THE INFLUENCE OF E-SERVICEQUALITY AND TRUST ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY (AN EMPIRICAL STUDY ON ONLINE SYARIAH BANKING IN INDONESIA)

Muh Fauzan Saputra, Ferdi Antonio

Abstract


Abstract: Regardless of the rise in the number of online banking users in Indonesia, its adoption and customers satisfaction on online banking services are still below the anticipated levels. The aim of this study is to analyze the influence of e-servicequality through its dimensions and trust on online banking toward customer satisfaction and its impact on customer loyalty. This study applied quantitative method with survey study design approach. Data are collected from Bank Syariah Indonesia (BSI) online banking customers. BSI is a result of merger between state-owned subsidiaries banks. Sample were taken purposively by online questionnaires with 1-5 Likert Scale in April 2021. The conceptual framework is tested empirically with SmartPLS™ 3.3. The result found that there are four dimensions that significantly influence customer satisfaction. Efficiency has the most significant influence on customer satisfaction. Trust has direct influence on customer satisfaction and impact toward customer loyalty. However, satisfaction demonstrated the biggest impact on customer loyalty. This study is fruitful for further academic research, as it describes the way Sharia online banking e-servicequality determinants predict customer satisfaction that is also impacting customer loyalty. The result of this study will be helpful to assist banking sector in building effective service marketing strategies.
Abstrak: Terlepas dari peningkatan jumlah pengguna perbankan online, adopsi dan kepuasan pelanggan terhadap layanan perbankan online masih di bawah tingkat yang diantisipasi. Tujuan dari penelitian ini untuk meng-analisa hubungan antara dimensi kualitas layanan dan kepercayaan salam online banking terhadap kepuasan pelanggan dan dampaknya terhadap loyalitas pelanggan. Penelitian ini menggunakan kuantitatif survey. Data dikumpulkan dari nasabah BSI online banking. Bank Syariah Indonesia (BSI) merupakan hasil penggabungan dari tiga anak usaha Bank BUMN. Sampel diambil secara sengaja dengan online kuisioner dengan skala Likert 1-5 dibulan April 2021. Kerangka konseptual diuji menggunakan SmartPLS™ 3.3. Hasil dari penelitian menemukan bahwa terdapat empat dimensi yang sangat mempengaruhi kepuasan pelanggan. Efisiensi merupakan pengaruh terkuat terhadap kepuasan pelanggan. Kepercayaan memiliki pengaruh langsung kepada kepuasan pelanggan dan dampak kepada loyalitas pelanggan. Penelitian ini bermanfaat kepada penelitian akademis lebih lanjut, karena penelitian ini menjelaskan bagaimana penentu kepuasan pelanggan bank Syariah memprediksi kepuasan pelanggan dan juga mempengaruhi loyalitas pelanggan. Hasil penelitian ini akan membantu sector perbankan dalam membangun strategi marketing yang efektif.


Full Text:

PDF

References


Abbas, U., Islam, K. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 1-15.

Agyei, J., Sun, S., Abrokwah, E., Penney, E. K., & Boafo, O. (2020). Influence of Trust on CUstomer Engagement: Empirical Evidence From the Insurance Industry in Ghana. Journal Sage Open, 1-18.

Akroush, M. N., Dawood, S. A., & Affara, I. B. (2015). Service Quality, Customer Satisfaction and Loyalty in the Yemeni Mobile Service Market. International Journal Services, Economics and Management, 53-73.

Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The Impact of E-Service Quality and E-Loyalty on Online SHopping: Moderating Effect of E-Satisfaction and E-Trust. International Journal of Marketing Studies, 92-103.

Ali, B. J., & Omar, W. A. (2016). Relationship between E-Banking Service Quality and Customer Satisfaction in Commercial Banks in Jordan. American Based Research Journal, 34-42.

Al-Manasra, E. A., Zaid, M. K., & TaherQutaishuf, F. (2013). Investigating the Impact of Website Quality on Consumers' Satisfaction in Jordanian Telecommunication Sector. Arab Economic and Business Journal 8, 31-37.

Amin, M. (2016). Internet Banking Service Quality and Its Implication on E-Customer Satisfaction and E-Customer Loyalty. International Journal of Bank Marketing, 280-306.

Angelova, B., & Zekiri, J. (2011). Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Reserach in Business and Social Science, 232-258.

Ariff, M. S., Yun, L. O., Zakuan, N., & Jusoh, A. (2012). Examining Dimensions of Electronic Service Qualty for Internet Banking Services. International Congress on Interdisciplinary Business and Social Science, 854-859.

Baber, H. (2019). E-SERVQUAL and Its Impact on the Performance of Islamic Banks in Malaysia from the Customer's Perspective. Journal of Asian Finance, Economics and Business, 169-175.

Bhat, S. A., Darzi, M. A., & Parrey, S. H. (2018). Antecedents of Customer Loyalty in Banking Sector: A Mediational Study. The Journal for Decision Makers, 92-105.

Dahiyat, S. E., Akroush, M. N., & Abu-Lail, B. N. (2011). An integrated model of percieved service quality and customer loyalty: an empirical examination of the mediation effects of customer satisfaction and customer trust. Int. J. Services and Operations Management, 453-89.

DBS. (2020, September 21). DBS Double Down On Intellegent Banking Amid Still-Surging Digital Adoption. Retrieved from dbs.com: https://www.dbs.com/newsroom/DBS_doubles_down_on_intelligent_banking_amid_still_surging_digital_adoption

George, A., & Kumar, G. (2014). Impact of Serviuce Quality DImensions in Internet Banking on Customer Satisfaction. Decision, 73-85.

Ghotbabadi, A. R., & Feiz, S. D. (2015). Service Quality Measurement: A Review. International Journal Research in Business and Social Sciences, 267-286.

Gilder, A. (2020, September 18). The COVID-19 pandemic has overturned credit markets across the world. How banks act in 2020 could shape their performance for years to come. Retrieved from EY.com: https://www.ey.com/en_gl/financial-services-asia-pacific/covid-19-how-asia-pacific-can-lead-the-way-in-lending-transformation

Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector. Chartwell-Braff, 1-106.

Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 36-44.

Hadid, K. I., Soon, N. K., & Amreeghah, A. A. (2020). The Effect of Digital Banking Service Quality on Customer Satisfaction: A Case Study on the Malaysian Banks. Asian Journal of Applied Science and Technology, 06-29.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Result of PLS-SEM. European Business Review, 2-24.

Hammoud, J., Bizri, R. M., & Baba, I. E. (2018). The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector. Journal Sage Open, 1-12.

Indonesian Financial Services Authority. (2021). The Indonesia Financial Services Sector Master Plan. Jakarta: Indonesian Financial Services Authority.

Jain, S. (2021, July 15). Industry Report Card: Top 60 Asia-Pacific Banks: Covid-19 Drives Downside Risks As Credit Losses. Retrieved from spglobal.com: https://www.spglobal.com/ratings/en/research/articles/200715-industry-report-card-top-60-asia-pacific-banks-covid-19-drives-downside-risks-as-credit-losses-jump-and-ear-11560805

Joreskog, K., & Wold, H. (1979). The ML and PLS techniques for modelling with latent variables; comparative aspects. Proceedings of the Conference Systems under Indirect Observation, 18-20.

Joseph, Mathew, McClure, Cindy, Joseph, & Beatriz. (1999). Service quality in the banking sector: the impact of technology on service delivery. International Journal of Bank Marketing, 182-191.

Kaura, V., Durga Prasar, C., & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, CUstomer Loyalty, and the Mediating Role of Customer Satisfaction. Journal of Bank Marketing, 404-442.

Kenova, V., & Jonasson, P. (2006). Quality online banking service. Technical Report, Jonkoping International Business School.

Khatoon, S., & Zhengliang, X. (2020). The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector. Sage Open, 1-12.

Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 451-465.

McKinsey & Company. (2019). Digital Banking in Indonesia: Building Loyalty and Generating Growth. Jakarta: Global Banking McKinsey & Company.

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 20-38.

Mukhtar, M. (2015). Perceptions of UK Based Customers toward Internet Banking in the United Kingdom. Journal of Internet Banking and Commerce, 1-37.

Noel, Y., & Siu, J. C. (2005). Measuring service quality in internet banking: the case of Hong Kong. Journal f International Consumer Marketing, 99-116.

Ojeniyi, A., Alo, O. K., Oyetade, E. M., Ang, M. T., & Sanusi, Y. K. (2015). Online Banking User Interface: Perception and Attitude. International COnference on Computer, Communication, and Control Technology, 64-69.

Oliver, R. L. (1980). Consequences of Satisfaction Decisions. Journal of Marketing Research, 460-469.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 41-50.

PwC. (2018). PwC Survey: Digital Banking in Indonesia 2018. Jakarta: PwC.

Rahman, R. (2020, October 14). State-owned Banks From Biggest Sharia Bank in Subsidiaries Merger. Retrieved from thejakartapost.com: https://www.thejakartapost.com/news/2020/10/14/state-owned-banks-form-biggest-sharia-bank-in-subsidiaries-merger.html

Rasli, S., Khairi, N., Ayathuray, H., & Sudirman, M. S. (2018). The Impact of E-Business Website Quality on Customer Satisfaction. Research Gate, 1-8.

Raza, S., Umer, A., Qureshi, M. A., & Dhari, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 1754-2731.

Ringle, C. M., Wende, S., & Backer, J.-M. (2015, 06 01). Smart PLS. Retrieved from smartpls.com: smartpls.com

Sundaram, V., Ramkumar, D., & Shankar, P. (2017). Impact of E-service Quality on Customer Satisfaction and Loyalty Empirical Study in India Online Business. KINERJA, 46-69.

Surahman, I. G., Yasa, P. N., & Wahyuni, N. m. (2020). The Effect of Service Quality on Customer Loyalty Mediated by Customer Satisfaction in Tourism Villages in Badung Regency. Jurnal Ekonomi & Bisnis Jagaditha, 44-52.

Taylor, S., & Cronin Jr, J. (1994). Modeling Patient Satisfaction and Service Quality. Journal of Health Care Marketing, 1.

Tharanikaran, V., Sritharan, S., & Thusyanthy, V. (2017). Service Quality and Customer Satisfaction in the Electronic Banking. International Journal of Business and Management, 67-83.

Upamannyu, N. K., Gulati, C., Chack, A., & Kaur, G. (2015). The Effect of Customer Trust on Customer Loyalty and Repurchase Intention: The moderating Influence of Perceived CSR. International Journal of Research in IT, Management and Engineering, 1-31.

Walker, R. (2020, December 4). How are Asian-Pacific Bank Responding to The Post-Covid Financial World? Retrieved from IBM: https://www.ibm.com/blogs/industries/apac-banks-post-covid-ibm-financial-services-cloud/

Wilson, N., Keni, K., & Tan, P. H. (2019). The Effect of Website Design Quality and Service Quality on Repurchase Intention in the E-Commerce Industry: A Cross-Continental Analysis. Gadjah Mada International Journal of Business, 187-222.

Wold, H. (1975). Modelling in complex situations with soft information. Thrid World Congress of Economic Society, 21-26.

Wold, H. (1980). Model construction and evaluation when theoritical knowledge is scarce. Evaluation of Econometric Models, 47-74.

Yieh, k., Chiao, Y., & Chu, Y. (2007). Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Quality Management, 267-284.

Zaithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice. Marketing Science Institute, 1-46.




DOI: https://doi.org/10.35794/jmbi.v8i2.35163

Refbacks

  • There are currently no refbacks.


View My Stats

 

 Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.