Strengthening features and services

Oct 13, 2025 by windailys.com 44 views

Effect of Ease of Use and Customer Satisfaction Effectiveness on Customer Loyalty of North Sumatra Bank Mobile Banking Users in Medan City

Introduction

The rapid growth of internet users in Indonesia has led to the widespread adoption of digital technologies, including mobile banking. The emergence of mobile banking has enabled customers to perform various transactions independently, using only their gadgets and the internet. In response to this trend, North Sumatra Bank, a bank owned by the North Sumatra area, launched its mobile banking application. This study aims to investigate the effect of ease of use and customer satisfaction on customer loyalty of North Sumatra Bank mobile banking users in Medan City.

Background

The development of fintech has revolutionized the banking industry, enabling customers to access a wide range of financial services through digital channels. Mobile banking, in particular, has become a popular channel for customers to perform transactions, check account balances, and access other banking services. However, the success of mobile banking depends on various factors, including ease of use and customer satisfaction.

Methodology

This study uses a quantitative approach with an associative design. The population of this research is all North Sumatra Bank mobile banking users in Medan, with a sample of 100 people. The sampling technique used is non-probability sampling with purposive sampling. Data is collected through a questionnaire (primary data) and literature study (secondary data). Data analysis was carried out using validity, reliability, normality, multicollinearity, heteroscedasticity, multiple regression, simultaneous test, and determination coefficient that was processed through SPSS software.

Results

The results of this study show that the Ease of Use variable has a positive and significant influence on customer loyalty, with a TCOUNT value of 2,783> 1,660 and a significance level of 0.006 <0.05. The customer satisfaction variable also shows a positive and significant effect on customer loyalty, with a TCOUNT value of 5,294> 1,660 and a significance level of 0.000 <0.05. Based on these results, ease of use and customer satisfaction have a positive and significant effect on customer loyalty.

Simultaneous Effect

The simultaneous effect (together) of ease of use and customer satisfaction on customer loyalty is also significant with a significance level of 0.000 <0.05 and FCOUNT value 46,982> 3.09. These results indicate that 48.2% customer loyalty is influenced by ease of use and customer satisfaction, while the remaining 52.8% is influenced by other factors outside the research model.

Implications

This finding shows that the North Sumatra Bank needs to continue to increase the ease of using mobile banking applications and increasing customer satisfaction. This can be done by:

*** Increasing the User Interface and User Experience (UI/UX): Intuitive, Easy Navigation, and Responsive Application Design will increase ease of use. Strengthening features and services: Add new features needed by customers, as well as improving the quality of customer service services will increase customer satisfaction. *** Improving security: Ensuring the security of customer data and transactions through a sophisticated and trusted security system will build a sense of security and customer trust.

Conclusion

By implementing this strategy, the North Sumatra Bank can increase the loyalty of mobile banking users, so that it can support the growth of bank business in the future. The findings of this study have implications for the banking industry, highlighting the importance of ease of use and customer satisfaction in building customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

The North Sumatra Bank should continue to improve the ease of use of its mobile banking application by increasing the user interface and user experience.
The bank should strengthen its features and services by adding new features needed by customers and improving the quality of customer service services.
The bank should improve its security system to ensure the security of customer data and transactions.

Limitations

This study has several limitations, including:

The study only focuses on North Sumatra Bank mobile banking users in Medan City.
The study uses a quantitative approach, which may not capture the nuances of customer behavior and preferences.
The study relies on self-reported data from customers, which may be subject to biases and errors.

Future Research Directions

Future research should aim to:

Investigate the effect of ease of use and customer satisfaction on customer loyalty in other banking contexts.
Examine the role of other factors, such as customer engagement and loyalty programs, in building customer loyalty.
Develop and test new strategies for improving ease of use and customer satisfaction in mobile banking applications.

References

[List of references cited in the study]

Appendix

[Appendix materials, including questionnaires, data analysis, and other supporting materials]
Frequently Asked Questions (FAQs) on Effect of Ease of Use and Customer Satisfaction Effectiveness on Customer Loyalty of North Sumatra Bank Mobile Banking Users in Medan City

Q: What is the main objective of this study? A: The main objective of this study is to investigate the effect of ease of use and customer satisfaction on customer loyalty of North Sumatra Bank mobile banking users in Medan City.

Q: What is the significance of this study? A: This study is significant because it provides insights into the factors that influence customer loyalty in the context of mobile banking. The findings of this study can be used by banks and financial institutions to develop strategies for improving customer loyalty and retention.

Q: What is the methodology used in this study? A: This study uses a quantitative approach with an associative design. The population of this research is all North Sumatra Bank mobile banking users in Medan, with a sample of 100 people. The sampling technique used is non-probability sampling with purposive sampling.

Q: What are the key findings of this study? A: The key findings of this study are that ease of use and customer satisfaction have a positive and significant effect on customer loyalty. The simultaneous effect (together) of ease of use and customer satisfaction on customer loyalty is also significant.

Q: What are the implications of this study? A: The implications of this study are that banks and financial institutions should focus on improving the ease of use of their mobile banking applications and increasing customer satisfaction. This can be done by increasing the user interface and user experience, strengthening features and services, and improving security.

Q: What are the limitations of this study? A: The limitations of this study are that it only focuses on North Sumatra Bank mobile banking users in Medan City, uses a quantitative approach, and relies on self-reported data from customers.

Q: What are the future research directions? A: The future research directions are to investigate the effect of ease of use and customer satisfaction on customer loyalty in other banking contexts, examine the role of other factors, such as customer engagement and loyalty programs, in building customer loyalty, and develop and test new strategies for improving ease of use and customer satisfaction in mobile banking applications.

Q: What are the recommendations for banks and financial institutions? A: The recommendations for banks and financial institutions are to:

Increase the user interface and user experience of their mobile banking applications.
Strengthen their features and services by adding new features needed by customers and improving the quality of customer service services.
Improve their security system to ensure the security of customer data and transactions.

Q: What are the benefits of improving ease of use and customer satisfaction? A: The benefits of improving ease of use and customer satisfaction are that it can increase customer loyalty and retention, improve customer satisfaction, and ultimately lead to increased revenue and profitability for banks and financial institutions.

Q: How can banks and financial institutions measure the effectiveness of their mobile banking applications? A: Banks and financial institutions can measure the effectiveness of their mobile banking applications by tracking key performance indicators (KPIs) such as customer satisfaction, customer loyalty, and revenue growth.

Q: What are the challenges of improving ease of use and customer satisfaction? A: The challenges of improving ease of use and customer satisfaction are that it requires significant investment in technology and resources, and it can be difficult to measure the effectiveness of these efforts.