<![CDATA[General Background Rapid digital transformation in information technology compels the banking industry to shift from traditional physical branches toward digital transaction channels. Specific Background Bank BJB actively develops its digital ecosystem, including the bjb DIGI application, to maintain market competitiveness and enhance customer loyalty. Knowledge Gap Existing research predominantly uses quantitative statistical methods to test service quality variables, leaving a shortage of qualitative studies exploring comprehensive bank strategies and direct customer usage experiences. Aims This study investigates Bank BJB’s strategies in building customer loyalty, evaluates its digital service quality regarding ease of use, speed, and security, and explores customer perceptions. Results Utilizing a descriptive qualitative approach with purposive sampling, in-depth interviews, observation, and documentation, findings reveal that efficient transaction speeds, user-friendly interfaces, and multi-layered security features (PIN, OTP, transaction notifications) foster customer trust, repeat transactions, and referral behaviors. Novelty This study provides qualitative empirical depth by linking specific security and operational features directly to long-term customer commitment and advocacy behavior. Implications Financial institutions must continually optimize user-focused digital quality and security protocols to sustain customer retention in competitive banking markets. Key Findings Highlights: Simplified mobile application transaction processes significantly improve daily consumer comfort and service satisfaction. Comprehensive system security protocols directly cultivate higher transactional trust levels among regional banking clients. Positive user experiences with digital banking applications strongly stimulate spontaneous organic recommendations to external parties. Keywords : Customer Loyalty, Digital Services, Bank BJB, Digital Banking, Banking Technology]]>
