The Effect of Online Banking and Bank Fees on Customer Loyalty in PT Bank XXX (Persero) Tbk, Branch XXX, with Customer Satisfaction as a Mediator

Abstract

Competition in the banking industry is intensifying in both domestic and international markets. To develop and achieve a competitive advantage, banks must be able to deliver superior customer service compared to their rivals. In this instance, the problematic bank is PT Bank XXX Tbk, where a decline in the number of savings accounts from 2019 to 2021 has a negative influence on customer loyalty. This research aims to determine and analyse the effects of e-banking and bank fees on customer loyalty, using customer satisfaction as an intermediate variable. Customers were interviewed and provided research questionnaires to collect quantitative and qualitative data for this study. This study's population consists of 102,000 customers of PT Bank XXX, Branch XXX. Using a simple random sampling approach, 398 customers have been sampled. The approach used for data analysis is Structural Equation Modeling Partial Least Square (SEM-PLS). According to the findings of this research, each variable of E-Banking and bank fees has a positive and statistically significant influence on customer loyalty and satisfaction. Through consumer satisfaction, the study's findings indicate that each variable of e-banking and bank fees has a positive and statistically significant influence on customer loyalty. Keywords: E-banking, Bank fees, Customer satisfaction, Customer loyalty