Increasing e-loyalty of banking customers through customer trust and commitment

Abstract

This study intended in evaluating as well as validating the importance of customer trust and commitment in mediating the impact of omnichannel perceived value (OPV) and customer involvement on electronic loyalty at BUKU IV bank’s customers in Jabodetabek. Descriptive quantitative is the method used in this research with the assistance of a causal approach with a total sample of 245 respondents which were then analysed by PLS-SEM (Partial Least Square-Structural Equation Model). The results of this research found that omnichannel perceived value, as well as consumer engagement both partially and cooperatively, had positive and significant effect on the trust of Customers at BUKU IV banks in Jabodetabek, OPV, consumer engagement and trust of customers both partly or cooperatively have a positive and significant effect on the commitment of customer at BUKU IV Banks in Jabodetabek. Moreover, trust and commitment either partially or jointly have a positive and significant effect on e-loyalty of Banking customer at BUKU IV banks in Jabodetabek. The implication of this research reveals that in order to increase the e-loyalty of the customers, it requires boosting OPV, engagement of consumers, trust, and commitment of the customer.