EXAMINE FACTOR INFLUENCING SATISFACTION AND LOYALTY OF DIGITAL BANKING

Abstract

Purpose: Current study aims to provide more understanding the influences of service quality, system quality, and security assurance towards the customer satisfaction as mediating variable and customer loyalty on digital banking services Design/Methodology/Approach: Quantitative method was being used in this research by distributing questionnaire vie Google Form which consist of 24 statements. The researcher using simple random sampling by sending to people that have used digital mobile and the primary data was collected from 131 respondents and only 95 valid responses were being tested. The data tested for validity and reliability. Structural Equations Modeling(SEM) was used to analyze the hypothesis testing in order to know relation between variable. Findings: The research found that service quality and security assurance has significant impact on satisfaction; customer satisfaction as mediating variable also has significant influence towards customer loyalty. Although, system quality was not significantly influenced customer satisfaction. Originality/Value: As far as the author knows, the research on service quality, system quality, and security assurance on satisfaction and loyalty need to be updated since more company shift the business model to digital business.