The Effect of E-Service Quality and Brand Image on Customer Loyalty to Conventional Banks During the COVID-19 Pandemic

This study aimed to determine the effect of e-service quality and brand image on customer loyalty with customer satisfaction as a mediating variable at conventional rural banks in East Java. These conventional rural banks are a part of the Perbarindo – a banking association of 215 rural banks. The sampling technique used was saturated sampling and data were analyzed using the PLS Wrap.5.0 software to inspect the outer and inner models. It was found that the e-service quality and the brand image had a significant direct effect of 39% and 41%, respectively, and a significant indirect effect of 57% and 53%, respectively, on customer loyalty with customer satisfaction as a mediating variable, statistics >1.96, and P-values = 0.000 which is <0.05. Keywords: e-service quality, brand image, customer loyalty, customer satisfaction, rural credit ban