The Impact of E-Service Quality on Customer Satisfaction and Loyalty at Bank Negara Indonesia, Sengkang Branch
DOI:
https://doi.org/10.67032/pje.v5i1.190Keywords:
e-service quality, customer satisfaction, customer loyalty, path analysis, Bank Negara IndonesiaAbstract
This study aims to analyze the effect of e-service quality on customer satisfaction and loyalty at Bank Negara Indonesia, Sengkang Branch, and to examine the role of customer satisfaction as an intervening variable. A quantitative approach was used, with data collected from 96 respondents who use digital banking services. The data were analyzed using path analysis, and the Sobel test was applied to examine the mediating effect. The instrument tests showed that all questionnaire items were valid and reliable, and the regression model met the classical assumptions. The results show that e-service quality has a positive and significant effect on customer satisfaction (β = 0.677; p = 0.000) and on customer loyalty (β = 0.223; p = 0.018). Customer satisfaction also has a positive and significant effect on customer loyalty (β = 0.585; p = 0.000). In addition, customer satisfaction significantly mediates the effect of e-service quality on customer loyalty, with an indirect effect of 39.6%, larger than the direct effect of 22.3% (Sobel test = 4.379; p = 0.000). These findings indicate that improving electronic service quality, so that it is fast, secure, and easy to use, should be accompanied by efforts to create customer satisfaction, because satisfaction is the main pathway through which loyalty is formed.
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