Is Customer Experience Important to Recommend the Use of Digital Bank Services?

Abstract

Digital banking services are self-service innovations for customers in getting information and completing banking transactions through electronic media while still paying attention to security aspects. Therefore, this study aims to analyze the behavior of customers who use digital bank services, focusing on security aspects and the perceived service experience. This study targets 210 customers in Indonesia with a purposive sampling technique. Data was collected using a questionnaire distributed online through social media. Data analysis used Partial Least Square-Structural Equation Modeling (PLS-SEM). As a result, all hypotheses are accepted, namely customer experience and perceived technology security affect continuance usage and finally impact the intention to recommend digital banking services. Banking management must focus on security systems and services to create the best customer experience.

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