Date of Publication

4-24-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Interdisciplinary Business Studies

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Harvey T. Ong

Defense Panel Chair

Cristina Lim

Defense Panel Member

Jessica Ranieses

Abstract/Summary

Digital innovation and adoption behavior has a pivotal role in moderating how customer digital experience influences brand image through cohesive interactions that delights their customers. This study aims to provide strong empirical evidence of the relationship between digital customer experience in relation to AUB’s brand image, with the inclusion of Digital Innovation and Adoption Behavior as moderating variables.

The study utilizes survey research methodology and collects responses from 100-target audience samples from Asia United Bank. The research also uses regression analysis, descriptive statistics, and correlational analysis.

The results showed that the normal relationship between Digital Customer experience towards brand image garnered the strongest relationship at a coefficient of .9140. Following that is the inclusion of Adoption Behavior, Digital Innovation, in decreasing order. This shows that the more variables are added to the study, the p value of the regression analysis lowers, resulting in a weaker impact and effect. The study concludes that by solely focusing on improving the identified indicators of digital customer experience, AUB will be able to maintain or improve its brand image. Future research may delve into the precise magnitude of each digital customer experience indicator and its effect on each response indicator of brand image.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Branding (Marketing); Internet banking

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Embargo Period

4-23-2023

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