Ecosystem Service Integration and Customer Experience: Pathways to Loyalty in Indonesian Priority Banking

This study investigates the role of ecosystem service integration and perceived value in shaping customer loyalty within Indonesian state-owned banks’ (BUMN) priority banking segment, with customer experience as the mediating construct. Drawing upon service-dominant logic and value co-creation theory, the research employs a quantitative design using partial least squares structural equation modelling (PLS-SEM). Data were collected from 75 priority banking clients across major BUMN banks, reflecting the challenges of accessing affluent respondents who prioritise privacy and exclusivity. The measurement model demonstrates satisfactory reliability and validity, while the structural model reveals that service integration and perceived value significantly enhance customer experience, which in turn strongly predicts customer loyalty. Direct effects of service integration and perceived value on loyalty were weak, confirming the mediating role of customer experience. These findings highlight that loyalty in priority banking is primarily driven by experiential outcomes rather than technical integration or perceived value alone. The study contributes theoretically by validating customer experience as the critical pathway in the ecosystem–loyalty nexus, and practically by offering actionable insights for BUMN banks to prioritise experiential design across their ecosystems. Limitations related to sample size and generalisability are acknowledged, with recommendations for future research including larger and comparative studies across banking sectors.