Adi Zakaria Afiff
Universitas Indonesia
The Addition of Spiritual Dimension on Customer Value to Investigate the Relationship of Customer Value, Customer Satisfaction and Behavior Intention on Islamic Banks Saving Products in Indonesia

Asean Marketing Journal ##issue.vol## 1, 1 (2009): June 2009
Publisher : Asean Marketing Journal

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This study propose the addition of a spiritual dimension in the formation of customer value, in addition to the functional, social and emotional dimension of customer value that has already been empirically tested in previous studies, among customers who own saving products at Islamic banks in Indonesia. The study also investigate the relationship between customer value and customer satisfaction, and the relationship between customer satisfaction and customer behavioral intentions among these Islamic banks customers. The results show that spiritual dimension is significantly related to the customer value together with all three other dimensions (functional, social and emotional) of customer value. All dimensions have significant relationship with customer value. Finally the results also show that customer value positively influence customer satisfaction, and customer satisfaction positively influence customer behavior intentions.Keywords: Spiritual dimension, customer value, islamic bank product

Micro and Small Entrepreneur Social Ads: The Influence of Risk Perception as Measured by Self-Monitoring and Social Expectation on Poverty Reduction Social Ads in Indonesia

Asean Marketing Journal ##issue.vol## 2, 2 (2010): December 2010
Publisher : Asean Marketing Journal

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Regardless of the growing usage of social ads in Indonesia, the effectiveness of these social ads has not really been assessed. One theme of the social ads that is related to the poverty problem in this country is the micro and small entrepreneur social ads, namely a number of related social ads issued by the government that persuades its audience to release themselves from poverty by becoming micro and small entrepreneurs that is supported by low cost loans from the government.As becoming a micro or small entrepreneur has both an individual and a social risk perception, a 2x2x2 experiment was conducted using self-monitoring to represent the individual risk perception, social expectation to represent the social risk perception and message framing; to see how these 3 factors affect the target audience attitude toward the message of becoming a micro and small entrepreneur. The result of the study shows that self-monitoring, the individual risk perception, has the strongest influence over the audience’s attitude, in which the higher the self-monitoring characteristic of the audience the more positive the attitude formed toward the message. Social expectation and message framing does not show any direct significant influence, however the interaction of the 2 factors show significant influence toward the attitude the message.Keywords: social ads, self monitoring, social expectation, message framing 

Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as aModerating Fit on Brand Performance

Asean Marketing Journal ##issue.vol## 5, 2 (2013): December 2013
Publisher : Asean Marketing Journal

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This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performanceKeywords: brand personality, brand personality congruence, customer value hierarchy, price-quality relationship, self-construal, and self-regulatory focus