The Effect of Ethical Behavior on E-Customer Loyalty Mediated By E-Customer Satisfaction and E-Customer Trust

Abstract

This research seeks to examine the effect of ethical behavior on e-customer loyalty, with e-customer satisfaction and e-customer trust serving as mediating variables, among customers of Bank Syariah Indonesia in Banda Aceh City. The study involved a total of 182 respondents. Data were gathered through the distribution of questionnaires, using a non-probability sampling technique. The analytical approach employed was Structural Equation Modeling (SEM) using IBM SPSS AMOS software to assess the relationships among the studied variables. The findings indicate that ethical behavior does not have a direct impact on e-customer loyalty. However, ethical behavior shows a positive and significant influence on both e-customer satisfaction and e-customer trust. Furthermore, e-customer loyalty is positively impacted by both e-customer satisfaction (not significant), and e-customer trust (significant). These results suggest that while ethical behavior alone may not directly lead to customer loyalty, it contributes indirectly by enhancing satisfaction and trust. Additionally, the study confirms that the relationship between ethical behavior and e-customer loyalty is partially mediated by e-customer trust, highlighting their critical role in shaping customer loyalty in the digital banking context.