Developing The Brand Image Of Sharia Banking To Achieve Customers Equity
Resumen
Purpose –This research was conducted to know how the performance of integrated marketing communication and customer relation manage- ment can influence the customer of Islamic Commercial Bank in Jabo- detabek through the development of the brand image. Design/methodology/approach – This research is descriptive and verifi- cation that used a survey as the data collection method to 218 customers who have mudharabah saving account in sharia banks in Jabodetabek, Indonesia. Findings – The result of the study shows that customer equity can be achieved by the performance of integrated marketing communication and customer relationship management through the development of the brand image. Integrated marketing communication performance has a stronger influence than customer relation management performance to create customer equity. Research limitations/implications – the limitation of this research is the research area that focused in Jabodetabek, Indonesia, and the research object that focused on sharia banks. Practical implications – This research is very significant for sharia bank studies that focused on formulating the marketing communica- tion strategy and customer relationship management program, as well as the effort to build a brand image, substantial customer equity, and ultimately become the most favored bank by customers. Social implications: This research studied the customers of sharia banks in Indonesia. Indonesia has the most significant number of the muslim population in the world. This research will have implications for satisfying customers’ needs emotionally and rationally sharia bank services. Customer’s emotional needs that fulfilled for sharia banks are closely related to their religious beliefs. Rational needs met by Islamic banking service related to the speed of service, staff’s hospitality, trustworthy, and reliable services. Thus, public confidence in Islamic banking services will continue to grow. Originality/value –The result will give some point of views about sha- ria banking in Indonesia in achieving customer equity by developing a positive sharia bank image. Customer equity is produced by the custom- er lifetime value through retention in banking services, religious-mo- tive-driven customer decision, and life-goal achievement/Falah.Citas
Abdullah, et al. (2012), The relationship between store brand and custom- er loyalty in retailing in Malaysia, Asian Social Science, Vol. 8, No. 2; p 171-184.
Ahmad, K., Rustam, G.A., and Dent, M.M.(2011), Brand preference in Islamic Banking,Journal of IslamicMarketing.Bingley, Vol. 2, Edisi 1; pg. 74.
Ansary, Amin and Nik Hashim, Nik M. Hazrul. (2017). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Springer, pp.1-35.
Aziz, N. A. and Yasin, N. M. (2010), Analyzing the brand equity and resonance of banking services: Malaysian consumer perspective. Interna- tional Journal of Marketing StudiesVol. 2(2).
Baron, R.M. and Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. 51(6): 1173-1182.
Bick, G.N.C. (2009). Increasing shareholder value through building cus- tomer and brand equity, Journal of Marketing. 25 (1-2). 117-141.
Braun, M. and Schweidel, D.A. (2011), Modeling customer lifetimes with multiple causes of churn, Marketing Science 30(5), pp. 881–902. Chang, W., Chang, C., and Li, Q. (2012), Customer lifetime value: A re- view, Social Behavior and Personality, Society for Personality Research, 40(7), p.1057-1064.
Chen, C.F. and Tseng, W.S. (2010), Exploring customer-based airline brandequity: Evidence from Taiwan, Transportation Journal, 49, p 25-34. Clow, K.C., and Baack, D. (2012),Integrated Advertising, Promotion, and Marketing Communications, Global Edition, Fifth Editon, Pearson. Coltman, T.,Devinney, T.M., andMidgley, D.F. (2011).Customer relation- ship management and firm performance, Journal of Information Technol- ogy, 26, 205–219
Cravens, W.D. & Piercy, F.N.(2013).Strategic Marketing, Tenth Edition, McGraw-Hill Irwin,New York.
Drèze,X. and Bonfrer, A. (2009), Moving from Customer Lifetime Value to Customer Equity, Quant Mark Econ 7, Springerlink.com, 289-320. Finne, A. and Gro ̈nroos, C.(2009), Rethinking marketing communica- tion: from integrated marketingcommunication to relationship communi- cation, Journal of Marketing Communications,Vol. 15, Nos. 2–3, April– July 2009, 179–195.
Geoffrey N.C.B. (2009),Increasing shareholder value through building- customer and brand equity, Journal of Marketing Management, Vol. 25, No. 1-2, Pp. 117-141.
Ghorban, Z.S. and Tahernejad, H. (2012), A study on effect of brand credibility on word of mouth: with reference to internet service providers in Malaysia, International Journal of Marketing Studies, Vol. 4, No. 1; February pg 26-37.
Haque, A., Ahmed, K., and Jahan, S.I. (2010), Shariah observation: advertising practices of Bank Muamalat in Malaysia,Journal of Islamic Marketing. Bingley. Vol. 1, Edisi 1; pg. 70.
Hasan, A.(2010) Marketing Bank Sharia, Ghalia Indonesia, Bogor. Hassan, Haslinda and Awadh Bin-Nashwan, Saeed. (2017). Impact of customer relationship management (CRM) on customer satisfaction and loyalty: a systematic review. Journal of Advanced Research in Business and Management Studies. Vol. 6 (1), pp.86-107.
Haron, S. and Azmi, N. (2006), Marketing strategy ofIslamicBanks:a lesson from Malaysia creating dynamic leaders, Jan-March.
Hawkins, J., Bulmer, S., and Eagle, L. (2011), Evidence of IMC in social marketing,Journal of Social Marketing, Vol. 1 No. 3, pp. 228-239. Holehonnur, A.,Raymond,M.A., and Hopkins, C.D. (2009), Examining the customer equityframework from a consumerperspective, Palgrave Macmillan 1350-23IX,Brand Management, Vol. 17, 3, 165–180.
Hui, I.Y. andWei, K.K. (2012), Customer relationship management: Is it still relevant to commercial banks in Taiwan?, International Journal of Business and Management, Vol. 7, No. 1.
Hyun, S.S.(2009),Managing long-term customer value in the theme park industry: a customer equity-based approach, Journal of Travel and Tour- ism Research (Online). Kusadasi-Avdin: pg. 28, 27 pgs.
Jones, E., et al.(2009),Developing a strategic framework of key account performance, Journal of Strategic Marketing, Vol. 17, No. 3 – 4, p 221- 235.
Jarratt, D.G. and Katsikeas, C.S. (2009), How does relationship manage- ment infrastructureinfluence performance?,Journal of Marketing Manage- ment, Vol. 25, No. 1-2, pp. 51-74.
Kertajaya, H. & Sula, M.S. (2006), Marketing Sharia, Bandung: Mizan Pustaka, 166-167.
Keshvari, R.S.(2012), The impact of e-CRM on customers attitude and its association with generating competitive advantages in Iranian financial B2B context, Journal International Business Research, Vol. 5, No. 4; pg 34-54.
Khaligh, A.A, Miremadi, A. andAminilari, M.,(2012), The impact of e-CRM on loyalty and retention of customers in Iranian telecommunica- tion sector, International Journal of Business and Management, Vol. 7, No. 2.
Kotler. P. andKeller (2012) Marketing Management: Analysis, Planning, Implementation, and Control, Prentice Hall International, Inc. A Division of Simon &Scuster, Englewood Cliffs.
Krasnikov, A., Jayachandran, S., and Kumar, V., (2009),The impact of customer relationship management implementation on cost and profit ef- ficiencies: evidence from the U.S. commercial banking industry, Journal of Marketing, Vol. 73, November, 61-76.
Lovelock, C. andWirtz, J. (2011) Service Marketing, Global Edition, Sev- enth Edition, Pearson.
Maxwell, R. and Knox, S. (2009), Motivating employees to “live the brand”: acomparative case study of employer brandattractiveness within the firm, Journal of Marketing Management, Vol. 25, No. 9-10, pp. 893- 907.
Mendez, C.(2009), Anthropology and ethnography: contributions to in- tegrated marketing communications, Marketing Intelligence & Planning Journal,Vol. 27, Edisi 5; Pg. 633.
Mihart, C., (Kailani). (2012), Impact of integrated marketing commu- nication on consumer behaviour: effects on consumer decision – mak- ing process, International Journal of Marketing Studies, Vol. 4, No. 2, Bucharest, Romania.
Mike, R. (2002), Building strong brands through the management of inte- grated marketing communications, International Journal of Wine Market- ing, Volume 14, No. 3, 37-52.
Muksin, Abdullah., Ruwaida, Ruwaida., Arifin, Zainal, Madyanti, Aniza Nur, Safri, Safri. (2018). Determinants of Customer’s Equity: An Em- pirical Studies on BPRS Customers in Ex Banyumas Residency Central Java. International Review of Management and Marketing, Vol. 8 (2), pp. 81-89.
Ndubisi, N.O., and Madu, C.N.(2009), The association of gender to firm-customer relationship,The International Journal of Quality & Relia- bility Management. Bradford: Vol. 26, Edisi 3; pg. 283.
Nguyen, N. (2010), Competence and benevolence of contactpersonnel in the perceived corporate reputation: an empirical study infinancial servic- es, Corporate Reputation, Review, Volume 12 Number 4, p 345-356. Omar, M.W. and Ali, M.N.M. (2010) Brand loyalty and relationship marketing in Islamic banking system,Canadian Social Science, Montreal, Vol. 6, Edisi 1; pg. 25.
Rootman, C., Tait, M., and Bosch, J. (2008).Variables influencing the customer relationship management of banks, Journal Of Financial Servic- es Marketing, London, Vol. 13, Edisi 1; pg. 52, 11 pgs.
Sadeghi, T. and Hanzaee, K.H. (2010), Customer satisfaction factors (CSFs) with online banking services in an Islamic country; I.R. Iran,Journal of Islamic Marketing, Bingley: Vol. 1, Edisi 3; pg. 249
Schultz, D.E. and Charles, H.(2009), The Evolution of IMC: IMC in a customer-driven marketplace, Journal of Marketing Communications; Vol. 15 Issue 2/3, p75-84, 10p.
Sholihin,A.I. (2009),DilemaPerbankanSyariah, posted date Jan 13, 2010, 8:21 am.
Sisodia, S., and, Telrandhe, N. (2010), Role of integrated marketing com- munication in modern Indian business, International Refereed Research Journal , Vol.– I, Issue –1.
Skiera, B., Bermes, M., and Horn, L. (2011), Customer equity sustaina- bility ratio: a new metric for assessing a firm’s future orientation,Journal of Marketing, Vol. 75, 118 –13.
Shriedeh, F and Ghani, N.H Abd. (2017). Impact of Customer Relation- ship Management on Brand Equity: Medical Tourist Perspective. Re- search Journal of Business Management, Vo.11 (1), pp.28-38.
Verena,V., Evanschitzky, H., and Ramaseshan, B. (2008). Customer equity drivers and futuresales, Journal of Marketing, American Marketing Association, Vol. 72,98–108.
Worldometers. (2019). World Citizen 2019. Retrieved from
Zeynalzade, A. (2012), Investigating the effect of brand awareness and brand image on purchase behavior of customers, International Journal of Research in Social Sciences, Volume 2, Issue 2.
