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STRUCTURAL EQUATION MODELING (SEM) : DETERMINANT OF
CUSTOMER LOYALTY IN BANKING INDUSTRY
NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND
SRI INDRA TRIGUNARSO
Abstract: This research aims to know the influence of customer satisfaction reward,
trust, brand image are influence directly towards to customer loyalty with customer
satisfaction as the mediator. This type of research is explanatory research with a
quantitative approach. Samples are 261 respondents who is a customer of bank
XYZ in Jatiwaringin, Pondok Gede and using purposive technique. Data collection
methods used in this research is accidental to disseminate the questionnaire in
XYZ bank in jatiwaringin, Pondok Gede. The analysis of the data used is descriptive
analysis and path analysis. The results showed that customer satisfaction scale
effect directly and significantly to scale customer loyalty. Reward scale, trust and
the brand image, are direct and significant effect towards the scale of customer
loyalty through customer satisfaction as the mediator. The cumulative percentage
of the variance of the extracted factors 0.67 that means the result of research that
is formed is able to explain the factors affecting customer loyalty of 67 % and the
rest is influenced by other factors.
1. Introduction
According to Dwiantara, (2006) issues facing the organizations today is about change,
this is due to the presence of upheaval and uncertainty presents to new competition
and competitive conditions. The effective organization is the growing organization
with performance capabilities focused towards customer loyalty and customer
satisfaction that is able to respond the changes, innovative and able to develop its
own assets so it can create excellence. The uniqueness of the organization can be seen
directly and perceived by customers through its human resources as the giver of
services namely human resources that can affect competitiveness and customer loyalty.
A winning organization is an organization that understand the concept of
marketing management services and create the excellence to capture and retain
the existing customers remain loyal by understood the behavior of customers about
the needs, wishes and requests. To understood the basic concepts of marketing by
knowing the changing customers behavior from time to time.
The competition between banks not only competes with private banks, but
also must face the competition with foreign banks that started mushrooming. In
addressing this phenomenon each bank faced the inevitable choices to follow the
trend happening in the customers perception about satisfaction to select products
and services, every bank have to understand the factors of the customers satisfaction
and how to retain loyalty customer to capture market share, customers become
Keywords: reward, trust, brand image, customer loyalty customer satisfaction
150 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
critical and careful to spends his money, many factors into consideration of customer
to select the products or services.
Kotler, Hayes and Bloom (2002) conveys some reasons why banks need to gain
the loyalty of customers. There are many advantages by having loyal customers
proven will save the operational costs and encourage good relationship because
customers entrust all his activities by banking, where it is capable to reduce load of
psychological customer to start the activity at the bank which is quite tiring, the
customers are happy and proud to be known as old customers. The customer has a
lot of positive experience with the bank and the most profitable loyal customer will
always defend and attract other customer and to influence to join with bank they
trust, the loyal customers are an important asset for banking. Satisfaction is the
process of evaluating the results of perceived performance in psychologically based
on predetermined expectation, (Seth & Sisodia in Egan, 2001). Customer satisfactions
achieved when the value of product or service is equal with the expectation,
dissatisfaction experience appears when gap formed between the level of expectation
and achievement not equal (Hutcheson & Moutinho in Egan, 2001).
One of the most effective competitive advantages in business services is
characteristic relationship with customers, and the key to win the competitions
success lies in the ability of banks to provide a sense of trust towards the customer
assets. The trust is one of the essential elements in satisfaction, trust as an important
base to build satisfaction and maintaining long term relationship (Rousseau, et al.
in the Akbar & Parvez, 2009).
The bankers should be able to develop different strategies to satisfy customer
needs and simultaneously building relations with customers. Relations with customer
in the long-term will encourage parties involved in relationships find the best ways
to interact, so the relationship cost can be reduced, with a relationship that is
mutually satisfying both parties then the transaction costs arising out of the
customers transition to a new provider can be avoided (Gronroos, 1994).
To keep the customer remains loyal to the products and services is a task of
marketer of banking. Unfortunately, it is not easy to make customer remain loyal,
because there is always the effort from competitors as well as newcomer who wants
to shake up the level of customer loyalty through a variety of loyalty programs.
The easiest ways to attract customer satisfaction is by giving rewards for every
usage of ATM transaction and credit card. Unfortunately, almost all banks offer
similar programs. Not surprisingly, if the customer could have a lot of savings or
credit cards of other banks.
Giving the reward to customer is one of the tools to improve motivation.
Reward can be interpreted as a form of thanks from the bank to the customer for
every purchase and repeated use of the customer that is reflected from the
accomplishments of transaction. One of the main goals of the reward is to increase
customer satisfaction that will ultimately increase customer loyalty. The opinion is
supported by the opinions of Peterson (1995) reward is the perception of the customer
against the extent to which banking offers benefits that are intangible such as price
or the granting of incentives to regular customers to strengthen loyalty when satisfied
receiving a reward.
STRUCTURAL EQUATION MODELING (SEM) 151
In addition, according to Boulding, et al. (1993) explain that set of customer
loyalty is caused due to the influence of satisfaction and dissatisfaction with the
brand image that is accumulating continuously in addition to the existence of
perception about the quality of services, its done to create a good brand image
into the customer mind so they are fanatical towards the products and services
banks. Strategy of positioning the services of product through the placement of
brand image in the market that is expected to be accepted by customer compared
with the similar brand from competitor, or repositioning the brand image better
than the other bank brand. In the era of globalization with increasingly tight
competition with the similar products, the role of the brand image became the
largest source of assets for banking. In the banking business to maintain and win
the competiton, banks required to gain profit by conducting marketing strategies
on product and services they produce.
The marketers at bank strives to meet the needs and desires of their
customers by offering different types of products savings and credit card in
accordance with customer needs, thus the customer will have a lot of options and
the strength of bargaining is getting bigger, all its become an important part in
encouraging the bank to puts the orientation on customer satisfaction as the
catalyst on its main purpose, namely to have a loyal customer. The trust program,
reward and brand image has to be a flagship program in the entire bank in
Indonesia and expected to capture the customer satisfaction and became more
loyal.
The purpose of this study is to test the model teoritik the influence of reward,
trust and brand image towards the customer loyalty through customer satisfaction
as a mediator (fit) with empirical data.
2. Research Methods
2.1. Population and sample
As the population in this research is the XYZ Bank branches located in Jatiwaringin
Pondok Gede Bekasi Barat, totalling 750 customers. As for the criterion of population
in this study are as follows:
a. XYZ Bank customers who have savings in the Bank XYZ.
b. XYZ Bank customers which has ATM and credit cards. The reason is that
customers often use XYZ Bank product so they understand the received
benefits of rewards.
The technique of sampling using accidental sampling technique, based on
calculations from the Slovin obtained sample 261 customers, assuming the sample
population 95% or 5% level á where research sampling criteria is XYZ Bank branches
located in Jatiwaringin Pondok Gede, Bekasi Barat in West Java Indonesia.
2.2. Methods of Data Collection
There are 5 variables measured in this study; reward, trust, brand image, customer
satisfaction and customer loyalty.
152 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
An instrument used to measure customer loyalty in this research is the customer
loyalty scale was constructed by the author based on the aspects of customer
loyalty (Zeithaml, et al. 1996), are: the recurring purchases, said a positive thing,
and recommend on other customers.
The instrument used to measure customer satisfaction in this research is the
customer satisfaction scale was constructed by the author based on the aspects of
customer satisfaction according to Wilkie (1994) are: Expectations, Performance,
Comparison, Confirmation, Discrepancy.
Instruments used to measure reward in this research is the scale of reward
which was constructed by the author based on the aspects of reward from Gruen
1994; Youjae and Hoseong 2003 i.e. aspects: participatory, recognized, the feeling
of ownership.
Instruments used to measure trust in this research is the trust scale was constructed
by the author based on aspects of the aspects of the trust based on the theory of
Coquit, LePine and Wesson, (2009), i.e. aspects of competence, character, benevolence.
Instruments used to measure brand image in this research was constructed by
the author based on aspects of the brand image based on the theory of Keller,
(1993), are: namely attributes, benefits, brand attitudes.
2.3. Validity and Reliability
Validity and reliability test are used for measurements of model so that they can
describe it what aspects can be used as a measurement of the latent variables.
According to Ghozali (2008) Confirmatory Factor Analysis (CFA) is used as a test
tool for measuring the validity of constructs latent. Validitas constructs to be valid
if the value of the factor loading e 0.50, and the reabilitas constructs declared
valid and reliable when the value of reability > 0.70. The analysis was done by
using Linear Software Structural Model (LISREL) version 8.7 from Joreskog and
Sorbom (2008).
2.4. Data Analysis
Data analysis methode is Structural Equation Models (SEM) technique by using
Linear Structural models (LISREL) version of Joreskog and Sorbom 8.72 (2008).
according to Joreskog and Sorbom, (in Tri Ratna Murti, 2006), there are two
stages in the analysis done, i.e. testing the correctness model with a look at whether
there is a significant difference between the model with data (model fit) and if
there is a conformity between the model theory with data, then it can be testing
hypotheses about the relationships in the model of the structural.
3. Results and Discussion
3.1. Test of Normality
Normality value by using lisrel program approach, for Skewness Z score and the
value of the Z score for Kurtosis assuming significant if P < 0.05 on the degree of
fault or Alpha (�) = 0.05, then the normality of the data is not normal, otherwise
STRUCTURAL EQUATION MODELING (SEM) 153
if the Z score for the Skewness and the value of the Z score for Kurtosis assuming
significant if P > 0.05 then the distribution data declared normal.
Results of multivariate normality inspection the value of the Skewness and
Kurtosis of the data shows the P value of 0.000 < 0.05 meaning simultaneously
variable data distribution is not normal multivariate. One method that can be used
when a variable research data do not satisfy the assumption of multivariate normal
is adjusting the value of the chi square (X2) and standard error with Satori Bentler
Scaled X2, so the research data input added input asymptotic covariate matrix
(ACM) in addition to the input data covariance matrix. The addition of asymptotic
covariate matrix input (ACM) will yield the value of goodness of fit for the correction
data abnormality. Furthermore all data processed by using a Robust approach
Maximum Likehood (Ghozali, 2005).
3.2. Test Multikolineritas
The multikolinieritas test is intended to find out a semblance of independent variables
in a model. The similarity of these variables in a single model led to a very strong
correlation. Test multikolinieritas known as VIF (Variance Inflation Factor), for
each predictor. The terms independent of multikolinieritas if the value VIF predicted
not exceed 10 (Singgih Santosa, 2011). To find the symptoms multikolinieritas in
the latent variables customer loyalty, customer satisfaction, reward, trust, and the
brand image from the result of the calculation appears that VIF values less than
10, and toleration range between 0.638 to 0.777 above from 0.10 thus not occur
multikolinieritas.
3.3. Confirmatory Factor Analysis
Two steps analysis factors of confirmatory or 2nd order CFA, indicator that has
contributed to the latent variable customer loyalty is as follows:
1. The Scale of Customer Loyalty
Analysis of confirmatory factor (CFA), an indicator of latent variables that contribute
to customer loyalty below:
Validity Test scale of Customer Loyalty
Variabel Standardize loading Factor (SLF) � 0,50 Significancy
BB 0.86 Significant
MP 0.89 Significant
MO 0.87 Significant
Source: Primary data 2016
Component loading factor � � 0.50, the validity of observed variables are good.
GOF values as follows:
154 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
GOF (Goodness of Fit of the Model Structural) scale of Customer Loyalty
The Size of the GOF Decision criteria Value Description
Satorra-Bentler Small value 82.49 (P = 0.0034) Good
Scaled Chisquare p>0.05
RMSEA ��0.05 0.049 Good
GFI � 0.90 0.94 Good
AGFI � 0.90 0.91 Good
NFI � 0.90 0.98 Good
NNFI � 0.90 0.99 Good
Source: Primary data 2016
The value of reliability is 0.95, means the reliability of customer loyalty 0.95
and the variance extracted value (VE) shows 0.59 equal with the standard set CR
is � 0.70 and � 0.50 for VE (Rajendra Hadi, 2008 Hair, et al. 2006 in Kusnendi,
2008), the results of the assessment customer loyalty for CR and VE is reliability.
This means that the aspects contained in the composite measurement models
consistently be able to measure the latent variable customer loyalty.
2. Scale of Customer Satisfaction
Analysis of confirmatory factor (CFA), aspects that contribute to the variable
latent satisfaction customer are:
Validity test of scale customer satisfaction
Variable Standardize loading Factor (SLF) � 0,50 Significant
EK 0.89 Significant
PE 0.97 Significant
CO 0.94 Significant
CF 0.89 Significant
DS 0.96 Significant
Source: Primary data 2016
Standardized loading factor e 0,50 the validity of variables observed are good.
Variables GOF values as seen below:
Gof (Goodness of Fit Model Structural) Customer Satisfaction scale
GOF Decision Criteria Value Description
Chi-Square P>0.05 245.56 (P = 0.015) Good
RMSEA ��0.05 0.030 Good
GFI � 0.90 0.92 Good
AGFI � 0.90 0.88 Marginal
NFI � 0.90 0.99 Good
NNFI � 0.90 1.00 Good
Source: Primary data 2016
STRUCTURAL EQUATION MODELING (SEM) 155
Constructs reliability value is 0.97, means the customer satisfaction reliability
is 0.97 and the variance extracted value is 0.57 indicated variance of VE equal with
standards established CR is � 0.70 and � 0.50 for VE (Rajendra Hadi, 2008 Hair,
et al. 2006 in Kusnendi, 2008), the results of the assessment CR and VE of the
customer satisfaction is reliability. This means that the aspects contained in the
composite measurement models and consistent latent variables can measure customer
satisfaction.
3. The Scale of Reward
Latent variables reward with analysis of confirmatory factor (CFA), the indicator
contributes is below:
Test the Validity of Variable Reward
Variable Standardize loading Factor (SLF) � 0,50 Significant
CFA
PS 0.96 Significant
PR 0.99 Significant
KP 0.88 Significant
Source: Primary data 2016
Component loading factor � 0.50 the validity observed is good.Suitability of
variable in research as follows:
GOF (Goodness of Fit Model Structural) scale Reward
GOF Decision criteria The value Description
Satorra-Bentler Little value 147.74 Good
Scaled Chi-Square p>0.05 (P = 0.18)
RMSEA ��0.05 0.021 Good
GFI � 0.90 0.94 Good
AGFI � 0.90 0.90 Good
NFI � 0.90 0.99 Good
NNFI � 0.90 1.00 Good
Source: Primary data 2016
Constructs reliability value is 0.95 means reliability reward amounting to 0.95
and variance extract value 0.51, shows that the variance of VE equals with the
standard set; CR is � 0.7 and 0.50 for VE (Rajendra Hadi, 2008 Hair, et al. 2006 in
Kusnendi, 2008), the results of the assessment CR and VE of reward is reliability.
This means the aspects contained in the composite measurement models consistently
be able to measure the latent variable Reward.
4. Trust
Analysis of confirmatory factor (CFA), the aspects that contribute to the latent
variable Trust are below:
156 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
Validity Test of variable Trust
Variable Standardize loading Factor (SLF) � 0,50 Significant
CFA
CH 0.92 Significant
CP 0.89 Significant
BV 0.96 Significant
Source: Primary data 2016
Component loading factor is � 0.50, meaning the validity of the variable well
observed. Compability of model can be seen below:
GOF (Goodness of Fit Model Structural) scale Trust
The Size of the GOF Decision criteria The value of the count Description
Satorra-Bentler nilai kecil 68.04 (P = 0.00099) Good
Scaled Chi-Square p>0.05
RMSEA ��0.05 0.059 Good
GFI � 0.90 0.95 Good
AGFI � 0.90 0.90 Good
NFI � 0.90 0.98 Good
NNFI � 0.90 0.99 Good
Source: Primary data 2016
Constructs reliability value is 0.93 means reliability Trust is 0.93, while the
value of the extract variance is 0.53 indicate aspect VE equals with the standard;
CR � 0.70 and � 0.50 for VE (Rajendra Hadi, 2008 Hair, et al. 2006 in Kusnendi,
2008), the results of the assessment CR and VE is reliable. This means that the
aspects contained in the composite measurement models consistently be able to
measure the latent variable trust.
5. Scale Brand Image
Analysis of confirmatory factor (CFA), an indicator of latent variables that contribute
to the brand image is below:
Validity test Brand Image
Indicator Standardize loading Factor (SLF) � 0,50 Significant
AT 0.95 Significant
BN 0.93 Significant
AB 0.95 Significant
Source: Primary data 2016
GOF (Goodness of fit Model Structural) Brand Image
The Size of the GOF Decision criteria value Description
Satorra-Bentler Little Value 161.72 (P = 0.065) Good
Scaled Chi-Square p>0.05
RMSEA � 0.05 0.027 Good
GFI � 0.90 0.93 Good
AGFI � 0.90 0.90 Good
NFI � 0.90 0.99 Good
NNFI � 0.90 1.00 Good
Source: Primary data 2016
Reliability value valid constructs is 0.95 means reliability brand image is 0.95
while variance extrac value shows (VE) 0.51 in accordance with standards established
CR is � 0.70 and � 0.50 for VE (Rajendra Hadi, 2008 Hair, et al. 2006 in Kusnendi,
2008), the results of the assessment CR and VE to brand image is reliable. This
means the items contained in the composite measurement models and latent variables
can measure a consistently brand image.
3.4. Hypothesis Testing
Path Hybrid Model T value
Path Hybrid Model Standard loading factor
158 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
Results of the Evaluation Model Research of Hybrid GoF
The Size of the GOF Decision criteria value Description
DF= 93Chi-Square Little Value p>0.05 201.09 (P = 0.00) Good Enough
RMSEA ��0.08 0.052 Good
GFI � 0.90 0.92 Good
AGFI � 0.90 0.87 Marginal
NFI � 0.90 0.97 Good
NNFI � 0.90 0.98 Good
Source: Primary data 2016
The results of the overall model fit, on a display table show that the overall
index matches already meet the parameters of Good Fit RMSEA, NFI, NNFI,
GFI, all value fit, and the value of AGFI is marginal. Notice that the model is
already viable and meet the GoF so overall it was concluded that structural model
being estimated is acceptable.
Test results of model fit against model teoritik, showed that the model has fit
with the data. The result of the t value e 1.96 according to some the researcher
the minimum t value is considered is not less than 1.96 (Hair, et al, 1998; Gozali,
2004). Reliability of the model indicated by the two measures i.e. construct reliability
and variance etracted which both the size of previously proven valid and reliability.
The test results can be seen below:
The results of test of significance, CR and EV Hybrid model (n=261)
No Scale T - value The charge factor CR VE
1 Customer Loyalty
BB 7.27 0.50
MP 5.80 0.65 0.95 0.59
MO 6.62 0.78
2 Customer Satisfaction
EK 19.79 0.92
PF 16.38 0.82 0.97 0.57
CO 18.86 0.80
CF 13.23 0.71
DS 21.65 0.86
3 Reward
PS 7.93 0.58
PR 8.68 0.65 0.95 0.51
KP 13.77 0.75
4 Trust
CH 17.07 0.82
CP 20.62 0.92 0.93 0.53
BV 11.45 0.73
5 Brand Image
AT 17.33 0.90
BN 17.24 0.92 0.95 0.51
AB 16.08 0.90
Source: Primary data 2016
STRUCTURAL EQUATION MODELING (SEM) 159
The suitability of various sizes above, in general it can be concluded that the
fit of the overall is good. After theory model fit (goodness of fit) as the above
explanation, then test the hypothesis of structural relationships between variables
can be done by testing the hypothesis of structural relationships between variables:
Structural Equations
KN = 0.58*RW + 0.44*TR - 0.12*BI, Errorvar. = 0.14, R² = 0.86
(0.082) (0.070) (0.033) (0.043)
7.08 6.37 -3.61 3.34
Meaning: RW, TR and BI significantly affect KN indicated by the value of t to
the three variables statistic > 1.96, to three of these variables were able to explain
variability variable KN of 0.86 or 86% so that the magnitude of the influence of
other variables is 100%-86% = 14%
4. Discussion
Four variables hypothesized in research are customers satisfaction, reward, trust
and brand image are, only three of four are proved influential significantly impacted
positively and one negatively significant effect against the customer loyalty through
customer satisfaction as mediators. Explanations against such phenomena are as
follows:
a. The concept of customer satisfaction has been used since a long time as a
strategy that could help the bank to get attention the concept of customer
satisfaction was popular since the beginning of the year 1990-1994, some
studies paradigm customer satisfaction has been done by Willkie concept
(1994) is used as a measure of where the needs, wants and expectations of
the customer are met that will result in the occurrence of recurrent purchases
on products and services. The concept of customer satisfaction that we
know as the main variables impacting on an ongoing basis and linear
beneficial for bank managers to retain customers. Satisfied customers will
form a fanatical attitude which remains in long-term relative reflected by
item EK (expectation) i.e. feelings toward products and services received
in accordance with the hope and certainty of product.
b. KP goods or ownership, feel motivated and continue to use the products
and services and ultimately want to tell relatives about the greatness of
having and utilizing product from XYZ Bank. From the results of studies
have shown the existence of reward turned out to be a positive impact
against the loyalty through customer satisfaction, directly and negatively
to fidelity. Loyalty caused by customer satisfaction with the influence of
reward will make customers feel valued because its existence is bound,
then the customer would like to make a recurring transaction and create
behavior to buy very high, and telling the other customers against excess
Bank reflected in item KP goods or ownership, feel motivated and continue
to use the products and services and ultimately want to tell relatives about
the greatness of having and utilizing product from XYZ Bank
160 NETTY MERDIATY, BUDI RISMAYADI, MUMUN MAEMUNAH AND et al.
c. The concept of trust starts to be used in marketing to create loyalty by
Johnson and Jonhson year 1997, then by the Coquit, et al., (2009) the
concept is applied because it is allegedly as a basis in establishing and
maintaining relationship of loyalty that is caused by the customers
satisfaction with the influence of the trust provide a tendency to
unconditional loyalty, accepting the shortcomings and continue to purchase
products and services because of the sure, who will then create a trusting
belief and good perception towards bank whos trusted and reflected by
the CP items (competence), namely high low expectations towards products
and services offered, namely the ability of the products and services that
can give you the confidence and so the trust to repeat again the Act of
buying the banks products and services.
d. The concept of brand image began was popularized by Keller as the experts
in year 1993, this concept used with the consideration that if this concept
works well, it will form the perception of the customer against the satisfaction
and affect loyalty, research results, the situation is contrary to the opinion
of some experts, according to the theory of Davies and Chun (2002), brand
image has a direct influence on loyalty through customer satisfaction when
traits of personality settings in a straight line is used to describe the brand
image. so the goal of the brand image is not reached, the greatest value of
BI is reflected by scale item BN (benefit), gives a sense of pleased when
using products and services that will give satisfaction for customer, providing
a sense of security to use its products and meet the needs and prestige
where they used the products and services.
The results of the research by the author proven that the brand image data
declared negatively influential on XYZ bank, occurrence of shifting customer
perception is influenced by the views of the customer against the institution and
also the views of customers against XYZ bank service quality, this phenomenon
occurs due to the impression the customer previously well against XYZ bank be
changed because the ministry that usually received good turns did not match
expectations, apparently the brand image does not support the formation of loyalty.
Brand image is not a guarantee can give satisfaction, this is due to several reasons:
for example the views of customers when performing its activities at the bank
found that at peak hours customer service desk and teller not open completely,
only some officers who serve so that the impact on the queue becomes long and
customer have to wait long, as well as its online service does not run a maximum of
its call centre and service impressed rigid and bureaucratic in the eyes of the
customer, this means standard services declined.
5. Conclusion
a. Theoretical models consisting of, reward, trust and brand image with the
customer satisfaction as mediators can be used to predict and explain about
customer loyalty (fit) with empirical data.
b. There is the influence of customer satisfaction significantly and positively against
XYZ bank customer loyalty in Jatiwaringin.
STRUCTURAL EQUATION MODELING (SEM) 161
c. There is a reward in positive influence on customer loyalty with customer
satisfaction as a mediator.
d. There is a trust in positive influence on customer loyalty with customer
satisfaction as mediator.
e. There is the influence of brand image negatively on customer loyalty with
customer satisfaction as mediator.
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