448 Myanmar HEMI customers were chosen, survey data were collected by the quantitative method with five Likert scale questionnaires, and the data were analyzed using SPSS version 25. Customer satisfaction in Myanmar HEMI’s business was highly influenced by all five service quality variables except the assurance variable, according to the findings. A regression analysis was also performed, revealing that among the five service quality dimensions, empathy is a strong predictor of customer satisfaction.
Keywords:Myanmar, Heavy Equipment Machinery Industry, Customer Satisfaction, Service Quality, SERVQUAL Model
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