<![CDATA[Identifying service improvement priorities in digital banking requires more than examining statistically significant relationships, as the importance of service attributes may differ across customer outcomes. This study investigates the relationships among Service Quality Experience (SQE), Customer Satisfaction, user-perceived Operational Performance, and Customer Loyalty, while comparing service improvement priorities across two distinct outcomes. A quantitative cross-sectional survey was conducted involving 188 blu by BCA Digital users in Indonesia, selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), PLSpredict, and cross-target Importance-Performance Map Analysis (IPMA). The findings supported all five proposed direct relationships and two indirect relationships. SQE demonstrated a strong positive association with Customer Satisfaction (β = 0.773), while user-perceived Operational Performance was positively associated with Customer Loyalty (β = 0.366). In the IPMA results, SQE exhibited the highest total importance (0.660) for Customer Loyalty, with a performance score of 77.068. Conversely, Customer Satisfaction showed greater importance (0.741) than SQE (0.573) for user-perceived Operational Performance. At the indicator level, SQE1, SQE4, SQE8, SQE10, and SQE11 emerged as recurring improvement priorities under the applied classification approach, whereas SQE6 and SQE9 exhibited target-specific differences. These findings highlight the value of distinguishing structural relationships from service improvement priorities and demonstrate how cross-target IPMA can provide more differentiated insights for managing digital banking service experiences.]]>
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