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"Tesis ini membahas pengaruh brand personality congruence dan customeremployee congruence terhadap customer satisfaction melalui media personal interaction, relationship satisfaction dan loyalty to employee. Penelitian ini adalah penelitian kuantitatif dengan menggunakan analisa SEM. Responden nasabah adalah salah satu perbankan syariah di Indonesia. Adapun hasil dari penelitian yang dilakukan bahwa brand personality congruence dan customer-employee congruence mempunyai pengaruh terhadap customer satisfaction. Media yang paling mempengaruhi customer satisfaction adalah relationship satisfaction dan loyalty to employee. Sehingga bagi perusahaan jasa, karyawan menjadi faktor penting karena representatif dari perusahaan dan menjadi kunci terjadinya kepuasan konsumen. Perusahaan harus memberikan sarana untuk menunjang kompetensi karyawan saat berhadapan dengan konsumen.

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This thesis explores the influence of brand personality congruence and customer-employee congruence on customer satisfaction through personalized media interaction, relationship satisfaction and loyalty to the employee. This research is a quantitative study using SEM analysis. Respondents are customers of one of Islamic banking in Indonesia. The results of the research showed that brand personality congruence and customer-employee congruence have an influence on customer satisfaction. Media most affect customer satisfaction and loyalty is the relationship to employee satisfaction. So for a service company, the employee becomes an important factor because they representative of the company and a key to the customer's satisfaction. Service Company should provide this gracious employee competence when dealing with consumers."

"This research demonstrates that brand performance can be enhanced not only through brand personalitycongruence with customer personality, but also through brand personality fit, namely themoderating fit of customer value proposition to brand personality. Through a study covering 125brands, the result demonstrates that the moderating fit between brand personality and the differentlevel of customer value proposition positively affects brand performance. Price-quality relationshipfor attribute-based customer value, self-construal for consequences-based customer value and selfregulatoryfocus as goal-based customer value are used to test this moderating fit relationship. Otherfindings 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 positioningstatement so that the overall customer value proposition can be developed in a more integratedmanner, leading to higher brand performance."