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.