CUSTOMER EXPERIENCE, ENGAGEMENT, TRUST AND DELIGHT AS DETERMINENT ON CUSTOMER LOYALTY: A STUDY OF LIVIN’ MANDIRI APPLICATION BY BANK MANDIRI IN PALEMBANG

This study investigates the influence of customer experience, engagement, trust, and customer delight on customer loyalty in the Livin’ by Mandiri mobile banking application provided by Bank Mandiri. The research aims to identify the key drivers of loyalty in Indonesia’s competitive digital banking environment. A quantitative approach was employed using a structured online questionnaire distributed to 100 active users in Palembang, Indonesia. The data were analyzed using multiple linear regression with SPSS. The findings indicate that customer experience, engagement, trust, and customer delight each have a positive and significant effect on customer loyalty. Among these variables, customer delight exerts the strongest influence, highlighting the importance of exceeding customer expectations in digital service delivery. The results suggest that seamless functionality, strong security, personalized interactions, and emotionally engaging experiences are critical in fostering long-term customer loyalty. This study offers practical insights for strengthening digital banking strategies and sustaining competitive advantage.