The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust.

Abstract

Objective – Using data from Bank Group Based On Core Capital (GBCC) 4 in Jabodetabek, this study aimed to assess and validate the significance of customer trust in moderating the influence of customer engagement and financial literacy on customer loyalty. Methodology – With the use of a causal approach and a total sample size of 253 respondents, the descriptive quantitative technique was employed in this study. The data were then analyzed using the PLS SEM (Partial et al. Model). Findings and Novelty – This study's findings show that while customer interaction has no effect on consumer trust, financial literacy does. consumer trust is a mediator between financial literacy and consumer loyalty. Customer trust does not act as a mediator between customer engagement and customer loyalty. Type of Paper: Empirical JEL Classification: D11, D18, I22. Keywords: Financial literacy; Customer Engagement, Customer Trust, Customer Loyalty Reference to this paper should be made as follows: Cahaya, Y.F; Riwayati, H.E; Markonah, M. (2023). The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust, J. Fin. Bank. Review, 8(2), 97 – 104. https://doi.org/10.35609/jfbr.2023.8.2(2)