Emotional Attachment as an Intervening Variable between Service Performance and Emotional Branding

Daeng M Nazier, Gugyh Susandy, - Bismantara

Abstract


In a previous study conducted by Jawahar and Maheswari (2009) in banking service industry in India, it is concluded that the effect of service performance on Emotional Branding through emotional attachment is stronger than the direct effect of service performance on emotional branding. The emotional attachment has also been proved as a partial mediating variable. This study is conducted with the intention to gain an overview of empirical facts that can be used as findings appropriate with former research topics, but this research is conducted in the ground transport industry shuttle service in Indonesia. The method used in this study is descriptive and explanatory survey. The analysis used to answer the objectives of the study is path analysis and mediation test of Baron and Kenny. Sample is taken using simple random sampling method. Sample size is determined based on the sample measurement method proposed by Slovin, the number of selected samples is 100 respondents. The result of hypotheses testing regarding the effect of Service Performance on Emotional Branding through Emotional Attachment is 84.8%. This evident shows that the effect is stronger than the direct influence of Service Performance on Emotional Branding which is only 21.7%. The result of hypotheses testing regarding the emotional attachment as a mediating variable is that the emotional attachment acts as a partial mediating variable.

Aus. J. Bus. Sco S. & IT. Vol 1(1), October 2015, P 73-97


Keywords


Service Performance; Emotional Attachment and Emotional Branding

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