Strategies to Improve Indonesia's Bank Services Brand Credibility in Digital Era

Fahiem Fanani; Sofyan Sugianto Martalegowo; Andri Gunawan; Anita Maharani

doi:10.70716/ecoma.v4i3.737

Authors

Fahiem Fanani Management Department, Master Program, BINUS Business School, Bina Nusantara University, Indonesia
Sofyan Sugianto Martalegowo Management Department, Master Program, BINUS Business School, Bina Nusantara University, Indonesia
Andri Gunawan Management Department, Master Program, BINUS Business School, Bina Nusantara University, Indonesia
Anita Maharani Management Department, Master Program, BINUS Business School, Bina Nusantara University, Indonesia

DOI:

https://doi.org/10.70716/ecoma.v4i3.737

Keywords:

Brand Credibility, Magnitude of Service Failure, Complaint Handling, Banking, Indonesia

Abstract

A business issue closely related to banking is data security, which may influence how customers and the public view a bank's credibility. In this regard, this study examines the extent to which brand credibility is influenced by factors believed to enhance its value. Therefore, this research aimed to examine the role of the magnitude of service failures and the quality of complaint handling in the Indonesian banking sector in maintaining brand credibility. This study draws on several concepts used to develop research hypotheses and serves as the foundation for analyzing the dynamics considered relevant to the phenomenon under examination. The research methods applied in this study include a quantitative approach, using several measurement tools adapted from previous studies, and data collection was conducted over time, yielding 260 respondent data points. The data obtained were analyzed using a multivariate approach, leading to the following conclusion: the quality of complaint handling through interaction and empathy demonstrated by frontline staff can be the most dominant driver of increased brand credibility. The managerial implication of this study is that banks need to prioritize efforts to reshape customer perceptions of satisfaction regarding follow-up actions taken to address service failures and improve the quality of complaint handling.

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