What Drives Loyalty Among Male Online Banking Customers? Uncovering Dynamics of Protection Ability, Co-Creation, and Social Support
DOI:
https://doi.org/10.47313/oikonomia.v21i1.3940Keywords:
Protection Capability, Protection Co-Creation, Loyalty, Social Support, Male Online Banking CustomersAbstract
Purpose This study aims to investigate the influence of coping appraisal and protection co- creation behavior on the loyalty of male online banking customers, with social support acting as a moderating variable. Methodology The research is based on data collected from 127 male customers registered with Indonesia’s four largest banks- BCA, BRI, BNI, and Mandiri- which are located in Surabaya. The study employs WarpPLS 8.0, a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, to test the proposed research hypotheses. Findings The results indicate that coping appraisal has a significant positive impact on the protection of co-creation behavior and loyalty. However, protection co-creation behavior does not directly influence loyalty. Additionally, the moderating role of social support does not enhance the effect of coping appraisal on protection co-creation behavior. Suggestion This study provides valuable insights for banking management in developing strategies to improve customer loyalty by strengthening customer protection capabilities and fostering better-coping appraisal mechanisms.
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