Factors affecting loyalty in mobile banking: A case study on BSI mobile customers

Abstract

The main purpose of the study is to obtain insight into the features of mobile banking that influence customer loyalty. This study explored objectives such as service quality, price, product quality, and consumer satisfaction. The study was conducted in the Jakarta area. The sample used consisted of BSI Mobile users in the DKI Jakarta region who were at least 20 years old and had been using BSI Mobile for at least one year. The research method employed a quantitative approach using primary data with Likert scale as a measurement tool. Purposive sampling was utilized in this study, which had 250 respondents. The presented research used SEM (Structural Equation Model) data analysis with AMOS 24 software. According to the findings, service and price have positive and significant effects on customer loyalty and satisfaction. Product quality has no direct effect on consumer loyalty, and price has no direct effect on customer satisfaction. This study examines the aspects that influence customer loyalty at BSI Mobile, emphasizing the necessity of improving service quality, price, product quality, and customer satisfaction. Although product quality had no discernible impact, ensuring creative and diverse product quality in BSI Mobile remains critical. This study adds to the body of knowledge by improving understanding of the elements that influence customer loyalty in BSI Mobile, allowing for the formulation of successful strategies to increase BSI Mobile usage and growth in the mobile banking sector.