American International Journal of Business Management (AIJBM)

ISSN- 2379-106X, www.aijbm.com Volume 4, Issue 08 (August-2021), PP 89-96

The influence of the self-service technology service quality, e-

satisfaction, and e-trust on e-loyalty
DevitaRizkiTahtaKuswanto1, Tantri YanuarRahmat Syah2.
1
Economic Business Faculty,Esaunggul University, Jakarta, Indonesia
2
Economic Business Faculty, Esaunggul University, Jakarta, Indonesia

Abstract: Changes in the industrial revolution are developing rapidly and bringing about new changes in
thepattern of community life in banking. Thus, in this study, we examine the role of Self-service
TechnologyService Quality, E-Satisfaction, and E-Trust on E-Loyalty. In addition, the purpose of this study is
to obtain theeffect of Self-service Technology Service Quality, E-Satisfaction, and E-Trust on the E-Loyalty
of bankcustomers. Here, the population in this study was taken from bank customers who accommodated
200respondents. This study is causality research using a quantitative approach where the data
observationwascollected using a questionnaire. The analytical method, e.g., Structural Equation Model (SEM)
and Lisrel, wasperformed in this study. The results show theexcellent Self-service Technology Service Quality
will increasecustomer E-Satisfaction. Here, good Self-service Technology Service Quality will increase
customers' E-Loyalty. Thus, the highest E-Satisfaction will increase customer's E-Loyalty while a good
customer Self-serviceTechnology use Service Quality and increase customer's E-Trust. Furthermore, the high
value of customer E-Trust will increase customer's E-Loyalty. Finally, the main contribution of this study is to
enrich the literatureon Self-Service Technology Service Quality, Electronic-Satisfaction, Electronic-Trust and
E-loyalty in thebanking industry.

Keywords: Self-service technology service quality, e-trust, e-satisfaction, e-loyalty

Abstrak
Perubahan revolusi industri yang berkembang sangat pesat dan membawa perubahan baru dalam pola
kehidupan masyarakat di bidang perbankan. Oleh karena itu, dalam penelitian ini, kami menguji peran Self-
service Technology Service Quality, E-Satisfaction, dan E-Trust terhadap E-Loyalty. Selain itu, tujuan
penelitian ini untuk mengetahui pengaruh Self-service Technology Service Quality, E-Satisfaction dan E-Trust
terhadap E-Loyalty nasabah bank. Disini populasi dalam penelitian ini diambil dari nasabah bank yang
menampung 200 responden. Penelitian ini merupakan penelitian kausalitas dengan menggunakan pendekatan
kuantitatif dimana data observasi dikumpulkan dengan menggunakan kuesioner. Metode analisis seperti
StructuralEquation Model (SEM) dan Lisrel dilakukan dalam penelitian ini. Hasil penelitian menunjukkan
bahwa Self-service Technology Service Quality yang baik akan meningkatkan E-Satisfaction pelanggan. Disini,
Self-service Technology Service Quality yang baik akan meningkatkan E-Loyalty pelanggan. Dengan demikian,
E-Satisfaction tertinggi akan meningkatkan E-Loyalty pelanggan sedangkan Self-service Technology pelanggan
yang baik menggunakan Service Quality dan meningkatkan E-Trust pelanggan. Selanjutnya, tingginya nilai E-
Trust pelanggan akan meningkatkan E-Loyalitas pelanggan. Terakhir, kontribusi utama penelitian ini untuk
memperkaya literatur tentang Self-Service Technology Service Quality, Electronic-Satisfaction, Electronic-
Trust dan E-loyalty di industri perbankan.
Kata kunci: Self-service technology service quality, e-trust, e-satisfaction, e-loyalty

I. INTRODUCTION
Our society is in an industrial revolution that is growing exponentially, marked by a technological
process with breakthroughs in robotics, artificial intelligence, the internet of things, and more. The very
high number of internet users in Indonesia and the increasing number of customers from year to year
have encouraged banks to make innovations to make it easier for customers to make payment transactions and
transfer money between customers and between banks. Continuous service improvement and making consumers
meet their needs will create high customer loyalty inonline transactions (Saputro and Dihan, 2013). The quality
of service in online business affects customer satisfaction and loyalty (Sundaram, Ramkumar, & Shankar
(2017). Here, the effects of customer satisfaction and trust on loyalty and identifies the factors that
affect commitmentresult from all of these variables beinginterrelated (Brilliant and Achyar (2016). Among all
these services, e-service quality and e-trust, which are very near where the customer's importance is the e-
service quality, will be referenced in the e-commerce-based internet and will be discovered to represent the
whole scope of the self-service technology
the service quality in banking improves online satisfaction(Kushwaha et al. 2017, Gunawardana et al. 2015).

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The influence of the self-service technology service quality, e-satisfaction, and …

Customer loyalty is directly affected by e-trust and e-satisfaction, determined by the quality of
electronic services (Ghalandari, 2012). One of the ways to increase electronic service satisfaction is to provide
quality electronic services—the positive effects of electronic services, namely confidence in the loyalty of
customers who have been proven. By increasing trust in electronic services, consumers tend to use these
services more (Molaee et al., 2013).
Here, e-trust and e-security together affect the development of e-loyalty directly (Afsar, Nasiri, and
Zadeh, 2013). Furthermore, the results show that security or privacy is a driving dimension of e-trust, which
ultimately leads to e-loyalty (Kim et al. 2009). However, this research found no positive influence between
service quality and loyalty (Nurlitasari and Syah, 2016). This is not following other studies that state a close
relationship between service quality and satisfaction. Thus, customer e-satisfaction directly affects customer e-
loyalty and is not mediated by e – trust (Hoq et al., 2010). Here, e-trust does not affect consumer e-
loyalty negatively (Sativa and Astuti (2016). Here, the negative influences indicate that e-trust on the site does
not affect e-loyalty to the site. These phenomena demonstrate the difference in the effect of e- trust on e-
loyalty, where e-trusts can be the independent variable and as a mediator in the study. This study will clarify the
gaps in existing research results by examining the effect of e-trust as a mediating variable in the relationship
between e-service quality and e-loyalty.

II. LITERATURE REVIEW

Relationship Between Variables and Hypothesis Development
Relationship between Self-service technology, service quality, and E-Satisfaction
Self Service Technology (SST) is a technology intermediary that allows consumers to produce their
services without depending on employees, for example, services via the internet. Here, the SST explained that
there had been a lot of evidence that technological innovation will continue to increasingly influence consumer
interactions with companies, where this interaction will be an essential criterion for long-term corporate
business success. Thus, the seven dimensions that shape consumer expectations of service quality in self-service
technology (SST), namely functionality, enjoyment, security or privacy, design, assurance, convenience,
and customization.
The four dimensions of E-SQ (ease of use, website design, security, and reliability) positively impact
user satisfaction. When customers get the service they want and met, they will feel the e-satisfaction of banks in
retaining customers and encouraging e-loyalty (Al-hawary andAmericanan, 2018). Furthermore, e-service
quality in online business and its effect on customer e-satisfaction and e-loyalty is revealed that service quality
factors such as responsiveness and trust positively affect e-satisfaction and e-loyalty (Sundaram et al.
(2017)). The determinants of self - service technology service quality influence e-satisfaction and show that all
five determinants of self - service technology service quality have a positive and significant effect on e-
satisfaction (Bansal and Singh, 2018). From all the descriptions above, it can be concluded that self - service
technology service quality has a positive impact on e-satisfaction. Based on the above literature, we propose a
hypothesis as follows:
H 1: Good self - service technology service quality has a positive effect on e-satisfaction.
Relationship Self-service technology, service quality, and E-Loyalty
The improvement relationship between buyers online and sellers online and mutual benefits (Ting et
al., 2016) Efficiency, privacy, and customer service are the main factors for e-
servicesquality. Furthermore, satisfaction was also found to mediate the relationship between e-service
quality and e- loyalty of behavior and attitudes (Obeidat et al., 2017). The findings further confirm that the
application of self-service technology service quality is oriented towards customer service to meet the long-term
impact on e-loyalty (Djajanto et al. 2014). From all the descriptions above, it can be concluded that self-service
technology, service quality has a positive effect on e- loyalty. Based on the literature above, we propose a
hypothesis as follows:
H 2: Self-service technology service quality good influence positively on e-loyalty

E-Satisfaction and E-Loyalty Relationship

In the online context, e-satisfaction is defined as the cumulative result of one party or someone who
has different experiences with a product or service within a certain period (Szymanski andHise, 2000). E-
satisfaction is defined as the experience felt after using a product and compares the perceived quality with
the expected rate (Gounaris et al., 2005). E-satisfaction measures the overall level of customer satisfaction from
an online shopping experience (Gounaris et al. 20,05). Here, e-satisfaction is the affective state of customers to
the website obtained from evaluating all aspects that makeup customer relationships.
Here, customer satisfaction and trust have a significant effect on customer loyalty. Thus, the fulfillment
of products, services, and the purchase have an influence positive and powerful. Theimpacts of e-
satisfaction and e-trust on e-loyalty and identifies the factors that affect e-satisfaction. The results show that e-

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The influence of the self-service technology service quality, e-satisfaction, and …

service quality, e-trust, and e-satisfaction positively affect e-loyalty (Aytekin and Tunali, 2018). In this context,
banks must provide online transaction procedures, information on how to deal with security issues, and
instructions on using internet banking services safely (Amin, 2016). From all the descriptions above, it can be
concluded that e-satisfaction has a positive impact on e-loyalty. Based on the literature above, we propose a
hypothesis as follows:
H 3: Good e-satisfaction has a positive effect on e-loyalty

Self-service technology, service quality an, d E-Trust relationship

Self-service e-service quality will affect e-trust when making transactions. The main factor affecting e-
trust is security in the transaction. If consumers know that any information they provide to companies when
using online services will make consumers not hesitate to giving this information. Here, a credit card has a good
level of e-tr needed in an online service to make payments via cred. There's there is a concern that hacks on
credit cards will harm consumers.
Furthermore, the quality of content is an essential determinant of e-trust on a website. At the same
time,users need to be provided with helpful content on the website for them to be accepted by them. Usability
influences the user's intention to use the website in the future. Self-service -Service-Service has an
influence, self-e-Service-Service serviceimpacts customer satisfaction, trust an e-satisfactionn of customers, e-
satisfaction customers have an impact loyaltys (Fajarini, 2016). In the SST service line, customers with a high
level of banking activity have a higher level of trust (Dimitriadis et al., 2011). From all the descriptions above, it
can be concluded that e-service quality has an impact on e-trust. Based on the literature above, we propose a
hypothesis:
H 4: Self-service technology service quality good influence positively on e-trust.

E-Trust and E-Loyalty Relationship

E-trust or consumer knowledge involves believing that a product has various attributes and the benefits
of these various multipleattributeor company can be trusted because they have high integrity associated with
consistency, competence, honesty, fairness, and responsibility. A person is looking for products and services
that will solve problems and fulfill their needs. In other words, they have attributes that will provide
recognizable benefits.
Self-service and e-service quality directly affect e-trust and e- satisfaction and indirectly affect e-
satisfaction through e-trust. This means that the betters the Self-service e-servicequality, the more many e-
trust and e- satisfaction,e-trust and e- satisfaction jointly affect e-loyalty (Ghalandari,2012). E-trust and e-
security jointly affect the development of e-loyal ty directly. If they do not abuse consumer accounts, customers
will trust the website because they trust that they will not share data with other parties, harming
customers (Afsar et al., 2013). The company must consider factors such as after-sales support, to show interest
in resolving the problems faced by customers and to respond rapidly to the needs of the customer so that the
customer will have an e-trust from all the above descriptions can be concluded that the e-trust have a positive
impact on e-loyalty. Based on the literature above, we propose a hypothesis as follows:
H 5: E-trust has a positive effect on e-loyalty.

III. SCIENCE RESEARCH METHOD

Population and Sampling Techniques
This study obtains the population taken from Bank Mandir customers at Regional Office 4, Central
Jakarta, who used Mandiri online. We use a precise method to object accurate samples and a representative
sample to describe the population optimally while collecting the data observation. The minimum sample size
ranges from 100 to 200 observation comments on the number of indicators estimated. The guideline to collect
the data reached 5-20 times with an estimated number of indicators around 36 questions. In this study, the
questionaries aretaken 36 times with 5 question indicators with 180 plus and 10% for indications of dropout
from the study, so the total is 198 samples. So, this study using purposive sampling, namely customers
who actively use online independent banking services at Bank Mandiri.Regional Office 4, Central Jakarta, with
a total of 200 customers.
Measurement
There are four independent variables (exogenous) in our study: self-service technology, service quality,
e-satisfaction, e- trust, and one dependent variable (endogenous), namely e-loyalty. We measure the
variable self-service technology service quality by using indicators of 20 indicators and then to e- satisfaction as
many as five indicators (Herington andWeaven (2009). E- trust in the adoption hassix indicators to assess the
value (Jarvenpaa et al., (2000). As for the e-loyalty variable, usesfiveindicateneedthe measurement scale uses
the Likert scale method (Amin, Isa, & Fontaine (2013)). Furthermore, from the measurement dimensions
displayed in the form of a questionnaire, we tested the validity and reliability tests.

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The influence of the self-service technology service quality, e-satisfaction, and …

This study uses confirmatory factor analysis to test the validity by looking at the Kaiser-Meyer-Olkin
measure of sampling (KMO) value and the measures of sampling adequacy (MSA). The small KMO value
indicates that factor analysis cannot be used because other variables cannot explain the correlation between the
variable pairs. If the KMO value is below 0.5, then factor analysis cannot be used or accepted. Meanwhile, the
acceptable KMO value has a minimum value limit of 0.5 to 0.9 (Malhotra, 2010). A reliability test with
a Cronbach alpha value > 0.5 meansreliable (Azwar, 2012). We process the data using the SEM (Structural
Equation Modeling) analysis method in the next stage. SEM can explain the relationship of variables in a
complex manner and the direct or indirect effects of one or more variables on other variables (Hair et al. 2014).

IV. RESULTS AND DISCUSSION

We focus this research on the effect of self-service technology service quality, e-trust, and e-
satisfaction on e-loyalty. The results show that all hypotheses have meaningful influence.
As the SEM test that we have done, it can be seen in Figure 1.1 below:

Figure 1.1 Path Diagram T-Value

Image Caption 1:
SST (self-service technology service quality), ES (e-satisfaction), ET (e-trust), and LOY (e-loyalty) Based on
Figure 1.1 Path Diagram T-Value above, which is the hypothesis in this study, is presented in the following
structural equation:
Table I. Hypothesis Testing for the Research Model
Value T-
Hypothesis Hypothesis statement Information
Value
Self - service technology, good service
The data support
H1 quality has a positive effect on e- 12.58
the hypothesis
satisfaction
Self-service technology, good service The data support
H2 3.18
quality has a positive effect on e-loyalty the hypothesis
Good e-satisfaction has a positive effect The data support
H3 1.98
on e-loyalty the hypothesis
Self-service technology, good service The data support
H4 13.72
quality has a positive effect on e-trust the hypothesis
E-trust has a positive effect on e-loyalty. The data support
H5 4.59
the hypothesis
Source: SEM Lisrel data processing results

V. DISCUSSION
Here, the result obtained for the first hypothesis in this study was obtained that self-service technology
service quality is good to impact e-satisfaction to customer Mandiri Online positively.

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The influence of the self-service technology service quality, e-satisfaction, and …

The result of this study is in line with the resulting developmentof previous studies, which state that good self-
service technology service quality has a positive effect on e-satisfaction. However, this is not in line with
theoutcomeet which in their research found that there was no positive influence between service quality and
loyalty
Then the two hypothesis testing results show that the self-service technology service quality positively
influences e-loyalty in customers'Mandiri Online. The results of this study are in line with the results of previous
studies, which state that good self-service technology service quality has a positive effect on e-loyalty.
Testing the third hypothesis shows that there is a relationship between e- satisfaction and e-loyalty
of Mandiri Online customers. The results of this study are in line with the results of previous studies, which state
that good E-satisfaction has a positive effect on e-loyalty.
Then the results of testing the hypothesis of four show that self-service technology service
quality positively influences the e-trust of customers Mandiri Online. But he did not follow the results
of research HOQ, whichfound that customers' e-satisfaction directlyaffects senses e-loyalty customers and is not
mediated by e - trust. Keep in mind that satisfaction can arise quickly in several times of use, but trust arises in a
long time, and confidence must have decreased. It will be challenging to increase again. The results are
consistent with previous research which states that Self-service technology service quality good influences
positively e-trust.
The results of the last hypothesis in this study, namely the fifth hypothesis, indicate that E-trust has a
positive influence on the e-loyalty of Mandiri Online customers. Here confidence boosts loyalty, but
many models in which thesehave a central role. In a model of this, thebeliefdirectly affects loyalty, and quality
of service affects loyalty through satisfaction and trust. The results of this study are in line with the results of
previous studies which state that E-trust has a positive effect on e-loyalty.

VI. MANAGERIAL IMPLICATIONS

Rapid technological advances have shifted the banking service model for customers, especially
in online services. Online banking services have become a basic necessity for everyone who has the right to get
it. Changes in technology in everyday life have pushed the need for faster banking services and reduced direct
customer participation with banks where everything can be done through an online application.
So,banks need to continue to improve service quality which is currently at the forefront of serving
customers. The increase in the first place to start is by increasing the functionality of applications Independent
Online. To increase SST in this dimension, banks can simplify the stages in conducting transactions so that
customers can make transactions easily and quickly, for example, by providing shortcuts for frequent
transactions and reducing transaction failure rates that can occur when customers make transactions. Another
thing that can be done is facilitating login access, namely by using face and fingerprint access to feel more and
more speed in transactions.

VII. CONCLUSION
The results that can be concluded from this research are, firstly, there is a relationship between self-
service technology service quality and e-satisfaction with Mandiri Online customers. Second, there is a
relationship between self-service technology service quality and e-
loyalty to Mandiri Online customers, third there is a relationship between e-satisfaction with e-
loyalty to Mandiri Online customers, fourth there is a relationship between self-service technology service
quality and e-trust in Mandiri Online customers. Fifth, there is a relationship between e-trust and e-
loyalty to Mandiri customers Online.
Research limitations refer to several weaknesses in this study. Some of the restrict ofthis studies are that this
study only discusses the variables of self-service technology, service quality, e-satisfaction, e-trust, and e-
loyalty. Furthermore, there is a possibility that the respondents did not fill in or only filled in based on the ideal
conditions that were expected and not the actual conditions that were happening.
The development of future research can add other variables that can influence self-service technology, service
quality, e-satisfaction, e-trust, and e-loyalty to Mandiri Online customers to maintain e-
loyaltytowards Mandiri Online. Further research can be carried out on research objects in other companies or
industries, or other organizations to obtain more objective results with a broader scope. Further research can also
add variables to perceived brand value and others.

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