Increasing Customer Loyalty Through Mobile Banking Services: Case Study of Customer Satisfaction at PT. BNI Purbalingga Branch

The advance of digital technology, especially technology in the field of financial services, has brought very significant changes to the banking industry.This study aims to analyze and determine the influence of mobile banking services on customer satisfaction and its impact on customer loyalty. This research was conducted by surveying BNI Purbalingga Branch customers. Data samples were obtained as many as 200 respondents. This research analysis test is the Structural Equation Modeling (SEM) method. The results found that the service features and technological innovation of BNI mobile banking have a positive and significant effect on the satisfaction of savings customers at the BNI Purbalingga Branch Office. BNI mobile banking customer satisfaction also has a positive effect on savings customer loyalty at the BNI Purbalingga Branch Office. Meanwhile, the perceived risk of BNI mobile banking has a negative and significant effect on savings customer satisfaction at the BNI Purbalingga Branch Office.