The Effect Of E-service Quality And Relational Marketing On E-systemfaction In Using Mobile Banking Through User Experience At The Mandiri KCP Petisah Syariah Bank

Feb 27, 2025 by ADMIN 164 views

The Effect of E-Service Quality and Relational Marketing on E-Satisfaction in Using Mobile Banking through User Experience at Bank Syariah Mandiri KCP Medan Petisah

In today's digital age, the banking industry has undergone significant transformations, with the rise of mobile banking becoming a crucial aspect of financial services. Among the various Islamic banks in Indonesia, Bank Syariah Mandiri has emerged as a prominent player, offering a range of innovative banking solutions. This study aims to investigate the impact of e-service quality and relational marketing on electronic satisfaction in the use of Mobile Banking Syariah Mandiri, taking into account the role of User Experience.

Background and Significance

The banking industry has witnessed a significant shift towards digitalization, with mobile banking becoming an essential aspect of financial services. Islamic banks, in particular, have been at the forefront of this transformation, offering a range of innovative banking solutions that cater to the needs of customers. Bank Syariah Mandiri, one of the leading Islamic banks in Indonesia, has been at the forefront of this transformation, offering a range of mobile banking services that cater to the needs of customers.

However, despite the growing importance of mobile banking, there is a lack of research on the factors that influence electronic satisfaction in the use of mobile banking services. This study aims to fill this gap by investigating the impact of e-service quality and relational marketing on electronic satisfaction in the use of Mobile Banking Syariah Mandiri, taking into account the role of User Experience.

Methodology

This study uses an associative quantitative approach, which aims to uncover the relationship between two or more variables. Data was collected using a structured questionnaire with a 5-point interval scale. The population of this study was 1475 customers of Bank Syariah Mandiri KCP Medan Petisah, and research samples were taken simply randomly (simple random sampling) with 315 customers of Mobile Syariah Mandiri users, obtained using the Slovin formula. The data obtained was then analyzed using a statistical method with SEM Smart PLS.

Results

The results of this study show that the quality of e-service and relational marketing did not have a significant influence on e-systemfaction. However, user experience has a positive and significant influence on e-systemfaction. This shows that the user's experience in using Mobile Banking Syariah Mandiri has an important role in determining the level of their satisfaction.

Furthermore, this study found that the quality of e-service and relational marketing had a significant influence on the user experience. That is, the quality of electronic services and marketing strategies built by Bank Syariah Mandiri is able to create positive experiences for users.

This study also shows that the quality of e-service and relational marketing has a significant influence on E-SATISFACTION through User Experience. This means that the quality of services and good marketing strategies can improve user experience and ultimately have a positive impact on their satisfaction.

Additional Analysis and Explanation

*** Effect of User Experience: ** The results of this study indicate that the user experience is a key factor in building e-systemfaction. This is in line with the latest trends where consumers increasingly demand positive and satisfying digital experience. Bank Syariah Mandiri needs to pay attention to the aspects of User Experience seriously, such as ease of access, intuitive navigation, user-friendly design, and application responsiveness.

Limitations of e-service quality and relational marketing: ** This study shows that the quality of e-service and relational marketing does not significantly effect on e-systemfaction directly. This may be caused by several factors, such as intense competition in the Islamic banking industry, limitations in building personal relationships through digital platforms, or lack of customer understanding of the features offered by Mobile Banking Syariah Mandiri.

Conclusion

This study provides empirical evidence that the user experience plays an important role in achieving e-systemfaction in the use of Mobile Banking Syariah Mandiri. Bank Syariah Mandiri needs to continue to improve the quality of user experience by optimizing application design, increasing responsiveness, and providing more personal services and based on customer needs.

Recommendation

*** Prioritizing User Experience: ** Mandiri Syariah Bank must make the User Experience as the main focus in the development and improvement of Mobile Mandiri Mobile Banking Mandiri.

*** Improving the quality of e-service: ** Although it does not have a direct influence on e-systemfaction, the quality of e-services remains important to create a positive user experience. Bank Syariah Mandiri needs to ensure that the Syariah Mandiri Mobile Banking application has a complete, easy to use, and responsive features.

Strengthening Relational Marketing: ** Effective relational marketing strategies can build strong relationships with customers and increase their loyalty. Bank Syariah Mandiri can utilize customer data to offer relevant and personized offers, as well as building interactive online communities.

*** Further research: ** Further research can be done to explore other factors that affect e-systemfaction, as well as to understand the preferences and needs of Mandiri Syariah Bank customers in more depth.

Conclusion

In conclusion, this study provides empirical evidence that the user experience plays an important role in achieving e-systemfaction in the use of Mobile Banking Syariah Mandiri. Bank Syariah Mandiri needs to continue to improve the quality of user experience by optimizing application design, increasing responsiveness, and providing more personal services and based on customer needs. By prioritizing user experience, improving the quality of e-service, and strengthening relational marketing, Bank Syariah Mandiri can increase customer satisfaction and strengthen its position in the Islamic banking industry.

Recommendation for Future Research

Further research can be done to explore other factors that affect e-systemfaction, as well as to understand the preferences and needs of Mandiri Syariah Bank customers in more depth. This study can be replicated in other Islamic banks in Indonesia to provide a more comprehensive understanding of the factors that influence e-systemfaction in the use of mobile banking services.

Limitations of the Study

This study has several limitations. Firstly, the study only focuses on the use of Mobile Banking Syariah Mandiri, and does not consider other Islamic banks in Indonesia. Secondly, the study only uses a simple random sampling method, which may not be representative of the entire population of customers of Bank Syariah Mandiri KCP Medan Petisah. Finally, the study only uses a 5-point interval scale, which may not be sensitive enough to capture the nuances of customer satisfaction.

Conclusion

In our previous article, we discussed the findings of a study on the effect of e-service quality and relational marketing on e-satisfaction in using mobile banking through user experience at Bank Syariah Mandiri KCP Medan Petisah. In this article, we will answer some of the frequently asked questions related to the study.

Q: What is the main finding of the study?

A: The main finding of the study is that user experience has a positive and significant influence on e-satisfaction in using mobile banking at Bank Syariah Mandiri KCP Medan Petisah.

Q: What is the role of e-service quality in e-satisfaction?

A: The study found that e-service quality does not have a significant influence on e-satisfaction in using mobile banking at Bank Syariah Mandiri KCP Medan Petisah. However, e-service quality has a significant influence on user experience.

Q: What is the role of relational marketing in e-satisfaction?

A: The study found that relational marketing does not have a significant influence on e-satisfaction in using mobile banking at Bank Syariah Mandiri KCP Medan Petisah. However, relational marketing has a significant influence on user experience.

Q: What are the implications of the study for Bank Syariah Mandiri KCP Medan Petisah?

A: The study has several implications for Bank Syariah Mandiri KCP Medan Petisah. Firstly, the bank needs to prioritize user experience in the development and improvement of its mobile banking services. Secondly, the bank needs to improve the quality of its e-services to create a positive user experience. Finally, the bank needs to strengthen its relational marketing strategies to build strong relationships with its customers.

Q: What are the limitations of the study?

A: The study has several limitations. Firstly, the study only focuses on the use of mobile banking at Bank Syariah Mandiri KCP Medan Petisah, and does not consider other Islamic banks in Indonesia. Secondly, the study only uses a simple random sampling method, which may not be representative of the entire population of customers of Bank Syariah Mandiri KCP Medan Petisah. Finally, the study only uses a 5-point interval scale, which may not be sensitive enough to capture the nuances of customer satisfaction.

Q: What are the recommendations for future research?

A: The study recommends several areas for future research. Firstly, further research can be done to explore other factors that affect e-satisfaction in using mobile banking at Bank Syariah Mandiri KCP Medan Petisah. Secondly, further research can be done to understand the preferences and needs of customers of Bank Syariah Mandiri KCP Medan Petisah in more depth. Finally, further research can be done to compare the e-satisfaction of customers of Bank Syariah Mandiri KCP Medan Petisah with that of customers of other Islamic banks in Indonesia.

Q: What are the implications of the study for the Islamic banking industry?

A: The study has several implications for the Islamic banking industry. Firstly, the study highlights the importance of user experience in e-satisfaction in using mobile banking services. Secondly, the study emphasizes the need for Islamic banks to prioritize user experience in the development and improvement of their mobile banking services. Finally, the study suggests that Islamic banks need to strengthen their relational marketing strategies to build strong relationships with their customers.

Q: What are the recommendations for policymakers and regulators?

A: The study recommends several areas for policymakers and regulators. Firstly, policymakers and regulators should prioritize the development of user-friendly and responsive mobile banking services. Secondly, policymakers and regulators should ensure that Islamic banks prioritize user experience in the development and improvement of their mobile banking services. Finally, policymakers and regulators should strengthen their regulatory frameworks to ensure that Islamic banks provide high-quality e-services to their customers.