The effect of corporate branding, islamic corporate social responsibility (ICSR), ethics programs, on customer loyalty through corporate reputation and spiritual experience
Study on Indonesian Islamic Bank customers in East Java
Keywords:
corporate branding, corporate reputation, customer loyalty, ICSR, spiritual experienceAbstract
This study was structured as an attempt to test several concepts regarding the variables that affect customer loyalty. Significant support was obtained in testing hypothesis 1 up to 10 which strengthen the concept of corporate brand, Islamic corporate social responsibility, corporate reputation, spiritual experience and customer loyalty. The sample is taken as many as 144 respondents using purposive sampling. Data was collected using a survey method through questionnaires filled out by customers. Then the data obtained were analyzed using sem amos version 26. Hypothesis testing in this study resulted in the company's brand having no significant effect on corporate reputation. Icsr has no significant effect on the company's reputation. Ethics program affects corporate reputation. Corporate branding significantly negative effect on spiritual experience. ICSR has no significant effect on spiritual experience. The company's brand has a negative and significant effect on customer loyalty. Icsr affects customer loyalty. Ethics program affects customer loyalty. Corporate reputation has a significant effect on customer loyalty.
Keywords: Corporate Branding, ICSR, Ethics Program, Corporate Reputation, Spiritual Experience, Customer Loyalty
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