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Determination of Customer Loyalty to Mobile Banking Services: Empirical Evidence from Bank BCA

Adi Kuswanto, Nova Zias Maharani, Jalinas, Zuhad Ichyaudin, Dini Septiani

Abstract

The rapid growth of digital services has intensified competition among service providers, making customer loyalty an increasingly important factor for achieving long-term business success. In this context, understanding the factors that influence customer loyalty is essential for organizations seeking to maintain sustainable relationships with their customers. This study aims to investigate the influence of perceived ease of use, perceived security, and perceived e-service on customer loyalty through the mediating roles of customer satisfaction and e-trust. This research employs a quantitative approach and utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among the proposed constructs. Data were collected from users of digital services and subsequently analyzed using SmartPLS. The measurement model was evaluated through validity and reliability assessments, while the structural model was examined to determine the significance and predictive capability of the proposed relationships. The findings reveal that perceived ease of use, perceived security, and perceived e-service significantly contribute to the enhancement of customer satisfaction and e- trust. The results further indicate that customer satisfaction and e-trust play important roles in fostering customer loyalty. Among the examined factors, trust emerges as the most influential determinant of customer loyalty, highlighting the importance of establishing a trustworthy digital environment. The study also demonstrates that the proposed model possesses strong explanatory and predictive capabilities, indicating its effectiveness in explaining customer behavior within digital service settings. The findings suggest that organizations should focus on improving the usability, security, and quality of their electronic services to enhance customer satisfaction and trust. By strengthening these factors, organizations can increase customer loyalty and maintain a competitive advantage in the digital marketplace. This study contributes to the growing body of literature on digital customer behavior by providing empirical evidence regarding the mechanisms through which ease of use, security, and service quality influence customer loyalty through satisfaction and trust.

Keywords

Perceived Ease of UsePerceived SecurityPerceived E-ServiceCustomer SatisfactionE-TrustCustomer LoyaltyDigital ServicesPLS-SEM.

References

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