THE EFFECT OF CUSTOMER PERCEIVED VALUE ON CUSTOMER LOYALTY OF PIZZA HUT IN YANGON

The main purpose of this study is to examine the effect of customer perceived value on customer satisfaction and customer loyalty towards Pizza Hut in Yangon. The study explored the functional value, social value, economic value and emotional value as the customer perceived value dimensions. One hundred and twenty respondents who come to Pizza Hut outlets in Yangon are surveyed by using simple random sampling method. Analytical research method is used to explore the objectives of the study. According to the study, it is found that functional value, economic value and emotional value have significant effect on customer satisfaction. Furthermore, the study indicates that the customer satisfaction has highly significant effect on customer loyalty of Pizza Hut. Therefore, the branch managers of Pizza Hut should be aware and emphasize on the food quality, service quality and pricing options to improve the level of customer satisfaction and thereby, to enhance the customer loyalty of Pizza Hut