Pengaruh E-Service Quality terhadap Customer Satisfaction dan Dampaknya pada Customer Loyalty
DOI:
https://doi.org/10.29313/bcsbm.v6i2.25968Keywords:
Customer Satisfaction, Customer Loyalty, Digital Banking., Customer Satisfaction, Customer Loyalty, Digital Banking, E-Service QualityAbstract
Abstract. The rapid development in online banking services requires companies to enhance the quality of electronic services to maintain customer satisfaction and loyalty. Intense competition in the banking industry emphasizes the importance of implementing maximum E-Service Quality, particularly in aspects such as ease of access, platform reliability, transaction security, and service responsiveness. The objective of this study is to examine the impact of E-Service Quality on Customer Satisfaction and its subsequent effect on Customer Loyalty among users of online banking facilities. A quantitative approach is applied in this research using descriptive and verificative methods. The sampling technique employs purposive sampling with 180 participants. Data is obtained through questionnaire distribution and evaluated using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the relationships between variables. The research findings reveal that E-Service Quality has a positive and significant influence on Customer Satisfaction. Furthermore, Customer Satisfaction is proven to positively and meaningfully affect Customer Loyalty. In addition, customer satisfaction is confirmed to act as a mediator in the relationship between E-Service Quality and Customer Loyalty. Consistently improving electronic service quality will strengthen customer satisfaction and foster long-term loyalty.
Abstrak. Perkembangan pesat dalam layanan perbankan daring mengharuskan perusahaan untuk meningkatkan mutu layanan elektronik agar dapat mempertahankan kepuasan dan kesetiaan nasabah. Persaingan sengit di industri perbankan menekankan pentingnya penerapan E-Service Quality yang maksimal, khususnya pada aspek kemudahan akses, ketangguhan platform, perlindungan transaksi, dan ketanggapan pelayanan. Tujuan dari kajian ini adalah untuk meneliti dampak E-Service Qualityterhadap Customer Satisfaction serta akibatnya pada Customer Loyalty di kalangan pemakai fasilitas perbankan daring. Pendekatan kuantitatif diterapkan dalam penelitian ini dengan metode deskriptif dan verifikatif. Teknik pemilihan sampel menggunakan purposive sampling terhadap 180 partisipan. Data diperoleh melalui distribusi kuesioner dan dievaluasi memakai teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji keterkaitan antarvariabel. Temuan penelitian mengungkapkan bahwa E-Service Quality memberikan pengaruh positif dan signifikan terhadap Customer Satisfaction. Selanjutnya, Customer Satisfaction terbukti memengaruhi positif dan bermakna terhadap Customer Loyalty. Di samping itu, kepuasan pelanggan terbukti berperan sebagai mediator dalam hubungan antara E-Service Quality dan Customer Loyalty. Peningkatan mutu layanan elektronik secara konsisten akan memperkuat kepuasan nasabah dan mendorong pembentukan kesetiaan jangka panjang.
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