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Received: 04.06.2022 Accepted: 08.09.2022 Published: 01.11.2022 DOI: 10.47750/QAS/23.191.32
Abstract
This study discusses customer satisfaction in financial services organizations. The data collection method used was a questionnaire distributed to 250 banking customers and analyzed using the Lisrel SEM program. Research findings indicate that banking organizations that use internet technology in marketing can have an impact on customer satisfaction. Customer value obtained based on experience and good service can strengthen customer relationships. This research was conducted in the Indonesian context. However, the findings of this study have the opportunity to be generalized and applied to financial organizations in other countries.
Keywords: Digital Marketing, Customer Experience, Relationship Marketing and Customer Satisfaction
Introduction
Several recent studies in the field of management discuss consumer satisfaction associated with employee behavior in corporate organizations. In contrast to Ayoola & Ibrahim's (2020) research on customer satisfaction in the aviation industry, this study discusses customer satisfaction associated with consumer behavior in the banking industry. Customer satisfaction is a high achievement for a company engaged in all industries, especially profit-oriented organizations.
This study discusses how the use of internet technology is used to increase customer satisfaction, both through experience and relationships. The behavior and desires of customers will be easily known by management when internet technology is used optimally by employees and consumers when products and services will be introduced (Pushpender et al., 2021). Thus, it is necessary to measure digital marketing, customer experience, marketing relationships and customer satisfaction in the banking industry.
Service quality indicators are part of the requirements to obtain customer satisfaction. Evaluation of transactions made by customers on company products is one measure of the fulfillment of customer needs (Setiawan & Sayuti, 2017); Chen, C.K. et al. (2022). Meanwhile, according to Abd Ghani, et al. (2017); Sao & Tri (2021) customer satisfaction plays a mediating role between customer services. The benefits obtained by consumers are a form of perception of ease of use and will ultimately determine the choice for internet banking technology.
Corporate organizations can create customer satisfaction not only by paying attention to the quality of services provided, but also by several things that can have a good impact on the banking sector, such as the marketing strategy implemented. In today's rapidly changing technology, the use of internet...