From Parent Company to Platform: How Trust Transfer and Satisfaction Influence Loyalty in Indonesian Digital Banks

Evi Rinawati Simanjuntak; Satya Paramadana; Benrik Anthony; M. Fariduddin Az

doi:10.32535/ijafap.v9i3.5103

From Parent Company to Platform: How Trust Transfer and Satisfaction Influence Loyalty in Indonesian Digital Banks

Evi Rinawati Simanjuntak, Satya Paramadana, Benrik Anthony, M. Fariduddin Az

Abstract

Despite the rapid growth of digital banks in Indonesia, evidence on loyalty drivers remains scarce. This study examines how perceived benefit, ease of use, and service innovation influence satisfaction with digital banks, and how satisfaction, trust in the parent company, and trust in the digital bank shape share-of-wallet (SoW) and word-of-mouth (WoM). Survey data from 278 customers were analyzed using partial least squares structural equation modeling (PLS-SEM). All three antecedents significantly and positively affect satisfaction, with service innovation the strongest (b = 0.458, p < 0.05). Trust in the parent company and satisfaction jointly explain trust in the digital bank (R² = 0.746), supporting trust transfer theory. Satisfaction and trust in the digital bank both significantly influence SoW and WoM, but differently: trust better predicts WoM (b = 0.517), whereas satisfaction better predicts SoW (b = 0.480). By integrating satisfaction-based and trust-transfer pathways, the study explains how parent-company trust and customer satisfaction relate to two distinct loyalty outcomes: self-reported perceived or intended SoW allocation and WoM.

Keywords

Customer Satisfaction; Digital Bank; Share-of-Wallet; Service Innovation; Trust Transfer; Word-of-Mouth

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References

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DOI: https://doi.org/10.32535/ijafap.v9i3.5103