Mapping Brand Equity and Service Quality Perceptions : A Comparative Study of National Private Banks in Indonesia

Ferra Heriana; Mentiana Sibarani; Roland Y.H. Silitonga; Dhany Heryanto

doi:10.56741/jmsd.v2i03.356

Authors

Ferra Heriana
ferra.herianas@gmail.com
STIE Harapan Bangsa
Mentiana Sibarani STIE Harapan Bangsa
Roland Y.H. Silitonga Institut Teknologi Harapan Bangsa
Dhany Heryanto STIE Harapan Bangsa

DOI:

https://doi.org/10.56741/jmsd.v2i03.356

Keywords:

Brand awareness, Brand equity, Brand loyalty, Customer perception, Multidimensional scaling, Service quality

Abstract

This study aims to create a map of brand equity and service quality perceptions of Bank C relative to four other banks in Indonesia, namely Bank KBMI Category 3. Customer perception maps were constructed by asking customers to provide overall similarity ratings for Brand Equity and Service Quality pairs on a metric scale. The study included Bank A, Bank B, Bank C, Bank D, and Bank E customers in Indonesia. One hundred eight respondents were sampled using the Exploratory Factor Analysis (EFA) method, which groups many variables into several factors with similar characteristics. Additionally, the Multidimensional Scaling (MDS) method was used, a data analysis technique used to explore the data structure based on similarities or dissimilarities. Based on the analysis results, it was found that according to the perceptions of Bank C customers, the bank scored low in the Reliability factor. At the same time, Bank B had the lowest scores in Brand Loyalty and Brand Awareness factors. This indicates that the strengths of both banks lie in these factors. Subsequently, Bank A, Bank E, and Bank D followed in sequential order.

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Author Biographies

Ferra Heriana, STIE Harapan Bangsa

is a student in the Master of Management program at STIE Harapan Bangsa, Bandung, Indonesia, Jalan Depati Ukur No. 80, Bandung 40132, Indonesia. She has worked in OCBCNISP Bank as Sales Management Specialist and investor in F&B Business (email: ferra.herianas@gmail.com).

Mentiana Sibarani, STIE Harapan Bangsa

is a member of Forum Manajemen Indonesia, Jalan Airlangga 4, Surabaya Indonesia. She had experience in International Trade as an export-import coordinator for 15 years. She observes and communicates about research development in management (email: mentiana@ithb.ac.id).

Roland Y.H. Silitonga, Institut Teknologi Harapan Bangsa

holds his undergraduate degree is in Mechanical Engineering; his master’s degree and doctorate are in Industrial Engineering and Management, Institut Teknologi Bandung, Indonesia. His researches are on Inventory System, Innovation Management and Industrial Value Chain Analysis. He is a lecturer at Industrial Engineering Department, Institut Teknologi Harapan Bangsa, Indonesia. (email: roland@ithb.ac.id).

Dhany Heryanto, STIE Harapan Bangsa

is a Master of Accounting student at Universitas Padjadjaran Bandung who works in a financial and tax consulting firm while actively pursuing a career as a freelance researcher. With over ten years of experience, He provides valuable insights to clients, optimises financial strategies, and ensures compliance with complex tax regulations. Throughout his career journey, He is determined to continuously develop his research and make valuable contributions to advancing knowledge in finance and taxation. (email: dhanyheryanto@gmail.com).

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