The Influence of Electronic Service Quality (Mobile Banking) on Electronic Customer Loyalty Through Electronic Customer Satisfaction As A Mediation Variable Novi Lestari (1*), Heny Hendrayati (2), Ratih Hurriyati (3)
1 Universitas Pendidikan Indonesia
Jalan Dr. Setiabudi No. 229 Bandung, Indonesia
2 Faculty of Economics and Business Education
*Corresponding author Email: noviviviles[at]gmail.com
Abstract
The important role of banking for the Indonesian economy and the increasingly rapid pace of technology, it is only fitting for BNI as a pioneer bank in Indonesia to be superior in terms of technology. However, there is a decrease in BNI Mobile Banking^s rating compared to other similar Mobile Banking applications, so this study aims to analyze the effect of BNI Mobile Banking^s electronic service quality on electronic customer loyalty through electronic customer satisfaction as a mediating variable. The research data was obtained through a survey method using a questionnaire technique, in which the research sample was 100 customers using BNI Mobile Banking through a non-probability sampling technique using purposive sampling method. Data processing uses the Statistical Product for Service Solutions (SPSS) 24.0 for windows application with research data analysis using multiple linear regression through mediating variables. The results of the study show that electronic service quality has an effect on customer loyalty through customer satisfaction as a mediating variable for customers who use BNI Mobile Banking.
Keywords: Electronic Service Quality- Electronic Customer Loyalty- Electronic Customer Satisfaction- Banking- BNI Mobile Banking
Topic: Marketing Management, Relationship Marketing, Service Marketing
