The Role of Electronic Trust And Perceived Value To Mediate The Effect Of Electronic Service Quality On Customer Loyalty

Abstract

The purpose of this study is to explain the role of electronic trust and value perception in mediating the effect of electronic service quality on customer loyalty. This research was conducted in Denpasar City and BCA Mobile Banking as the object of research.   The number of samples taken was 185 respondents who had used BCA Mobile Banking, using non-probability sampling methods, especially purposive sampling. Data collection is carried out through the dissemination of questionnaires and analytzed by technique used SEM-PLS. Based on the results of the analysis, it was found that the quality of electronic services has a positive and significant effect on electronic trust, value perception and customer loyalty. This shows that the increasing quality of electronic services provided, the increasing electronic trust and perception of value felt by customers and increasing customer loyalty. Electronic trust and value perception have a positive and significant effect on customer loyalty. This result means that if the better and more positive the electronic trust and value perception, the more customer loyalty will increase. Electronic trust and value perception mediate positively and significantly the relationship between electronic service quality and the perception of customer loyalty. The results of the analysis obtained from the two analysis techniques show that positively and significantly electronic trust and value perception are able to mediate the relationship between the quality of electronic services and the loyalty of BCA Mobile Banking customers in Denpasar City. The recommendations from the results of this study are to improve the quality of electronic services on the display of the BCA Mobile application, increase electronic trust by maintaining the confidentiality of customer data, and increase perceived value by providing customer transaction effectiveness.