PENGARUH CUSTOMER EXPERIENCE QUALITY, RELATIONSHIP VALUE, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN RELATIONSHIP QUALITY SEBAGAI VARIABEL MEDIASI PADA KONSUMEN LAYANAN MANDIRI ONLINE DI SURABAYA

Abstract

ABSTRACT
MBankingisanapplicationservicethatcanhelpbankcustomerstoperformbanking
transactions via smart phones (smartphones). One of the banks providing M Banking services
inIndonesia is Bank Mandiri with M Banking services called Mandiri Online. Bank Mandiri
mustpayattentiontoaspectsthatarefactorsthatstrengthencustomerloyalty,suchas
relationship value, customer experience quality, and service quality. Inaddition, there are
inconsistencies in research results on the relationship between customer experience quality
and customer loyalty in previous studies. Thus, these phenomena and gaps are the basis for
conductingthis research.
This study aims to test andprove that customer experience quality has an effect on customer
loyalty. Data collection from this study involved 185 respondents with the main criteria being
17 years of age and over, domiciled in the city of Surabaya, and used Mandiri Online services
for a minimum period of 3 months. The data obtained were then analyzed using the Structural
EquationModel (SEM)with the WarpPLS(PartialLeast Square)version7.0 program.
Based on the results of this study, it was found that the relationship value had apositive and
significant effect on relationship quality. In addition, customer experience has a positive and
significant effect on relationship quality. In this study also found that service quality has a
positiveandsignificanteffectonrelationshipquality.Thenlastly,relationshipqualitywhich
is a mediating variable has a positive and significant influence on the dependent variable of
customerloyalty.