Relational Marketing Strategies in Briguna Digital: Customer Engagement, Loyalty, and Value Creation in Indonesia’s Banking Transformation
DOI:
https://doi.org/10.63208/21013-189Keywords:
Customer Engagement, Customer Loyalty, Digital Banking, Relational MarketingAbstract
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. (1983). Relationship marketing. In l. Berry, g. Shostack, & g. Upah (eds.), emerging perspectives on services marketing. American Marketing Association, 25-89.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
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. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573. https://doi.org/10.1080/0965254x.2011.599493
Hollebeek, L. D., & Brodie, R. J. (2019). Value co-creation in the digitalized service economy: A customer engagement perspective. The Service Industries Journal, 39(13–14), 887–908. https://doi.org/10.1080/02642069.2018.1473995
Khan, M. A. R., Akter, M. S., & Islam, R. (2024). Big data analytics and predictive analysis in enhancing customer relationship management (crm): A systematic review of techniques and tools. Non Human Journal, 1(01), 83-99. https://doi.org/10.70008/jmldeds.v1i01.44
Kim, M. J., Choi, S., & Lee, C. K. (2024). Artificial intelligence, ethics, and customer trust in digital financial services. Technological Forecasting and Social Change, 198, 122511. https://doi.org/10.1016/j.techfore.2023.122511
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
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, 33. https://doi.org/10.2307/1252099
Pansari, A., & Kumar, V. (2016). 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
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
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
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
Downloads
Published
Issue
Section
License
Copyright (c) 2025 The Author(s)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
About this article
