Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector

Hashim, Sharizal and Che-Ha, Norbani (2007) Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector. International Review of Business Research Papers, 3 (5). pp. 123-133. ISSN 1832-9543

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Services cannot be seen, felt, tasted or touched in the same manner in which goods can be sensed. Therefore, the key to success in services marketing is to ‘tangibilizing the intangible’ by using an extrinsic cue like a brand. Moreover, brands that are high in brand equity are organization powerful assets. They can lead to customer satisfaction and customer loyalty. This study is to explore customer perceptions on brand equity dimensions among consumers of bank services in Malaysia. The results show brand meaning is an important factor to create brand equity that will lead to customer satisfaction and loyalty.

Item Type: Article
Uncontrolled Keywords: Services, Banking, Brand Equity, Customer Satisfaction, Customer Loyalty, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Hashim
Date Deposited: 03 Sep 2020 03:19
Last Modified: 03 Sep 2020 03:19

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