The Effect of Ease of Use, Security, and E-Service Quality on Customer Loyalty through Customer Satisfaction of Mobile Banking Users of BCA Bank
Year: 2025
Type: article
Study design: Observational Study
Abstract: The rapid growth of digital services has increased the need for businesses to understand the factors that influence Customer Satisfaction (CS) and Customer Loyalty (CL). However, achieving high customer satisfaction and loyalty remains a challenge as users often demand both seamless experiences and secure platforms. This study aims to examine the impact of Perceived Ease of Use (PEU), Perceived Security (PS), and Perceived E-Service (PE-S) on Customer Satisfaction (CS), and the subsequent effect of CS on Customer Loyalty (CL). Understanding these relationships is essential for businesses seeking to improve customer retention in the competitive digital marketplace. This study uses a quantitative approach with primary data collected via a Gfom-based questionnaire. Respondents were selected using purposive sampling, targeting active BCA Mobile users in Greater Jakarta. A total of 100 samples were determined using the Lameshow formula. The questionnaire employed a 5-point Likert scale to assess ease of use, security, e-service quality, satisfaction, and loyalty. Data were analyzed using Partial Least Squares (PLS) to evaluate both measurement and structural models. The findings reveal that both PEU and PE-S have significant positive effects on CS, indicating that customers are more satisfied when they find the platform easy to use and receive high-quality digital support. However, PS shows a significant but negative impact on CS, suggesting that while security is essential, it can sometimes reduce user satisfaction if it introduces inconvenience. Interestingly, the path from CS to CL was found to be statistically insignificant, indicating that high customer satisfaction does not necessarily lead to strong customer loyalty. These results also highlight the importance of balancing security and usability while focusing on superior service quality to enhance customer satisfaction. This study provides valuable insights for companies looking to optimize their digital platform
Authors: Nova Zias Maharani, Adi Kuswanto, Irfan Ardiansyah, Hadir Hudiyanto, Jalinas Jalinas
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411963258