Research Paper
Year: 2019 | Month: August | Volume: 6 | Issue: 8 | Pages: 94-101
The Effect of e-Banking Facilities on Customer Loyalty at BRI Unit Simpang Limun with Customer Satisfaction as an Intervening Variable
Ayulita Ramadhani1, Arlina Nurbaity Lubis2, Beby Karina F Sembiring3
1,2,3Faculty of Economy &Business, Department of Management Science, University of North Sumatra, Indonesia
Corresponding Author: Ayulita Ramadhani
ABSTRACT
PT Bank Rakyat Indonesia (Persero) TBK has been successful in getting a lot of customers because it can make loyalty to them. Maintaining the number of existing customers is generally more advantageous than trying to obtain new customers since it will spend a lot of more money in obtaining new customers than maintaining the existing ones. There are some factors which influence this company in creating loyalty and increasing its customers’ satisfaction. One of them is the technological advances of electronic banking. One of the attempts of BRI in maintaining its customers is by improving and increasing the quality of electronic banking and it seems that it is successful since most of its customers are still loyal to be its clients although there is a little bit decreasing and dissatisfactory in them. The objective of the research was to find out and to analyse the influence of electronic banking on customer loyalty and its effect on their satisfaction at PT Bank Rakyat Indonesia (Persero) TBK. The population is all generally customers of BRI who have transacted for 1 years addition to payroll customers was 252 customers of PT Bank Rakyat Indonesia (Persero) TBK and 155 of them were used as the samples, taken by using slovin formula.The data were gathered by conducting a survey, using descriptive qualitative method and distributing questionnaires and analyzed by using path analysis with an SPSS software program. The result of research showed that e-banking facilities have a positive and significant effect on satisfaction, e-banking facilities directly affects the loyalty, customer satisfaction and significant positive effect on customer loyalty and customer satisfaction is not able to mediate between e-banking facility with customer loyalty.
Key words: electronic banking, customer satisfaction, customer loyalty.
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