The Impact of Banking Digitalization on Customer Satisfaction and Loyalty in BPRs: Systematic Literature Review

Maulana Yusup

doi:10.35891/jsb.v12i01.6240

Authors

Maulana Yusup Universitas Hayam Wuruk Perbanas Surabaya

DOI:

https://doi.org/10.35891/jsb.v12i01.6240

Keywords:

Digital Transformation, Rural Bank, Customer Satisfaction

Abstract

Introduction: This study analyzes the impact of banking service digitalization on customer satisfaction and loyalty in Rural Banks (BPR). Loyalty is a key factor in ensuring business stability in the banking sector, and digitalization plays a strategic role in fostering it. The research aims to explore how digital services influence customer behavior in the context of rural banking. Method: This study employs a Systematic Literature Review (SLR) by analyzing 20 Scopus-indexed articles published between 2005 and 2025. The selected literature focuses on digital banking services, customer satisfaction, and loyalty, particularly within the scope of rural banking institutions. Results: The findings indicate that the adoption of digital services is significantly influenced by perceived ease of use, perceived usefulness, trust, security, and compatibility with customers’ lifestyles. Trust emerges as a key mediating factor in shaping continued usage behavior. Moreover, loyalty is affected not only by technological features but also by emotional, personalized, and locally relevant experiences. Conclusion: The study highlights that the main challenge in rural areas is resistance to digitalization due to low digital literacy and concerns over data privacy. It recommends that BPRs prioritize digital literacy programs, ensure system transparency and security, and combine physical and digital services. Strategic partnerships with fintech and other stakeholders are also vital for achieving inclusive and sustainable digital transformation.

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