Unlocking brand equity through brand image, service quality, and customer value
DOI:
https://doi.org/10.26740/bisma.v13n2.p94-107Keywords:
brand equity, brand image, brand loyalty, customer value, service quality.Abstract
Building brand equity in customers is essential to create long-term relationships with customers. With high brand equity, the company maintains loyal customers because consumers believe in its quality or service. This study aims to determine how the brand image, satisfaction with service quality, and customer value affect brand loyalty and equity. This research is a quantitative study which collected 215 samples with purposive sampling method. The analysis technique uses Structural Equation Modeling. The results show a brand image, service quality, and customer value are positively affect brand loyalty. The loyal customer attitude influence long-term brand equity. This finding offers a theoretical and practical contribution to developing a marketing management strategy about unlocking brand equity through a strong brand image, service quality, and customer value in the banking sector.
References
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Altaf, M., Iqbal, N., Mokhtar, S. S. M., & Sial, M. H. (2017). Managing Consumer-Based Brand Equity through Brand Experience in Islamic Banking. Journal of Islamic Marketing, 8(2), 218242. https://doi.org/10.1108/JIMA-07-2015-0048.
Altuntas, S. & Kansu, S. (2019). An Innovative and Integrated Approach Based on Servqual, Qfd and Fmea for Service Quality Improvement: A Case Study. Kybernetes, 49(10), 24192453. https://doi.org/10.1108/K-04-2019-0269.
Anouze, A. L. M. & Alamro, A. S. (2019). Factors Affecting Intention to use E-Banking in Jordan. International Journal of Bank Marketing, 38(1), 86112. https://doi.org/10.1108/IJBM-10-2018-0271.
Arora, S. & Neha. (2016). Determinants of Customer-Based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905920. https://doi.org/10.1177/0972150916645693.
Asnawi, N. & Sukoco, B. M.. (2019). The Role of Service Quality Within Indonesian Customers Satisfaction and Loyalty and Its Impact on Islamic Banks. Journal of Islamic Marketing, 11(1), 192212. https://doi.org/10.1108/JIMA-03-2017-0033.
Bapat, D. (2017). Exploring the Antecedents of Loyalty in the Context of Multi-Channel Banking. International Journal of Bank Marketing, 35(2), 174186. https://doi.org/10.1108/IJBM-10-2015-0155.
BCA. (2020). Tanggung Jawab Sosial Perusahaan. Retrieved April 28 2020 from https://www.bca.co.id/tentang-bca/korporasi/csr.
Boateng, H., Kosiba, J. P., Adam, D. R., Ofori, K. S., & Okoe, A. F. (2020). Examining Brand Loyalty from an Attachment Theory Perspective. Marketing Intelligence & Planning, 38(4), 479494. https://doi.org/10.1108/MIP-03-2019-0161.
Chakraborty, D. (2019). Factors Responsible for Making Young Urban Consumers Brand Loyal: A Study on Mobile Network Operators. Journal of Management Development, 38(7), 616636. https://doi.org/10.1108/JMD-01-2019-0029.
Chang, W. J. (2020). Experiential Marketing, Brand Image and Brand Loyalty: A Case Study of Starbucks. British Food Journal, 123(1), 209223. https://doi.org/10.1108/BFJ-01-2020-0014.
Espinosa, J. A., Ortinau, D. J., Krey, N., & Monahan, L. (2018). Ill Have the Usual: How Restaurant Brand Image, Loyalty, and Satisfaction Keep Customers Coming Back. Journal of Product & Brand Management, 27(6), 599614. https://doi.org/10.1108/JPBM-10-2017-1610.
Flores-Hernández, J. A., Cambra-Fierro, J. J., & Vázquez-Carrasco, R. (2020). Sustainability, Brand Image, Reputation, and Financial Value: Manager Perceptions in an Emerging Economy Context. Sustainable Development, 28(4), 935945. https://doi.org/10.1002/sd.2047.
Foroudi, P., Cuomo, M. T., & Foroudi, M. M. (2019). Continuance Interaction Intention in Retailing: Relations Between Customer Values, Satisfaction, Loyalty, and Identification. Information Technology & People, 33(4), 13031326. https://doi.org/10.1108/ITP-09-2018-0421.
Guci, D. A., Ghazali, P. L., Nst, A. M., Fajrillah, Abas, S., & Fadhli, M. (2020). Analyze the Relationship of Brand Image and Advertisement Towards Decision to Become A Customer on Bank BNI Batam Branch. Journal of Physics: Conference Series, 1477(2), 13. https://doi.org/10.1088/1742-6596/1477/2/022008.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A Primier On Partial Least Squares Structural Equation Modeling (PLS-SEM). America: SAGE Publication, Inc.
Hamouda, M. (2019). Omni-Channel Banking Integration Quality and Perceived Value as Drivers of Consumers Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608625. https://doi.org/10.1108/JEIM-12-2018-0279.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The Impact of Service Quality, Customer Engagement, and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences, 9(1), 2140. https://doi.org/10.1108/IJQSS-07-2016-0048.
Hoang, D. P. (2019). The Central Role of Customer Dialogue and Trust in Gaining Bank Loyalty: An Extended SWICS Model. International Journal of Bank Marketing, 37(3), 711729. https://doi.org/10.1108/IJBM-03-2018-0069.
Maghsoodi, A. I., Saghaei, A., & Hafezalkotob, A. (2019). Service Quality Measurement Model Integrating an Extended SERVQUAL Model and A Hybrid Decision Support System. European Research on Management and Business Economics, 25(3), 151164. https://doi.org/10.1016/j.iedeen.2019.04.004.
Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors Influencing Word of Mouth Behaviour in the Restaurant Industry. Marketing Intelligence & Planning, 35(1), 81110. https://doi.org/10.1108/MIP-02-2016-0024.
Jamshidi, D., Keshavarz, Y., Kazemi, F., & Mohammadian, M. (2018). Mobile Banking Behavior and Flow Experience: an Integration of Utilitarian Features, Hedonic Features and Trust. International Journal of Social Economics, 45(1), 5781. https://doi.org/10.1108/IJSE-10-2016-0283.
Kafe BCA. (2020). Torehkan Prestasi, BCA Pertahankan Posisi Pertama untuk Indonesias Most Valuable Brand. Retrieved 8 July 2020 from https://www.bca.co.id/id/Tentang-BCA/Korporasi/Kafe-BCA.
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2019). Building Customer Loyalty in Retail Banking: A Serial-Mediation Approach. International Journal of Bank Marketing, 38(2), 456484. https://doi.org/10.1108/IJBM-01-2019-0034.
Kartika, T., Firdaus, A., & Najib, M. (2019). Contrasting the Drivers of Customer Loyalty Financing and Depositor Customer, Single, and Dual Customer, In Indonesian Islamic Bank. Journal of Islamic Marketing. 11(4), 933959. https://doi.org/10.1108/JIMA-04-2017-0040.
Kataria, S. & Saini, V. (2019). The Mediating Impact of Customer Satisfaction in Relation of Brand Equity and Brand Loyalty: An Empirical Synthesis and Re-Examination. South Asian Journal of Business Studies, 9(1), 6287. https://doi.org/10.1108/SAJBS-03-2019-0046.
Kim, S. & Lee, S. A. (2020). The Role of Marketing Communication Mix on Korean Customers' Coffee Shop Brand Evaluations. Journal of Hospitality and Tourism Insights, 3(3), 291309. https://doi.org/10.1108/JHTI-07-2019-0097.
Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.). United States: Pearson Education,Inc.
Lee, C. H., Zhao, X., & Lee, Y. C. (2019). Service Quality Driven Approach for Innovative Retail Service System Design and Evaluation: A Case Study. Computers and Industrial Engineering, 135(June), 275285. https://doi.org/10.1016/j.cie.2019.06.001.
Lin, J., Lobo, A., & Leckie, C. (2017). Green Brand Benefits and Their Influence on Brand Loyalty. Marketing Intelligence & Planning, 35(3), 425440. https://doi.org/10.1108/MIP-09-2016-0174.
Liu, M.T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2018). How CSR Influences Customer Behavioral Loyalty in the Chinese Hotel Industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 122. https://doi.org/10.1108/APJML-04-2018-0160.
Loureiro, S. M. C. (2013). The Effect of Perceived Benefits, Trust, Quality, Brand Awareness/Associations, and Brand Loyalty on Internet Banking Brand Equity. International Journal of Electronic Commerce Studies, 4(2), 139158. https://doi.org/10.7903/ijecs.1000.
Maharani, N., Helmi, A., Mulyana, A., & Hasan, M. (2020). In-Store Promotion and Customer Value on Private Label Product Purchase Intention. Innovative Marketing, 16(4), 104116. https://doi.org/10.21511/im.16(4).2020.09.
Malhotra, N. K. (2014). Basic Marketing Research: Pearson New Internatinal Edition (4th ed.). England: Pearson Education.
Mohsin, B. M. & Aftab, M. (2013). Incorporating Attitude Towards Halal Banking in An Integrated Service Quality, Satisfaction, Trust, and Loyalty Model in Online Islamic Banking Context. International Journal of Bank Marketing, 3(1), 623. https://doi.org/10.1108/02652321311292029.
Monferrer, D., Moliner, M. A., & Estrada, M. (2019). Increasing Customer Loyalty through Customer Engagement in the Retail Banking Industry. Spanish Journal of Marketing - ESIC, 23(3), 461484. https://doi.org/10.1108/SJME-07-2019-0042.
Mowen, J.C. & Minor, M. (2010). Consumer Behavior (5th ed.). United States: Prentice Hall,Inc.
Mukerjee, K. (2020). Impact of Self-Service Technologies in Retail Banking on Cross-Buying and Word of Mouth. International Journal of Retail & Distribution Management, 48(5), 485500. https://doi.org/10.1108/IJRDM-08-2019-0261.
Otoritas Jasa Keuangan. (2004). Indonesian Banking Booklet. Jakarta: Otoritas Jasa Keuangan.
Pan, H. & Ha, H. (2019). When Do Interest Rates Matter? Two Methodological Approaches to Loyalty. Asia Pacific Journal of Marketing and Logistics, 32(1), 4664. https://doi.org/10.1108/APJML-06-2018-0229.
Parihar, P. & Dawra, J. (2020). The Role of Customer Engagement in Travel Services. Journal of Product & Brand Management, 29(7), 899911. https://doi.org/10.1108/JPBM-11-2018-2097.
Pérez, S., Garrido, A., & Martos, M. (2019). Identifying a Private-Label Supplier on National Brand. Journal of Product & Brand Management, 28(3), 432443. https://doi.org/10.1108/JPBM-06-2018-1908.
Putra, D. (2019). Ini Dia Bank-Bank Peraih Infobank Awards 2019. Retrivied on April 17 2020 from https://infobanknews.com/topnews/ini-dia-bank-bank-peraih-infobank-awards-2019/.
Rambocas, M. & Arjoon, S. (2019). Brand Equity in Caribbean Financial Services: The Moderating Role of Service Providers. International Journal of Bank Marketing, 38(3), 642670. https://doi.org/10.1108/IJBM-05-2019-0167.
Razzaq, Z., Razzaq, A., Yousaf, S., Akram, U., & Hong, Z. (2019). The Impact of Customer Equity Drivers on Loyalty Intentions among Chinese Banking Customers: The Moderating Role of Emotions. Asia Pacific Journal of Marketing and Logistics, 31(4), 9801002. https://doi.org/10.1108/APJML-10-2017-0243.
Rubio, N., Villaseñor, N., & Yagüe, M. J. (2019). Customers Loyalty and Trial Intentions Within the Retailer: The Moderating Role of Variety-Seeking Tendency. Journal of Consumer Marketing, 36(5), 620632. https://doi.org/10.1108/JCM-10-2017-2391.
Saleh, M. A., Quazi, A., Keating, B., & Gaur, S. S. (2017). Quality and Image of Banking Services: A Comparative Study of Conventional and Islamic Banks. International Journal of Bank Marketing, 35(6), 878902. https://doi.org/10.1108/IJBM-08-2016-0111.
Streukens, S. & Leroi-Werelds, S. (2016). PLS FAC-SEM: An Illustrated Step-by-Step Guideline to Obtain A Unique Insight in Factorial Data. Industrial Management & Data Systems, 116(9), 19221945. https://doi.org/10.1108/IMDS-07-2015-0318.
Alić, A., Činjarević, M., & Agić, E. (2020). The Role of Brand Image in Consumer-Brand Relationships: Similarities and Differences between National and Private Label Brands. Management and Marketing, 15(1), 116. https://doi.org/10.2478/mmcks-2020-0001.
Altaf, M., Iqbal, N., Mokhtar, S. S. M., & Sial, M. H. (2017). Managing Consumer-Based Brand Equity through Brand Experience in Islamic Banking. Journal of Islamic Marketing, 8(2), 218242. https://doi.org/10.1108/JIMA-07-2015-0048.
Altuntas, S. & Kansu, S. (2019). An Innovative and Integrated Approach Based on Servqual, Qfd and Fmea for Service Quality Improvement: A Case Study. Kybernetes, 49(10), 24192453. https://doi.org/10.1108/K-04-2019-0269.
Anouze, A. L. M. & Alamro, A. S. (2019). Factors Affecting Intention to use E-Banking in Jordan. International Journal of Bank Marketing, 38(1), 86112. https://doi.org/10.1108/IJBM-10-2018-0271.
Arora, S. & Neha. (2016). Determinants of Customer-Based Brand Equity: A Study of Public and Private Banks. Global Business Review, 17(4), 905920. https://doi.org/10.1177/0972150916645693.
Asnawi, N. & Sukoco, B. M.. (2019). The Role of Service Quality Within Indonesian Customers Satisfaction and Loyalty and Its Impact on Islamic Banks. Journal of Islamic Marketing, 11(1), 192212. https://doi.org/10.1108/JIMA-03-2017-0033.
Bapat, D. (2017). Exploring the Antecedents of Loyalty in the Context of Multi-Channel Banking. International Journal of Bank Marketing, 35(2), 174186. https://doi.org/10.1108/IJBM-10-2015-0155.
BCA. (2020). Tanggung Jawab Sosial Perusahaan. Retrieved April 28 2020 from https://www.bca.co.id/tentang-bca/korporasi/csr.
Boateng, H., Kosiba, J. P., Adam, D. R., Ofori, K. S., & Okoe, A. F. (2020). Examining Brand Loyalty from an Attachment Theory Perspective. Marketing Intelligence & Planning, 38(4), 479494. https://doi.org/10.1108/MIP-03-2019-0161.
Chakraborty, D. (2019). Factors Responsible for Making Young Urban Consumers Brand Loyal: A Study on Mobile Network Operators. Journal of Management Development, 38(7), 616636. https://doi.org/10.1108/JMD-01-2019-0029.
Chang, W. J. (2020). Experiential Marketing, Brand Image and Brand Loyalty: A Case Study of Starbucks. British Food Journal, 123(1), 209223. https://doi.org/10.1108/BFJ-01-2020-0014.
Espinosa, J. A., Ortinau, D. J., Krey, N., & Monahan, L. (2018). Ill Have the Usual: How Restaurant Brand Image, Loyalty, and Satisfaction Keep Customers Coming Back. Journal of Product & Brand Management, 27(6), 599614. https://doi.org/10.1108/JPBM-10-2017-1610.
Flores-Hernández, J. A., Cambra-Fierro, J. J., & Vázquez-Carrasco, R. (2020). Sustainability, Brand Image, Reputation, and Financial Value: Manager Perceptions in an Emerging Economy Context. Sustainable Development, 28(4), 935945. https://doi.org/10.1002/sd.2047.
Foroudi, P., Cuomo, M. T., & Foroudi, M. M. (2019). Continuance Interaction Intention in Retailing: Relations Between Customer Values, Satisfaction, Loyalty, and Identification. Information Technology & People, 33(4), 13031326. https://doi.org/10.1108/ITP-09-2018-0421.
Guci, D. A., Ghazali, P. L., Nst, A. M., Fajrillah, Abas, S., & Fadhli, M. (2020). Analyze the Relationship of Brand Image and Advertisement Towards Decision to Become A Customer on Bank BNI Batam Branch. Journal of Physics: Conference Series, 1477(2), 13. https://doi.org/10.1088/1742-6596/1477/2/022008.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A Primier On Partial Least Squares Structural Equation Modeling (PLS-SEM). America: SAGE Publication, Inc.
Hamouda, M. (2019). Omni-Channel Banking Integration Quality and Perceived Value as Drivers of Consumers Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608625. https://doi.org/10.1108/JEIM-12-2018-0279.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The Impact of Service Quality, Customer Engagement, and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences, 9(1), 2140. https://doi.org/10.1108/IJQSS-07-2016-0048.
Hoang, D. P. (2019). The Central Role of Customer Dialogue and Trust in Gaining Bank Loyalty: An Extended SWICS Model. International Journal of Bank Marketing, 37(3), 711729. https://doi.org/10.1108/IJBM-03-2018-0069.
Maghsoodi, A. I., Saghaei, A., & Hafezalkotob, A. (2019). Service Quality Measurement Model Integrating an Extended SERVQUAL Model and A Hybrid Decision Support System. European Research on Management and Business Economics, 25(3), 151164. https://doi.org/10.1016/j.iedeen.2019.04.004.
Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors Influencing Word of Mouth Behaviour in the Restaurant Industry. Marketing Intelligence & Planning, 35(1), 81110. https://doi.org/10.1108/MIP-02-2016-0024.
Jamshidi, D., Keshavarz, Y., Kazemi, F., & Mohammadian, M. (2018). Mobile Banking Behavior and Flow Experience: an Integration of Utilitarian Features, Hedonic Features and Trust. International Journal of Social Economics, 45(1), 5781. https://doi.org/10.1108/IJSE-10-2016-0283.
Kafe BCA. (2020). Torehkan Prestasi, BCA Pertahankan Posisi Pertama untuk Indonesias Most Valuable Brand. Retrieved 8 July 2020 from https://www.bca.co.id/id/Tentang-BCA/Korporasi/Kafe-BCA.
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2019). Building Customer Loyalty in Retail Banking: A Serial-Mediation Approach. International Journal of Bank Marketing, 38(2), 456484. https://doi.org/10.1108/IJBM-01-2019-0034.
Kartika, T., Firdaus, A., & Najib, M. (2019). Contrasting the Drivers of Customer Loyalty Financing and Depositor Customer, Single, and Dual Customer, In Indonesian Islamic Bank. Journal of Islamic Marketing. 11(4), 933959. https://doi.org/10.1108/JIMA-04-2017-0040.
Kataria, S. & Saini, V. (2019). The Mediating Impact of Customer Satisfaction in Relation of Brand Equity and Brand Loyalty: An Empirical Synthesis and Re-Examination. South Asian Journal of Business Studies, 9(1), 6287. https://doi.org/10.1108/SAJBS-03-2019-0046.
Kim, S. & Lee, S. A. (2020). The Role of Marketing Communication Mix on Korean Customers' Coffee Shop Brand Evaluations. Journal of Hospitality and Tourism Insights, 3(3), 291309. https://doi.org/10.1108/JHTI-07-2019-0097.
Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.). United States: Pearson Education,Inc.
Lee, C. H., Zhao, X., & Lee, Y. C. (2019). Service Quality Driven Approach for Innovative Retail Service System Design and Evaluation: A Case Study. Computers and Industrial Engineering, 135(June), 275285. https://doi.org/10.1016/j.cie.2019.06.001.
Lin, J., Lobo, A., & Leckie, C. (2017). Green Brand Benefits and Their Influence on Brand Loyalty. Marketing Intelligence & Planning, 35(3), 425440. https://doi.org/10.1108/MIP-09-2016-0174.
Liu, M.T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2018). How CSR Influences Customer Behavioral Loyalty in the Chinese Hotel Industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 122. https://doi.org/10.1108/APJML-04-2018-0160.
Loureiro, S. M. C. (2013). The Effect of Perceived Benefits, Trust, Quality, Brand Awareness/Associations, and Brand Loyalty on Internet Banking Brand Equity. International Journal of Electronic Commerce Studies, 4(2), 139158. https://doi.org/10.7903/ijecs.1000.
Maharani, N., Helmi, A., Mulyana, A., & Hasan, M. (2020). In-Store Promotion and Customer Value on Private Label Product Purchase Intention. Innovative Marketing, 16(4), 104116. https://doi.org/10.21511/im.16(4).2020.09.
Malhotra, N. K. (2014). Basic Marketing Research: Pearson New Internatinal Edition (4th ed.). England: Pearson Education.
Mohsin, B. M. & Aftab, M. (2013). Incorporating Attitude Towards Halal Banking in An Integrated Service Quality, Satisfaction, Trust, and Loyalty Model in Online Islamic Banking Context. International Journal of Bank Marketing, 3(1), 623. https://doi.org/10.1108/02652321311292029.
Monferrer, D., Moliner, M. A., & Estrada, M. (2019). Increasing Customer Loyalty through Customer Engagement in the Retail Banking Industry. Spanish Journal of Marketing - ESIC, 23(3), 461484. https://doi.org/10.1108/SJME-07-2019-0042.
Mowen, J.C. & Minor, M. (2010). Consumer Behavior (5th ed.). United States: Prentice Hall,Inc.
Mukerjee, K. (2020). Impact of Self-Service Technologies in Retail Banking on Cross-Buying and Word of Mouth. International Journal of Retail & Distribution Management, 48(5), 485500. https://doi.org/10.1108/IJRDM-08-2019-0261.
Otoritas Jasa Keuangan. (2004). Indonesian Banking Booklet. Jakarta: Otoritas Jasa Keuangan.
Pan, H. & Ha, H. (2019). When Do Interest Rates Matter? Two Methodological Approaches to Loyalty. Asia Pacific Journal of Marketing and Logistics, 32(1), 4664. https://doi.org/10.1108/APJML-06-2018-0229.
Parihar, P. & Dawra, J. (2020). The Role of Customer Engagement in Travel Services. Journal of Product & Brand Management, 29(7), 899911. https://doi.org/10.1108/JPBM-11-2018-2097.
Pérez, S., Garrido, A., & Martos, M. (2019). Identifying a Private-Label Supplier on National Brand. Journal of Product & Brand Management, 28(3), 432443. https://doi.org/10.1108/JPBM-06-2018-1908.
Putra, D. (2019). Ini Dia Bank-Bank Peraih Infobank Awards 2019. Retrivied on April 17 2020 from https://infobanknews.com/topnews/ini-dia-bank-bank-peraih-infobank-awards-2019/.
Rambocas, M. & Arjoon, S. (2019). Brand Equity in Caribbean Financial Services: The Moderating Role of Service Providers. International Journal of Bank Marketing, 38(3), 642670. https://doi.org/10.1108/IJBM-05-2019-0167.
Razzaq, Z., Razzaq, A., Yousaf, S., Akram, U., & Hong, Z. (2019). The Impact of Customer Equity Drivers on Loyalty Intentions among Chinese Banking Customers: The Moderating Role of Emotions. Asia Pacific Journal of Marketing and Logistics, 31(4), 9801002. https://doi.org/10.1108/APJML-10-2017-0243.
Rubio, N., Villaseñor, N., & Yagüe, M. J. (2019). Customers Loyalty and Trial Intentions Within the Retailer: The Moderating Role of Variety-Seeking Tendency. Journal of Consumer Marketing, 36(5), 620632. https://doi.org/10.1108/JCM-10-2017-2391.
Saleh, M. A., Quazi, A., Keating, B., & Gaur, S. S. (2017). Quality and Image of Banking Services: A Comparative Study of Conventional and Islamic Banks. International Journal of Bank Marketing, 35(6), 878902. https://doi.org/10.1108/IJBM-08-2016-0111.
Streukens, S. & Leroi-Werelds, S. (2016). PLS FAC-SEM: An Illustrated Step-by-Step Guideline to Obtain A Unique Insight in Factorial Data. Industrial Management & Data Systems, 116(9), 19221945. https://doi.org/10.1108/IMDS-07-2015-0318.
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2021-04-27
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Dewi, R., & Handriana, T. (2021). Unlocking brand equity through brand image, service quality, and customer value. BISMA (Bisnis Dan Manajemen), 13(2), 94–107. https://doi.org/10.26740/bisma.v13n2.p94-107
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