Meningkatkan Loyalitas Merek dari Kekuatan Citra Merek (Studi Kasus pada Nasabah Bank Mandiri Syari’ah di Kabupaten Cirebon)
Keywords:
brand image, customer value, brand trust, brand loyaltyAbstract
The research is highly in many different opinions among same expert about influence of brand image, customer value, and brand trust in establishing brand loyalty. Thus the aims of the research is to test the influence of the brand image to brand loyalty via customer value and brand loyalty. Researcher used strtuctural equation model with the AMOS 4.01 program to calculate the effect of each variable. A model will be developed to describe these relationship. This research was conducted in Cirebon with research object of Mandiri Islamic Bank. The data of this research from the 190 questionaires distributed, 140 were returned. The analysis finds that although brand image not directly affect brand loyalty, it does so indirectly via customer value, and brand trust. The result found that brand loyalty positively related to customer value and brand trust.
References
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Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship. Marketing Journal, 58 (3), 20-38.
Nelson, O. N., Wah, C. K., & Ndubisi, G. C. (2007). Supplier-customer relationship management and customer loyalty: The banking industry perspective. Journal of Enterprise Information Management, 20 (2), 222-236.
Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16 (2), 52–65.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33-44.
Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8 (5), 414–434.
Reichheld, F. F., Sasser, W. E., Jr. (1990). Zero defections: quality comes to services. Harvard Business Review, 68 (5), 105.
Ribbink, Dina, Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality, 14 (6), 446-456.
Rowley, J., & Dawes, J. (2000). Disloyalty: A closer look at non analysis. Journal of Consumer Marketing, 17 (6), 538-351.
Saura, I. G., et al. (2008). Logistics service quality: A new way to loyalty. Industrial Management & Data Systems, 108 (5), 650-668.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior. New Jersey: Prentice-Hall Inc.
Slater, S. F., & Narver, J.C. (1995). Market orientation and the learning organization. Journal of Marketing, 59, 63-74.
Temporal, P. (2001). Branding in asia: the creation, development, and management of Asian brands for the global market. Revised Edition. John Wiley & Sons.
Theng, L. G., & Lee, S. H. (1999). Consumer trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 31, 341-370.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139-53.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2–22.
Zeithaml, V. A. (1988). Consumer perception of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22
Zins, A. H. (2000). Relative attitudes and commitment in customer loyalty models: Some experience in the commercial airline industry. International Journal of Service Industry Management, 12 (3/4), 269-294.
Ayydin, S., & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the turkish mobile telecommunication market. European Journal of Marketing, 39 (7/8).
Bloemer, J., Ruyter, K., & Peeters, P. (1998). Investigating drivers of bank loyalty: The complex relationship between imag. International Journal of Service Quality And Satisfaction Bank Marketing, 16 (7), 276–286.
Bloemer, J., Ruyter, K., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, 33 (11/12).
Bloemer, J., Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32 (5/6), 499-513.
Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13 (5), 213-217.
Brady, M.K., & Cronin, J.J., Jr. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3, 241–251.
Butz, H. E. J., & Goodstein, L. D. (1996). Measuring customer value: Gaining the strategic advantage. Organizational Dynamics, 24(3), 63-77.
Chen, A. C H. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10 (7), 439-451.
Chumpitaz, C. R., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41 (7/8), 836-867.
Chaudhuri, Arjun, Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65 (2), 81.
Chiou, Jyh-Shen, & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effect in a satisfaction-loyalty framework. Academy of Marketing Science Journal, 34 (4), 613.
Chiou, Jyh-Shen, & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effect in a satisfaction-loyalty framework. Academy of Marketing Science Journal, 34 (4), 613.
Chitty, Bill, Ward, S., & Chua, C. (2007). An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. Marketing Intelligence & Planning, 25 (6), 563-580.
Delgado-Ballester, Elena, & Munuera-Aleman, J. L. (2001). Brand confidence in the contect of consumer loyalty. European Journal of Marketing, 35 (11/12), 1238-1258.
Delgado-Ballester, Elena, & Munuera-Aleman, J. L. (2005). Does brand trust matter to brand equity. The Journal of Product and Brand Management, 14 (2/3), 187.
Dharmmesta, B.S. (1999). Loyalitas pelanggan: Sebuah kajian konseptual sebagai panduan bagi peneliti. Jurnal Ekonomi dan Bisnis Indonesia, 14 (3), 73-88.
Dick, A. S., & Basu, K. (1994). Customer loyality: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
Ferdinand, A. (2005). Metodologi penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disetasi ilmu manajemen. Semarang: BP Universitas Diponegoro.
Floh, Arne, & Treiblmaier, Horst. (2006). What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7 (2).
Hallowell, R.E. (1996). The relationships of customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7 (4), 27-42.
Harris, L. C., & Goode, M.M.H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80, 139-158.
Hart, Allison, Philip, E., Rosenberger, J. (2004). The effect of corporate image in the formation of customer loyalty: An Australian replication. Australasian Marketing Journal, 12 (3), 88.
Huang, Heng-Hsiang, & Chiu, Chou-Kang. (2006). Exploring Customer Satisfaction, Trust and Destination Loyalty in Tourism. Journal of American Academy of Business, 10 (1), 156.
Kandampully, Jay, & Hu, Hsin-Hui. (2007). Do hoteliers need to manage image to retain loyal customers?. International Journal of Contemporary Hospitality Management, 19 (6).
Keagen. (1995). Marketing. Second Edition. New Jersey: Prentice-Hall International, Inc.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Kotler, Philip. (2005). Manajemen pemasaran. Edisi Bahasa Indonesia. Jakarta: PT Indeks, Gramedia.
Martenson, Rita. (2007). Corporate brand trust, satisfaction and store loyalty a study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management, 35 (7), 544-555.
Moorman, C. G. Z., & Deshpande, R. (1992). Relationship between providers and users of market research: The dynamics of trust within and between organization. Journal of Marketing Research, 29, 314-329.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship. Marketing Journal, 58 (3), 20-38.
Nelson, O. N., Wah, C. K., & Ndubisi, G. C. (2007). Supplier-customer relationship management and customer loyalty: The banking industry perspective. Journal of Enterprise Information Management, 20 (2), 222-236.
Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16 (2), 52–65.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33-44.
Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of Service Industry Management, 8 (5), 414–434.
Reichheld, F. F., Sasser, W. E., Jr. (1990). Zero defections: quality comes to services. Harvard Business Review, 68 (5), 105.
Ribbink, Dina, Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality, 14 (6), 446-456.
Rowley, J., & Dawes, J. (2000). Disloyalty: A closer look at non analysis. Journal of Consumer Marketing, 17 (6), 538-351.
Saura, I. G., et al. (2008). Logistics service quality: A new way to loyalty. Industrial Management & Data Systems, 108 (5), 650-668.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior. New Jersey: Prentice-Hall Inc.
Slater, S. F., & Narver, J.C. (1995). Market orientation and the learning organization. Journal of Marketing, 59, 63-74.
Temporal, P. (2001). Branding in asia: the creation, development, and management of Asian brands for the global market. Revised Edition. John Wiley & Sons.
Theng, L. G., & Lee, S. H. (1999). Consumer trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 31, 341-370.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139-53.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2–22.
Zeithaml, V. A. (1988). Consumer perception of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22
Zins, A. H. (2000). Relative attitudes and commitment in customer loyalty models: Some experience in the commercial airline industry. International Journal of Service Industry Management, 12 (3/4), 269-294.
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2015-03-01
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Articles in JBIMA (Jurnal Bisnis dan Manajemen) Vol. 3 No. 1
