SERVQUAL on Brand Image and Relationship Equity
The purpose of this study is to determine the effect on the service quality toward brand image and the development of customer relationship. The object of research is the Umrah services in Bandung. The total respondents of this study are 187 people with proportional random sampling technique. Explo...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2016-10-01
|
| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/3062 |
| _version_ | 1797911653075910656 |
|---|---|
| author | Pebi Kurniawan Iwan Sidharta |
| author_facet | Pebi Kurniawan Iwan Sidharta |
| author_sort | Pebi Kurniawan |
| collection | DOAJ |
| description |
The purpose of this study is to determine the effect on the service quality toward brand image and the development of customer relationship. The object of research is the Umrah services in Bandung. The total respondents of this study are 187 people with proportional random sampling technique. Exploration research methods used Structural equation modeling (SEM) partial least square (PLS). The results showed that service quality was proven to give impact on equity relationship and brand image of the Umrah services. This implies that in order to improve the relationship equity Umrah services need to improve service quality and brand image so that companies can obtain optimal benefit.
Keywords: service quality, brand image, relationship equity.
JEL Classifications: M21, M31
|
| first_indexed | 2024-04-10T11:43:53Z |
| format | Article |
| id | doaj.art-678bfa4551644369b4a1c1e698e08822 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:43:53Z |
| publishDate | 2016-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-678bfa4551644369b4a1c1e698e088222023-02-15T16:17:25ZengEconJournalsInternational Review of Management and Marketing2146-44052016-10-0164SERVQUAL on Brand Image and Relationship EquityPebi Kurniawan0Iwan Sidharta1School of Health Science, Cirebon, IndonesiaSchool of Economic Pasundan, Bandung, Indonesia The purpose of this study is to determine the effect on the service quality toward brand image and the development of customer relationship. The object of research is the Umrah services in Bandung. The total respondents of this study are 187 people with proportional random sampling technique. Exploration research methods used Structural equation modeling (SEM) partial least square (PLS). The results showed that service quality was proven to give impact on equity relationship and brand image of the Umrah services. This implies that in order to improve the relationship equity Umrah services need to improve service quality and brand image so that companies can obtain optimal benefit. Keywords: service quality, brand image, relationship equity. JEL Classifications: M21, M31 http://mail.econjournals.com/index.php/irmm/article/view/3062 |
| spellingShingle | Pebi Kurniawan Iwan Sidharta SERVQUAL on Brand Image and Relationship Equity International Review of Management and Marketing |
| title | SERVQUAL on Brand Image and Relationship Equity |
| title_full | SERVQUAL on Brand Image and Relationship Equity |
| title_fullStr | SERVQUAL on Brand Image and Relationship Equity |
| title_full_unstemmed | SERVQUAL on Brand Image and Relationship Equity |
| title_short | SERVQUAL on Brand Image and Relationship Equity |
| title_sort | servqual on brand image and relationship equity |
| url | http://mail.econjournals.com/index.php/irmm/article/view/3062 |
| work_keys_str_mv | AT pebikurniawan servqualonbrandimageandrelationshipequity AT iwansidharta servqualonbrandimageandrelationshipequity |