THE EFFECT OF DIGITAL CUSTOMER EXPERIENCE AND E-SERVICE QUALITY ON E-LOYALTY OF BSI MOBILE APPLICATION USERS

Abstract

Examining the relationship between BSI Mobile app users' e-loyalty and factors like digital customer experience and e-service quality is the primary goal of this research. When it comes to effective electronic services, digital customer experience and e-service quality play a significant part, and great experiences are what really generate loyalty. Users' decisions to keep using mobile banking are so affected by it. Research methods used in this study are descriptive and quantitative. The data was gathered from 100 participants utilizing BSI Mobile Solo Raya using a Likert scale questionnaire. The methodology employs a purposive sampling strategy for its sampling procedure. Information was gathered using a Google Forms survey and original sources. Multiple linear regression analysis in SPSS version 25 is the method used to analyze the data. According to the study's findings, e-loyalty is positively affected by the factors of customer experience and e-service quality. This proves that these two factors have a significant role in retaining customers.