<![CDATA[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.]]>
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