Perception on Brand Image, Quality of Services and Quality of Product

Affecting Customers Satisfaction of Local Brand in Myanmar

Name- Moe Thidar Kyaw

Student ID - 7650201143

CHAPTER 1: Introduction

1.The importance and Problem of the study

After last two years, the need to support local businesses is more obvious than ever.
During the pandemic, Myanmar’s fashion industry has grown quickly in recent years with a
broader fashion sense and there are so many local designers creating stunning pieces that
reflect Myanmar’s heritage while still being trendy enough for international markers and
catering their collections to locals, tourists and young girls. And there are so many local brand
in the market.
Supporting local brands not only benefits you but everyone around you as well. First of
all, it tends to be more eco-friendly as it reduces carbon emissions by reducing transportation
costs from one country to another, which can help reduce climate change. Besides, as buying
locally reduces transportation costs, you can purchase good pieces with reasonable prices and
easy access while you are in Myanmar. Buying local means your money continues to spur
economic development in your surrounding community. When you support local fashion
designers, you also support local fashion boutiques and their employees. Moreover, as Local
businesses are more accountable to their local communities and donate more money to
nonprofit organizations, you also participate in donations for the communities. We especially
like to support those brands that are led by young women and spark so much inspiration for the
new Myanmar generation.
The outbreak of the pandemic and coup in Myanmar led to an increase in local clothing
purchases. Thousands of brands arose during these events as people became more willing to
shop locally rather than purchasing from outside countries. During this time, Burmese fashion
has also seen new trends, with influencers and celebrities beginning to promote their local
brands through free advertising. The problem is that shortage of fabric and accessories leads to
control of the product quality. To maintain the brand image, you only have to wait the desire
fabric that leads to the process delay and have the gap between supply and demand.
1)Brand Image
In today’s business world, the ability to stand out from others is vital, which is only
possible by creating and maintaining a strong brand image. A brand image represents the
brand’s products, services and reputation within its industry. Understanding what makes up a
brand image and why it’s important to a business can help to transform the company into a
customer-oriented, professional organization. Brand image is a consumer’s interpretation of
company and perception of company’s mission and values. When consumers buy your product
or service, they’re buying what your brand stands for.
2)Service Quality
The quality of service depends upon the extent of expections fulfilled from a
particular product. Satisfy and loyal customers are play an integral role in retailing since years.
When the customer feels satisfied with the services given by a brand, they become loyal. The
quality of the service can be measured with five factors that is; reliability, empathy, tangible,
assurance and responsiveness.

3) Product Quality
When it comes to quality, perceptions count. Product quality is important because it
affects the success of the company and helps establish its reputation in customer markets.
When companies can create high-quality products that continue to meet customer demands, it
can lead to fewer production costs, higher investment returns and increases in revenue.Product
quality also matters to the customers who depend on a company's attention to detail and
customer demand. Companies create products to fill a need in the market, and consumers
expect products to meet that need as the company advertises them. They want products that
help them establish a connection with a brand so they know they can rely on the company's
offerings. Quality products provide customers with safe, effective ways to solve their problems.

4)Customer satisfaction
Customer satisfaction is the availability of products, the purchasing process, the
steps after purchase and the responsiveness of brand when resolving issues. Customer
satisfaction is important because it helps you solve problems, prevent churn, and identify happy
customers that can become your advocates and evangelists. It’s an essential step in the process
of building customer loyalty, creating customer delight, and generating positive word-of-mouth.
Customer satisfaction is ultimately a reflection of how a customer feels about interacting with
your brand.

1.2 Research Problems

1. Does the brand image effect the customer satisfaction?

2. Does the service quality effect the customer satisfaction?
3. Does the product of quality influence the customer satisfaction?
4. Is there any relationship between the image of brand, service and quality which affects
customers satisfaction?

1.3 Objective of the Study

Study of service and quality of product that affects customers satisfaction have the following
objectives:
1.3.1 To study the brand image that affects customers satisfaction of local fashion brand in
Myanmar
1.3.2 To study the service quality that affects customers satisfaction of local fashion brand in
Myanmar
1.3.3 To study the product quality that affects customers satisfaction of local fashion brand in
Myanmar

1.4 Conceptual Framework

Brand Image

Customer
Service
Satisfaction

Product Quality

1.5 Methods of Study

The primary method of this study is a quantitative method survey. An online survey is
an optional which is distributed to participant through the Google form online survey. Collect
the data from their input to Google form online survey. Then the data is entered to the
statistical software to analyze the data. The population of this study is some of the customer
from who buy local brand from Myanmar. This study is a multiple case study analysis and main
focus on the customers satisfaction strategies with respect to brand image, service and product
quality on bringing the satisfaction of the customers to the highest level.

1.6 Tools and Statistics Used

This survey research that uses multiple questionnaire that contains information on
brand image, service and product quality and customer satisfaction which local brand in
Myanmar are a tool for data collection. The primary data is collected from responders who
answer the question that relate to the following study;
1. The perception on brand image that affects customer satisfaction
2. The perception on service quality that affects customer satisfaction
3. The perception on product quality that affects customer satisfaction

1.7 Scope of the Study

 To study the customer satisfaction and value. Having high performance of the business.
Attracting and relating customers. Adding the benefits people satisfaction. Implementing total
quantity management.
Independent variables: There are three independent variables of this study.They are
1) Brand image that affects customer satisfaction
2) Service quality that affects customer satisfaction
3) Product quality that affects customer satisfaction
Dependent variable: Customer satisfaction for local brand image in Myanmar.
Population and Sample: The primary method of this study is a quantitative method survey. An
online survey is an optional which is distributed to participant through the Google form online
survey. Collect the data from their input to Google form online survey. Then the data is entered
to the statistical software to analyze the data. The population of this study is some of the
customer from who buy local brand from Myanmar. This study is a multiple case study analysis
and main focus on the customers satisfaction strategies with respect to brand image, service
and product quality on bringing the satisfaction of the customers to the highest level.
Figure 1.2: Yamane’s Sample size table
Source: Yamane, T. (1967). Statistics: An introductory analysis. New York:
Harper and Row.
1.8 Benefits of the Research
A customer satisfaction survey will provide you with the statistical data required to
evaluate your defined goals. The first step to creating a successful online review is to develop
your intended overall objectives and a procedure for comparing outcomes. When your
customers know you care enough about your company to ask what they like and dislike, you
will have a high repeat business rate. Paying attention to their feedback shows them they are
more to you than just a source of revenue. Customer satisfaction continues to create brand
loyalty, contributing to repeat sales. Customer satisfaction surveys provide an innovative
method for gathering feedback and provide a contact channel that gives you the ability to
create a loyal, committed, and hopefully satisfied customer base.

1.9 Limitations of the Research

Limitation of time is quite difficult to work onsite for survey and data collection within
a month. Therefore, An option is selected online survey through the google form instead of
onsite survey, and keep confidential information recording to collect data without sharing out
confidential information.

1.10 Definition of terms

Brand Image - Brand image is the customer’s perception of your brand based on their
interactions. It can evolve over time and doesn’t necessarily involve a customer making a
purchase or using your product or service. Since customers can have different opinions of your
brand, it’s important to work hard to maintain a consistent brand image.

Service Quality - Service quality is a measure of how an organization delivers its services
compared to the expectations of its customers. Customers purchase services as a response to
specific needs. They either consciously or unconsciously have certain standards and
expectations for how a company's delivery of services fulfills those needs. A company with high
service quality offers services that match or exceed its customers' expectations.

Product Quality - Product quality refers to how well a product satisfies customer needs, serves
its purpose and meets industry standards. When evaluating product quality, businesses
consider several key factors, including whether a product solves a problem, works efficiently or
suits customers' purposes.

Customer Satisfaction - Customer satisfaction is a measure of how happy your customers are
with your product or service. It is a measure of how well a company’s products, services, and
overall customer experience meet customer expectations. It reflects your business’ health by
showing how well your products or services resonate with buyers.