THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE IN DIGITAL BANKING SERVICES TOWARD CUSTOMER LOYALTY WITH USER’S TRUST AS MEDIATOR
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Institusion
Universitas Bakrie
Author
Mulyaningsih, Sri
Subject
Bank and Banking
Datestamp
2022-08-18 04:21:54
Abstract :
In today's market, where every bank is striving to digitalize traditional banking products and services through digital channels, it is critical to understand what factors drive customer loyalty in digital banking. This paper aims to examine any elements that contribute to customer lotalty in Digital Banks. The data was collected through questionnaire from 250 existing customers of Digital Bank in Jakarta & greater Jakarta, Indonesia. The process of analyzing data was using Structural Equation Modeling (SEM) through Partial Least Squares (PLS). The result showed that perceived usefulness, perceived ease of use and customer trust have a positive effect on customer loyalty in the digital banking. While perceived ease of use affects customer’s trust, perceived usefulness has no effect on the trust.
In today's market, where every bank is striving to digitalize traditional banking products and services through digital channels, it is critical to understand what factors drive customer loyalty in digital banking. This paper aims to examine any elements that contribute to customer lotalty in Digital Banks. The data was collected through questionnaire from 250 existing customers of Digital Bank in Jakarta & greater Jakarta, Indonesia. The process of analyzing data was using Structural Equation Modeling (SEM) through Partial Least Squares (PLS). The result showed that perceived usefulness, perceived ease of use and customer trust have a positive effect on customer loyalty in the digital banking. While perceived ease of use affects customer’s trust, perceived usefulness has no effect on the trust.
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