THE MODEL OF THE INFLUENCE OF SERVICE QUALITY AND MARKETING EXPERIENCE ON CUSTOMER SATISFACTION WITH BRAND EQUITY AS AN INTERVENING VARIABLE IN BANK JAMBI INDONESIA

Zam Zami ()
Additional contact information
Zam Zami: Faculty of Economics and Business, Jambi University, Indonesia

Journal of Internet Banking and Commerce, 2019, vol. 24, issue 03, 01-14

Abstract: The research objective was to analyze the service quality effect and experiential marketing on customer satisfaction with brand equity as an intervening variable at Bank Jambi. This research is verification, which is to test the truth of a hypothesis. The unit of analysis in this study is Bank Jambi customers. Primary data is obtained by distributing questionnaires to 400 customers. Testing the hypothesis by analyzing Structural Equation Modeling (SEM). The results of the analysis conclude that service quality variables, experiential marketing and brand equity significantly influence Bank Jambi customer satisfaction both partially and simultaneously. Service quality and experiential marketing variables have a significant indirect effect on customer satisfaction through invervening brand equity variables. The model significant to explain all the variables but in the future needs more test for the other variables to make the model more precise. Service quality variables are more dominant variables affecting customer satisfaction. Increasing understanding about the model of the influence of service quality and marketing experience on customer satisfaction with brand equity as an intervening variable in indonesia jambi banks.

Keywords: Service Quality; Experiential Marketing; Brand Equity; Customer Satisfaction (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.icommercecentral.com/open-access/the-m ... vening.php?aid=87673 Full text (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0043

Access Statistics for this article

Journal of Internet Banking and Commerce is currently edited by Vijaya Lakshmi, Nahum Goldmann and Dale Pinto

More articles in Journal of Internet Banking and Commerce
Bibliographic data for series maintained by Dale Pinto ().