FACTORS INFLUENCING CUSTOMER SATISFACTION OF BEAUTY DIARY RETAIL CHAIN IN YANGON

This study aims to examine the factors influencing customer satisfaction of Beauty Diary Retail Chain in Yangon and to analyze the effect of customer satisfaction on customer loyalty of Beauty Diary Retail Chain in Yangon. The structured questionnaire for this survey is used to collect data from the customers who have previous shopping experience with Beauty Diary Retail Chain. By analyzing the relationship between influencing factors and customer satisfaction, it is found that only reliability, physical aspects, and policy of Beauty Diary have significant effect on customer satisfaction. The study found that customer satisfaction affects customer loyalty of Beauty Diary Retail Chain in Yangon. Based on the result of the study, it is recommended for the management of Beauty Diary Retail Chain to succeed in such a competitive business environment that they need to keep emphasizing on reliability, physical aspects and policy of the store since these factors can lead to customer satisfaction and customer loyalty as well as to put more effort on other factors which are their store’s weaknesses