Mapping Brand Equity and Service Quality Perceptions A Comparative Study of National Private Banks in Indonesia
| Main Authors: | Heriana, Ferra, Sibarani, Mentiana, Silitonga, Roland Y.H., Heryanto, Dhany |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Institute of Science and Technology Research
, 2023
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| Subjects: | |
| Online Access: |
https://journal.iistr.org/index.php/JMSD/article/view/356 https://journal.iistr.org/index.php/JMSD/article/view/356/294 |
| ctrlnum |
article-356 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">Mapping Brand Equity and Service Quality Perceptions : A Comparative Study of National Private Banks in Indonesia</title><creator>Heriana, Ferra</creator><creator>Sibarani, Mentiana</creator><creator>Silitonga, Roland Y.H.</creator><creator>Heryanto, Dhany</creator><subject lang="en-US">Brand awareness</subject><subject lang="en-US">Brand equity</subject><subject lang="en-US">Brand loyalty</subject><subject lang="en-US">Customer perception</subject><subject lang="en-US">Multidimensional scaling</subject><subject lang="en-US">Service quality</subject><description lang="en-US">This study aims to create a map of brand equity and service quality perceptions of Bank C relative to four other banks in Indonesia, namely Bank KBMI Category 3. Customer perception maps were constructed by asking customers to provide overall similarity ratings for Brand Equity and Service Quality pairs on a metric scale. The study included Bank A, Bank B, Bank C, Bank D, and Bank E customers in Indonesia. One hundred eight respondents were sampled using the Exploratory Factor Analysis (EFA) method, which groups many variables into several factors with similar characteristics. Additionally, the Multidimensional Scaling (MDS) method was used, a data analysis technique used to explore the data structure based on similarities or dissimilarities. Based on the analysis results, it was found that according to the perceptions of Bank C customers, the bank scored low in the Reliability factor. At the same time, Bank B had the lowest scores in Brand Loyalty and Brand Awareness factors. This indicates that the strengths of both banks lie in these factors. Subsequently, Bank A, Bank E, and Bank D followed in sequential order.</description><publisher lang="en-US">The Indonesian Institute of Science and Technology Research</publisher><date>2023-08-17</date><type>Journal:Article</type><type>Other:info:eu-repo/semantics/publishedVersion</type><type>Journal:Article</type><type>File:application/pdf</type><identifier>https://journal.iistr.org/index.php/JMSD/article/view/356</identifier><identifier>10.56741/jmsd.v2i03.356</identifier><source lang="en-US">Journal of Management Studies and Development; Vol. 2 No. 03 (2023): Journal of Management Studies and Development; 211-225</source><source>2962-5467</source><source>2962-5955</source><language>eng</language><relation>https://journal.iistr.org/index.php/JMSD/article/view/356/294</relation><rights lang="en-US">Copyright (c) 2023 Ferra Heriana, Mentiana Sibarani, Roland Y.H. Silitonga, Dhany Heryanto</rights><rights lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</rights><recordID>article-356</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal Other:info:eu-repo/semantics/publishedVersion Other File:application/pdf File Journal:Journal |
| author |
Heriana, Ferra Sibarani, Mentiana Silitonga, Roland Y.H. Heryanto, Dhany |
| title |
Mapping Brand Equity and Service Quality Perceptions : A Comparative Study of National Private Banks in Indonesia |
| title_sub |
A Comparative Study of National Private Banks in Indonesia |
| publisher |
The Indonesian Institute of Science and Technology Research |
| publishDate |
2023 |
| topic |
Brand awareness Brand equity Brand loyalty Customer perception Multidimensional scaling Service quality |
| url |
https://journal.iistr.org/index.php/JMSD/article/view/356 https://journal.iistr.org/index.php/JMSD/article/view/356/294 |
| contents |
This study aims to create a map of brand equity and service quality perceptions of Bank C relative to four other banks in Indonesia, namely Bank KBMI Category 3. Customer perception maps were constructed by asking customers to provide overall similarity ratings for Brand Equity and Service Quality pairs on a metric scale. The study included Bank A, Bank B, Bank C, Bank D, and Bank E customers in Indonesia. One hundred eight respondents were sampled using the Exploratory Factor Analysis (EFA) method, which groups many variables into several factors with similar characteristics. Additionally, the Multidimensional Scaling (MDS) method was used, a data analysis technique used to explore the data structure based on similarities or dissimilarities. Based on the analysis results, it was found that according to the perceptions of Bank C customers, the bank scored low in the Reliability factor. At the same time, Bank B had the lowest scores in Brand Loyalty and Brand Awareness factors. This indicates that the strengths of both banks lie in these factors. Subsequently, Bank A, Bank E, and Bank D followed in sequential order. |
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IOS20041.article-356 |
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Indonesian Institute of Science and Technology Research |
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10707 |
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Indonesian Institute of Science and Technology Research (IISTR) |
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7954 |
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Journal of Management Studies and Development |
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20041 |
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Management Studies Accounting Business Organization Theory |
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KOTA YOGYAKARTA |
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DAERAH ISTIMEWA YOGYAKARTA |
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IOS20041 |
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2024-06-11T03:03:49Z |
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2024-06-13T03:35:53Z |
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1801715898532233216 |
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9.9049015 |