The Role of Emotional Value and Image on the Effect of Perceived Service Quality on Behavioral Loyalty and Attitudinal Loyalty in Bank Bri Aceh
Author: Muhammad Anzar Nawi, Mukhlis, and Permana Honeyta Lubis, Indonesia
Abstract:This research examined the role of emotional value and image on the effect of perceived service quality on behavioral loyalty and attitudinal loyalty at Bank BRI Aceh. The population in this research was as many as 300,078 customers of Bank BRI Aceh, which were spread throughout Aceh. The number of sample was determined by one of the Probability Sampling techniques, namely the proportionate stratified random sampling technique. The Slovin formula was used to produce a sample size of 399 customers. The research model was analyzed using Structural Equation Modeling (SEM) with the help of SPSS-AMOS-22. The result proved that Perceived Service Quality had no effect on Attitudinal Loyality, Perceived Service Quality had no effect on Behavioral Loyality, Perceived Service Quality had an effect on Emotional Value, Perceived Service Quality had no effect on Image, Emotional Value had no effect Behavioral Loyality, Image had an effect on Attitudinal Loyality, Emotional Value had an effect on Image, Emotional Value had no effect on Attitudinal Loyality, Image had an effect on Behavioral Loyality, Emotional Value did not mediate The effect of Perceived Service Quality on Behavioral Loyality, Image mediated the effect of Perceived Service Quality on Attitudinal Loyality. All of these findings are evidence of a management model that can be used, especially in marketing, which can contribute to enriching the theory of causality between its variables. An interesting finding lies in one line model where emotional value cannot play a mediating variable, while in another model image can be a mediating variable. Image was partial in mediating, so that Perceived Service Quality can take advantage of the image path to achieve attitudinal loyalty, and should not take the path to influence Behavioral Loyality.