Abstract
With the aim of increasing the market share and improving the image of Islamic banking, one of the marketing activities performed towards the brand equity and the image of Islamic bank is the concept of relationship marketing. The key factor of this concept is the implementation of trust, customer satisfaction, and relationship commitment. The aim of this research is to find out the influence of trust, customer satisfaction, and relationship commitment to the brand equity and the image of Islamic bank. This research is conducted at XYZ Bank customers in Jambi with a total sample of 200 respondents obtained by using convenience sampling. The method used in this research is path analysis processed by using AMOS 5. The result of this research shows that trust variable indirectly affects the brand equity through brand awareness and brand loyalty variable. In addition, trust variable directly influences the image of Islamic bank. The trust variable has the most influence on brand equity and the image of Islamic bank compared to the customer satisfaction variable and relationship commitment.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
