Analisis Pengaruh Customer Satisfaction dan Customer Loyalty terhadap Financial Performance pada Layanan Bank Digital di Indonesia dari Sudut Pandang Konsumen
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Abstract
This study aims to find out that the financial performance of a digital bank provider company can be influenced by consumer perceptions which are represented through the variables of customer satisfaction and customer loyalty. The data in this study were collected using a survey aimed at users of digital bank services in Indonesia which was then tested statistically using PLS-SEM. Unlike other studies, this study used NPS (Net Promoter Score) as an indicator of financial performance as dependency variables, and customer satisfaction and customer loyalty as independent variables. From the results of the analysis, it was found that customer satisfaction and customer loyalty had a significant relationship impact with financial performance can consider the characteristics of consumers in providing digital bank services.
Penelitian ini bertujuan untuk mencari tahu financial performance dalam sebuah perusahaan penyedia layanan bank digital dapat dipengaruhi oleh persepsi konsumen yang diwakili melalui variabel customer satisfaction dan customer loyalty. Data dalam penelitian ini dikumpulkan menggunakan survei yang ditujukan untuk pengguna layanan bank digital di Indonesia yang kemudian diuji secara statistik dengan menggunakan PLS-SEM. Tidak seperti penelitian lainnya, penelitian ini menggunakan NPS (Net Promoter Score) sebagai indikator dari financial performance sebagai variabel dependen, serta customer satisfaction dan customer loyalty sebagai variabel independen. Dari hasil analisis, ditemukan bahwa customer satisfaction dan customer loyalty memiliki dampak yang hubungan yang signifikan dengan financial performance. Beberapa temuan dalam penelitian ini dapat berguna untuk penyedia layanan bank digital dan marketing bank digital untuk dapat mempertimbangkan karakteristik dari konsumen dalam menyediakan layanan bank digital.
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