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All Journal Inkubis: Jurnal Ekonomi dan Bisnis
Tiara Aulia Meikawati
Universitas Gunadarma
Economics, Econometrics & Finance

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How E-Service Quality, E-Trust, and E-CRM Drive Loyalty: The Mediating Role of Customer Satisfaction Ditiya Himawati; Tiara Aulia Meikawati
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 3 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i3.453

Abstract

Background: The growing prominence of branchless digital banking in Indonesia has intensified competition to retain users, making the drivers of e-customer loyalty a strategic concern for providers such as blu by BCA Digital. Objective: This study examines how e-service quality, e-trust, and e-customer relationship management (e-CRM) influence e-customer loyalty, and tests whether e-customer satisfaction mediates these relationships among Generation Z users of blu by BCA Digital. Methods: A quantitative design was applied to 115 Generation Z users selected through purposive sampling. Data were obtained from an online questionnaire and processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0, evaluating the measurement model, structural model, and mediation through indirect effects. Results: E-service quality, e-trust, and e-CRM each significantly enhance e-customer satisfaction. E-CRM and e-customer satisfaction significantly influence e-customer loyalty, whereas e-service quality and e-trust have no significant direct effect on loyalty. E-customer satisfaction significantly mediates all three paths to loyalty, indicating full mediation for e-service quality and e-trust. Conclusion: E-customer satisfaction is the pathway through which digital service attributes foster e-customer loyalty; service quality and trust shape loyalty only indirectly, while e-CRM operates both directly and indirectly.
Co-Authors Ditiya Himawati