Análisis de la relación entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en la industria de servicios

Palabras clave: compromiso de marca, confianza en la marca, ciudadanía corporativa

Resumen

Una marca es un prerrequisito estratégico que ayuda a las organizaciones a generar más valor para sus clientes y una ventaja competitiva sostenible entre sus competidores. El comportamiento de los empleados es crucial para el éxito de la marca porque el servicio que prestan se encuentra en la interfaz entre el compromiso de la marca y el cumplimiento de la misma. Un número creciente de bancos ofrece la oportunidad de alentar a las empresas a ser más competitivas y mejorar la eficacia y la estabilidad de la banca. El objetivo principal de este artículo es estudiar las relaciones entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en bancos privados. Los datos fueron recolectados de 249 encuestados en compañías de banca privada en Indonesia. Se utilizó el modelado de ecuaciones estructurales para probar la hipótesis de investigación y se desarrolló un modelo con alta confiabilidad y validez. Los resultados indican que el compromiso de la marca tiene un efecto positivo en la ciudadanía corporativa de la marca, mientras que la confianza en la marca no es un predictor de dicha ciudadanía. Además, existe una correlación entre el compromiso de la marca y la confianza en la marca. Estos hallazgos proporcionan ideas y sugerencias útiles para la gestión corporativa en el sector bancario.

Biografía del autor/a

Nurina Putri Handayani, Universitas Multimedia Nusantara

Master in Management, Universitas Multimedia Nusantara,
Tangerang-Indonesia, nurina.putri@umn.ac.id

Aldrin Herwany, Universitas Padjadjaran

Doctoral in Financial Management, Universitas Padjadjaran,
Bandung-Indonesia, aldrin.herwany@fe.unpad.ac.id

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Cómo citar
Handayani, N. P., & Herwany, A. (2020). Análisis de la relación entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en la industria de servicios. Revista CEA, 6(11), 13-23. https://doi.org/10.22430/24223182.1459

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Publicado
2020-01-30
Sección
Artículos de investigación