PERAN KEPUASAN NASABAH DAN PENGETAHUAN HIJAU DALAM HUBUNGAN PERBANKAN HIJAU DENGAN LOYALITAS NASABAH
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p03Keywords:
customer loyalty; customer satisfaction; green banking; green knowledge; mediation.Abstract
This study aims to analyze the complex relationship between green banking practices and customer loyalty by examining the mediating role of customer satisfaction and the moderating role of green knowledge. This quantitative study was conducted on 140 Bank Central Asia (BCA) customers in Badung Regency, Bali, selected through a purposive sampling technique. Primary data were collected via online questionnaires and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results show that green banking practices do not have a direct effect on customer loyalty (p=0.153). However, green banking has a positive and significant effect on customer satisfaction (p=0.000), and customer satisfaction significantly drives loyalty (p=0.000). The mediation analysis proves that customer satisfaction fully mediates the relationship between green banking and customer loyalty (p=0.000). The main conclusion is that green initiatives must successfully enhance satisfaction to build loyalty. Conversely, green knowledge was not found to moderate this relationship (p=0.801), indicating that the path to loyalty through satisfaction is universal, unaffected by the customer's level of environmental understanding. The implication is that banks need to focus their sustainability strategies on holistically improving the customer experience and satisfaction.
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