<![CDATA[General Background The rapid evolution of internet accessibility and digital payment systems has fundamentally altered banking consumer behavior, necessitating financial institutions to provide seamless electronic service experiences. Specific Background As a regional development institution, Bank BJB must simultaneously maintain its localized identity while expanding its modern digital infrastructure, specifically through its DIGI platform, to retain its diverse consumer base. Knowledge Gap Existing literature predominantly examines electronic banking and brand identity as separate entities within national or Islamic banks, leaving a critical theoretical void regarding how these elements interact to secure consumer retention within localized regional banks. Aims This literature review investigates the conceptual integration of brand identity strategies and service digitalization in fostering sustainable consumer retention at Bank BJB. Results Findings indicate that a strong regional identity builds initial trust and sets expectations, while reliable, secure, and user-friendly digital applications fulfill these expectations through daily interactions. Novelty This study introduces an integrated conceptual framework demonstrating that electronic service quality acts as the direct functional proof of localized brand promises, specifically within the competitive context of regional development banks. Implications Regional financial institutions must align their localized promotional messaging with consistent technological upgrades, ensuring that digital applications provide secure and accessible platforms that continuously validate the brand's identity and secure long-term consumer retention. Highlights: A robust regional brand identity sets initial expectations and significantly builds consumer trust. Reliable electronic platforms serve as the functional proof of modern brand promises. Aligning promotional messaging with consistent technological upgrades secures long-term consumer retention. Keywords: Service Digitalization, Brand Identity, Regional Banks, Consumer Retention, Electronic Service Quality]]>
