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Yuana, Irkhamnah Aisyah
Department of Magister Management, STIE Perbanas Surabaya, Surabaya
Computer Science & IT

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The Effect of Transparency on Brand Loyalty Yuana, Irkhamnah Aisyah; Sutarso, Yudi
IPTEK Journal of Proceedings Series No 1 (2020): The 1st International Conference on Business and Engineering Management (IConBEM)
Publisher : Institut Teknologi Sepuluh Nopember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12962/j23546026.y2020i1.7859

Abstract

Bank needs to provide best services to minimize customer’s complaint. One of bank efforts to serve their customers can be done by using transparency, so that all information is conveyed clearly. Transparency is also expected to enhance brand loyalty of customers. This conceptual study is based on theoretical review from literatures and previous researches related with these concepts. The basic concept of theory used in this study is that customers who get operational transparency express greater trust and support. This study aimed to analyze the effect of transparency on brand loyalty. By classifying the result of previous researches, this study found some propositions : (1) transparency has a significant effect on brand trust of customer; (2) brand trust has a significant effect on brand satisfaction of customer (3) brand trust has a significant effect on brand loyalty
Co-Authors Yudi Sutarso