Enhancing Customer Loyalty in Pure Internet Banking: An Analysis of Experience and NPS Shifts Using S-O-R Theory

In the evolving FinTech landscape, traditional financial institutions are embracing digital transformations, accelerated by the COVID epidemic. This study investigates the customer experience in pure Internet banking, utilizing a mixed-method approach that blends qualitative and quantitative research. It incorporates the Stimulus-Organism-Response (S-O-R) framework within the context of ser-vice design, probing the perceptual link between experience domains and custom-er loyalty. The research specifically analyzes the relationship between customer experience variances and loyalty shifts among different Net Promoter Score (NPS) subgroups, pinpointing the primary factors that facilitate loyalty enhance-ment from lower to higher NPS levels. Findings reveal that functional and spiritual values predominantly influence the NPS transition from low to medium, with service elements and communication being pivotal in affecting these values, respectively. This insight is instrumental for businesses seeking to refine their experience domains, ensuring a comprehensive understanding of customer needs, and thereby elevating product quality and customer experience. By focusing on loyalty levels in service details, this study aims to spur innovation and enhance the customer experience in the digital banking sector, aligning closely with driving customer loyalty.