Factors influencing e-servicescape on continuance intention: a case study of Blu by BCA digital in Indonesia

The number of digital banks in Indonesia is very large, resulting in intense competition between each digital bank. The tighter competition for digital banks, makes the interest in reusing digital bank users low and makes users tend to switch brands or providers in using digital banks. This study aims to determine the factors that influence e-servicescape on continuance intention mediated by brand image and performance expectancy. This research is categorized as explanatory research. Respondents in this study were users of the Blu by BCA Digital application on the island of Java, determining the number of samples in this study using purposive sampling technique with a total sample size of 249 respondents. The data collection method used a questionnaire, the data was analyzed using PLS-SEM. The results showed that e-servicescape had no significant effect on continuance intention. E-servicescape has a significant effect on brand image, brand image has a significant effect on continuance intention. E-servicescape has a significant effect on performance expectancy, performance expectancy has a significant effect on continuance intention. Brand image and performance expectancy can play a fully mediating role in the relationship between e-servicescape and continuance intention. Although e-servicescape does not have a significant influence directly, it is still part of the customer experience in using the Blu by BCA Digital app. Therefore, Blu by BCA Digital should continue to invest in technology and innovation to improve their e-servicescape. This includes the use of the latest technologies such as artificial intelligence (AI), data analytics, and personalized user experience. The better the e-servicescape, the better the brand image, performance expectancy and continuance intention of customers to keep using the service.