Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries

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1 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries (A Customer Survey on Customers of State Banks in West Java Province) Nunung Ayu Sofiati (Efi) 1 and Nandan Limakrisna 2* 1 Program Studi Manajemen Sekolah Tinggi Ilmu Ekonomi. Indonesia Membangun. Jl. Sukarno Hatta No. 448 Bandung. Indonesia. 2 Universitas Persada Indonesia Y.A.I. Jakarta Indonesia. amarta.nandan@gmail.com * Correspondent Author. Abstract: Globalization which characterized by rapid technological developments and information has impact on the needs of more accessible and transparent banking industries. It has affected entire business world as suggested by Hammer and Champy (2004), especially concerning aspects of the customer, competition, and change. The era of transparency has put banks under the microscope lens that public can find out banking activities information to know the global information. In addition, the transparency also improves people s trust in the banking and how banking can build public image. The application of a holistic marketing concept that includes relationship marketing, integrated marketing, internal marketing, and social responsibility marketing in the banking industry are expected to increase banking trust and image in Indonesia, especially state banks in West Java Province. This study uses the approach of management science with a focus on holistic marketing management. The study was conducted on banks which provide loan products and the research site is West Java province. The research used descriptive and verification method. This study will survey 220 people consisting of managers and customers. Their data is collected using a questionnaire that comes with interviews and observations. Analyzed by using SEM. The results show that the holistic marketing which applied appropriately in the banking industry in West Java. Simultaneously, holistic marketing affect the trust and the banking image. In addition, the trust affects the company image from the perceptions of managers and customers. The findings of this study showed that holistic marketing and trust affect the banking image. Keywords: Holistic Marketing, Relationship Marketing, Integrated Marketing, Social Responsibility Marketing, Internal Marketing, Trust and Image. 117 International Journal of Applied Business and Economic Research

2 Nunung Ayu Sofiati (Efi) 1. INTRODUCTION The goal of marketing activities is to find the target and better satisfy consumer needs and desires than competitors (Kotler and Keller, ). Public trust in the banking industry is vulnerable toward customer complaints. It is showed from customer complaints submitted by the Customer Care Division of Badan Penyehatan Perbankan Nasional, such as, program crash issues which impact for both customers and banks in the first priorities of source of dissatisfaction (49.37%), disputes of calculation and reconciliation installment (12.19%), released guarantee claim (8.52%), outstanding loans (5.30%), loan repayment (4.86%), lending rates reduction which are not in accordance with the agreement (3.87 %), assurance goods/ repossessed auction (1.05%), and third-party funds (1.03%). Nicolae, et al. (2009) reported that the Increase in average purchasing power and the globalization of customer wants impose providers a special attention as regards tailoring the offer through a holistic marketing approach so that via an integrated approach to capitalize on competitive advantages that are granted by the application of this concept. Chajka (2013) showed that the introduction of the concept of holistic marketing into university practice requires a change in the mindset of its employees. Considering the university as a dynamic, multisystem, which elements have some properties and influence on each other, interact with each other and with the environment strive to achieve parity. From the problem background, the researcher is interested in conducting research on Implementation of Holistic Marketing to Increase trust and Image on Banking Industry. 2. METHODS The object of this study is the entire state banks namely Bank BNI, Bank BRI, Bank BTN, Bank Mandiriand local governments, including Bank Jabarin West Java province. This study used observations of entire bank branches (managers) and their customers (including local government banks) located in West Java area, both cities and districts. This research used descriptive and verification method. It then using descriptive survey through distributed questionnaire that the results are tabulated in the frequency distribution and statistical testing with Structural Equation Modeling analysis (SEM). We then determined 220 respondents based on Bentler dan Chou (1987, in Kelloway, 1998) sugested as ratio between sample and parameter is 5:1 dan 10:1. Table 1 List of banks taken as sample Population Sample No. Governments Bank Branch/Manager Customer Branch/Manager Customer 1. BNI / = / = Bank Mandiri / = / = 5 3. BRI / = / = BTN / = / = Bank Jabar / = / = 48 Jumlah International Journal of Applied Business and Economic Research 118

3 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries 3. RESULT AND DISCUSSION 3.1 Implementation of Holistic Marketing, Trust and Image To determine the trend of increased holistic marketing, we use questionnaire scores measured from 220 respondents that the results given in table 2. Table 2 Percentage Holistic Marketing Variable Actual Score Maximum Score Percentage (%) Catagories Relationship Marketing Good Integrated Marketing Good Social responsibility marketing Good Internal Marketing ,19 Good Total Good Source: Questionnaire analysis : attachment 1, 2, 3 and 4. Respondents considers that implementation of holistic marketing in banking industry especially state banks (including regional banks) in West Java has good category of 69.44% from 100% expected target.that is mean Holistic Marketing has been applied in banking company whose planning activity with creating, communicating and delivering of value to customer (Kotler and Keller, 2006:19). Table 3 Percentage Trust and Image Variable Actual Score Maximum Score Percentage (%) Catagories Trust Good Image Good Total Good Source: Questionnaire analysis : attachment 5, 6. Respondents considers that implementation of the trust level has good category of 69.65% from 100% expected target.and that implementation of the image level has good category of 68.57% from 100% expected target. That is mean Trust is one of the key factors in the relationship marketing especially in service industries (Zeithaml, V.A., Bitner, M.J., Gremler, D.D, 2009). Trust as the willingness to rely on an exchange partner in whom one has trust (Moorman et al., ). And when one party has trust in an exchange of partner s reliability and integrity. (Morgan and Hunt, ). Finally trust is composed of two components of capability and intent or purpose (Mukhrejee and Nath, ). 3.2 Effect of Holistic Marketing (Relationship marketing, Integrated Marketing and Social responsibility marketing) toward Trust and Image According To The Customer s Perspective Based on the test results it confirmed the hypothesis that relationship marketing and integrated marketing have significant effect on trust. In addition, the integrated marketing, social responsibility marketing and trust have significantly affected the image. Thus these variables can be used as a variable of solution as shown in Figure 1 and 2 below. 119 International Journal of Applied Business and Economic Research

4 Nunung Ayu Sofiati (Efi) Figure 1: The Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing and Social Responsibility Marketing) toward Trust According to the Customer s Perspective Equations Model Trust = Relationship Marketing (X 1 ) Integrated Marketing (X 2 ) Social Responsibility Marketing (X 3 ) Regression coefficient of latent exogenous variables on the endogenous latent variable that contains positive values is Relationship marketing (X 1 ) and integrated Marketing (X 2 ). Whereas, the negative value is Social responsibility marketing (X 3 ).This means that Holistic Marketing (except Social responsibility marketing) simultaneously increase the company trust with the influence of holistic marketing on the trust reached 62.1%, while other influences are outside the studied variables by 37.9%., But partially, only Relationship marketing (X 1 ) and Integrated Marketing (X 2 ) that can increase trust, whereas Social responsibility marketing (X 3 ) decrease the trust. This means if Relationship Marketing (X 1 ) is increased by 1 unit, then it will increase the trust (Y 1 ) of units. From the Statistical estimation results, it obtained coefficient of determination of Holistic Marketing (Relationship marketing, Integrated Marketing and Social responsibility marketing) is R 2 = 0.621, therefore ( )0.621 F count ( ) Simultaneous testing showed that F value is above the critical value at 0.05 significance level F table = F [0.05; (3,216)] = Equation Model Image = Integrated Marketing Social Responsibility marketing Regression coefficient of latent exogenous variables on the endogenous latent variable has positive values on integrated Marketing (X 2 ) and Social responsibility marketing (X 3 ) and relationship Marketing (X 1 ) has negative values. This means Holistic Marketing (except relationship Marketing) simultaneously increase the company s image with the effect of holistic marketing to trust at 12.9%, while other influences International Journal of Applied Business and Economic Research 120

5 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries Figure 2: Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing and Social Responsibility Marketing) toward Image According to the Customer s Perspective is outside the studied variables (87.1%). It is only partially Social responsibility marketing (X 3 ) and Integrated Marketing (X 2 ) that improve the image, while Relationship Marketing (X 1 ) will degrade the image. If Integrated Marketing (X 2 ) increased by 1 unit, it will improve image (Y 2 ) of units. Statistical estimation results obtained that coefficient of determination Holistic Marketing (Relationship marketing, Integrated Marketing and Social responsibility marketing) reached R 2 = 0.129, therefore ( )0.129 F count ( ) Simultaneous testing showed that Fvalue is above critical value at 0.05 significance level of F table = F [0.05; (3,216)] = Effect of Holistic Marketing (Internal Marketing) Toward Trustand Image According to the Manager s Perspective Hypothesis test results also showed that internal marketing has significant impact on the trust and image, in addition, the trust was significantly affect the image. Thus these variables can be used as a variable of solution as shown in Figure 3 and 4 below. Figure 3: Structural Model of Internal Marketing toward on Trust According to the Manager s Perspective 121 International Journal of Applied Business and Economic Research

6 Nunung Ayu Sofiati (Efi) Figure 4: Structural Model of Internal Marketing toward on Image According ToThe Manager s Perspective Equation Model Trust = Internal Marketing (X 4 ) Regression coefficient of latent exogenous variables on the endogenous latent variable which has positive value is Internal Marketing (X 4 ). It means that Internal Marketing will increase the company trust with the influence of holistic marketing toward the trust (57.7%), while other influences are outside the studied variables (42.3%). If the Internal Marketing (X 4 ) increased by 1 unit, then it will increase the trust (Y 1 ) of units. The statistical estimation results obtained determination coefficient of R 2 = Internal Marketing 0.577, therefore, ( )(0.577) F count ( ) Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level F table = F [0.05; (1,218)] = Equation Model Image = Internal Marketing Regression coefficient of latent exogenous variables on the endogenous latent variable with positive value is Internal Marketing (X 4 ). It means that Internal Marketing will improve the company image. If the Internal Marketing (X 4 ) increased by 1 unit, it will improve the image (Y 2 ) by units.internal marketing have a significant influence on the image which equal to 11.2%, while the influence of other variables reached 88.8%. Statistical estimation results obtained the coefficient of determination for Internal Marketing as much as R 2 = 0.112, therefore ( )0.112 F count ( ) Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level F table = F [0.05 ; (1,218)] = Effect of Trust Toward Image According to the Customer Perception Equation Model Image = Trust International Journal of Applied Business and Economic Research 122

7 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries Figure 5: Structural Model of Trust Toward Image According to the Customer s Perception Regression coefficient of endogenous latent variables is Trust (Y 1 ) which impacts other endogenous latent variables of Image (Y 2 ) which resulted positive value. It means that Trust (Y 1 ) will increase company image (Y 2 ). If Trust (Y 1 ) increased by 1 unit, it will improve image (Y 2 ) by units. Trust in the customer assessment has a significant influence on image (37.2%), while the influence of other variables reached 62.8%. From the structural model above, it is known that the magnitude of the standard path coefficient of trust in the image according to the customer perception is Statistical estimation results indicate that the effect of the image the public on trust reach t = This value is above the table critical value = t (0.05; 218) = for the 0.05 significance level. This suggests that public trust has a significant influence on the image. 3.5 Effect of Trust Toward Image According to the Manager s Perception Regression coefficient of endogenous latent variables is Trust (Y 1 ) which impacts other endogenous latent variables of Image (Y 2 ) which resulted positive value. It means that Trust (Y 1 ) will increase company image (Y 2 ). If Trust (Y 1 ) increased by 1 unit, it will improve image (Y 2 ) by units. Trust in the customer assessment has a significant influence on image (42.7%), while the influence of other variables reached 57,3%. From the structural model above, it is known that the magnitude of the standard path coefficient of trust in the image according to the manager perception is Statistical estimation results indicate that the effect of the image the public on trust reach t = This value is above the table critical value = t (0.05; 218) = for the 0.05 significance level. This suggests that public trust has a significant influence on the image. Figure 6: Structural Model of Trust Toward Image According to the Manager s Perception 123 International Journal of Applied Business and Economic Research

8 Nunung Ayu Sofiati (Efi) 3.6 Effect of Holistic Marketing (Relationship marketing, Integrated Marketing and Social responsibility marketing) and Trust toward ImageAccording to the Customer s Perspective Equation Model Trust = Relationship Marketing Integrated Marketing Social Responsibility Marketing Citra = Relationship Marketing Integrated Marketing Social Responsibility Marketing Kepercayaan Regression coefficient of latent exogenous variables on the endogenous latent variable has positive values on integrated Marketing (X 2 ), Social responsibility marketing (X 3 ) and Image (Y 1 ) and relationship Marketing (X 1 ) has negative values. This means Holistic Marketing (except relationship Marketing) simultaneously increase the company s image. It is only partially Social responsibility marketing (X 3 ) and Integrated Marketing (X 2 ) that improve the image, while Relationship Marketing (X 1 ) will degrade the image with the effect of holistic marketing and trust to image at 82.2%, while other influences is outside the studied variables (17.8%). If Integrated Marketing (X 2 ) increased by 1 unit, it will improve image (Y 2 ) of units. Statistical estimation results obtained that coefficient of determination Holistic Marketing (Relationship marketing, Integrated Marketing and Social responsibility marketing) reached R 2 = 0.822, therefore F ( )0.822 count ( ) Simultaneous testing showed that Fvalue is above critical value at 0.05 significance level of F table = F [0.05; (3,216)] = Figure 7: Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing And Social Responsibility Marketing) and Image Toward Image According to the Customer s Perspective International Journal of Applied Business and Economic Research 124

9 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries 3.7 Effect of Holistic Marketing (Internal Marketing) and Trust Toward Image According to the Manager s Perspective Equation Model Trust = Internal Marketing Image = Internal Marketing Trust Regression coefficient of latent exogenous variables on the endogenous latent variable with positive value is Internal Marketing (X 4 ) and Trust (Y 1 ). It means that Internal Marketing and Trust (Y 1 ) simultaneously and partially will improve the company image. If the Internal Marketing (X 4 ) increased by 1 unit, it will improve the image (Y 2 ) by units. Statistical estimation results obtained the coefficient of determination for Internal Marketing as much as R 2 = 0.809, therefore F hitung ( ) ( ) Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level F table = F [0.05; (3,216)] = Internal marketing and trust have a significant influence on the image which equal to 80.9%, while the influence of other variables reached 19.1%. 4. CONCLUSION Based on the study results and analysis result, it can be concluded as follows: 1. Holistic Marketing comprising relationship marketing, integrated marketing, social responsibility marketing and internal marketing that has been well implemented in the banking industry in West Java, so anything with trust and image have gained appreciation from customers or bank employees, Figure 8: Structural Model of Internal Marketing and Trust Toward Image According to the Manager s Perspective 125 International Journal of Applied Business and Economic Research

10 Nunung Ayu Sofiati (Efi) 2. Holistic Marketing includes relationship marketing, integrated marketing and social marketing responsibility which simultaneously affect the trust in the banking industry in West Java. However, it only brings partially effects of relationship marketing and integrated marketing on trust in the banking industry in West Javaaccording to the customer s perspective. Holistic Marketing include relationship marketing, integrated marketing and social marketing responsibility which simultaneously affect the image of the banking company in West Java but partially integrated marketing and social marketing responsibility that affect the image of the banking company in West Javaaccording to the customer s perspective, 3. Holistic Marketing (internal marketing) effect on trust in the banking industry in West Javaaccording to the manager s perspective. Holistic Marketing (internal marketing) has effect on the image of the banking company in West Javaaccording to the manager s perspective. 4. Trust affects the image of the banking company in West Java according to the customer s perspective, 5. Trust affects the banking company s image in the West Java in terms of the manager s perspective, 6. Holistic Marketing which includes relationship marketing, integrated marketing and social responsibility marketing and trust simultaneously affect the image of the banking company in West Javaaccording to the customer s perspective. However, integrated marketing, social responsibility marketing and trust only partially affect the image, (7) Holistic Marketing (internal marketing) and trust, both partial and simultaneously affect the image of banking company in West Javaaccording to the manager s perspective. ACKNOWLEDGEMENT This research was supported by Director of Institute of Economic Science Indonesia Membangun (STIE INABA), Bandung. We thanks to our colleagues lecturer in Study Program of Management Institute of Economic Science Indonesia Membangun (STIE INABA) who has helped in this research. This research can be done well, hopefully this research can be useful in developing educuation. REFERENCES Bentler, P.M., Chou, C.P., (1987), Practical issues in structural modeling. Sociological Methods and Research 16, Hammer, Michael and James Champy, (2004), Reengineering the Corporation a Manifesto for Business Revolution, Harvard Business, New York. Kotler, Philip and Kevin Lane Keller, (2006), Marketing Management, Twelfth Edition, Prentice-Hall, New Jersey., and Kevin Lane Keller, (2009), Marketing Management, 13 th Edition, Prentice-Hall, New Jersey. Moorman, Christine, Rohit Despande and Gerald Zaltmant, (1993), Factors Affecting Trust in Market Research Relationships, Journal of Marketing, January, p Morgan, Robert M. and Shelby D. Hunt, (1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, Juli, p. 23. Mukherjee, Avinandan and Prithwiraj Nath, (2003), A Model of Trust in Online Relationship Banking, International Journal of Bank Marketing, Vol. 21, No. 1, p Zeithaml, V.A, Bitner, M.J, Gremler, D.D, (2009), Services Marketing, 5th Edition, McGraw Hill, Singapore. International Journal of Applied Business and Economic Research 126

11 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries Journal Nicolae, et al., (2009), A Holistic Approach of Relationship Marketing in Launching Luxury New Products Case Study: Research of the Demand for Housing in Residential Complexes in Oradea, University of Oradea, Rumania. Chajka, (2013), HolisticMarketing And Its Importance In The Functioning of Universities, Sumy State University, Ukraine. ATTACHMENT 1. Percentage and total score of Relationship marketing 1. Level of customers knowledge for banking product Frequency of Bank provides information about the products and their benefits without being asked by customers 3. The level of understanding of information or explanation given by the bank to customers The level of customers fulfillment for the banking products and services The level of technology use (electronic banking, ATMs) owned by banks to help customers in transactions 6. The use of advertising media by the bank to provide information to customers The level of bank ability to create cooperation between the bank and customers The level of effectiveness in monitoring and establish cooperation between bank and customers 9. Frequency of Bank for measurement of trust and cooperation between the bank and customers Total Source: Questionnaire analysis. 2. Percentage and total score of Integrated Marketing 1. The messages interest conveyed by bank through advertising in the mass media (TV, Radio and Newspapers) 2. The accuracy of advertising media selection on TV, Radio and Newspaper by bank The attractiveness of other promotional mix by bank through brochures, banners and exhibition 4. The length of the service provided by customers The comfortableness of services provided by bank to customers The difficulty level of bank regulation for banking facilities provided to customers Loan reputation level of credit products offered by banks to customers with collateral Suitability types of loan products offered by banks to customers is matched with customer needs Cont. attachment International Journal of Applied Business and Economic Research

12 Nunung Ayu Sofiati (Efi) 9. The level of variation types of loan products offered by banks to customers The level of administrative costs specified by bank for the maintenance of transactions and services 11. Methods or means of loan payment specified by bank The interest rates specified by bank Bank office locations The level of easiness of transportation to reach bank locations Hospitality Level of bank employees in serving customers The level of employee s ability to communicate with customers of banks The level of skills of bank employees serving customers The level of preparation of bank employees to provide information/explanation to customers 19. The level of capability of bank employee in using technology (computers) The level of interest of the bank office building The level of customer service room inside the bank office building The level of completeness of room facilities at the customer service rom of the bank office building 23. The level of reliability of the Internet network facilities owned banks Total Source: Questionnaire analysis. 3. Percentage and total score Social Responsibility Marketing 1. Frequency of loan product information given by bank to customers Frequency of Bank in assisting customers in transactions process Frequency of Bank of mispromise Frequency of ignoring customers for the sake of other more prospective customers Frequency of Bank give special privileges to specific customers Frequency of Bank does not help customers with rejected loan application Frequency of customers asking for help, but the bank did not help Frequency of bank s excuses reasoning when promised loan money is not ready to be cashed The level of employees honesty in providing loan transaction services to customers The level of attention to legal certainty of the loan provided to customers The level of employee mastery on banking regulations The level of banks attention on the cleanliness and beauty of the of the bank office room Cont. attachment 3 International Journal of Applied Business and Economic Research 128

13 Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries 13. The level of attention to environmental sustainability at bank area The level of environmental attention around bank area The level of attention to social development around bank area The level of Bank participation in providing employment opportunities in the surrounding communities 17. The level of bank attention in supporting the communities smooth and well-being Total Source: Questionnaire analysis. 4. Percentage and total score of Internal Marketing 1. Department of Marketing conducts research on customer needs Department of Marketing allocate marketing efforts in relation to the achievement of long-term potential benefit to the target segment 3. Department of Marketing developed a winning offering for each target segment Department of Marketing measuring corporate image and customer trust sustainably Department of Marketing collect and evaluate ideas for new products, improved products and services that meet customer needs 6. Department of Marketing affect all departments and employees in a company behave as customer-oriented bases 7. Understanding Senior Management on the marketing concept and purposes Involvement of Senior Management in recruiting service-committed employees to serve customers best 9. Senior Management provide training to employees of the bank on how to serve customers Senior Management motivate employees to provide best services to customers Department of Research and Development taking the time to meet customers and listen to their complaints 12. Department of Research and Development involves Marketing Department or other departments to plan the launch of new products 13. Department of Research and Development do benchmark against competitors products and seek the best solution 14. Department of Research and Development respond to customers reactions and suggestions Department of Research and Development improve and innovate products on an ongoing basis based on market feedback Total Source: Questionnaire analysis. 129 International Journal of Applied Business and Economic Research

14 Nunung Ayu Sofiati (Efi) 5. Percentage and total score of Trust 1. The level of accuracy of the loan product information conveyed by bank to customers The level of accuracy of bank in submitting report to the customer s account The level of ability of banks to process customer transactions The level of accuracy of bank to fulfill the promise to customers The level of accuracy of information services delivered to customers The suitability of services provided by bank with customer needs Total Source: Questionnaire analysis. 6. Percentage and total score of Image 1. The level of bank ability to produce products/services match with the customer needs The level of bank ability to provide assurance to customers that the products/services will give benefits and security 3. The level of bank ability to maintain good relations with all customers The level of bank ability to work in a professional and responsible in accordance with government regulations and policies and customer interests 5. Levels of customers memory to the bank s name when need loan services of The customer memory toward the loans product characteristics The level of customer understanding toward the loan product The level of loan product interest experienced by customers Frequency of customers in refinancing of the loan product Frequency of customers in convey information to others after getting satisfactory services The level of rejection that impact to move to another bank account Total Source: Questionnaire analysis. International Journal of Applied Business and Economic Research 130

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