The Effect of the Quality of Bank Mandiri’s Application Services on Customer Loyalty Among Kopra Users
Hana Noviehartini*
Osly Usman
Agung Wahyu Handaru
The wave of digital transformation has driven banks to implement application-based platforms to streamline operations and strengthen client loyalty, particularly among corporate users. This study explores how interactions with the Kopra application, perceptions of the bank’s brand image, and assessments of service quality shape satisfaction and loyalty in the corporate segment. Data were collected through a quantitative survey of 100 purposively selected corporate clients at Bank Mandiri’s Jakarta Imam Bonjol Branch who are active Kopra users. Using SEM-PLS in SmartPLS 3.2.9, the study uncovered asymmetrical effects among the constructs. Satisfaction is positively influenced by brand image and service quality, but not by experience. In contrast, loyalty is shaped by brand image and hands-on experience, while service quality and satisfaction show no such effect. Additionally, satisfaction fails to mediate any of the pathways from experience, brand image, or service quality to loyalty. Taken together, the evidence indicates that in corporate digital banking, loyalty emerges less from being “satisfied” and more from trusting the brand and finding the platform workable in real operational settings. This study provides practical implications for Bank Mandiri to strengthen its brand image management strategy and develop a user experience that is strategically valuable for corporate customers.
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