Customer Experience on Islamic Banking Digital Branch in Indonesia

DOI

10.2991/aebmr.k.210522.023How to use a DOI?

Keywords

Attitude towards Islamic Banking, Customer experience quality, Digital Branch, Islamic Banking, Loyalty, Satisfaction

Abstract

As a country with the largest Muslim population in the world, Islamic banking in Indonesia also contributes to the national banking industry, although its market share is still limited. This requires Islamic banking to better understand the needs of its customers. One of the business process transformations carried out by banking today is changing traditional operational services to digital-based operational services. The first Islamic bank that carries the concept of Digital Branch is Mandiri Syariah. The purpose of this study was to determine the effect of customer experience on attitudes towards Islamic banking and contemporary marketing concepts such as customer satisfaction and loyalty. This study uses the online questionnaire for customers who make transactions at Digital Branch. With 25 research question items, this study managed to collect 252 service user respondents at three Digital Branch outlets. Data analysis using the PLS-SEM method, and the result is customer experience has a positive and significant effect on attitudes towards Islamic banking as well as customer satisfaction and loyalty. The study implies how frontline personnel factors most influence customer experience and customer experience has the greatest influence on attitude toward Islamic banking compared to satisfaction and loyalty on Islamic Bank Digital Branch in Indonesia. Most of them have the expectation of having a customer experience in accordance with sharia values which is expected to be better than conventional banking.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dwi Januar Luqmansyah
AU  - Sri Rahayu Hijrah Hati
PY  - 2021
DA  - 2021/05/25
TI  - Customer Experience on Islamic Banking Digital Branch in Indonesia
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 167
EP  - 175
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.023
DO  - 10.2991/aebmr.k.210522.023
ID  - Luqmansyah2021
ER  -