What Is IBLA?
The Indonesian Bank Loyalty Award (IBLA) is the ultimate award for banking and financial institutions that has successfully achieved high levels of customer loyalty on our index – the Indonesian Bank Loyalty Index (IBLI). IBLI measures the customer loyalty level by conducting survey (face-to-face interview) with customers who use certain banking products. MarkPlus Insight and Infobank magazine initiated the IBLA award to drive the banking industry to provide better service to customers, increase customer loyalty and corporate profitability. The IBLA award is held annually for banking and financial institutions based on the survey results of IBLI.

Why IBLA?
Customers are Kings. Inspired by this point of view, many business entities run their businesses either in traditional market or in modern market segment. Most of them believe that as salespersons or marketers, the first duty of their businesses is to treat customers like Kings and to satisfy customers with their products or services.

The question is whether those satisfied customers will be loyal and continuously drive profit for the companies in the future. The answer for this riddle can be “Yes” or “No”. One company reported that 90 percent of the customers they lost were highly satisfied customers. Other companies reported high customer satisfaction scores despite disappointing sales. Why? Perhaps, it is because their customers are satisfied but not enthusiastic.

Moreover, according to MarkPlus Insight study, satisfied customers do not guarantee that they will repurchase a brand. When they repurchase, it doesn’t necessarily mean that they will purchase more, spend more, purchase regularly, and migrate less. Furthermore, the highest loyalty level of customers is demonstrated through the extent of customers’ enthusiasm by referring products or brands they use to others. They are also eager and willing to advocate those products or brands. The more loyal customers are to some brands or products, the more they are enthusiastic to advocate them. As a result, more profit will be generated by the companies.

How do we measure Indonesian Bank Loyalty Index (IBLI)?
The Indonesian Bank Loyalty Index is a comprehensive banking customer loyalty measurement which refers to four relevant and powerful customer loyalty school of thought; they are customer satisfaction, customer retention, customer migration, and customer enthusiasm.

IBLI’s first dimension, customer satisfaction, is measured in “transaction dimension” and the attributes of the measurement refer to the basic concept of customer satisfaction: reliability, assurance, tangible, empathy, and responsiveness.

The second dimension, customer retention, is measured in “relationship dimension” and the attributes of measurement consist of retention rate, length of usage, purchase driver, and purchase barrier.

The third dimension, customer migration, is measured in “partnership dimension” and the attributes of measurements consist of frequency of usage, volume of usage, variety of product usage, money spending, and migration risk. Furthermore, the forth dimension, customer enthusiasm is measured in “ownership dimension” and the attributes of the measurements consist of customer referral, customer advocates, and customer involvement. However, past study has demonstrated that higher level of customer referral has significant impact to high level of corporate growth (profit).

According to IBLI 2008 measurement, the overall customer loyalty index is formed by the first three dimensions that are customer satisfaction (transaction), customer retention (relationship), and customer migration (partnership), whilst the forth dimension i.e. customer enthusiasm (ownership) indicates the result of customer loyalty.

The first IBLI survey was conducted in 2004 and observed 2 (two) product categories, which are savings account of Conventional Banks and credit cards issued by banks and financial institutions. We interviewed + 1500 respondents from 6 major cities in Indonesia (Jakarta, Surabaya, Bandung, Semarang, Medan, and Makassar).

The second and the third IBLI survey was conducted in 2005 and 2006 and we observed 3 (three) product categories. In addition to the two categories, we added savings account of Sharia Banks. In IBLI 2005 & 2006, for savings account and credit cards category, we interviewed + 1800 respondents from 6 major cities in Indonesia (Jakarta, Surabaya, Bandung, Semarang, Medan, and Makassar), while for Sharia Bank, we interviewed + 500 respondents from Jakarta and Surabaya. IBLA 2006 and IBLA 2007 was awarded to several banks in reference to the result of IBLI 2005 and 2006 survey.

The forth IBLI survey was conducted in the last quarter of 2007 and the result was used as based of Indonesian Bank Loyalty Award (IBLA) 2008. In this survey, we interviewed + 1900 respondents of saving account users. The area of survey remains the same as in 2006 survey.

The Indonesian Bank Loyalty Award (IBLA) 2008 Winners

Savings Account of Conventional Bank
Indonesian Bank Loyalty Champion – Savings Account Category: 5 winners
− Bank Buana Indonesia
− Bank Central Asia (BCA) - The Best of Indonesian Bank Loyalty Champion
− Bank Mandiri
− Citibank
− HSBC

Credit Card
Indonesian Bank Loyalty Champion – Credit Card Category: 5 winners
− Bank Central Asia (BCA)
− Bank Mandiri
− Bank Negara Indonesia (BNI)
− Citibank
− HSBC - The Best of Indonesian Bank Loyalty Champion

Savings Account of Sharia Bank
Indonesian Bank Loyalty Champion – Sharia Bank Category: 3 winners
− Bank Danamon Syariah
− Bank Muamalat Indonesia
− Bank Syariah Mandiri - The Best of Indonesian Bank Loyalty Champion

The Best of Loyalty Program
Indonesian Bank Loyalty Champion – Loyalty Program Category: 3 winners
− Bank Niaga, Saving Account of Conventional Bank Category
− Bank Negara Indonesia, Credit Card Category
− Bank BNI Syariah, Sharia Bank Category

The Indonesian Bank Loyalty Award (IBLA) 2007 Winners

Savings Account of Conventional Bank
Indonesian Bank Loyalty Champion – Savings Account Category: 5 winners
Bank Buana Indonesia
Bank Central Asia (BCA) - The Best of Indonesian Bank Loyalty Champion
Bank Mandiri
Bank Negara Indonesia (BNI)
Bank Permata

Credit Card
Indonesian Bank Loyalty Champion – Credit Card Category: 4 winners
Bank Central Asia
Bank Negara Indonesia (BNI)
Citibank - The Best of Indonesian Bank Loyalty Champion
HSBC

Savings Account of Sharia Bank
Indonesian Bank Loyalty Champion – Sharia Bank Category: 3 winners
Bank Danamon Syariah
Bank Negara Indonesia (BNI) Syariah
Bank Syariah Mandiri (BSM) - The Best of Indonesian Bank Loyalty Champion

The Indonesian Bank Loyalty Award (IBLA) 2006 Winners

Savings Account of Conventional Bank
Indonesian Bank Loyalty Champion – Savings Account Category: 5 winners
Bank Buana Indonesia
Bank Central Asia (BCA): The Best of Indonesian Bank Loyalty Champion
Bank Mandiri
Bank Negara Indonesia (BNI)
Citibank

Credit Card
Indonesian Bank Loyalty Champion: Credit Card Category: 5 winners
Bank Central Asia (BCA)
Bank Mandiri
Bank Negara Indonesia (BNI)
Citibank: The Best of Indonesian Bank Loyalty Champion
HSBC

Savings Account of Sharia Bank
Bank Danamon Syariah
BNI Syariah
Bank Syariah Mandiri: The Best of Indonesian Bank Loyalty Champion

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