The Determining Role of E-Service Quality, Utilitarian Value, and E-Customer Loyalty in the Banking Sector

The industrial revolution in the Internet sector has occurred worldwide, including in the banking industry. Internet banking has many advantages compared to traditional banking. For example, internet banking allows customers to carry out various banking activities at any time at low costs. The research method used was explanatory research with a quantitative approach; the research used SPSS analysis, and based on this, the sample used was 200 Bank Banjarmasin customers. The research results show that the E-Service Quality variable is reflected by system availability, fulfillment of needs, compensation, contact, responsiveness, efficiency, and privacy, which are most appreciated by system availability. The Utilitarian Value variable is reflected by convenience and security, most appreciated by convenience. The E-Customer Loyalty variable is reflected by continued use and recommendations that are most appreciated by continued use. The findings can be helpful theoretically, namely scientific development material that contributes to the theory of consumer behavior and related theories, all of which are linked to current advances in digital technology. For practitioners, namely the banking sector, it is hoped that they will be able to improve E-Service Quality, especially efficiency, Utilitarian Value, especially convenience, and Hedonic Value, especially pleasure. However, these elements have little influence; if they can be improved further, they will provide more satisfaction and a sense of attachment to the parties. banking and will ultimately be able to improve loyalty to customers.