STUDYING THE EFFECT OF BRAND LOYALT

STUDYING THE EFFECT OF BRAND LOYALTY ON CUSTOMER SERVICE IN KERMAN ASIA INSURANCE COMPANY
DISCUSSION AND CONCLUSION
In a research by Kim and Hyun (2010) in industrial markets, the impacts of various factors including price, after sale services, promotions and sale channel on customers conceived quality and the final impact on brand loyalty were studied. The results show that concerned factors have a positive impact on quality and quality also has a suitable impact on brand. In present study, three aspects including company’s image, employee’s trust (customer’s trust to employee’s behavior) and company’s trust are considered in addition to traditional brand image aspect and their impacts on service conceived quality and finally on customers’ loyalty in Asia Insurance Company are investigated.

As mentioned before, two company’s brand and brand image aspects are achieved through external marketing processes and customer’s trust to employee’s behavior and customer’s trust to managerial policies and operations are achieved via interactional marketing activities. Finally, through field studies and data analysis, it was concluded that brand image and company’s image have a well and direct impact on service conceived quality of Asia Insurance Company and H1 and H2 were supported while employee’s trust and company’s trust have no significant relationship to service conceived quality. Therefore, H3 and H4 are refused. Put it differently, one can conclude that in Asia Insurance Company, external marketing activities impact on service conceived quality while interactional marketing activities have no special impact. In the meantime, it is clearly obvious that service conceived quality also impacts positively and directly on the Insurance Company customers’ loyalty but its impact is trivial. So, H5 is supported. Past researches show that there is a direct relationship between trust and loyalty in B2B and B2C (Erdem and Swait, 2004). Studies by Brodie et al (2008) in an airline indicated the positive impact by brand image, company’s image and employee’s trust on service conceived quality. It means that there is homogeneity on the confirmation of H1 and H2 among the findings of researches at Asia Insurance Company and concerned airline. However, in researches on airline, H3 namely the positive impact of employee’s trust on service conceived quality is supported while it is refused in Insurance Company. In the meantime, a research by Brodie et al (2009) shows that the impact of service conceived quality on customer’s loyalty is indirect and as a mediator factor, customer’s conceived value highly impacts on customer’s loyalty. In another study by Sirdeshmukh et al (2002), the positive impact of the first hree factors (brand image, company’s image and employee’s trust) on service quality are confirmed while company’s trust on service conceived quality is negative. Finally, one can say that by increasingly application of service activities in companies and institutes, the need to devise branding strategy for proper services on loyalty – customer’s value process is well understood and tangible. These views are compatible to the insights of contemporary authors like Woodruff (1997), Srivastava et al (1999), Rust et al (2004) and all people who have emphasized on customer’s value and loyalty as the key resource of competitive advantage. However, in other studies such a study by Gounaris et al (2003) in Athenian banks, the impacts of other aspects except than service brand quadruple aspects on service conceived quality are examined. These factors include face-to-face communication, staff relations and market-orientation. The results show that except than face-to-face communication, other factors have important and determining impacts on service conceived quality of Athenian banks (Gounaris et al, 2003). Overall, one can conclude that service conceived quality and customer’s loyalty are not only impacted by customer’s conception of brand and there are paramount factors that can impact on them. Anyhow, the impacts of brand aspects on services are fully observable and non-negligible and it is now highly discussable in service organizations particularly competitive arenas as a vital factor.

Hasil (Bahasa Indonesia) 1:

MEMPELAJARI EFEK LOYALITAS MEREK PADA LAYANAN PELANGGAN DI KERMAN ASIA INSURANCE COMPANY DISKUSI DAN KESIMPULAN Dalam penelitian dengan Kim Hyun (2010) di industri, dampak dari berbagai faktor, termasuk harga, setelah penjualan Layanan, promosi dan penjualan channel pada pelanggan dikandung kualitas dan dampak akhir pada loyalitas merek dipelajari. Hasilnya menunjukkan bahwa faktor-faktor yang bersangkutan memiliki dampak positif pada kualitas dan kualitas juga memiliki dampak yang cocok pada merek. Dalam penelitian ini, tiga aspek termasuk citra perusahaan, karyawan kepercayaan (kepercayaan pelanggan perilaku karyawan) dan perusahaan kepercayaan dianggap Selain aspek citra merek tradisional dan dampaknya terhadap Layanan dikandung kualitas dan akhirnya pada loyalitas pelanggan di Asia perusahaan asuransi yang diselidiki. As mentioned before, two company’s brand and brand image aspects are achieved through external marketing processes and customer’s trust to employee’s behavior and customer’s trust to managerial policies and operations are achieved via interactional marketing activities. Finally, through field studies and data analysis, it was concluded that brand image and company’s image have a well and direct impact on service conceived quality of Asia Insurance Company and H1 and H2 were supported while employee’s trust and company’s trust have no significant relationship to service conceived quality. Therefore, H3 and H4 are refused. Put it differently, one can conclude that in Asia Insurance Company, external marketing activities impact on service conceived quality while interactional marketing activities have no special impact. In the meantime, it is clearly obvious that service conceived quality also impacts positively and directly on the Insurance Company customers’ loyalty but its impact is trivial. So, H5 is supported. Past researches show that there is a direct relationship between trust and loyalty in B2B and B2C (Erdem and Swait, 2004). Studies by Brodie et al (2008) in an airline indicated the positive impact by brand image, company’s image and employee’s trust on service conceived quality. It means that there is homogeneity on the confirmation of H1 and H2 among the findings of researches at Asia Insurance Company and concerned airline. However, in researches on airline, H3 namely the positive impact of employee’s trust on service conceived quality is supported while it is refused in Insurance Company. In the meantime, a research by Brodie et al (2009) shows that the impact of service conceived quality on customer’s loyalty is indirect and as a mediator factor, customer’s conceived value highly impacts on customer’s loyalty. In another study by Sirdeshmukh et al (2002), the positive impact of the first hree factors (brand image, company’s image and employee’s trust) on service quality are confirmed while company’s trust on service conceived quality is negative. Finally, one can say that by increasingly application of service activities in companies and institutes, the need to devise branding strategy for proper services on loyalty – customer’s value process is well understood and tangible. These views are compatible to the insights of contemporary authors like Woodruff (1997), Srivastava et al (1999), Rust et al (2004) and all people who have emphasized on customer’s value and loyalty as the key resource of competitive advantage. However, in other studies such a study by Gounaris et al (2003) in Athenian banks, the impacts of other aspects except than service brand quadruple aspects on service conceived quality are examined. These factors include face-to-face communication, staff relations and market-orientation. The results show that except than face-to-face communication, other factors have important and determining impacts on service conceived quality of Athenian banks (Gounaris et al, 2003). Overall, one can conclude that service conceived quality and customer’s loyalty are not only impacted by customer’s conception of brand and there are paramount factors that can impact on them. Anyhow, the impacts of brand aspects on services are fully observable and non-negligible and it is now highly discussable in service organizations particularly competitive arenas as a vital factor.

Hasil (Bahasa Indonesia) 2:

BELAJAR PENGARUH BRAND LOYALITAS PADA LAYANAN PELANGGAN DI ASIA KERMAN ASURANSI PERUSAHAAN
DISKUSI DAN KESIMPULAN
Dalam penelitian oleh Kim Hyun dan (2010) di pasar industri, dampak dari berbagai faktor termasuk harga, layanan purna jual, promosi dan saluran penjualan pada pelanggan dikandung kualitas dan dampak akhir pada loyalitas merek dipelajari. Hasil menunjukkan bahwa faktor-faktor yang bersangkutan memiliki dampak positif pada kualitas dan kualitas juga memiliki dampak yang sesuai pada merek. Dalam penelitian ini, tiga aspek termasuk citra perusahaan, kepercayaan karyawan (kepercayaan pelanggan terhadap perilaku karyawan) dan kepercayaan perusahaan dianggap selain aspek citra merek tradisional dan dampaknya terhadap layanan dikandung kualitas dan akhirnya pada loyalitas pelanggan di Asia Perusahaan Asuransi diselidiki . Seperti disebutkan sebelumnya, aspek merek dan brand image dua perusahaan yang dicapai melalui proses pemasaran eksternal dan kepercayaan pelanggan terhadap perilaku karyawan dan kepercayaan pelanggan terhadap kebijakan dan operasional manajerial yang dicapai melalui kegiatan pemasaran interaksional. Akhirnya, melalui studi lapangan dan analisis data, dapat disimpulkan bahwa brand image dan citra perusahaan memiliki baik dan berdampak langsung pada layanan dikandung kualitas Asia Perusahaan Asuransi dan H1 dan H2 didukung sementara kepercayaan karyawan dan kepercayaan perusahaan tidak memiliki hubungan yang signifikan terhadap layanan kualitas dikandung. Oleh karena itu, H3 dan H4 ditolak. Kata lain, kita dapat menyimpulkan bahwa di Asia Perusahaan Asuransi, kegiatan pemasaran eksternal berdampak pada layanan dikandung kualitas sementara kegiatan pemasaran interaksional tidak memiliki dampak khusus. Sementara itu, itu jelas jelas bahwa layanan dikandung kualitas juga berdampak positif dan langsung pada loyalitas pelanggan Perusahaan Asuransi 'tetapi dampaknya adalah sepele. Jadi, H5 didukung. Penelitian terakhir menunjukkan bahwa ada hubungan langsung antara kepercayaan dan kesetiaan dalam B2B dan B2C (Erdem dan Swait, 2004). Studi oleh Brodie et al (2008) dalam sebuah maskapai penerbangan menunjukkan dampak positif dengan brand image, citra perusahaan dan kepercayaan karyawan pada layanan dikandung kualitas. Ini berarti bahwa ada homogenitas pada konfirmasi dari H1 dan H2 antara temuan penelitian di Asia Perusahaan Asuransi dan maskapai bersangkutan. Namun, dalam penelitian pada maskapai, H3 yaitu dampak positif kepercayaan karyawan pada layanan dikandung kualitas didukung ketika sedang ditolak di Perusahaan Asuransi. Sementara itu, sebuah penelitian yang dilakukan oleh Brodie et al (2009) menunjukkan bahwa dampak layanan dikandung kualitas terhadap loyalitas pelanggan adalah tidak langsung dan sebagai faktor mediator, nilai dikandung pelanggan sangat berdampak pada loyalitas pelanggan. Dalam penelitian lain oleh Sirdeshmukh et al (2002), dampak positif dari faktor iga pertama (brand image, citra perusahaan dan kepercayaan karyawan) pada kualitas layanan yang dikonfirmasi saat kepercayaan perusahaan pada layanan dikandung kualitas negatif. Akhirnya, dapat dikatakan bahwa dengan semakin penerapan kegiatan pelayanan di perusahaan dan lembaga, kebutuhan untuk menyusun strategi branding untuk layanan yang tepat terhadap loyalitas - proses nilai pelanggan dipahami dengan baik dan nyata. Pandangan ini kompatibel dengan wawasan penulis kontemporer seperti Woodruff (1997), Srivastava et al (1999), Rust et al (2004) dan semua orang yang telah menekankan pada nilai pelanggan dan loyalitas sebagai sumber utama keunggulan kompetitif. Namun, dalam studi lain seperti sebuah studi oleh Gounaris et al (2003) di bank-bank Athena, dampak aspek-aspek lain kecuali daripada layanan aspek merek quadruple pada layanan dikandung kualitas diperiksa. Faktor-faktor ini termasuk tatap muka komunikasi, hubungan staf dan pasar-orientasi. Hasil penelitian menunjukkan bahwa kecuali dari komunikasi tatap muka, faktor lain memiliki dampak penting dan menentukan pada layanan dikandung kualitas bank Athena (Gounaris et al, 2003). Secara keseluruhan, kita dapat menyimpulkan bahwa layanan dikandung kualitas dan loyalitas pelanggan tidak hanya dipengaruhi oleh konsepsi pelanggan merek dan ada faktor penting yang dapat berdampak pada mereka. Bagaimanapun, dampak dari aspek merek pada layanan sepenuhnya diamati dan non-diabaikan dan sekarang sangat discussable dalam organisasi jasa terutama arena kompetitif sebagai faktor penting.