Email this article IMPACT OF BANK REPUTATION, SERVICE QUALITY, AND SOCIAL MEDIA MARKETING ON CUSTOMER TRUST AND LOYALTY
Abstract
Customer loyalty is a strategic factor that determines the long-term success of banks in an increasingly competitive market where digital and physical services coexist. This study examines the effects of bank reputation, self-service technology quality, offline service quality, and social media marketing on offline and online trust, as well as the effects of trust on offline and online loyalty. This quantitative study collected questionnaire data from 201 customers of Bank Central Asia (BCA) who actively use both its digital and offline services, selected using purposive sampling, and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that bank reputation and social media marketing have a positive and significant effect on offline trust but not on online trust, while self-service technology quality and offline service quality have a positive and significant effect on both offline and online trust. Offline trust has a positive and significant effect on online trust and offline loyalty, online trust has a positive and significant effect on online loyalty, and offline loyalty has a positive and significant effect on online loyalty. These findings indicate that trust built through offline services carries over to digital services, so banks should strengthen offline service quality and self-service technology quality while aligning offline and online service experiences to build customer loyalty.
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DOI: https://doi.org/10.20961/jaedc.v10i2.108581
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