Brand Equity, Customer Satisfaction & 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...
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my.unimas.ir.315362020-09-03T03:19:28Z http://ir.unimas.my/id/eprint/31536/ Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector Hashim, Sharizal Che-Ha, Norbani H Social Sciences (General) 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. 2007 Article PeerReviewed text en http://ir.unimas.my/id/eprint/31536/1/Brand%20Equity%2C%20Customer%20Satisfaction%20%26%20Loyalty%20%20Malaysian%20Banking%20Sector.pdf 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 https://www.academia.edu/5206486/Brand_Equity_Customer_Satisfaction_and_Loyalty_Malaysian_Banking_Sector |
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H Social Sciences (General) Hashim, Sharizal Che-Ha, Norbani Brand Equity, Customer Satisfaction & Loyalty: Malaysian Banking Sector |
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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. |
format |
Article |
author |
Hashim, Sharizal Che-Ha, Norbani |
author_facet |
Hashim, Sharizal Che-Ha, Norbani |
author_sort |
Hashim, Sharizal |
title |
Brand Equity, Customer Satisfaction & Loyalty:
Malaysian Banking Sector |
title_short |
Brand Equity, Customer Satisfaction & Loyalty:
Malaysian Banking Sector |
title_full |
Brand Equity, Customer Satisfaction & Loyalty:
Malaysian Banking Sector |
title_fullStr |
Brand Equity, Customer Satisfaction & Loyalty:
Malaysian Banking Sector |
title_full_unstemmed |
Brand Equity, Customer Satisfaction & Loyalty:
Malaysian Banking Sector |
title_sort |
brand equity, customer satisfaction & loyalty:
malaysian banking sector |
publishDate |
2007 |
url |
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 |
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