INFLUENCING FACTORS ON CUSTOMER PERCEPTION OF INTERNATIONAL TRADE FINANCE SERVICES OF YOMA BANK

This aim of the study intends to identify trade finance services provided by Yoma Bank in Myanmar and to explore the factors influencing on trade finance services of Yoma Bank. This study is based on primary data from respondents who are active customers of Yoma Bank, using random sampling. Among about 100 exporters and importers, 50 are asked by delivering paper questionnaires directly to them. The questionnaires are prepared by using five-point Likert scale to measure the five influencing factors namely; reliability, assurance, responsiveness, variety of products and tangibility of trade finance services available at Yoma Bank in Myanmar. The secondary data were gathered from various sources of previously printed research papers, text books and internet. All the data have been analyzed by using the Statistical Package for Social Sciences (SPSS). According to the survey data all of the findings regarding the customers’ perception on International Trade Services of Yoma Bank have the positive mean score. Among them, customers’ perceptions on Reliability factor get the highest mean score when the customers perception on Responsiveness factor get the lowest mean score. It can be concluded that most customers have positive perceptions on to International Trade Services of Yoma Bank. This finding is very useful for Yoma bank as it will assist with their innovative strategy in making effective decision on their trade finance services