Pengaruh Citra Perusahaan dan Produk Bancassurance terhadap Perilaku Konsumen

https://doi.org/10.35912/jasmi.v1i1.1995
Published: Apr 14, 2023

Abstract:

Purpose: The study aims to know consumer behavior in the banking sector related to bancassurance products. This study input corporate image that play important role in the terms of providing information about bancassurance products that have low aspect according to the consumers’ perception.

Method: This study is quantitative. The sample is taken by using purposive sampling from 200 consumers. The data was collected by using structural equation modeling by Lisler 8.8.

Result: The results show that consumer behavior is influenced by corporate image and bancassurance products. It means the decision to buy is when the consumer knows that the banking party can be trusted and bancassurance products offered have advantages and profits. However, the banking image will be turned negative if bancassurance products offered to the consumers do not qualify as it was promised.

Keywords:
1. corporate image
2. bancassurance
3. consumer behavior
Authors:
Finny Ligery
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How to Cite
Ligery, F. (2023). Pengaruh Citra Perusahaan dan Produk Bancassurance terhadap Perilaku Konsumen . Jurnal Studi Multidisiplin Ilmu, 1(1), 35–40. https://doi.org/10.35912/jasmi.v1i1.1995
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Issue & Section
Vol. 1 No. 1 (2023): Januari
Articles
References

    Aggarwal, V. (2004). Bancassurance Concept, Framework and Implementation. The Journal of Insurance Institute of India, 30(1), 34–51.

    Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: The mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629–3635. https://doi.org/10.1016/j.jbusres.2016.03.023

    Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417. https://doi.org/10.1108/02652320810902433

    Chau, P. Y. K. (1997). Reexamining a model for evaluating information center success using a structural equation modeling approach. Decision Sciences, 28(2), 309–334. https://doi.org/10.1111/j.1540-5915.1997.tb01313.x

    Choudhury, M., & Singh, R. (2016). Customers’ Perception regarding Assurance of Bancassurance Channel. Acta Universitatis Sapientiae, Economics and Business, 4(1), 85–102. https://doi.org/doi:10.1515/auseb-2016-0005

    Choudhury, M., & Singh, R. (2021). Identifying Factors Influencing Customer Experience in Bancassurance: A Literature Review. Journal of Commerce & Accounting Research, 10(2), 10–22.

    Devi, P. P. (2019). Bancassurance: a marketing Perspective. International Journal of Civil Engineering and Technology (IJCIET), 10(3), 2093–2102.

    Dolvine, O. N., & Muturi, W. (2019). Influence of bancassurance on financial performance of commercial banks in Kenya. International Journal of Social Sciences and Information Technology, 5, 63–74.

    Fan, Q. (2019). Relationship among China’s country image, corporate image and brand image. Journal of Contemporary Marketing Science, 2(1), 34–49. https://doi.org/10.1108/jcmars-01-2019-0006

    Genetay, N., & Molyneux, P. (1998). Bancassurance in Europe. In Bancassurance (pp. 72–96). Springer.

    Guarte, J. M., & Barrios, E. B. (2006). Estimation under purposive sampling. Communications in Statistics: Simulation and Computation, 35(2), 277–284. https://doi.org/10.1080/03610910600591610

    Hosta, M., & Zabkar, V. (2021). Antecedents of environmentally and socially responsible sustainable consumer behavior. Journal of Business Ethics, 171(2), 273–293.

    Hou, H., & Wu, H. (2020). Tourists’ perceptions of green building design and their intention of staying in green hotel. Tourism and Hospitality Research, 1–14. https://doi.org/10.1177/1467358420963379

    Joreskog, K., & Sorbom, D. (1996). LISREL 8: user’s Reference Guide. Scientific Software International.

    Karimian, P. H. (2017). The effect of bancassurance on bank productivity and profitability, ARDL approach (evidences from banking industry in Iran). American Journal of Economics, 7(4), 177–185.

    Leppäniemi, M., Jayawardhena, C., Karjaluoto, H., & Harness, D. (2017). Unlocking behaviors of long-term service consumers: the role of action inertia. Journal of Service Theory and Practice, 27(1), 270–291. https://doi.org/10.1108/JSTP-06-2015-0127

    Ligery, F., Bangsawan, S., & others. (2021). The Effect Of Relationship Quality On Attitude Mediated By Word Of Mouth In The Perspective Of Relationship Marketing (A Case Study In The Election Of The Member Of The Regional People’s Representative Council Of Lampung, Indonesia). Journal of Positive Psychology and Wellbeing, 5(4), 1077–1092.

    Lin, L. Y., Ching Yuh, C. Y., Liu, T.-C., & Wu, L.-W. (2010). Customer retention and cross-buying in the banking industry: An integration of service attributes, satisfaction and trust. Journal of Financial Services Marketing, 12(3), 132–145. https://doi.org/10.1108/16605371011083503

    Nasir, N. F., Nasir, M. N. F., Salleh, S. M., Nasir, M. A., Borhanordin, A. H., & Nasir, M. F. (2021). The effects of bancassurance: Reviews from the perspectives of banks, insurers, and customers. International Journal of Academic Research in Business and Social Sciences, 11(5), 579–585.

    Özkan, P., Süer, S., Keser, ?. K., & Kocakoç, ?. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096

    Peng, J.-L., Jeng, V., Wang, J. L., & Chen, Y.-C. (2017). The impact of bancassurance on efficiency and profitability of banks: Evidence from the banking industry in Taiwan. Journal of Banking & Finance, 80, 1–13.

    Ricci, O. (2012). The Development of Bancassurance in Europe. In Bancassurance in Europe (pp. 5–25). Springer.

    Sallam, M. A. (2016). An Investigation of Corporate Image Effect on WOM: The Role of Customer Satisfaction and Trust. International Journal of Business Administration, 7(3), 27–35. https://doi.org/10.5430/ijba.v7n3p27

    Štimac, H., Keli?, I., & Bilandži?, K. (2021). How Web Shops Impact Consumer Behavior? Tehni?ki Glasnik, 15(3), 350–356.

    Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390

    Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37–44. https://doi.org/10.1108/02634500310458135

  1. Aggarwal, V. (2004). Bancassurance Concept, Framework and Implementation. The Journal of Insurance Institute of India, 30(1), 34–51.
  2. Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: The mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629–3635. https://doi.org/10.1016/j.jbusres.2016.03.023
  3. Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417. https://doi.org/10.1108/02652320810902433
  4. Chau, P. Y. K. (1997). Reexamining a model for evaluating information center success using a structural equation modeling approach. Decision Sciences, 28(2), 309–334. https://doi.org/10.1111/j.1540-5915.1997.tb01313.x
  5. Choudhury, M., & Singh, R. (2016). Customers’ Perception regarding Assurance of Bancassurance Channel. Acta Universitatis Sapientiae, Economics and Business, 4(1), 85–102. https://doi.org/doi:10.1515/auseb-2016-0005
  6. Choudhury, M., & Singh, R. (2021). Identifying Factors Influencing Customer Experience in Bancassurance: A Literature Review. Journal of Commerce & Accounting Research, 10(2), 10–22.
  7. Devi, P. P. (2019). Bancassurance: a marketing Perspective. International Journal of Civil Engineering and Technology (IJCIET), 10(3), 2093–2102.
  8. Dolvine, O. N., & Muturi, W. (2019). Influence of bancassurance on financial performance of commercial banks in Kenya. International Journal of Social Sciences and Information Technology, 5, 63–74.
  9. Fan, Q. (2019). Relationship among China’s country image, corporate image and brand image. Journal of Contemporary Marketing Science, 2(1), 34–49. https://doi.org/10.1108/jcmars-01-2019-0006
  10. Genetay, N., & Molyneux, P. (1998). Bancassurance in Europe. In Bancassurance (pp. 72–96). Springer.
  11. Guarte, J. M., & Barrios, E. B. (2006). Estimation under purposive sampling. Communications in Statistics: Simulation and Computation, 35(2), 277–284. https://doi.org/10.1080/03610910600591610
  12. Hosta, M., & Zabkar, V. (2021). Antecedents of environmentally and socially responsible sustainable consumer behavior. Journal of Business Ethics, 171(2), 273–293.
  13. Hou, H., & Wu, H. (2020). Tourists’ perceptions of green building design and their intention of staying in green hotel. Tourism and Hospitality Research, 1–14. https://doi.org/10.1177/1467358420963379
  14. Joreskog, K., & Sorbom, D. (1996). LISREL 8: user’s Reference Guide. Scientific Software International.
  15. Karimian, P. H. (2017). The effect of bancassurance on bank productivity and profitability, ARDL approach (evidences from banking industry in Iran). American Journal of Economics, 7(4), 177–185.
  16. Leppäniemi, M., Jayawardhena, C., Karjaluoto, H., & Harness, D. (2017). Unlocking behaviors of long-term service consumers: the role of action inertia. Journal of Service Theory and Practice, 27(1), 270–291. https://doi.org/10.1108/JSTP-06-2015-0127
  17. Ligery, F., Bangsawan, S., & others. (2021). The Effect Of Relationship Quality On Attitude Mediated By Word Of Mouth In The Perspective Of Relationship Marketing (A Case Study In The Election Of The Member Of The Regional People’s Representative Council Of Lampung, Indonesia). Journal of Positive Psychology and Wellbeing, 5(4), 1077–1092.
  18. Lin, L. Y., Ching Yuh, C. Y., Liu, T.-C., & Wu, L.-W. (2010). Customer retention and cross-buying in the banking industry: An integration of service attributes, satisfaction and trust. Journal of Financial Services Marketing, 12(3), 132–145. https://doi.org/10.1108/16605371011083503
  19. Nasir, N. F., Nasir, M. N. F., Salleh, S. M., Nasir, M. A., Borhanordin, A. H., & Nasir, M. F. (2021). The effects of bancassurance: Reviews from the perspectives of banks, insurers, and customers. International Journal of Academic Research in Business and Social Sciences, 11(5), 579–585.
  20. Özkan, P., Süer, S., Keser, ?. K., & Kocakoç, ?. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096
  21. Peng, J.-L., Jeng, V., Wang, J. L., & Chen, Y.-C. (2017). The impact of bancassurance on efficiency and profitability of banks: Evidence from the banking industry in Taiwan. Journal of Banking \& Finance, 80, 1–13.
  22. Ricci, O. (2012). The Development of Bancassurance in Europe. In Bancassurance in Europe (pp. 5–25). Springer.
  23. Sallam, M. A. (2016). An Investigation of Corporate Image Effect on WOM: The Role of Customer Satisfaction and Trust. International Journal of Business Administration, 7(3), 27–35. https://doi.org/10.5430/ijba.v7n3p27
  24. Štimac, H., Keli?, I., & Bilandži?, K. (2021). How Web Shops Impact Consumer Behavior? Tehni?ki Glasnik, 15(3), 350–356.
  25. Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390
  26. Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37–44. https://doi.org/10.1108/02634500310458135