Hamidah Hamidah, Rifaatul Indana

E-Marketing Determinants of Bank Syariah Indonesia Mobile Banking Customer Loyalty (Study D.I. Yogyakarta)

Introduction

E-marketing determinants of bank syariah indonesia mobile banking customer loyalty (study d.i. Yogyakarta). Uncover e-marketing factors influencing mobile banking customer loyalty at Bank Syariah Indonesia in Yogyakarta. Study shows e-satisfaction & e-WOM are key drivers.

Abstract

This study aims to examine the influence of e-trust, e-service quality, e-satisfaction, and electronic word of mouth (e-WOM) on customer loyalty among users of Bank Syariah Indonesia’s mobile banking services in the Special Region of Yogyakarta. Using a quantitative approach and multiple linear regression analysis on 110 respondents, the results show that e-satisfaction and e-WOM have a positive and significant effect on customer loyalty, whereas e-trust and e-service quality do not have a significant effect. Collectively, the four variables explain 54.9% of the variation in customer loyalty. These findings emphasize the critical role of satisfaction and digital recommendations in sustaining user loyalty in mobile Islamic banking services.

Review

The study, "E-Marketing Determinants of Bank Syariah Indonesia Mobile Banking Customer Loyalty (Study D.I. Yogyakarta)," offers a relevant and timely investigation into factors shaping customer loyalty within the rapidly growing sector of Islamic mobile banking. Focusing specifically on Bank Syariah Indonesia (BSI) users in D.I. Yogyakarta, the research employs a clear quantitative methodology, utilizing multiple linear regression with 110 respondents to examine the influence of e-trust, e-service quality, e-satisfaction, and electronic word of mouth (e-WOM). The finding that e-satisfaction and e-WOM significantly and positively impact customer loyalty, collectively accounting for 54.9% of the variance, provides concrete insights for practitioners and academics alike. While the study provides valuable contributions, there are several areas that, if elaborated upon in the full paper, could enhance its depth and impact. The sample size of 110 respondents, while allowing for multiple regression, might limit the generalizability of findings, especially for a regional study. A more explicit discussion of the theoretical framework guiding the selection and expected relationships of these variables would also strengthen the paper's academic foundation. Most notably, the abstract reports that e-trust and e-service quality do not significantly affect loyalty. This counter-intuitive finding warrants substantial discussion within the paper, exploring potential contextual reasons unique to the Islamic banking sector or the D.I. Yogyakarta market, rather than merely stating the absence of significance. Overall, this study makes a meaningful contribution to the literature on customer loyalty in digital Islamic banking. Practically, its emphasis on the critical roles of satisfaction and digital recommendations offers actionable insights for BSI and similar institutions seeking to enhance their mobile banking services and customer retention strategies. Theoretically, the unexpected non-significance of e-trust and e-service quality opens an interesting avenue for future research, challenging universal assumptions and prompting deeper investigation into the nuances of customer behavior in specific religious or cultural banking contexts. Future research could expand upon these findings using larger samples, longitudinal designs, or qualitative approaches to further uncover the complexities behind these relationships.

Full Text

Comments

You need to be logged in to post a comment.