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Sibarani, Mentiana
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Aerospace Engineering Humanities Astronomy Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Social Sciences Other

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Journal : Journal of Management Studies and Development

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Mapping Brand Equity and Service Quality Perceptions : A Comparative Study of National Private Banks in Indonesia Heriana, Ferra; Sibarani, Mentiana; Silitonga, Roland Y.H.; Heryanto, Dhany
Journal of Management Studies and Development Vol. 2 No. 03 (2023): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jmsd.v2i03.356

Abstract

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.
Co-Authors Alfian Alfian Bala Tifaona, Alexander Benedictus Busono, Bibin Cakradini, Rudy Cristalia Gomies, Vieren Dewantara, Doni Pranata Evasaria Magdalena Sipayung, Evasaria Magdalena Heriana, Ferra Heryanto, Dhany Kurniawan, Yohanes Malsad, Gredinov Sumanta Napitupulu, Dongani Posma Sariguna Johnson Kennedy Rahmat, Damianus Tulus RAKHMAT, Ryan Kharisma Ramauli, Juliana Roland Y.H. Silitonga Sabiantoro, Mastuti Sampurno, Mahendra Dita Sejati, Shandi Setya Siahaan, Mario Iriando Supratman, Deny Sutrisno, Sutrisno Suwindu, I Wayan V. H., Christopher G. Vico, Julyas Widadi, William Rusly Yotapditya, Igor Zefanya, Anastasia