The Influence of E-servqual and E-Satisfaction on E-loyalty of Bank Lampung Mobile Banking Users

This study aims to analyze the influence of E-SERVQUAL dimensions, which include Site Organization, Reliability, Responsiveness, User Friendliness, Personal Need, and Efficiency, on E-Satisfaction, as well as the influence of E-Satisfaction on E-Loyalty among users of Bank Lampung's mobile banking services. This research employs a quantitative approach, with a population consisting of Indonesian citizens who are active users of Bank Lampung's mobile banking. A total sample of 300 respondents was selected based on predefined criteria. Data were collected through a questionnaire and analyzed using SmartPLS software. The results indicate that all dimensions of E-SERVQUAL have a positive and significant effect on E-Satisfaction. Furthermore, E-Satisfaction is proven to have a positive and significant effect on E-Loyalty. These findings suggest that high-quality electronic service directly enhances user satisfaction, which ultimately impacts their loyalty to Bank Lampung’s mobile banking services.