The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

Nguyen, Thi Thu Cuc

doi:10.3390/jrfm14080346

Cited by 3 publications

(1 citation statement)

References 48 publications

(57 reference statements)

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“…It proves previous study conducted in the banking industry which confirm the mediation effect of customer trust on sustainable brand equity toward customer satisfaction. [100].…”

Section: Resultsmentioning

confidence: 99%

The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

Dananjoyo,

Udin

2023

IJSDP

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The primary goal of this study is to experimentally examine the mediating role of customer trust in the impact of sustainable brand equity on customer satisfaction and customer loyalty. We employed a quantitative methodology and designed a survey questionnaire to measure sustainable brand equity. The survey was administered to 220 construction material retailers in Jakarta, Indonesia. Our investigation focuses on how antecedents of sustainable brand equity influence customer perceptions of satisfaction and loyalty in the retail trade for building materials. We used structural equation modeling (SEM) in AMOS version 26 for the analysis. Our findings demonstrate that antecedents of sustainable brand equity (such as brand awareness, brand identification, physical quality, staff behavior, lifestyle congruence, and ideal self-congruence) directly and significantly influence customer trust. In turn, customer trust directly and significantly influences customer satisfaction and loyalty. Interestingly, while customer trust does not impact customer loyalty, customer satisfaction does, with a strong influence. Hence, customer loyalty is greatly affected by customer satisfaction. This study's significance lies in demonstrating how the development of sustainable brand equity affects trust, satisfaction, and loyalty among building material retailers. The emergence of customer trust as a mediator between sustainable brand equity, customer satisfaction, and customer loyalty forms the focal point of this study.

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“…It proves previous study conducted in the banking industry which confirm the mediation effect of customer trust on sustainable brand equity toward customer satisfaction. [100].…”

Section: Resultsmentioning

confidence: 99%

The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

Dananjoyo,

Udin

2023

IJSDP

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Perceptions of CSR initiatives as a strategic driver in strengthening relationships among banks and Italian consumers: an empirical approach in the Italian banking context

Barone,

Bussoli,

Conte

et al. 2024

IJBM

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PurposeCorporate social responsibility (CSR) activities are increasingly prominent in the current agendas of firms, regulatory agencies and consumers worldwide. It is vital for banks to understand how consumers perceive CSR activities, as such activities strengthen their brand equity building. This study examines the relationship between financial consumers’ perceptions of banks’ CSR initiatives and brand equity, identifying a mediating influence of consumer trust and satisfaction.Design/methodology/approachThe survey was conducted by distributing questionnaires to Italian banking consumers (941 valid responses). The research hypotheses were tested using structural equation modeling and confirmatory factor analysis.FindingsOur analysis reveals that consumers’ perceptions of banks’ CSR initiatives directly affect brand equity. Moreover, trust and satisfaction positively mediate the relationship between consumers’ perceptions of CSR initiatives and brand equity in the Italian banking industry.Originality/valueThese findings advance understanding by making a novel contribution to the literature; they also have managerial implications. In terms of literature advancement, we provide new evidence related to a context with specific features, namely Italy. From a managerial perspective, this study highlights the importance of informing Italian customers about and promoting awareness of sustainable activities. In turn, client perceptions affect the banks’ value.

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Customer Bank Switching Behaviour in Zimbabwe’s Retail Banking Sector of Zimbabwe

Nyakuwanikwa,

Chisaka,

Madzivire

et al. 2024

AJOCS

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Retail banks are able to generate profitable returns when they manage their customer base to identify, satisfy, acquire, and retain profitable customers. Whilst the switching of brands by consumers is a common feature in today’s highly competitive retail banking sector of Zimbabwe, however, it poses serious challenges to both banks and consumers. The development and maintenance of a long-term relationship with customers are essential for retail banks to boost their profits and thrive in a competitive banking landscape. The major problem facing the retail banking sector is the high switching behaviour of their customers, eroding shareholder value. The main purpose of the study was to understand consumers switching behaviours in the retail banking sector, yet most of these banks have similar offerings. The study used a cross-sectional research design to collect quantitative data from 376 consumers who were chosen using systematic sampling. Our findings show that consumers in the retail sector switch banks due to various factors, chiefly price, brand image, service quality, product availability, trust, and firm strategy. We recommend that banks optimize customer relationship strategies and quality service delivery to leverage customer brand equity. Our study contributes to literature on the banking sector that focuses on customer switching behaviour.

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The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

Cited by 3 publications

References 48 publications

The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

The Effect of Sustainable Brand Equity on Customer Satisfaction and Customer Loyalty Using Customer Trust as Mediation Variable

Perceptions of CSR initiatives as a strategic driver in strengthening relationships among banks and Italian consumers: an empirical approach in the Italian banking context

Customer Bank Switching Behaviour in Zimbabwe’s Retail Banking Sector of Zimbabwe

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