E-Service Quality and E-CRM on Mybca Customer Loyalty

Abstract

The development of digital banking services requires banks to provide fast, secure, personalized, and consistent service experiences. This study aimed to analyze the effects of e-service quality and e-customer relationship management on MyBCA customers’ e-loyalty through e-trust and e-satisfaction. The study employed an explanatory quantitative approach using a survey of 210 BCA customers who were domiciled in or actively used services in Tangerang, were at least 17 years old, and had used MyBCA within the previous three months. Data were analyzed using SEM-PLS through the evaluation of measurement and structural models. The results showed that all indicators met validity and reliability criteria, the model demonstrated good fit, and all direct-effect and mediation hypotheses were supported. The findings indicated that digital service quality and electronic relationship management not only directly enhanced customer loyalty but also influenced loyalty through the formation of trust and satisfaction. Theoretically, these findings strengthened the application of computer-mediated communication and the stimulus–organism–response framework in the context of digital banking service interactions. Practically, BCA should continue to improve application stability, transaction security, communication relevance, and the responsiveness of digital support services to strengthen customer loyalty.