Experience, Customer Satisfaction and Word of Mouth Intention on BCA Bank Customer Loyalty
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Abstract
This study aimed to examine the influence of customer experience, customer satisfaction, and word of mouth intention on customer loyalty in the banking sector, specifically among customers of Bank BCA. A quantitative method was used, and data were collected through a questionnaire distributed to 105 respondents using purposive sampling. Descriptive statistical analysis and hypothesis testing were conducted using SPSS and AMOS. The results showed that customer experience and word of mouth intention had a significant positive influence on customer loyalty, while customer satisfaction did not show a significant effect. This indicates that a positive customer experience such as responsive service and effective problem-solving can increase emotional bonds and loyalty. Furthermore, customers who intend to recommend the bank tend to be more loyal. However, satisfaction alone was not sufficient to foster loyalty without strong customer engagement or emotional connection.
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How to Cite
Riyanta, D. R., Riorini, S. V., & Arkaan Athooya Hadi. (2025). Experience, Customer Satisfaction and Word of Mouth Intention on BCA Bank Customer Loyalty. ProBisnis : Jurnal Manajemen, 16(3), 483–488. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1023
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Chepur, J., & Bellamkonda, R. (2019). EXAMINING THE CONCEPTUALIZATIONS OF CUSTOMER EXPERIENCE AS A CONSTRUCT. Academy of Marketing Studies Journal, 23(1), 1-9. Retrieved from https://www.proquest.com/scholarly-journals/examining-conceptualizations-customer-experience/docview/2239009957/se-2
Cho, S., Lee, Z., Hwang, S., & Kim, J. (2023). Determinants of bank closures: What ensures sustainable profitability in mobile banking? Electronics, 12(5), 1196. https://doi.org/10.3390/electronics12051196
Handaruwati, I. (2021). PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUASAN KONSUMEN PRODUK
KULINER LOKAL SOTO MBOK GEGER PEDAN KLATEN. Jurnal Bisnisman Riset Bisnis Dan Manajemen, 3(2), 16–33. https://doi.org/10.52005/bisnisman.v3i2.45
Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00270-7
Iqbal, Q., & Hassan, S. H. (2018). A dyadic analysis of salespersons and customers in banking sector: Humor usage, word of mouth and expectation of continuity. International Academic Journal of Business Management, 5(3), 109–120. https://www.researchgate.net/profile/Qaisar_Iqbal6
Kumar, S. S., & Anbazhagan, B. (2020). Customer loyalty in banking industry: An empirical study in maduraidistrict. Our Heritage, 68(30), 7224–7232. https://www.bing.com/search?q=Kumar%2C+S.+S.%2C+%26+Anbazhagan%2C+B.+(2020).+Customer+Loyalty+in+Banking+Industry%3A+An+Empirical+Study+in+Madurai+District.+Our+Heritage%2C+68(30)%2C+72247232.&cvid=cca4949a5674492fa230051b0b78e71b&aqs=edge.69i57j69i60.861j0j1&pglt=43&FORM=ANNTA1&PC=EDGEDB
Kavitha, S., & Haritha, P. (2018). A study on customer experience and its relationship with repurchase intention among telecom subscribers in Coimbatore district. International Journal of Management Studies,
5(3), 83–91. https://doi.org/10.18843/ijms/v5i3(3)/11
Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2082015 https://www.cnnindonesia.com/ekonomi/20201111121508-78-568468/kasus-maybank-dinilai -rusak-kepercayaan-masyarakat-ke-bank
Riadi, Muchlisin. (2021). Customer Experience (Pengertian, Dimensi, Jenis dan Faktor yang Mempengaruhi), dari https://www.kajianpustaka.com/2020/12/customer-experience.html
Saleem, M. A., Yaseen, A., & Wasaya, A. (2018). Drivers ofcustomer loyalty and word of mouth intentions:Moderating role of interactional justice. Journal of Hospitality Marketing & Management, 27(8), 877–904.https://doi.org/10.1080/19368623.2018.1469447
Van Esterik-Plasmeijer, P. W., & Van Raaij, W. F. (2017b). Banking system trust, bank trust, and bank loyalty. International Journal of Bank Marketing, 35(1), 97–111. https://doi.org/10.1108/ijbm-12-2015-0195