Evaluation Of Customer Loyalty and Satisfaction On Mobile Banking Users at PT Bank Sumut KCP Kampung Baru

Abstract

The importance of user satisfaction in the context of digital banking services for regional banks in Indonesia is increasingly evident. One example is Bank Sumut, which has implemented the sumut.mobile application, although the growth of its market share has not yet shown significant results. At Bank Sumut KCP Kampung Baru, however, market share has been gradually increasing from day to day, even though it still lags behind other KCP branches. The purpose of this study is to evaluate the level of customer loyalty and satisfaction using the End User Computing Satisfaction model among mobile banking users at PT Bank Sumut KCP Kampung Baru. The data collected in this study consists of both primary and secondary data, obtained through data collection instruments such as questionnaires, interviews, and documentation studies. The sample of this research consists of 140 respondents. This study employs quantitative data analysis using the Partial Least Square (PLS) method. The analysis results indicate that Content and Timeliness have a significant positive effect on customer loyalty, while Accuracy also has a significant effect on customer satisfaction. On the other hand, Format and Ease of Use do not have a significant effect on either loyalty or satisfaction. Customer loyalty is proven to have a significant effect on customer satisfaction and serves as an intervening variable that strengthens the effect of Content and Timeliness on customer satisfaction. However, loyalty does not significantly mediate the effect of Accuracy, Format, and Ease of Use on customer satisfaction. Overall, Content and Timeliness are the main factors that can drive improvements in customer loyalty and satisfaction, both directly and indirectly through loyalty as a mediator.