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The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction

Author

Listed:
  • Fikri Aulawi Rusmahafi

    (Mercu Buana University, Master of Management, Indonesia,)

  • Ririn Wulandari

    (Mercu Buana University, Postgraduate Program, Indonesia.)

Abstract

This study aims to analyze the effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction of Bank Muamalat Indonesia. Where, customer satisfaction is part of the formation and to grow market share, in general, and increase the rank of Bank Muamalat in the Islamic Banking Industry. Multiple linear regression analysis was used to test three independent variables namely brand image, service quality, and customer value on customer satisfaction. The research data came from 150 customer respondents who saved at Bank Muamalat Indonesia Ciputat, BSD, and Cipulir branches. The results showed that the brand image variable did not significantly influence the customer satisfaction of Bank Muamalat Indonesia, while the variable service quality and customer value had a significant positive effect on customer satisfaction of Bank Muamalat Indonesia. However, a good reputation, Identical to Islamic Banks, trusted and Islamic, needs to be attached and socialized to strengthen the brand image. On the other hand, the speed of service is a factor of customer satisfaction that needs major attention, and speed of service creates a strong customer value regarding expected performance.

Suggested Citation

  • Fikri Aulawi Rusmahafi & Ririn Wulandari, 2020. "The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 10(4), pages 68-77.
    • Handle: RePEc:eco:journ3:2020-04-10
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    References listed on IDEAS

    as
    1. Miklós Pakurár & Hossam Haddad & János Nagy & József Popp & Judit Oláh, 2019. "The Service Quality Dimensions that Affect Customer Satisfaction in the Jordanian Banking Sector," Sustainability, MDPI, vol. 11(4), pages 1-24, February.
    2. Salamah Wahyuni, 2017. "The Determinants of Service Quality and Its Impact on Customer Satisfaction (A Survey of Islamic Banks Customers in Indonesia)," GATR Journals jfbr138, Global Academy of Training and Research (GATR) Enterprise.
    3. Nyadzayo, Munyaradzi W. & Khajehzadeh, Saman, 2016. "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 262-270.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Islamic Bank; Customer value; Brand Image; Service Quality; Customer Satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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