Digital Experience and Customer Loyalty: The Mediating Role of Trust and Customer Satisfaction Among Wondr BNI Users

Purpose – This study aims to examine the effect of Digital Experience on Customer Loyalty through the mediating roles of Trust and Customer Satisfaction among Wondr BNI users in East Java, Indonesia. Design/Methodology/Approach – This study employed an explanatory quantitative design using a cross-sectional survey. Data were collected from active Wondr BNI users in East Java selected through purposive sampling. A structured questionnaire using a five-point Likert scale was administered to the respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. Findings – The results indicate that Digital Experience positively and significantly influences Customer Loyalty, Trust, and Customer Satisfaction. Furthermore, Trust and Customer Satisfaction significantly mediate the relationship between Digital Experience and Customer Loyalty, with Trust demonstrating a stronger mediating role than Customer Satisfaction. These findings highlight the importance of both psychological mechanisms in fostering customer loyalty in digital banking. Originality/Value – This study extends Expectation Confirmation Theory (ECT) in the digital banking context by demonstrating the complementary mediating roles of Trust and Customer Satisfaction in the relationship between Digital Experience and Customer Loyalty. The findings provide practical insights for digital banking providers to enhance customer loyalty by improving digital experiences, strengthening customer trust, and increasing customer satisfaction.