The Effect Of Multichannel Services On Customer Engagement Mediated By Brand Trust And Brand Commitment With Offline And Online Familiarity As Moderators At Pt. Bank Pembangunan Daerah Sulawesi Tenggara

Abstract

The primary objective of this research is to identify and explain how customer perceptions of offline and online service quality influence trust and commitment to the brand, as well as how these relationships impact Customer active engagement. The research method employed is a quantitative approach, utilizing Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis, which enables the simultaneous testing of direct, indirect, and moderating relationships between variables. Data were obtained through distributing questionnaires to active customers of PT. Bank Pembangunan Daerah Sulawesi Tenggara who have used Multichannel services. The results showed that Brand Trust and Brand Commitment act as significant mediators in bridging the influence of service perceptions, both offline and online, on customer engagement. In addition, Offline Familiarity and Online Familiarity proved to be moderators that strengthen the relationship between service perceptions and Brand Trust and Brand Commitment, suggesting that consumers' level of familiarity with the service affects their trust and commitment to the brand. These findings underscore the importance of a relationship marketing approach in the banking context, particularly in addressing the challenges of diverse customer preferences, varying technological literacy, and public trust in the security of digital transactions.