The Influence of E-Service Quality on Customer Loyalty and Positive Word of Mouth through Customer Experience and Customer Satisfaction in Banks Classified under Core Capital Group IV

This study aims to analyze the influence of eservice quality on customer loyalty and positive word of mouth through customer experience and customer satisfaction. A quantitative research approach was employed in this study. The sampling technique used was purposive sampling, with the criteria being customers of Core Capital Group IV Banks. A total of 222 respondents participated, all of whom were users of digital banking facilities provided. Data analysis was conducted using the Structural Equation Modeling (SEM) technique. The results indicate that e-service quality significantly affects both customer experience and customer satisfaction. Furthermore, customer satisfaction significantly influences customer loyalty and positive word of mouth. Customer loyalty also significantly impacts positive word of mouth. However, customer experience and customer education, as moderating variables, do not have a significant effect on customer loyalty and positive word of mouth. Digital banking adoption is rapidly increasing. This study highlights the challenges faced by financial institutions in maintaining e-service quality amid diverse customer needs and varying levels of digital literacy.