ANALYSIS OF DIGITAL BANKING CUSTOMER ACCEPTANCE AT PT. BANK OCBC NISP, TBK.
Bank OCBC NISP as one of the largest banks in Indonesia is currently focusing on developing digital banking services, especially in the face of the COVID-19 pandemic, where there is a shift in consumer behaviour in banking transactions. Based on Bank OCBC's internal data, only 45% of customers...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/57885 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Bank OCBC NISP as one of the largest banks in Indonesia is currently focusing on developing digital banking services, especially in the face of the COVID-19 pandemic, where there is a shift in consumer behaviour in banking transactions. Based on Bank OCBC's internal data, only 45% of customers use digital banking services from the total customers of Bank OCBC NISP, only 65% of users who actively use digital banking services out of the total customers who use digital banking services. This resulted in cost-based revenue (e-channel) decreasing to -8%.
Currently, digital banking services in Indonesia continue to grow rapidly. People in Indonesia will continue to grow in adopting digital banking services. This indicates that the Digital Channel will be crucial in building customer loyalty and growth in Indonesia, especially at Bank OCBC NISP. In addition, banks do not only compete with inter-banks but also with financial technology (Fintech) companies. The growth of financial technology users in Indonesia is very significant, especially in the pandemic era. Currently, the interest rate continues to decline, this changes the pattern of competition in banking products, which initially continued to offer Savings Deposits with fairly tight interest competition, into digital service competition to get Fee Based Income and other products such as wealth management, insurance, and financing.
To increase the growth of Fee Based Income, especially in E-channels at Bank OCBC NISP, customers must become active users of digital banking services. One of the factors for customers to become active users is customer satisfaction and loyalty, as well as knowing customer acceptance of digital banking services. This study aims to provide insight into the factors that cause customer acceptance of digital banking services. To meet the needs of this study, this study extends the technology acceptance model (TAM) by integrating electronic service quality and its implications for customer satisfaction and loyalty.
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