Determinants of Customer Satisfaction and Behavioral Intentions in Banking Social Media Integration

This study aims to identify the key determinants of customer satisfaction and behavioral intentions related to social media integration in the banking sector. Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this research examines eight constructs: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, customer satisfaction, and behavioral intention. Data were collected from 265 banking customers who actively use social media for customer service interactions. The data were analyzed using Structural Equation Modeling (SEM) via SmartPLS to test the relationships between these variables. The findings indicate that customer satisfaction strongly influences behavioral intentions to continue using social media for banking services. Hedonic motivation and effort expectancy significantly impact customer satisfaction, emphasizing the role of enjoyable and easy-to-use social media platforms. Facilitating conditions and habit also positively affect behavioral intentions, suggesting that supportive infrastructure and habitual use encourage ongoing engagement. Conversely, social influence does not show a significant effect, implying that customers’ intentions are less affected by external social pressures in this context. This study contributes to the understanding of how social media integration enhances customer service outcomes in the banking industry by highlighting the critical roles of satisfaction, motivation, and habitual behavior. Practical implications for banking institutions include focusing on creating engaging, user-friendly social media experiences and fostering habitual interactions to improve customer loyalty and retention. The research also points to future avenues, such as examining long-term effects on loyalty and incorporating factors like trust and perceived risk into the model to deepen insights into social media’s role in banking customer behavior.