A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis
This study aims to investigate the mediating effects of overall satisfaction on the relationship between relationship marketing and brand loyalty in the Islamic banking industry. Based on a sample of 268 customers and using statistical programming on social sciences approach, the three dimensions of...
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| Main Authors: | , , , |
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| Format: | Research Reports |
| Language: | en |
| Published: |
2011
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/120575/1/120575.PDF https://ir.uitm.edu.my/id/eprint/120575/ |
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| _version_ | 1858063056085450752 |
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| author | Wan Omar, Maznah Mohd Ali, Mohd Noor Zainal, Noor Saliza Mohamad Salleh, Musdiana |
| author_facet | Wan Omar, Maznah Mohd Ali, Mohd Noor Zainal, Noor Saliza Mohamad Salleh, Musdiana |
| author_sort | Wan Omar, Maznah |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | This study aims to investigate the mediating effects of overall satisfaction on the relationship between relationship marketing and brand loyalty in the Islamic banking industry. Based on a sample of 268 customers and using statistical programming on social sciences approach, the three dimensions of relationship marketing; trust, commitment, and communication shkill are found to have positive effects on brand equity. Subsequently, trust and commitment were having a significant effect on Brand Familiarity, leaving Communication Skill to be insignificant towards brand familiarity. Finally, the relationship between Relationship Marketing and Brand Image, it proves that, only Commitment and Communication Skills were significant towards Brand Image and Trust has no significant impact on Brand Image. On the mediating effect of Overall Satisfaction on Brand equity, Brand familiarity, and Brand Image, Trust and commitment has a partial mediation on the relationship between relationship marketing and brand equity, while communication skills proves to have a full mediation on the same relationship. Following that, Trust and Commitment had a partial mediation effect on the relationship between Relationship Marketing and Brand Familiarity, and Communication skills has no mediation effect on the same relationship. Finally, on the relationship between Relationship Marketing and Brand Image, there was no mediation for communication skill and trust , follows by partial mediation for commitment. © 2011. |
| format | Research Reports |
| id | my.uitm.ir-120575 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2011 |
| record_format | eprints |
| spelling | my.uitm.ir-1205752026-01-30T15:57:11Z https://ir.uitm.edu.my/id/eprint/120575/ A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis Wan Omar, Maznah Mohd Ali, Mohd Noor Zainal, Noor Saliza Mohamad Salleh, Musdiana Banking Trust services. Trust companies This study aims to investigate the mediating effects of overall satisfaction on the relationship between relationship marketing and brand loyalty in the Islamic banking industry. Based on a sample of 268 customers and using statistical programming on social sciences approach, the three dimensions of relationship marketing; trust, commitment, and communication shkill are found to have positive effects on brand equity. Subsequently, trust and commitment were having a significant effect on Brand Familiarity, leaving Communication Skill to be insignificant towards brand familiarity. Finally, the relationship between Relationship Marketing and Brand Image, it proves that, only Commitment and Communication Skills were significant towards Brand Image and Trust has no significant impact on Brand Image. On the mediating effect of Overall Satisfaction on Brand equity, Brand familiarity, and Brand Image, Trust and commitment has a partial mediation on the relationship between relationship marketing and brand equity, while communication skills proves to have a full mediation on the same relationship. Following that, Trust and Commitment had a partial mediation effect on the relationship between Relationship Marketing and Brand Familiarity, and Communication skills has no mediation effect on the same relationship. Finally, on the relationship between Relationship Marketing and Brand Image, there was no mediation for communication skill and trust , follows by partial mediation for commitment. © 2011. 2011 Research Reports NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/120575/1/120575.PDF Wan Omar, Maznah and Mohd Ali, Mohd Noor and Zainal, Noor Saliza and Mohamad Salleh, Musdiana (2011) A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis. (2011) [Research Reports] <http://terminalib.uitm.edu.my/120575.pdf> (Unpublished) |
| spellingShingle | Banking Trust services. Trust companies Wan Omar, Maznah Mohd Ali, Mohd Noor Zainal, Noor Saliza Mohamad Salleh, Musdiana A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title | A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title_full | A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title_fullStr | A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title_full_unstemmed | A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title_short | A model of brand loyalty measurement for islamic banking in Kedah, Pulau Pinang, and Perlis |
| title_sort | model of brand loyalty measurement for islamic banking in kedah, pulau pinang, and perlis |
| topic | Banking Trust services. Trust companies |
| url | https://ir.uitm.edu.my/id/eprint/120575/1/120575.PDF https://ir.uitm.edu.my/id/eprint/120575/ |
| url_provider | http://ir.uitm.edu.my/ |