Green Trust, Green Usefulness, and Green Value Effects on Sustainable Customer Satisfaction through Digital Banking
DOI:
https://doi.org/10.70550/joseb.v3i3.757Keywords:
Digital Banking, Green Perceived Usefulness, Green Perceived Value, Green Trust, Sustainable Customer SatisfactionAbstract
Objectives: This study examines the influence of green trust, green perceived usefulness, and green perceived value on sustainable customer satisfaction, both directly and indirectly through digital banking, in the Indonesian banking sector. The study responds to the continuing gap between rapid digital-banking development and customers' understanding of the sustainability value embedded in digital and green banking services.
Methodology: The study used an explanatory quantitative design with a cross-sectional survey. Primary data were collected from 110 banking customers using a structured questionnaire measured on a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model, structural model, and mediating effects.
Findings: All direct relationships were positive and significant. Green trust, green perceived usefulness, and green perceived value significantly influenced sustainable customer satisfaction and digital banking. Digital banking also had a positive and significant effect on sustainable customer satisfaction and partially mediated the three green antecedents. The model explained 48.2% of the variance in digital banking and 80.0% of the variance in sustainable customer satisfaction.
Conclusion: The findings indicate that sustainable customer satisfaction in banking is shaped not only by functional digital-service performance, but also by customers' trust, perceived usefulness, and perceived value regarding sustainability. Banks should strengthen digital banking while communicating credible green commitments to create efficient, responsible, and sustainable customer experiences.
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