Developing a measurement tool for evaluation of factors influencing customer loyalty mobile banking a study at bank OCBC Indonesia: A pilot study

Pratiwi, Nadya Indah and Indrawati, Indrawati (2025) Developing a measurement tool for evaluation of factors influencing customer loyalty mobile banking a study at bank OCBC Indonesia: A pilot study. International Journal of Science and Research Archive, 16 (1). pp. 523-528. ISSN 2582-8185

OCBC Bank of Indonesia utilizes mobile banking applications to facilitate customers in conducting financial transactions, as evidenced by the increasing number of downloads of this application. This study aims to explore the factors that influence customer loyalty to Bank OCBC's mobile banking application, focusing on eight main variables, namely: trust, convenience, social influence, application attributes, customer support, with m-banking customer experience on customer loyalty. A trial of 30 respondents was conducted to assess content validity, face validity, and reliability using SPSS. The results showed that all 42 questionnaire items in 8 constructs met the validity threshold (CITC> 0.3) and reliability (Cronbach's Alpha> 0.7). Therefore, this proposed measurement tool is suitable for further use in a full-scale study of customer loyalty in banking industry.