The emerging growth digital application has driven ecosystems integrating digital banks and e-commerce platforms, enabling seamless, efficient transactions. This study examines the impact of user experience and satisfaction on reuse intention in this integrated environment. Using a mixed-method approach, data were collected through surveys of 471 respondents and interviews with 30 participants. Quantitative data were analyzed using structural equation modeling, while qualitative data were processed through content analysis. Results show that perceived ease of use, usefulness, reliability, value, and risk significantly affect user experience, while perceived security does not. These findings aim to help digital banks and e-commerce platforms design effective CRM strategies to enhance satisfaction and reuse intention.

Acheampong, S., Pimonenko, T., & Lyulyov, O. (2023). Sustainable Marketing Performance of Banks in the Digital Economy: The Role of Customer Relationship Management. Virtual Economics, 6(1), 19–37. https://doi.org/10.34021/ve.2023.06.01(2)

Agarwal, S., Malik, P., & Gautam, S. (2023). Analysis of Customer Satisfaction and the Customer Experience in Digital Payments: A Meta-Analysis Review. Int. Journal of Business Science and Applied Management, 18(1).

Almaiah, M. A., Al-Otaibi, S., Shishakly, R., Hassan, L., Lutfi, A., Alrawad, M., Qatawneh, M., & Alghanam, O. A. (2023). Investigating the Role of Perceived Risk, Perceived Security and Perceived Trust on Smart m-Banking Application Using SEM. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su15139908

Andrew Susanto, S., Valensius Manek, M., Alfonso Setiawan, R., & Mustikasari, F. (2023). Customer Experience in Digital Banking: The Influence of Convenience, Security, and Usefulness on Customer Satisfaction and Customer Loyalty in Indonesia. Journal of Research and Community Service, 4(8). http://devotion.greenvest.co.id

Antara. (2023, November 28). OJK highlights need to increase people’s financial literacy. Antara.

Aulkemeier, F., Iacob, M.-E., & van Hillegersberg, J. (2019). Platform-based collaboration in digital ecosystems. Electronic Markets, 29(4), 597–608. https://doi.org/10.1007/s12525-019-00341-2

Barbu, C. M., Florea, D. L., Dabija, D.-C., & Barbu, M. C. R. (2021). Customer Experience in Fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080

Bayarri, M. J., Benjamin, D. J., Berger, J. O., & Sellke, T. M. (2016). Rejection odds and rejection ratios: A proposal for statistical practice in testing hypotheses. Journal of Mathematical Psychology, 72, 90–103. https://doi.org/10.1016/j.jmp.2015.12.007

Burhan, F. A. (2024, May). Sokongan Ekosistem E-Commerce ke Bisnis Bank Digital Seabank, Jago, dan Allo Bank. . BISNIS.Com.

Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: a review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311–348. https://doi.org/10.1108/IJQSS-02-2021-0027

Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM). Business Process Management Journal, 9(5), 672–688. https://doi.org/10.1108/14637150310496758

Duriau, V. J., Reger, R. K., & Pfarrer, M. D. (2007). A Content Analysis of the Content Analysis Literature in Organization Studies: Research Themes, Data Sources, and Methodological Refinements. Organizational Research Methods, 10(1), 5–34. https://doi.org/10.1177/1094428106289252

Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107–115. https://doi.org/10.1111/j.1365-2648.2007.04569.x

Evermann, J., & Tate, M. (2011). Fitting Covariance Models for Theory Generation. Journal of the Association for Information Systems, 12(9), 632–661. https://doi.org/10.17705/1jais.00276

Financial Services Authority. (2022, February 21). Penguatan Infrastruktur Digital Dukung E-Commerce Lebih Sustain. . OJK.Go.Id.

Gaur, A., & Kumar, M. (2018). A systematic approach to conducting review studies: An assessment of content analysis in 25 years of IB research. Journal of World Business, 53(2), 280–289. https://doi.org/10.1016/j.jwb.2017.11.003

Gulledge, T. (2006). What is integration? Industrial Management & Data Systems, 106(1), 5–20. https://doi.org/10.1108/02635570610640979

Gunawardane, G. (2023). Enhancing customer satisfaction and experience in financial services: a survey of recent research in financial services journals. Journal of Financial Services Marketing, 28(2), 255–269. https://doi.org/10.1057/s41264-022-00148-x

Gupta, P. K. (2023). A Framework for Successful CRM Implementation in Indian Banking Sector. International Journal of Engineering and Management Research, 13(5), 31–36. https://doi.org/10.31033/ijemr.13.5.6

Hair, J. F., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). Cengage.

Hair, J. F., Babin, B. J., & Krey, N. (2017). Covariance-Based Structural Equation Modeling in the Journal of Advertising : Review and Recommendations. Journal of Advertising, 46(1), 163–177. https://doi.org/10.1080/00913367.2017.1281777

Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382

Iman, N., Nugroho, S. S., Junarsin, E., & Pelawi, R. Y. (2023). Is technology truly improving the customer experience? Analysing the intention to use open banking in Indonesia. International Journal of Bank Marketing, 41(7), 1521–1549. https://doi.org/10.1108/IJBM-09-2022-0427

Ionașcu, A. E., Gheorghiu, G., Spătariu, E. C., Munteanu, I., Grigorescu, A., & Dănilă, A. (2023). Unraveling Digital Transformation in Banking: Evidence from Romania. Systems, 11(11), 534. https://doi.org/10.3390/systems11110534

Jago. (2021). GoPay dan Bank Jago Hadirkan Integrasi Bank Digital dan Platform On-Demand Pertama di Indonesia. Jago.Com.

Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/JSTP-03-2015-0064

Jayani, D. H. (2021, October 7). Pengguna Bank Digital di Indonesia Diproyeksi Capai 748 Juta pada 2026. Katadata.

Karahan, M., & Kuzu, Ö. H. (2014). Evaluating of CRM in Banking Sector: A Case Study on Employees of Banks in Konya. Procedia - Social and Behavioral Sciences, 109, 6–10. https://doi.org/10.1016/j.sbspro.2013.12.412

Karim, R. Al, Sobhani, F. A., Rabiul, M. K., Lepee, N. J., Kabir, M. R., & Chowdhury, M. A. M. (2022). Linking Fintech Payment Services and Customer Loyalty Intention in the Hospitality Industry: The Mediating Role of Customer Experience and Attitude. Sustainability, 14(24), 16481. https://doi.org/10.3390/su142416481

Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking: An International Journal, 29(2), 551–572. https://doi.org/10.1108/BIJ-10-2020-0528

Kumar, S. (2021). The Relevance of Customer Relationship Management Strategies in Creating Customer Loyalty and Satisfaction: An Analytical Study. Shanlax International Journal of Management, 8(3), 31–36. https://doi.org/10.34293/management.v8i3.3587

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Louis, E. N., Sartono, E. S., Patricia, E., Gui, A., Shaharudin, M. S., Pitchay, A. A., & Chanda, R. C. (2023). Factors Influencing Customers Intention to Use Digital Banking Services. 2023 IEEE Symposium on Industrial Electronics & Applications (ISIEA), 1–6. https://doi.org/10.1109/ISIEA58478.2023.10212252

Martínez-Navalón, J. G., Fernández-Fernández, M., & Alberto, F. P. (2023). Does privacy and ease of use influence user trust in digital banking applications in Spain and Portugal? International Entrepreneurship and Management Journal, 19(2), 781–803. https://doi.org/10.1007/s11365-023-00839-4

Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1–13. https://doi.org/10.1016/j.ijinfomgt.2013.06.002

Mbama, C. I., & Ezepue, P. O. (2018). Digital banking, customer experience and bank financial performance. International Journal of Bank Marketing, 36(2), 230–255. https://doi.org/10.1108/IJBM-11-2016-0181

McLeod, L. D., Cappelleri, J. C., & Hays, R. D. (2016). Best (but oft-forgotten) practices: expressing and interpreting associations and effect sizes in clinical outcome assessments. The American Journal of Clinical Nutrition, 103(3), 685–693. https://doi.org/10.3945/ajcn.115.120378

Mutambik, I. (2023). Customer Experience in Open Banking and How It Affects Loyalty Intention: A Study from Saudi Arabia. Sustainability, 15(14), 10867. https://doi.org/10.3390/su151410867

Najib, M., Ermawati, W. J., Fahma, F., Endri, E., & Suhartanto, D. (2021). FinTech in the Small Food Business and Its Relation with Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 88. https://doi.org/10.3390/joitmc7010088

Ogedengbe, F. A., & Abdul-Talib, Y. Y. (2020). Factors influencing electronic banking continuance usage intention in developing economies: a study of Nigeria. In Int. J. Business Information Systems (Vol. 35, Issue 1).

Petersson, A. H., Pawar, S., & Fagerstrøm, A. (2023). Investigating the factors of customer experiences using real-life text-based banking chatbot: A qualitative study in Norway. Procedia Computer Science, 219, 697–704. https://doi.org/10.1016/j.procs.2023.01.341

Prasasti, G. D. (2021, July 22). Blibli dan Blu Kolaborasi Bidik Kalangan Digital Savvy. Liputan 6.

Rahardyan A. (2022, January 11). 2 Ekosistem Ini Bakal Jadi Rebutan Bank Digital, Apa Itu? Https://Finansial.Bisnis.Com/Read/20220111/90/1487903/2-Ekosistem-Ini-Bakal-Jadi-Rebutan-Bank-Digital-Apa-Itu.

Rahi, S., & Abd Ghani, M. (2021). Examining internet banking user’s continuance intention through the lens of technology continuance theory and task technology fit model. Digital Policy, Regulation and Governance, 23(5), 456–474. https://doi.org/10.1108/DPRG-11-2020-0168

Respati, A. R. (2023, November 19). Peran Bank Digital Dorong Pertumbuhan Ekonomi Indonesia. Https://Money.Kompas.Com/Read/2023/11/19/200000226/Peran-Bank-Digital-Dorong-Pertumbuhan-Ekonomi-Indonesia.

Roh, T., Yang, Y. S., Xiao, S., & Park, B. Il. (2024). What makes consumers trust and adopt fintech? An empirical investigation in China. Electronic Commerce Research, 24(1), 3–35. https://doi.org/10.1007/s10660-021-09527-3

Sahoo, S. K., Sahoo, S., & Cagáňová, M. A. D. (2024). Strategic Relationship of CRM with Effectiveness of Branch-Banking and E-Banking: An Input for Innovative Marketing of Banking Products. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2024.2405329

Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496

Schwager, A., & Meyer, C. (2007, February). Understanding Customer Experience. Harvard Business Review.

Seabank. (2024, November 18). Wawancara Presdir SeaBank: Rahasia di Balik Cetak Laba dan Kejar Keberlanjutan. Seabank.

Sha, N., & Mohammad, S. (2017). Virtual banking and online business. Banks and Bank Systems, 12(1), 75–81. https://doi.org/10.21511/bbs.12(1).2017.09

Shin, J. W. (2021). Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea. Social Behavior and Personality: An International Journal, 49(2), 1–18. https://doi.org/10.2224/sbp.9753

Siagian, H., Tarigan, Z. J. H., Basana, S. R., & Basuki, R. (2022). The effect of perceived security, perceived ease of use, and perceived usefulness on consumer behavioral intention through trust in digital payment platform. International Journal of Data and Network Science, 6(3), 861–874. https://doi.org/10.5267/j.ijdns.2022.2.010

Sitorus, T., & Yustisia, M. (2018). The influence of Service Quality and Customer Trust toward Customer Loyalty: The role of customer satisfaction. International Journal for Quality Research, 12(3), 639–654. https://doi.org/10.18421/IJQR12.03-06

Soltani, Z., & Navimipour, N. J. (2016). Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior, 61, 667–688. https://doi.org/10.1016/j.chb.2016.03.008

Soltani, Z., Zareie, B., Milani, F. S., & Navimipour, N. J. (2018). The impact of the customer relationship management on the organization performance. The Journal of High Technology Management Research, 29(2), 237–246. https://doi.org/10.1016/j.hitech.2018.10.001

Surachman Surjaatmadja, Tabrani, & Aini Kusniawati. (2021). The Structural Relationship Information Technology Used and Risk toward Banking Customer Satisfaction during Covid19, Indonesia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 1618–1630. https://doi.org/10.17762/turcomat.v12i4.1417

Tuch, A. N., & Hornbæk, K. (2015). Does Herzberg’s notion of hygienes and motivators apply to user experience? ACM Transactions on Computer-Human Interaction, 22(4), Article 16. https://doi.org/10.1145/2724710

Ugwuanyi, C. C., Uduji, J. I., & Oraedu, C. (2021). Customer experience with self-service technologies in the banking sector: evidence from Nigeria. International Journal of Business and Systems Research, 15(4), 405. https://doi.org/10.1504/IJBSR.2021.115983

Windasari, N. A., Kusumawati, N., Larasati, N., & Amelia, R. P. (2022). Digital-only banking experience: Insights from gen Y and gen Z. Journal of Innovation and Knowledge, 7(2). https://doi.org/10.1016/j.jik.2022.100170

Wiradharma, E. K. (2022, December 2). Riding the wave of Indonesia’s financial services growth. PT Ernst & Young Indonesia.

Xue, M., Hitt, L. M., & Chen, P. (2011). Determinants and Outcomes of Internet Banking Adoption. Management Science, 57(2), 291–307. https://doi.org/10.1287/mnsc.1100.1187

Yang, M., Mamun, A. Al, Mohiuddin, M., Nawi, N. C., & Zainol, N. R. (2021). Cashless Transactions: A Study on Intention and Adoption of e-Wallets. Sustainability, 13(2), 831. https://doi.org/10.3390/su13020831

Yoon, H. S., & Barker Steege, L. M. (2013). Development of a quantitative model of the impact of customers’ personality and perceptions on Internet banking use. Computers in Human Behavior, 29(3), 1133–1141. https://doi.org/10.1016/j.chb.2012.10.005

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302