MEDIATING ROLE OF BRAND, COMMITMENT AND RISK ON THE RELATIONSHIP OF MOBILE BANKING SERVICE QUALITY AND MARKETING PERFORMANCE IN INDONESIA

: The purpose of this study is to investigate the mediating role of brand, commitment, and perceived risk on the relationship of mobile banking (MB) service quality and marketing performance (satisfaction and loyalty). A survey was conducted using a sample of 617 MB customers in Indonesia, i.e., Mobile BCA (BCA), BNI mobile (BNI), and Go mobile (CIMB Niaga). Structural equation modeling analysis was carried out with Warp PLS. The results show that MB service quality positively affects brand, commitment, satisfaction, and loyalty, while perceived risk has no effect. Another finding showed a relationship between brand image, commitment, and perceived risk on customer satisfaction and loyalty, although brand prestige does not affect loyalty. Thus, the partial mediating roles of brand image, commitment, and perceived risk are confirmed in the study. The findings will help academic researchers and bank practitioners understand MB customer attitude and behavior and help them in formulating strategies to manage the use of MB in Indonesia.

the use of MB is widespread and extensive, recent related trends show that their customers tend to utilize limited MB services, which may result in the opinion of MB as unsatisfactory (Geebren et al., 2021). Factors such as perceived advantage, peer groups influence, environmental conditions, and technology were the reason to use MB (Danyali, 2018). Furthermore, technology advancement, which has been shown by MB adoption, may be related to the development of its convenience, usability, and ac- The study on MB service quality has been carried out from several perspectives and has given varied findings. There is a positive trend and wider MB adoption soon, so that it is needed to encourage researchers to involve in the topic (Moser, 2015). While data are showing that ceptance for customers (Moser, 2015). Some MB studies are also illustrated that the successful keys of MB adoption globally are mobile phone penetration, competitive advantage, customer convenience, strategic importance, customer demand, low perceptive risk/security concerns, and stakeholder partnerships (Mullan et al., 2017). Studies in India showed that perceived security, computer self-efficacy, ease of use, and financial costs motivate customer intention to use MB (Singh and Srivastava, 2018). Social influence is the strongest factor in the adoption of MB in Vietnam (Le et al., 2020). Ease of use, usefulness, relative advantage, and complexity are the key predictors of MB adoption for the younger generation (Owusu et al., 2021).
A study in MB also showed that perceived benefits affect satisfaction and encourage trust, loyalty, and WOM, while perceived justice moderates the relationships (Sampaio et al., 2017). The study of customers in Lebanon indicates that perceived compatibility, trials, usefulness, ease of use, credibility, and trust differentiated high-mobile banking adopters from low adopters (Koksal, 2016). MB studies in Zimbabwe found perceived benefits, perceptions of self-efficacy, social influence, relative benefits, and compatibility that all had a positive effect. In contrast, the perceived risks had a negative effect on the intention to use MB (Makanyeza, 2017). The service quality perspective in the MB study is mostly conducted on the dimensions of service quality analysis in MB (Jun and Palacios, 2016), the relationship between MB service quality and relationship quality (Arcand et al., 2017), value (Chaouali et al., 2020), and the relevance of service quality and individual performance (Tam and Oliveira, 2017).
From the description above, recent literature discusses more the factors that influence MB adoption, which is more about pre-adoption customer behavior perspective, and limited to analyze postadoption consumer perspective. A limited study focuses on the post consequence of MB service quality, such as co-creation (Mostafa, 2020) and satisfaction (Geebren et al., 2021). Therefore, this study is expected to close the gap. In addition, the importance of this study is also because the MB banking study related to factors that mediate the relationship between MB service quality and marketing performance is still limited to be elaborated. Whereas to improve marketing performance, it is necessary to understand these intermediate factors. Trust is often adopted as a mediating factor in the literature (Geebren et al., 2021;Edi et al., 2020). Brand, commitment, and risk are still limited in MB service quality studies, especially as mediating factors.
This study aims to analyze the effects of MB service quality on marketing performance, namely customer satisfaction and loyalty, and to examine the mediating role of brand image, brand prestige, commitment, and risk on the relationship between the MB service quality and satisfaction as loyalty. This study is expected to contribute to the literature by identifying and confirming the mediating factors between MB service quality and marketing performance. In addition, it also enriches the literature in reviewing MB from the perspective of post-adoption customer behavior. The relationship of brand role, commitment, and risk, which is integrated into this study, clarifies the role of the three factors in the context of the MB study.
Measuring marketing performance is a concept that has received much attention from academics and marketing practitioners. The trend of developing and using a comprehensive measure has also been carried out, in which it is conducted by measuring performance with the perspective of internal business, customers, finance, innovation, and learning (Kaplan and Norton, 1992). Furthermore, it is popularly called balance scorecards or dashboard marketing measuring the marketing matrix with a single view (Pauwels et al., 2010). However, the comprehensive measurement is still not successful or below expected because it usually only applies to certain situations. Therefore single measurements are used more, for instance, customer satisfaction and related to company performance (Homburg et al., 2012).
The measures of marketing performance have considerable diversity, where sometimes overlapping occurs between its instruments. Gronholdt and Martensen (2006) identified four perspectives measures of marketing performance: consumers' mentality, markets, customer behavior, and finance. The four perspectives are obtained using several criteria, such as the indicators often used in the literature, important for top and marketing management, essential for most companies, including in the marketing value chain framework, and have predictive capabilities in the marketing value chain. Marketing performance also can be measured by sales growth, customer complaints, customer satisfaction, and customer retention (Ayimey et al., 2021). SME marketing performance indicators are sales growth, increasing of products offering and value, and market coverage (Nuryakin and Ardyan, 2018).
From the perspective mentioned above, this study uses two main marketing performances used frequently in literature: customer satisfaction and loyalty. From a marketing perspective, customer satisfaction is often understood as the level of supply performance reflected in the suitability of customer perceptions of the product with expectations built (Kotler, 2009). This view of customer satisfaction is similar to the disconfirmation paradigm or expectation in process theory (Caruana et al., 2000). Customer satisfaction in this paradigm includes four main constructs, namely expectations, performance, disconfirmation, and satisfaction. The expectation is consumers' needs and wants in buying a product, performance is a product able to meet consumer's needs and wants, disconfirmation is a situation where the customers' expectations are higher than the product performance. Satisfaction is a condition where the product performance can fulfill consumer expectations.
The relationship of service quality to several variables has been studied in marketing literature with diverse findings. Concerning satisfaction, there have been studies confirming a positive relationship between service quality and satisfaction, these ob-taining relatively consistent results. For example, the study of service quality on self-service technologies (SQ-SSTs) showed its role in satisfaction (Boonitt, 2015), as well as e-banking services also showed similar findings (Ayo et al., 2016). In other industries have also confirmed the finding, such as logistics (Kaswengi and Lambey-Checchin, 2020), healthcare (Suhail and Srinivasulu, 2020), and airports (Halpern and Mwesiumo, 2021). The more service quality is satisfied the customer feels.
In studies related to brands, the literature has shown that service quality positively affects private label brand image (Wu et al., 2011). Likewise, for brand prestige, studies in the private country house showed the positive influence of service quality on brands prestige (Hwang et al., 2015) and brand image (Lin et al., 2021). Service quality moderates brand and engagement (Prentice et al., 2019).
Studies on service quality associated with customer commitments can be obtained from the study of mobile phone users in Nigeria, which founds that service quality primarily related to guarantees has a positive effect on affective commitment, while reliability aspects effects continuance (Izago, 2017) and affective commitment (Kim, Kim, and Lee, 2018).
Service quality can also be associated with customer risk, where studies in the dental industry showed the role of service quality inversion to the risk of customer purchases (Garretson and Clow, 1999). In retail services, it was also explained that the higher the quality of services, both technically and functionally, the lower the risk perceived by customers (Sweeney et al., 1999). The experiment study showed the negative role of service quality on shifting intention (Fullerton, 2014), and the literature study on e-loyalty showed the positive role of e-service quality on e-loyalty (Valvi and Fragkos, 2012). Based on the above, the hypothesis related to the service quality associated with several variables is as follows below. H1: MB service quality effect positively on a) customer satisfaction, b) brand image, c) brand prestige, d) commitment, e) negatively on risk, and .f) positively on loyalty.

MB Service Quality DECEMBER 2021 Yudi Sutarso, Bachtiar Eka Kaca Sungkana, Dendi Vio Anggriatama, Windi Mega Lavenia
In marketing literature, brand image plays an essential role in satisfaction and loyalty. A study on book retailer's services found that brand image positively affects satisfaction and then on customer loyalty (Da Silva and Alwi, 2008). Studies on mobile phone users also confirm the role of affective commitment to loyalty (Kaur and Soch, 2013). Based on this, the hypothesis of this study is as follows below.
H2: Brand image has a positive effect on a) satisfaction and b) customer loyalty.

Brand Prestige
The study of the role of brand prestige on satisfaction and loyalty can be identified from studies in the coffee house industry, where brands prestige has a positive effect on satisfaction and loyalty (Goi et al., 2017). Furthermore, studies of wine tourism show that wine prestige brands positively affect satisfaction (Loureiro and Cunha, 2017). On loyalty, the influence of brand prestige is also confirmed by studies on university services (Casidy and Wymer, 2016). The study stated that the higher the brand prestige that customers felt would increase their satisfaction with the products. Based on the confirmation, the research hypothesis is as follows below.
H3: Brand prestige has a positive effect on a) satisfaction and b) customer loyalty.

Customer Commitment
In the theory of relational markets, commitment becomes an important mediating factor and trust in building long-term relationships with other parties (Morgan and Hunt, 1994). Studies that confirm the role of commitment to satisfaction are studies in financial services in Europe (Chenet et al., 2010). Whereas on loyalty, it can be traced from B2B industry studies found that commitment plays a positive role in loyalty (Chumpitaz Caceres and Paparoidamis, 2007). Healthcare services show similar conclusions (Moreira and Silva, 2015). Mobile phone users in India (Kaur and Soch, 2013). In the perspective of shifting intention, a study shows that service quality negatively influences customers' intention to switch (Fullerton, 2014). These studies confirmed that the higher the customer commitment, the more satisfied they felt and loyal they would be.
H4: Commitment has a positive effect on a) satisfaction and b) customer loyalty.
The role of risk to satisfaction can be identified from several studies. Risks are often associated with several indicators: not worrying about security, security issues that do not affect the use, feeling financially secure, trust in the ability to protect customer privacy, and belief in the technology used (Akturan and Tezcan, 2012). In the Food industry, it shows that the risk negatively affects satisfaction and loyalty (Huy Tuu and Ottar Olsen, 2009). Furthermore, it's found on a study of social network users in Spain confirmed that perceived risk in using social networks has a negative impact on satisfaction (Currás-Pérez, 2013). In the study on air transportation services, it was found that performance and psychological risk negatively affected satisfaction, while the overall risk had a negative impact on intention to re-patronize (Cunningham and Young, 2002). Based on the above, the research hypothesis is as follows below (

METHOD Sample and Data Collection
This study used mobile banking services in Indonesia, namely: Mobile BCA (BCA bank), BNI mobile (Bank BNI), and Go mobile (CIMB Niaga). The sampling technique used is purposive sampling. The sample members are specified based on the criteria such as customers aged 20 -39 years (young or early adulthood), as MB customers for at least six months, having at least savings accounts, and having transactions through MB. Descriptive data of the research sample are as follows (Table 1).
Research instruments are the most crucial elements in survey research and determine the success of the study. Good instrumentation will make it easier for researchers to collect the required data. This study uses three stages in developing instru-ments. The first stage is the literature study to identify initial measures. The study derived measures for several constructs in the research framework from existing scales in the literature and adapted them to suit the context of the study. Briefly, MB service quality was measured with five items previously employed by Chu et al. (2012). The brand image was measured on bank-level with three items drawn from Alok and Srivastava (2013), while brand prestige scales on MB level consist of three items (Jin et al., 2016). Perceived risks were measured by six items adapted from Akturan and Tezcan (2012), and commitments were measured by six items from the previous study (Keiningham et al., 2015).
The second stage is a preliminary survey. After the theoretical framework has been obtained, the researcher then conducts a preliminary survey of the research. That is so that the theoretical basis obtained in the previous stage can be following the research setting. Then the research instrument was Measurement made in the form of an initial questionnaire. The final stage is the testing of the initial questionnaire. In the final stage of the instrumentation, to make the instruments fulfill validity and reliability, the questionnaire was tested on respondents, and then it was revised if necessary. The revised instrument was then used as the final questionnaire and distributed to respondents. Therefore, by all the stages, the instrument meets face or content validity, discriminant and convergent validity, and reliability of con-

Table 3. Square root AVE and Reliability
Hypothesis testing in this study is performed by estimating structural models. As part of the analysis of structural models, this study included three variables that might influence the results of SEM analysis. In order to improve the model reliability, the control variables were placed on the right side of the research model (Kock, 2011). This study uses three variable controls, namely: gender, bank, usage frequency, and duration of use. ceptable if  5, ideal  3.3). By comparing the cutoff value, it can be concluded that the model in this study has met the specified criteria. The measurement model is conducted using the validity requirements measured using convergent validity (loading factor, significance, and AVE) and discriminant validity (AVE square root). Based on the data, the convergent validity test shows that the overall model meets the specified criteria because all factor loading has been above 0.60, with significance <0.05, and the overall AVE value of the construct> 0.50 (Table 2 and Table 3). The discriminant validity test is estimated using the AVE square root criteria. The value must be higher than the score correlation with other constructs or in the same column (Fornell and Larcker, 1981). Discriminant validity is also measured by cross-loading criteria for each indicator, where loading criteria in certain constructs must be higher than other constructs. The description of data analysis with AVE square root can be seen in Table 3 where it shows the results that met the criteria. Reliability measurements in this study were carried out by estimating composite reliability and Cronbach's alpha, where the acceptable limits of these indicators were composite reliability > 0.7 (Nunnally, 1967) and Cronbach's alpha > 0.6 (Malhotra, 2010). Based on the estimates in Table 3, composite reliability values range from 0.836 (SQ) to 0.97 (RS), and Cronbach Alpha which ranges from 0.755 (SQ) to 0.968 (RS), or it can be said that the both have met the expected value.

Mediating Role of Brand, Commitment and Risk on The Relationship of ...
The results of the hypothesis test indicate that almost all the hypotheses in this study were confirmed. The hypothesis related to the MB service quality are confirmed both on customer satisfac-  Brand image  satisfaction 0.11 ** positive significant, supported H2b Brand image  loyalty 0.30 ** positive significant, supported H3a Brand prestige  satisfaction 0.07 ** positive significant, supported H3b Brand prestige  loyalty 0.03 ns not supported H4a Commitment  satisfaction 0.21 ** positive significant, supported H4b Commitment  loyalty 0.27 ** positive significant, supported H5a Perceived risk  satisfaction -0.22 ** negative significant, supported H5b Perceived risk  loyalty -0.14 ** negative significant, supported H6 Satisfaction  loyalty 0.10 ** positive significant, supported <.01). It shows that the increased of MB service quality would increase customer satisfaction, brand image and prestige, commitment, and loyalty, and decrease customer perceived risk. Hypothesis testing on brand image also confirms its role in increasing satisfaction (H2a;  = 0.11; p <.01), and loyalty (H2b;  = 0.30; p <.01). However, there is different finding in brand prestige where its role to increase satisfaction (H3a;  = 0.07; p <.05), but it is not to promote loyalty (H3b;  = 0.03; p> .01). Commitment is confirmed to improve satisfaction (H4a; â = 0.21; p <.01), as well as loyalty (H4b;  = 0.27; p <.01). In contrast, risk is inversely related, where it decreases satisfaction (H5a;  = -0.22; p <.01), and loyalty (H5b;  = -0.14; p <.01). Satisfaction in the model was also confirmed to increase loyalty (H6;  = 0.10; p <.01).
The mediating role of brand image and prestige in the relationship between MB service quality and marketing performance (satisfaction and loyalty) can be identified from several relationships between these variables. The MB service quality has a positive effect on brand image and prestige, which means that improving the attractiveness, interest, convenience, and saving service time and speed of MB. It will increase the bank's image reflected on customer perception of good reputation, establishment, trust, and attention of bank. In addition, MB service quality also has an impact on increasing brand prestige, which can be seen from the customer feeling of sense of prestige, high status, and high class of bank. The role of MB service quality is consistent with its role in conventional services, such as coffee shops (Lin et al., 2021), hotels (Lo and Yeung, 2020), offline services -private label brand image (Wu et al., 2011) and private country houses (Hwang et al., 2015). Therefore, the bank's brand image and prestige can be improved by managing MB service quality.
Meanwhile, the role of the brand image was confirmed in increasing satisfaction and loyalty. On satisfaction, this is due to the positive impression that the bank's reputation, establishment, trust, and sense of attention will lead to customer expectations fulfilled. Likewise, loyalty also increases the intention to continue to use, recommend and say positive things about services to other customers. This finding is similar to previous findings on internet banking (Rahi et al., 2020), on the university (Sultan and Wong, 2019), and mobile phone users (Kaur and Soch, 2013), and on loyalty is consistent with the previous study. The role of brand prestige on satisfaction and loyalty shows that increasing brand prestige on MB will increase satisfaction and loyalty. That is reflected in the sense of prestige, high status, and high class that customers feel when using MB services will increase satisfaction and service as expected. Likewise, loyalty increases the intention to continue to use services and say positive and recommend things to others.
In contrast, the role of the quality of own mobile banking services on satisfaction and loyalty is confirmed to show a positive relationship. That means that the increase in attractiveness, interest, convenience, saving time, and speed of MB fulfills customers' expectations and intends to re-use MB services. The finding of brand prestige on satisfaction and loyalty was consistent with the previous result on casino services (Han et al., 2018) and tourism games (Han et al., 2018).
From the above description, it can be confirmed that there is a partial mediating role of brand image and prestige on the relationship between MB service quality and marketing performance (satisfaction and loyalty). By partial mediation of brand image, this means a positive impression of reputation, establishment, trust, and attention of bank can be a mediator of the influence of MB service quality on satisfaction and loyalty, even though that influence can occur directly. The results also confirm the partial mediating role of brand prestige. The sense of prestige, high status, and high bank class perceived by customers mediate the relationship between the MB service quality and satisfaction and loyalty, even though the MB Service quality can directly encourage customer satisfaction and loyalty. Therefore, brand image and prestige are essential predictors of MB service quality's role in promoting satisfaction and loyalty.

Mediating Role of Brand Image and Prestige
tion shows that a higher perception of risks is associated with lesser satisfaction. The finding confirms the previous result on online-to-offline commerce (Moon and Armstrong, 2019) that the higher the perception of risk, the less favorable their satisfaction levels. However, this finding is not consistent with the study on banking (Aprilia, 2021) and users of social network services (Currás-Pérez, 2013).
The mediating role of perceived risk on the relationship of MB service quality on loyalty is confirmed in this study. Increasing MB service quality will reduce perceived risk, increasing customer loyalty to MB services. Thus, a negative partial mediation role of perceived risk is also confirmed in this study. The finding is consistent with a previous study on internet banking services (Namahoot and Laohavichien, 2018).
This study has confirmed the partial mediating role of commitment on the relationship between MB service quality and marketing performance (satisfaction and loyalty). Commitment reflected on liking to be MB customer, caring to the customer, getting what customers want, and making economically profitable. Customers can be satisfied with their increased commitment by improving the MB service quality, even though it can directly promote customer satisfaction. Furthermore, the mediating role on loyalty is similar to satisfaction, where the role of MB service quality on loyalty can be through commitment and direct.
This finding is consistent with the previous findings on the private university (Lee and Seong 2020) and business-to-business relationships (Kim et al., 2018). In relationship marketing theory, commitment is essential in building long-term relationships (Morgan and Hunt, 1994). The role of commitment increases satisfaction (Chenet, Dagger, and O'Sullivan, 2010) and increases loyalty (Fullerton, 2014). So that it can be emphasized that the role of commitment is essential in mediating the relationship between MB service quality with satisfaction and loyalty. Commitment can be capital in building long-term relationships between the MB service provider and their customers.
The negative partial mediation role of perceived risk on the relationship between the MB service quality and marketing performance (satisfaction and loyalty) is confirmed in this study. On satisfaction, perceived risks reflected in believing on MB, on its security, ability to protect customer privacy, and trust on MB technology can negatively influence MB service quality on customer satisfaction. Even though, at the same time, the MB service quality has a direct influence on satisfaction. The present finding is consistent with previous studies in e-commerce (Lee and Seong 2020), banking (Aprilia, 2021), and food marketing (Huy Tuu and Ottar Olsen, 2009), which confirm that higher service quality is associated with lesser risk. Moreover, the confirmation of perceived risk's effect on satisfac-

CONCLUSIONS
This study confirms the role of partial mediations of brands, both brand image and prestige, on the relationship between MB service quality and satisfaction or loyalty. Brand image and prestige become the explanation of the role of the MB service quality in increasing customer satisfaction and loyalty. Customer commitment to MB services is also confirmed to enhance the role of MB service quality on satisfaction and loyalty. For marketers, increasing commitment is the driver of the role of MB service quality in increasing satisfaction and loyalty. In contrast, this study confirms the partial negative mediation of perceived risk, where the risk of negating the effect of MB service quality on satisfaction and loyalty. This finding guides MB service providers to pay attention to the mediating role of brand, commitment, and perceived risk in increas-Bank customers have adopted MB in the last decade as a service that is in line with the development of internet technology and mobile phones. With this service, customers can easily make banking transactions, wherever and whenever they want to do. Completing the study on MB in the literature, it is necessary to show how the role of brand, commitment, and perceived risk in the relationship between MB service quality and marketing performance-satisfaction and loyalty. DECEMBER 2021

LIMITATIONS
This study is subject to several research limitations. First, judgment sampling as a sampling method in this study limits the external validity of the results. Thus, the interpretation and implication of the results require similar settings with this study. Further research is expected to cover this limitation, even though replication can be conducted in other research settings. Second, commitment in this study is measured unidimensionally so that identification of the managerial implications of this study is limited. A multidimensional review of commitments, namely: affective, continuance, and normative, is recommended to be a perspective in explaining the role of commitment in the future. Third, the respondents of this research are at the age of 20 to 39 years, which means young (or early) adulthood customers. Perspectives in senior citizens also need attention because they are less technology-minded compared to the age below them. The age perspective is also expected to be a concern for future research.

IMPLICATIONS
ing satisfaction and loyalty through service quality. MB Service quality alone is not enough to increase customer satisfaction and loyalty.
Firstly, the brand plays an essential role in enhancing marketing performance. Marketers need to maintain image and prestige by attention, trust, reputation, prestige, high status, and high-class office. Secondly, building commitment can be done by giving an atmosphere enhancing good feeling, care, delivering what customers want, and offering economic benefit. Finally, to enhance consumer satisfaction and loyalty through MB service quality, the marketing manager should reduce perceived risk by improving customer belief in MB, MB's ability to protect customer privacy, customer financial security, and the technology used. Moreover, the manager's attention should also be given to decreasing a customer's worry about MB security and the effect of a security issue on the use of MB.