ENHANCING E-CUSTOMER LOYALTY IN THE BANKING SECTOR IN INDONESIA: THE MEDIATING ROLE OF E-SATISFACTION AND E-TRUST

Abdi Azizul Hakim, Ratni Prima Lita*, Syafrizal Syafrizal

Abstract


ABSTRACT
Although previous studies have examined e-satisfaction and e-trust as mediators in various contexts, this study examines them as mediators within a dual-pathway model, specifically in Indonesia's banking sector. This study aims to examine the effect of m-banking service quality on e-customer loyalty, with e-customer satisfaction and e-trust as mediators, using a quantitative approach. There were 140 purposively selected samples, namely active users of BRImo services and priority customers of the BRI Padang branch, Indonesia. Data were collected via online questionnaires and analyzed using SmartPLS 3.0 with structural equation modeling. The results show that m-banking service quality has a positive and significant effect on e-customer satisfaction and e-trust, but not on e-customer loyalty. E-customer satisfaction had a positive and significant effect on e-customer loyalty. On the other hand, e-trust had no significant effect on e-customer loyalty. E-customer satisfaction mediates the relationship between m-banking service quality and e-customer loyalty, whereas e-trust does not. The implications of this study emphasize the importance of customer satisfaction and trust in banking institutions when using digital services in order to increase sustainable use.
Keywords: M-Banking Service Quality; E-Customer Loyalty; E-Customer Satisfaction; E-Trust

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DOI: https://doi.org/10.31846/jae.v14i2.1048

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