THE INFLUENCE OF CUSTOMER REWARD PROGRAMS, SERVICE QUALITY, AND DIGITAL BANKING SERVICES TOWARD CUSTOMER LOYALTY AT PT. BANK DANAMON INDONESIA, TBK.
Keywords:
Bank, Customer Loyalty, Customer Reward Program, Service Quality, Digital Banking ServicesAbstract
Banks and financial institutions were the most significantly affected sectors during the COVID-19 pandemic. Most banks and financial institutions endeavor to create their customers’ loyalty in order to sustain the business’ profitability since attracting new customers requires tremendous effort and costs more than retaining existing customers.This study examines factors affecting bank customer loyalty including reward programs, service quality, and digital banking services. The data from 150 respondents were analyzed using SPSS 26.0. The findings of this study indicate that digital banking services have a significant positive influence on customer loyalty. On the other hand, reward programs and service quality do not significantly contribute to customer loyalty. The present study’s key managerial implication is that banks’ investments in developing excellent digital banking services are expected to improve customer loyalty.
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References
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