The Influence of Service Quality and Customer Value on Customer Satisfaction and Its Impact on Brand Trust in the Use of the BJB Digi Mobile Application in West Java

Abstract

This study investigates the influence of service quality
and customer value on customer satisfaction and their
subsequent impact on brand trust in the context of the BJB Digi
mobile banking application in West Java. Employing a
quantitative approach and Structural Equation Modeling (SEM)
with AMOS, data were collected from 200 active users through
purposive sampling. The findings reveal that service quality does
not directly affect brand trust, but exerts a significant indirect
influence through customer satisfaction. In contrast, customer
value demonstrates both direct and indirect positive effects on
brand trust. Customer satisfaction itself is shown to moderately
influence brand trust, confirming its mediating role. These
results underscore that improving service quality alone is
insufficient to build brand trust unless it leads to higher
satisfaction. Instead, enhancing perceived customer value
emerges as a more effective strategy for fostering trust in digital
banking services. The study contributes to digital banking
literature by highlighting the interconnected roles of service
quality, perceived value, and satisfaction in strengthening brand
trust, particularly in underutilized mobile banking platforms.
Practical implications suggest that financial service providers
should prioritize value-driven experiences to improve customer
retention and trust