Effect Of Electronic Service Quality And Electronic Satisfaction On Electronic Loyalty

Feb 27, 2025 by ADMIN 87 views

Introduction

In today's digital era, technological innovations have revolutionized various sectors of life, including the banking sector. The emergence of electronic banking services has made it easier for customers to access various banking services, enhancing overall customer experience. However, in a highly competitive market, banks need to provide high-quality services and ensure customer satisfaction to remain loyal. This study aims to analyze the effect of electronic service quality and electronic satisfaction on electronic loyalty of Bank Negara Indonesia (BNI) customers who use e-banking services in Medan City.

Background of the Study

The banking sector has undergone significant changes with the advent of technology. Electronic banking services, including ATMs, Mobile Banking, Internet Banking, Phone Banking, Video Banking, and SMS Banking, have become increasingly popular. These services not only make it easier for customers to access various banking services but also enhance overall customer experience. However, in a highly competitive market, banks need to provide high-quality services and ensure customer satisfaction to remain loyal.

Research Methodology

This study uses an associative method with a quantitative approach, involving 100 respondents as a sample. The data analysis methods used include validity, reliability, classical assumptions, multiple regression analysis, and hypothesis testing through T-T-Tests and F-Tests, with the help of SPSS 22.0 software. The study aims to analyze the effect of electronic service quality and electronic satisfaction on electronic loyalty of BNI customers who use e-banking services in Medan City.

Results and Discussion

The results of this study showed that the quality of electronic service has a positive and significant influence on electronic loyalty, where the T-count value is 2,528 and T-table 1,660, so it can be concluded that the t-count is greater than t-table (2,528> 1,660) with a value a significance of 0.013 smaller than 0.05. Likewise with electronic satisfaction that has a positive and significant influence on electronic loyalty, as evidenced by the T-count value of 5.269 which is also greater than T-table (5,269> 1,660) with a significance value of 0.000 which is much smaller than 0.05.

Conclusion

From the results of this study, it can be concluded that both electronic service quality and electronic satisfaction significantly affect electronic loyalty. Further testing shows that the F-count value is 38.313 with a significance level of 0.000, while the F-table value on the 5% alpha is 3.09. This shows that F-count is also greater than F-Table (38,313> 3.09) and a significance level of 0.00 which is smaller than 0.05, confirms that the two variables have positive and significant influences together on electronic loyalty of BNI customers which uses e-banking services in the city of Medan.

Additional Analysis and Explanation

Customer loyalty is one of the keys to success in the banking world, especially with the increasing number of alternative services available. In the midst of fierce competition, banks need to provide high-quality services and ensure customer satisfaction so that they remain loyal. The quality of electronic services includes various aspects such as reliability, responsiveness, ease of use, and security. When customers feel that the services they receive meet their expectations, they tend to repeatedly use these services.

Electronic satisfaction is closely related to the customer's feelings for their experiences when using e-banking services. When customers are satisfied, most likely they will recommend the service to others, who in turn can attract more new customers. In this context, banks that are able to improve service quality and customer satisfaction will create a long-term relationship that is beneficial for both parties.

Strategies to Improve Electronic Service Quality and Electronic Satisfaction

Thus, strategies to improve the quality of electronic services and electronic satisfaction must be a priority for banks, including the development of new technology, employee training, and feedback from customers to continue to improve services. The proactive approach to the needs and desires of customers will not only increase loyalty but also strengthen the position of the bank in this competitive industry.

Conclusion

In conclusion, this research underlines the importance of the quality of electronic services and electronic satisfaction in building customer electronic loyalty. BNI, as one of the leading banks, has a great opportunity to take advantage of the results of this study in their future marketing and service strategies.

Recommendations

Based on the findings of this study, the following recommendations are made:

Banks should prioritize the development of new technology to improve the quality of electronic services.
Employee training should be conducted to ensure that employees are equipped with the necessary skills to provide high-quality services.
Feedback from customers should be collected to continue to improve services.
Banks should adopt a proactive approach to the needs and desires of customers to increase loyalty and strengthen their position in the competitive industry.

Limitations of the Study

This study has several limitations, including:

The study was conducted in Medan City, and the results may not be generalizable to other cities.
The study only focused on BNI customers, and the results may not be applicable to customers of other banks.
The study only analyzed the effect of electronic service quality and electronic satisfaction on electronic loyalty, and did not consider other factors that may influence electronic loyalty.

Future Research Directions

Future research should aim to:

Conduct a study in other cities to generalize the results.
Analyze the effect of other factors on electronic loyalty, such as customer demographics and behavior.
Conduct a study on customers of other banks to compare the results.

Conclusion

In conclusion, this study highlights the importance of electronic service quality and electronic satisfaction in building customer electronic loyalty. The results of this study provide valuable insights for banks to improve their services and increase customer loyalty. Future research should aim to build on the findings of this study and explore other factors that may influence electronic loyalty.

Q1: What is electronic service quality, and how does it affect electronic loyalty?

A1: Electronic service quality refers to the level of satisfaction customers experience when using electronic banking services. It includes various aspects such as reliability, responsiveness, ease of use, and security. When customers feel that the services they receive meet their expectations, they tend to repeatedly use these services, which in turn increases electronic loyalty.

Q2: What is electronic satisfaction, and how does it affect electronic loyalty?

A2: Electronic satisfaction is closely related to the customer's feelings for their experiences when using e-banking services. When customers are satisfied, most likely they will recommend the service to others, who in turn can attract more new customers. In this context, banks that are able to improve service quality and customer satisfaction will create a long-term relationship that is beneficial for both parties.

Q3: What are the key factors that influence electronic loyalty?

A3: The key factors that influence electronic loyalty include electronic service quality, electronic satisfaction, customer demographics, and customer behavior. Banks should prioritize the development of new technology, employee training, and feedback from customers to continue to improve services and increase customer loyalty.

Q4: How can banks improve electronic service quality and electronic satisfaction?

A4: Banks can improve electronic service quality and electronic satisfaction by:

Developing new technology to improve the quality of electronic services.
Conducting employee training to ensure that employees are equipped with the necessary skills to provide high-quality services.
Collecting feedback from customers to continue to improve services.
Adopting a proactive approach to the needs and desires of customers to increase loyalty and strengthen their position in the competitive industry.

Q5: What are the benefits of improving electronic service quality and electronic satisfaction?

A5: The benefits of improving electronic service quality and electronic satisfaction include:

Increased customer loyalty.
Improved customer retention.
Increased customer referrals.
Strengthened position in the competitive industry.

Q6: How can banks measure electronic loyalty?

A6: Banks can measure electronic loyalty by:

Conducting customer surveys to gather feedback on electronic service quality and electronic satisfaction.
Analyzing customer behavior, such as repeat business and referrals.
Using metrics such as customer retention rates and customer satisfaction scores.

Q7: What are the challenges of improving electronic service quality and electronic satisfaction?

A7: The challenges of improving electronic service quality and electronic satisfaction include:

Limited resources and budget.
Resistance to change from employees and customers.
Difficulty in measuring and tracking electronic loyalty.
Competition from other banks and financial institutions.

Q8: How can banks overcome the challenges of improving electronic service quality and electronic satisfaction?

A8: Banks can overcome the challenges of improving electronic service quality and electronic satisfaction by:

Prioritizing the development of new technology and employee training.
Conducting regular customer surveys and feedback sessions.
Analyzing customer behavior and metrics to track electronic loyalty.
Adopting a proactive approach to the needs and desires of customers.

Q9: What is the future of electronic banking, and how will it impact electronic loyalty?

A9: The future of electronic banking is expected to be shaped by technological advancements, such as artificial intelligence, blockchain, and the Internet of Things (IoT). These advancements will continue to improve the quality of electronic services and increase customer satisfaction, which in turn will increase electronic loyalty.

Q10: How can banks stay ahead of the competition in the electronic banking industry?

A10: Banks can stay ahead of the competition in the electronic banking industry by:

Prioritizing the development of new technology and employee training.
Conducting regular customer surveys and feedback sessions.
Analyzing customer behavior and metrics to track electronic loyalty.
Adopting a proactive approach to the needs and desires of customers.

By understanding the effect of electronic service quality and electronic satisfaction on electronic loyalty, banks can develop strategies to improve their services and increase customer loyalty.