The Influence of Customer Experience towards Intention to Reuse and The Indirectly Influence through Customer Satisfaction on Bank XYZ Customers Ahmad Yusuf Bryan, Sri Rahayu Hijrah Hati
Faculty of Economics and Business, Universitas Indonesia
Jalan Prof. DR. Sumitro Djojohadikusumo, Depok, Indonesia 16424
Abstract
In the past few years, digital banking has carried out a massive expansion inviting people to save and manage their assets digitally and increasing digital bank users. This study aims to analyze how the influence of customer experience: usefulness, convenience, employee-customer engagement, and security on intention to reuse and how customer satisfaction mediates the relationship between customer experience and intention to reuse. We conducted a survey using a questionnaire distributed to 220 private bank customers. Multiple linear regression is used to test the hypotheses and the mediation effect. The results show that the four variables of customer experience directly have positive effects on the intention to reuse and indirectly through customer satisfaction. This study contributes to the formation of a desire to reuse digital banks for customers and provides knowledge for digital bank practitioners to develop bank and customer management strategies.
Keywords: Customer Experience, Customer Satisfaction, Intention to Reuse, Digital Banking
