Optimizing Distribution Channels: How Digital Marketing Communication Enhances Trust and Loyalty in Indonesian Banking

• 영문명: Optimizing Distribution Channels: How Digital Marketing Communication Enhances Trust and Loyalty in Indonesian Banking
• 발행기관: 한국유통과학회
• 저자명: Muhammad Diast REYHANRAFIF La MANI Astika Prima NITULAR Hendra CRISWANTO Irmawan RAHYADI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제8호, 1~15쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

Purpose: This study explored how Indonesian banks utilize digital marketing communication strategies to optimize their distribution channels, leading to enhanced customer trust and brand loyalty. It examined specific methods such as sponsorships, social media, institutional partnerships, and mobile banking application features as key components of this digital distribution strategy. Research Design, Data, and Methodology: This study employed mixed methods design to assess digital distribution impacts. It involved 385 Jakarta bank customers. The sample size was determined using the Lemeshow formula. Results: The findings indicate that effective digital distribution strategies, including sponsorships, social media engagement, and user-friendly mobile banking applications, significantly enhance customer trust and loyalty. However, overly complex features may negatively impact loyalty. Conclusion: This study demonstrates a clear connection between the strategic use of digital marketing channels, such as sponsorships, social media, institutional partnerships, and mobile banking features, and the development of customer trust and loyalty. The results provide valuable insights to Indonesian banks in designing digital distribution strategies that prioritize building trust and fostering integrated customer interactions. Tailored digital marketing approaches that optimize distribution can significantly enhance both trust and loyalty among Indonesian bank customers.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Result

5. Discussion

6. Conclusion

References

키워드

Distribution Channels Digital Marketing Communication Sponsorship Social Media Official Institution Mobile Banking Application Feature Customer Trust Brand Loyalty