Digital Service Experience dan Loyalitas Pelanggan: Studi Perbandingan Bank CIMB Niaga dan Hotel Bintang Empat

DOI: https://doi.org/10.34007/jehss.v8i3.2990
Widi Maulana Kurnia Aji(1), Enik Rahayu(2),


(1) Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
(2) Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

Abstract


This article aims to describe and compare digital service experiences and their role in shaping customer loyalty in CIMB Niaga Bank and four-star hotels in Semarang City. The study focuses on how digital service experience patterns are perceived by customers and how these experiences influence loyalty across two service industries with distinct service characteristics.  Data were collected through in-depth interviews with CIMB Niaga customers and guests of four-star hotels, supported by digital service documentation and customer reviews, and analyzed qualitatively using thematic analysis and cross-case comparison.
The findings indicate that in the banking industry, digital service experience is centered on security, system reliability, and service consistency as the foundation for building trust and long-term customer loyalty. In contrast, the hospitality industry emphasizes ease of access to information, clarity of digital communication, and service responsiveness, which influence revisit intention and customer recommendations. This study concludes that digital service experience plays a strategic role in shaping customer loyalty; however, its management must be aligned with the characteristics of each service industry.

Keywords


Digital Service Experience; Customer Loyalty; Banking Industry; Four-Star Hotels.

Full Text:

PDF
DOI: https://doi.org/10.34007/jehss.v8i3.2990

References


Atmoko, T. P. H. (2018). Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Di Cavinton Hotel Yogyakarta. Journal of Indonesian Tourism, Hospitality and Recreation, 1(2), 83–96. https://doi.org/10.17509/jithor.v1i2.13769

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. In Qualitative Research in Psychology, 3(2), 77–101.

Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.).

Grooss, O. F., Presser, M., & Tambo, T. (2022). Surround yourself with your betters: Recommendations for adopting Industry 4.0 technologies in SMEs. In Digital Business (Vol. 2, Issue 2). https://doi.org/10.1016/j.digbus.2022.100046

Hardani, Andriani, H., & Jumari Ustiawaty, Evi Fatmi Utami, Ria Rahmatul Istiqomah, Roushandy Asri Fardani, Dhika Juliana Sukmana, N. H. A. (2020). Buku Metode Penelitian Kualitatif. In Revista Brasileira de Linguística Aplicada (Vol. 5, Issue 1).

Hermawan, H., Brahmanto, E., & Hamzah, F. (2018). Pengantar Manajemen Hospitality. PT. Nasya Expanding Manajemen, 13(1), 217.

Kiron, D., Prentice, P. K., & Ferguson, R. B. (2014). Innovating with analytics. MIT Sloan Management Review, 55(3), 47-52.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).

Mastarida, F. (2023). Hubungan Kualitas Layanan, Pengalaman Konsumen, Kepuasan Konsumen, dan Loyalitas Konsumen: Model Konseptual Friska Mastarida. ARBITRASE: Journal of Economics and Accounting, 3(3), 521–526. https://doi.org/10.47065/arbitrase.v3i3.702

Miles, M.B., Huberman, A. M. (1994). Qualitative Data Analysis (2nd edition).

Rahayu, E., Adilase, B. P., Subrata, G., & Yuliamir, H. (2022). Pengaruh Kualitas Makanan Dan Pelayanan Terhadap Kepuasan Tamu Banquet Awan Sewu Hotel. Jurnal Manajemen Perhotelan Dan Pariwisata, 5(1), 82–91. https://doi.org/10.23887/jmpp.v5i1.45299

Rahmadi, S.Ag., M. P. I. (2011). Metodologi, Pengantar.

Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 321–341. https://doi.org/10.1108/SJME-06-2018-0030

Rifa’i, muhammad. (2020). Manajemen Bisnis. Suparyanto Dan Rosad (2015, 5(3), 211.

Riyanto, A., Dewi, A., Th, M., Yuliamir, H., & Rahayu, E. (2024). Peningkatan Kepuasan Pelanggan Melalui Kualitas Layanan dan Fasilitas di Hotel Berbintang Tiga Kota Semarang. 7(1), 172–178.

Triwijayati, A., Luciany, Y. P., Novita, Y., Sintesa, N., & Zahruddin, A. (2023). Strategi Inovasi Bisnis untuk Meningkatkan Daya Saing dan Pertumbuhan Organisasi di Era Digital. Jurnal Bisnis Dan Manajemen West Science, 2(03), 306–314. https://doi.org/10.58812/jbmws.v2i03.564

Varkaris, E., & Neuhofer, B. (2017). The influence of social media on the consumers’ hotel decision journey. Journal of Hospitality and Tourism Technology, 8(1), 101–118. https://doi.org/10.1108/JHTT-09-2016-0058

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.

Yin, R. K. (2014). Case Study Research: Design and Methods (5th ed.).




DOI: https://doi.org/10.34007/jehss.v8i3.2990

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Journal of Education, Humaniora and Social Sciences (JEHSS)

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Journal of Education, Humaniora and Social Sciences (JEHSS)

Publisher: Mahesa Research Center

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International Public License