ABSTRACT
In recent years, digital banks have carried out massive expansions to encourage customers to save and manage their assets digitally. This study aimed to analyze the impact of customer experience factors such as usefulness, convenience, employee-customer engagement, and security and the influence of customer satisfaction on intention to reuse. A survey was conducted using a questionnaire distributed to 220 private bank customers. Furthermore, multiple linear regression was used to test the hypotheses and the mediation effect of customer satisfaction. The results showed that the intention to reuse was affected directly by the four variables of customer experience and indirectly by customer satisfaction. This study contributes to the formation of customers’ desire to reuse digital banks and provides knowledge for the practitioners to develop bank and customer management strategies.
