Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector

• Main Authors: Hashim, Sharizal, Che-Ha, Norbani
• Format: Article
• Language: English
• Published: 2007
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/31536/1/Brand%20Equity%2C%20Customer%20Satisfaction%20%26%20Loyalty%20%20Malaysian%20Banking%20Sector.pdf; http://ir.unimas.my/id/eprint/31536/; https://www.academia.edu/5206486/Brand_Equity_Customer_Satisfaction_and_Loyalty_Malaysian_Banking_Sector

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...