About this article
- Submitted: May 30, 2025
- Final Revised: Sep 16, 2025
- Accepted: Dec 10, 2025
- Published: Dec 30, 2025
- Abstract view: 2
- PDF Download: 1
- Volumes: Vol. 3 No. 2 (2025) Pages 84-98
- DOI: 10.63208/21013-189
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2025 Nadiasha Kristalia, Herdiman, Farida Indriani (Author)
Cite this article
Abstract
The rapid digitalization of the banking sector has reshaped customer relationship dynamics, transforming marketing practices from transactional exchanges to long-term relational engagement. This study aims to systematically review the evolution and implementation of relational marketing strategies within digital banking, focusing on Briguna Digital, the loan service platform of Bank Rakyat Indonesia (BRI). Using a Systematic Literature Review (SLR) based on 30 Scopus- and SINTA-indexed journals published between 2015 and 2025, the analysis integrates theories of relationship marketing, customer engagement, and loyalty. Findings reveal that digital Customer Relationship Management (CRM) systems, personalized communication, and data-driven analytics significantly enhance relationship quality and customer trust. Engagement and digital experience function as mediating mechanisms that convert relational interactions into behavioral and attitudinal loyalty. Briguna Digital exemplifies the fusion of technological efficiency and relational warmth, providing a sustainable model for digital customer relationships in emerging markets. The study contributes to expanding theoretical understanding of digital relational marketing and offers practical recommendations for designing culturally adaptive, trust-based, and co-creative engagement strategies in Indonesia’s digital finance ecosystem.
References
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280–306. https://doi.org/10.1108/IJBM-10-2014-0139.
Azhari, D. (2023). The influence of e-CRM on relationship quality and customer loyalty in Indonesian banking. Jurnal Manajemen dan Pemasaran Jasa, 16(2), 122–135. https://doi.org/10.25105/jmpj.v16i2.
Berry, L. L. (1983). Relationship marketing. In L. Berry, G. Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703.
Denyer, D., & Tranfield, D. (2009). Producing a systematic review. In D. Buchanan & A. Bryman (Eds.), The Sage handbook of organizational research methods (pp. 671–689). Sage Publications.
Grönroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), 99–113. https://doi.org/10.1108/08858620410523981.
Hoang, T. (2023). Service quality, trust, and customer loyalty in digital banking: Evidence from Southeast Asia. Asian Journal of Business Research, 13(1), 87–103. https://doi.org/10.14707/ajbr.2301.
Hollebeek, L. D., & Brodie, R. J. (2019). Value co-creation in the digitalized service economy: A customer engagement perspective. Service Industries Journal, 39(13–14), 887–908. https://doi.org/10.1080/02642069.2018.1473995.
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2014). Exploring customer brand engagement: Definition and themes. Journal of Service Research, 17(4), 357–371. https://doi.org/10.1177/1094670514523930.
Kim, M. J., Choi, S., & Lee, C. K. (2024). Artificial intelligence, ethics, and customer trust in digital financial services. Technological Forecasting & Social Change, 198, 122511. https://doi.org/10.1016/j.techfore.2023.122511.
Kitchenham, B., & Charters, S. (2007). Guidelines for performing systematic literature reviews in software engineering. Keele University and University of Durham.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420.
Magatef, S. G. (2023). Big data and predictive analytics in CRM systems: A pathway to customer loyalty. Journal of Business Research, 156, 113490. https://doi.org/10.1016/j.jbusres.2023.113490.
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & The PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLoS Medicine, 6(7), e1000097. https://doi.org/10.1371/journal.pmed.1000097.
Monferrer, D., Moliner, M. A., & Estrada, M. (2019). Building better relationships with customers: Relationship quality and trust in online banking. Journal of Retailing and Consumer Services, 50, 286–293. https://doi.org/10.1016/j.jretconser.2019.05.005.
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302.
Ng, S. (2020). Digital trust and e-loyalty in mobile banking adoption. Asian Journal of Business Research, 10(2), 45–59. https://doi.org/10.14707/ajbr.2002.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71.
Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6.
Petticrew, M., & Roberts, H. (2006). Systematic reviews in the social sciences: A practical guide. Blackwell Publishing.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039.
Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63–74. https://doi.org/10.1177/002224299505900306.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D (3rd ed.). Alfabeta.
Susanto, D. (2023). Digital customer relationship management and loyalty in Indonesian banks. Jurnal Manajemen dan Kewirausahaan, 25(1), 77–89. https://doi.org/10.9744/jmk.25.1.
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375.
Windasari, N. (2022). The mediating effect of customer engagement on digital banking loyalty. Gadjah Mada International Journal of Business, 24(2), 211–229. https://doi.org/10.22146/gamaijb.68029.