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The Role of Co-Creation and Co-Creation Experience on Brand Loyalty of Kredit Multiguna Bank Jatim

Suprayogo, One Arto Wiro and Sutarso, Yudi (2021) The Role of Co-Creation and Co-Creation Experience on Brand Loyalty of Kredit Multiguna Bank Jatim. In: The 3rd International Conference on Business and Banking Innovations, 6 & 7 March 2021, Surabaya.

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Abstract

This study attempts to analyze the role of co-creation and co-creation experience on brand loyalty of Kredit Multiguna Bank Jatim. This research using 180 respondents of Kredit Multiguna Bank Jatim customer in Surabaya City, East Java Province, Indonesia as sample. Respondence response were analyze using SmartPLS 3.0. The result of the role dialogue, access and transparency has influence and supported on co-creation experience. Risk assessment has influence and no support on co�creation experience. The co-creation experience has influence and supported on brand loyalty of Kredit Multiguna Bank Jatim. The implication is to support the theory of the DART concept as a model that influences the co-creation experience for Bank’s credit customers, while co-creation experience influences and supports increased brand loyalty. This implies that in Bank Jatim to encourage co-creation experiences through the DART concept and evaluated and used as skill upgrade. Key words: Dialogue; Access; Risk Assessment; Transparency; Co-creation Experience; Brand Loyalty

Item Type: Conference or Workshop Item (Paper)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 23 Aug 2021 07:03
Last Modified: 23 Aug 2021 07:03
URI: http://eprints.perbanas.ac.id/id/eprint/3920

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