IT service, banking image, and deposits customer loyalty

Archives Des Sciences Vol 65, No. 8;Aug 2012
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Information technology service performance and client’s
relationship to increase banking image and its influence on
deposits customer banks loyalty (A survey of Banking in Jambi)
Author
Adji Djojo & Hapzi Ali
Putra Batam University & Batanghari University
Abstract
The potential growth of banking deposit services (savings, clearing account, and time
deposit) in the Jambi banking system can say to be sufficient at large, because in
addition to public enthusiasm to open banking account, there is also the availability of
national business resources in Jambi. However, generally types of saving, clearing
account, or time deposits in the Jambi banking system are still under junisdiction of
the General National Banking deposits services, this case is signaled by a large
number of less active clients for saving or it can be said that clients of deposit services
in the Jambi banking system are seen to be non-loyal to the banking system. Such
non-loyal indication on clients of deposits services is presumed that banking image in
Jambi has not been given a good perception by its clients, because the Jambi banking
system does not build relationship with its clients.
It is also true with the performance of Information technology service that is closely
relate with clients of deposit service relationship matter, because it concerns with
clients database of deposits services and the clients ease to conduct banking
transaction has not been optimally developed. This objective of this is to obtain a
clear illustration of the Performance of Information technology services for deposit
for services and to provide clients with banking system information. In order to obtain
an illustration about clients of deposits service relationship built by the banking
system. To examine relations between Performance of Information technology service
and banking clients of deposits service relationship and its effect to the banking
image, both partially and simultaneously. To examine the effect of Performance of
Information technology service, Customer of deposits service Relationship and
Banking image on Customer loyalty of banking deposits services.
The research method used is the descriptive method and an explanatory survey with
analytical units consisting of clients of deposits services in Jambi who possess
savings, clearing account, and time deposit products who total to 245 clients. The
analytical method used is the SEM. This research finding is that clients of deposits
services in the Jambi banking system will be loyal if the banking system image is
good and maintained a positive image because they are supported by appropriate,
rapid, and accurate information technology service. The clients of deposits service
relationship cannot increase banking image in Jambi, and it is not able to develop its
client’s loyalty, because the Jambi banking system has not created a good relationship
with their clients, although they can bind clients of deposits services for always doing
some interaction and transactions with the banking world.
Keywords: performance of information technology service, clients of deposits service
relationship, banking image, customer loyalty of deposits services.

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INTRODUCTION
It can be said that the potential growth of deposit services in the Jambi Banking
System is very great, because community enthusiasm to open deposit account is high
on one side, there is also an abudance of national business sources in Jambi on the
other side. However, types of deposits, clearing accounts, or time deposit in Jambi
are, in generally, still under deposits service performances of the National Public
Banking System, this instance is pointed out because of many less active clients to
save there; otherwise, it can also be said that banking clients demonstrate dioloyalty
in Jambi. This clients disloyalty is estimated that the banking image in Jambi has not
been well perceived by clients, because Jambi Banking system does not actively build
good relationships with their clients. It is also true with the performance of banking
information technological services that have a close relation with clients, because it
concerns the clients database and their ease to transact, has not been optimally built. .
Formulations of the problem in this study are:
1. How performance banking services, information technology services
provides information for the client deposits banking services.
2. How to deposit banking services client built by banking.
3. How far the relationship banking information technology service
performance by client deposits banking services.
4. The extent of banking information technology service performance by
customer deposits banking services effect on the image, either partially or
simultaneously
5. The extent of banking information technology service performance by client
Service banking deposits affect the client loyalty banking deposit service,
either partially or simultaneously.
6. The extent affect the image of the banking deposit services banking client
loyalty.
Based on the above said problems, the research objectives can be described as
following:
1. To obtain illustration about Service Performance of the Deposit Service
banking information technology and provide information for Banking
Deposit Service clients.
2. To obtain illustration about Banking Deposit Service Customer
Relationship built by the Banking System.
3. To obtain relationship clients of Service Performance of the banking
information technology with Banking Deposit Service Clients Relationship.
4. To get investigation outcomes about the Effect of Service Performance of
banking information technology with Deposit Service clients Relationship
toward Banking image, both partially and simultaneously.
5. To obtain investigation outcomes about the Effect of Service Performance
of banking information technology with Banking Deposits Service
Customer Relationship toward Loyalty of Banking Deposits Service
Clients, both partially and simultaneously.
6. To obtain investigation outcomes of the Effect of Banking Image toward
Loyalty of Banking Deposits Service Clients.
FRAMEWORK OF STUDY
Banking information technology services is a system that helps management to take
decisions and analyze the feedback from clients. Because the performance of banking
information technology services can be viewed by clients. Banking information
technology services component consists of three dimensions, namely the system

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Database Services Deposits, Savings Sale System Hardware, System Software And
Service Deposit.
Zyu, Wymer, and Chen (2008: 73) states that "the key variables selected to describe
the IT-based services include a database, software services, and hardware service. The
key variables are selected to form the Information Technology Services is a data base,
software services, hardware and services. Even Zyu at.all (2008: 73) exemplifies the
Information Technology Services is a service ATM banking services which is a
hardware services, online services and internet banking system banking system as a
service software, and data ware house as a database system. Zyu, at.all (2008: 74)
explains that the software service is measured through the ease to use, conservation
time, and convenience. Data base system is measured through the privacy and
accuracy. While the service measured through multifunctional capability hardware
and use to advanced IT. Domegan., (2006: 56) and Noha & Fotzsimmons (2008: 310)
suggests that broadly based information technology services is measured by three
dimensions, namely:
1)Database
2)Hardware
3) Software System
The database system contains a collection of all data owned business enterprises, both
derived from daily transactions, as well as basic data (master files). Performance of
the database system can be seen by clients, such as client’s data, client’s transaction
data, and other data relating to clients. For the purposes of PTI, necessary data
relevant to the problem solved through simulations. The second component is the
system hardware is hardware that is used to assist as a tool in the IT services to the
Clients Service Deposits at banks, such as computers, communication devices, and
ATM. The third component is a software system, namely the operating system and
application programs are represented in the form of a model that is "understood" the
computer, such as systems used in managing customer transactions, the ATM
features, and features in e-banking and m- banking. Banking information technology
service activities one of its functions is to facilitate management in an effort to build
relationship with clients.
The client’s relationship concepts are method to maintain client’s satisfaction in order
to place a sustainable relationship with clients. Kenna (1991:132) reveal the presence
of the five principles in the implementation of clients relationship marketing, namely:
1). Placing the market as the center of the marketing organization.
2). Marketing is the creation of a market (market creation) and not market share.
3). Marketing is a process issue and not a promotional tactic.
4). Marketing is qualitative and not quantitative.
5). Marketing is everyone's task or job.
Clients management has two important elements, namely trust and commitment.
Relationship clients will `trust (trust) and commitment (commitment) clients, so that
ultimately the company's image will be awakened. An overall image of a person's
perception of one thing that is formed through a process of information obtained from
various sources; Banwari (2001: 21) says that the main core of the relationship is
trust. Some other opinions that say that "commitment" and "trust", is the central role
of relationship marketing proposed by (Boyle et.al, 1992: 8; Crosby, Evans and
Cowles, 1997: 78), in Palmer Andrian (2001: 35 ).

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Proctor (2008: 26) and Clarke & Rowley (2008: 10) connect the Banking Information
Technology Services with Customer relationship. While Talvinen (2005: 26) states
there is influence of the Banking Information Technology Services against Corporate
Image and Customer Loyalty. Flavian, Torres, and Guinaliu (2004: 384) in his
research on the measurement of the resulting image bank of five elements that can
form banking image, namely access to services, Service Offered, personal contact,
security and reputation, which will be used in this study.
Access to services is composed of indicators ease of use of services, timeliness of
transactions, convenience of service, the operational schedule of the bank, and the
possibility to lodge a complaint / protest. Services Offered consists of indicators of
the availability of products and services, attractiveness of products and services
offered, product interest deposit services, loan interest payments, and payment of
service charges. Personal Contact consists of indicators staff friendly, individual
attention, personal contacts, financial consulting assistance, convenience for
consultation. Security consists of safety indicators in transactions, security in saving
money, security in the data. Reputation of the company consisted of trust
appointments indicator of banking, reputation services offered, the confidence in the
bank exceeds the selected institution (Flavian, Torres, and Guinaliu (2004: 384))
Ziethaml at.ll (2000:115) that "A favorable and well know image - corporate and / or
local-is an asset for any organization can impact because image of quality,
satisfaction, and loyalty. The above statement is clear that a good image will increase
client’s loyalty.
Loyalty is defined as loyalty to a person against an object. Mowen and Minor (1998:
42) defines loyalty as a condition in which the client has a positive attitude towards a
brand, a commitment to the brand, and intended to continue their purchases in the
future. Clients loyalty showing a tendency to use a particular brand with a high level
of consistency (Dharmmesta, 1999: 53 in Murdalis, 2005: 24). Kotler, Hayes and
Bloom (2002: 153) mentions six reasons why an institution need to obtain clients
loyalty. First: there are more prospective clients, it means that loyal clients will
provide great benefits to the institution. Second: the cost to get new clients is much
greater when compared to safeguard and retain existing clients. Third: the customer
who already believe in the institution in an affair will believe also in other matters.
Fourth: the operational cost more efficient if it has a lot of loyal clients. Fifth: The
institution may deduct the cost of psychological and social due to old clients have had
many positive experiences with the institution. Sixth: loyal clients will always defend
the institution even trying also to attract and give advice to others to become clients.
while Kotler and Keller (2009: 140) states loyalty is built with three elements, namely
repetition, retention, and referall.
Based on the above framework, the research paradigm Reseach can be described as
follows:

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Figure 1.
Paradigm Reseach
Based on the formulation of the problem and the research paradigm on the hypothesis
in this study consists of six hypotheses are:
1. Performance of information technology banking deposit services provide
accurate information for the client service banking deposits
2. Relationship deposit banking client service banking constructed by binding
the customer to always interact and transact with banks.
3. Performance of the banking information technology services and client
relationship services savings bank has a relationship.
relationship services banking deposit banking effect on the image, either
partially or simultaneously.
relationship services more influenced towards savings banks deposits
banking services client loyalty, either partially or simultaneously.
6. Banking more influenced image of the client loyalty banking deposit
services.
Customer Relationship
Management
= CRM
 Membangun Komitmen
Nasabah (X4)
 Membangun Kepercayaan
Nasabah (X5)
Banwari Mittal (2001: 21)
Banking Image
= BI
 Access to Service (Y1)
 Service offered (Y2)
 Personal Contact (Y3)
 Security (Y4)
 Reputation (Y5)
Flavian, Tores dan
Guinaliu (2004 ; 384)
Clients Banks
Loyalty
= CL
 Repetition (Y6)
 Retention (Y7)
 Referral (Y8)
Kotler dan Keller
(2009 ; 140)
Information Technology
Service Performance
= IT
 Database (X1)
 Hardware (X2)
 Software (X3)
Domegan., (2006: 56) &
Noha & Fotzsimmons
(2008: 310)

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METHOD
Based on the study objectives, this research has descriptive and verificative
properties. A descriptive research is a research aiming to obtain illustration or
description about service performance of banking information technology, clients
relationship, banking image and loyalty of deposits service clients. Meanwhile, a
verificative research is to understand the correlation between variables through a
hypothetical testing based on collected data in the field. According to types of applied
research, descriptive and verificative research, thus there are two applied survey
methods, namely, descriptive and explanatory surveys. Consequently, investigation
type in this research is a causality investigation, a research showing the relationship
direction between variables based on construction of research model. Analytical
units in this research are individuals, who are banking business clients in Jambi.
Observation makes use of a time horizon with cross section/one shoot characters,
meaning that obtained information and data are data collection outcomes conducted
on a given time period, namely, ending 2008 to mid 2009. This research has been
carried out by using a field survey of respondents, who are clients of banking system.
For providing statistical evidence, a verificative research is carried out. Type of
applied investigation is a Casuality investigation, meanwhile its analytical unit
consists of deposits service clients clients whom perform banking transactions.
Time required to carry out this research is determined in cross sectional format to see
situational portrait (snapshot) in a given time.
As it has been described in the research method, this research is a
perceptional/opinion research from its subjects; in this case, they are Banking clients.
Consequently, type of data in this research is a subjective data (self-reported data),
therefore data of research is directly obtained from its sources, namely, clients
(primary data) and secondary data as supportive data. Meanwhile, data sources,
namely, (1) sources of secondary data are Central Statistical Agency (BPS) and Bank
of Indonesia; and (2) sources of primary data are banking clients in Jambi. Data types
and sources are fitted with research objectives. The population of this research is
banking clients in Jambi. Its sample size is determined by consideration of the applied
analytical technique in hypothetical test, a structural equation model. There are 4
variables in this research, therefore the required minimum sample size is 200
respondents. Considering the presence of outliers data (Hair, 1998:603) and principle
stating that a larger sample size is better, thus sample size to be selected is 500
respondents.

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RESULTS AND DISCUSSION
Service performance of banking information technology
Table 1.
Service Performance of Banking Information Technology in Jambi’s Banking
System in 2009 (n=245)
Service Performance Indicators of banking information
technology
Total
scores
Contri
bution
The truth of data (database) (see, book of deposits services,
deposit certificates (long deposit) and clearing acct. (short
deposit)
954 7,06%
The truth of rotating process (transactional database) of banking
system (see, book of deposit services, deposit certificate (long
deposit) and clearing acct. (short deposit)
983 7,28%
Accuracy of deposits transaction data (very short deposit) (total
transaction, transaction history)
978 7,24%
Accuracy of deposit transaction data (total transaction,
transaction history)
959 7,10%
Accuracy of clearing account transaction data (short deposit)
(total transaction, transactin history)
956 7,08%
Sophistication of computerizing devices used by banking
system.
991 7,34%
Transaction convenience via ATM 997 7,38%
Transaction convenience via Internet 995 7,37%
Transaction convenience via banking phone 1009 7,47%
The speed of computerizing process (application programs) for
deposits and drawing transaction for deposits account (very
short deposit) owned by clients.
930 6,88%
deposits and drawing transaction for time deposit (long deposit)
owned by clients.
961 7,11%
deposits and drawing transaction for clearing account (short
deposit) owned by clients.
936 6,93%
Feature completeness on ATM 956 7,98%
Feature completeness on internet banking 902 6,68%
Total scores 13507 78,7%
Sources : Result of data processing (questionnaires)
Based on Table 1 above, the highest score is transaction convenience via phone
banking phone with 7.47% contribution and the lowest score is provided by feature
completeness in internet banking with 6.68% contribution, and as it is shown in the
field findings, the year 2008 showed generally the most flexible service used is
phone banking compared with other facilities. In Table 4.18 above, it is demonstrated
that service performance of banking information technology through contribution as
78.76% (total max. scores = 17150), and in fact this service performance of banking
information technology includes in 11662 to 14406 ranges (Table 3.5), therefore
service performance of banking information technology is given appropriate value by
clients.

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Based on the above criterion, thus hypothesis 1 is accepted, it means that Service
Performance of banking information technology provides accurate information to
banking deposit services (deposit) clients. It is also fitted with Sprague & Salimi
(2008:233) theory and Talvinen (2005:26) describes service criteria for effective
banking information technology, namely, it must be developed by three sub-systems.
They are 1) Database, 2) Hardware, and 3) Software System for deposits services. An
appropriate banking information technological service, namely, a more optimal
database, hardware, and software utilization in support of banking transaction made
by deposit service clients. Based on above statement, it means that service
performance of information technology owned by Jambi’s banking system has been
more optimally utilized to support its clients banking transactions. Results of
hypothetical testing said above is fitted with Rose’s opinion (1999) which state that
commercial banking system needs banking information technological services as
manager’s input in order to know and understand their clients condition, and to then
can provide better services to clients.
Deposit Service clients Relationship Built by Banking System
Table 2.
The Banking system’s deposits service clients Relationship in Jambi, 2009
(n=245)
Indicators of clients Relationship Total
Scores
Contri-
bution
Be communicated with clients in order that they constantly wish
to save (retention)
1093 15.20%
Be communicated with clients in order they constantly wish to
save in banks although they are faced with competitor
attraction/influence.
848 11.80%
Maintaining product quality, so clients constantly wish to save
although interest rate is lower than competitor’s rate.
828 11.51%
Be adhered with agreement content with clients on existing
stipulations
823 11.44%
To build clients trust on banking system (trustworhi- ness) 872 12.12%
To build clients s trust on banking loyalty and integrity 925 12.86%
To build clients trust on banking reputation 919 12.78%
To build clients trust on Bank compared with its competitors 885 12.30%
Average scores 7193 73.40%
Sources : Results of data processing (Questionnaires)
Based on Table 2, the indicator of clients relationship that has the largest contribution
(15.20%) is that to be communicated with clients in order they constantly wish to
save, so that Jambi’s banking system give the highest consideration on this indicator.
Meanwhile the indicator with the lowest contribution is to adher with agreement
content with clients on existing stipulations (11.44%), meaning that banking systems
in Jambi provide less attention for adherence to existing agreements, for example, do
not completely describe agreement contents with small characters on registration
form/deposits service card/deposit (long deposit)/clearing account (short deposit), so
when a clients draws his or her deposit in a large quantity by bringing his/her deposit
service book without card, it cannot be processed, and other similar transactions. In
general, it is seen that the contribution of clients relationship is as larges 73.40%
(total max. Scores = 9800), thus customer relationship ranges between 6664 to 8232,
meaning that Banks in Jambi often perform relationship with their clients.

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As a result,whereby hypothesis 2 is accepted, namely, clients Relationship of deposit
services built by the banking system bind clients to make their interaction and
transaction with the banking world. The above analytical results, according to
statements made by Fournier, Susan; Susan Dobscha and David Glen Mick (1998)
describe that to obtain consumer’s trust,the organization must seriously demonstrate
to its consumers that the company has a useful value as if it becomes a partner. We
must demonstrate it with clients relationship that contains a specific meaning and is
well done.
According to Kasper (1999) that in the business world, clients often want to get a
trusted partner and of course pay him attention. The commitment is also assumed as
the main issue in a relationship marketing. It has implication that one or both parties
will be loyal and show stability in their relationship with each other.
Service performance of banking information technology and customer
relationship in Improving of Banking Image and its effect on Customer Loyalty
to Deposits Services.
Table 3
Results of hyphotetical testing analysis
Hy-
pho-
tesis
Hypothetical statement Coeffici-
ent (stan-
dardized)
t/F
Values
Descrip-
tion.
3 Service performance of banking
information technology has connection
with clients relationship to banking deposit
services (deposit)
0,70 8,90 Significant
(hypothesis 3
accepted)
information technology has partial impact
on banking image
clients relationship on deposit services has
partial impact on banking image
Service performance of banking
information technology and customer
relationship on deposits services have
impact on banking image, simultaneously
0,67
0,23
R2
=0,61
4.73
2,97
F value
=10,61
Significant
Significant
Significant,
hyphotesis 4
accepted.
information technology has impact on
Loyalty of Deposits Service clients,
partially
Customer relationship of deposits services
has partial influence on Loyalty of
deposits service customer.
Service performance of banking
information technology and customer
0,47
0,28
R2
=0,39
3,79
2,52
F value
Significant
Significant
Significant

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relatinship on deposits services a simulant
impact on customer loyalty
=10,74 (Hypothesis
5 accepted)
6 Banking image has influence on customer
loyalty on banking deposits (deposit)
services
0,56 6.66 Significant
(Hypothesis
6 accepted)
Note : Hypothesis 1 and 2 are descriptive (not listed in this table)
Finding from Research
Based on all hypothetical testing outcomes, it can be totally seen in following
findings in figure 1.
Figure 2.
Finding of Research
Based on figure 1 above, a relatively similar model with paradigm has bee obtaint. On
research paradigm it is assumed the is available influence of clients relationship on
deposit services on banking image and clients loyalty, it is also obtained in this
research that clients relationship has significantly influence on banking image and
clients loyalty on deposit services with standardized coefficient, 0.23 and 0.28.
CONCLUSION AND SUGGESTION
Conclusion
1. Service performance of banking information system provides accurate
information for clients of deposit services. In service implementation of
banking information technology, banking systems in Jambi still provide less
Cust.relationship on
sav.services=X2
Banking Image
=
Y
Customer loyalty
on sav.
Service=Z
Service
performance of
banking informa
tion technology =
X1
0,70
0,67
0,23
0,47
0,28
0,5
6

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attention on feature completeness of internet banking, the speed of
computerizing process (application program) for deposits and drawing
transaction of clients fund, and the speed of computerizing process
(application program) for clearing account deposits and drawing transactions
owned by clients.
clients relationship on deposit services conducted by the banking system holds
clients to make transanctions with the bank. In this clients relationship
programs, Jambi’s banking system still provides less attention on clients
relationship program, especially to adhere agreement content with clients
according to existing stipulations, to maintain product quality, so clients
constantly wish to save in related bank although interest rate offered is lower
than other bank, and maintain relations with clients who constantly wish to
save in the banking system although they are faced with competitor’s
attraction/influence.
2. Services of banking information technology, such as deposits/deposit database
(data contained in deposit account books, marketable securities or computer
monitoring and handphone), hardware deposit services (hardwares directly
relate with clients, such as ATM and teller), and software (application
program or feature that is directly seen by clients, such as menu in ATM and
Internet Banking) that it optimally operated will provide ease to clients in
getting access for banking transactions, and to propose customer’s personal
data improvement, therefore clients database will be more complete,
appropriate and accurate as basis for clients relationship.
Banking system image in Jambi has been well been developed via accurate
banking information technological services, and it can provide clients ease to
transact and give clients pride in using of information technology offered by
banks. Additionally, clients relationship of deposit services has obtained a
higher attention from Jambi’s banking system clients, because their culture
gives a sufficient priority on closeness, partners, or family in doing business,
and its profitability. In addition, the Banking system in Jambi has not built
optimal relationships with clients of deposit services although it can hold
clients to create transactions with the related bank.
Clients in Jambi always utilize banking services that can provide them with
the use of sophistication information technology, ease to transact, and
flexibility of such transactions.
Clients in Jambi place their trust on banks that have obtained a good image, so
they will actively transact in that bank.
Suggestions
Loyalty and banking image in Jambi are primary issues that must be urgently
attended to as results of this research show that there are some elements that must be
corrected:
1. Feature completeness in internet banking.
2. To adhere to agreement content with clients according to existing stipulations.
3. The speed of computerizing process (application programs) for fund deposits
and drawing transaction owned by clients.
4. To maintain product quality, so that clients will constantly want to save in that
bank although its interest rate is lower than other banks.
5. The speed of computerizing process (application program) for clearing
account’s saving and drawing transactions by clients.
6. To build good relationship with clients in order they constantly want or
commited to save in that banking system although faced with competitor
attraction and influences.

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Suggestions for future research
1. In this research, there are other factors available that affect client’s image and
loyalty, consequently it is suggested further researches on these factors be
carried out
2. This research has been carried out in Jambi, it is suggested that the same
research be carried out in other regions all over Indonesia.
3. This research focuses on deposit services, so it is expected that banking
products in other banking systems in jambi be studied by researchers in the
future.
4. This type of research is a relatively rare one, because it connects information
technology and marketing, and consequently it is expected that future
researchers can carry out more complete researches by involving more
detailed information technological elements.
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