BANK 4.0 EXPERIENTIAL QUALITY AND ITS EFFECT ON WORD OF MOUTH BEHAVIOR, SATISFACTION AND INTENTIONS

Bank 4.0 is a modern banking platform that is based entirely on digital technology with absolutely no physical interaction between customers and banks.Since 2017, Bank 4.0 has grown rapidly in Indonesia.However, it raises new concerns as the emergence of issues related to Bank 4.0 experiential quality.This research aims at determining the effects of Bank 4.0 experiential quality on word of mouth behavior, customer satisfaction and continuance intention based on perception of millennial customer in Indonesia.Quantitative method was used in this research by using the multivariate data analysis technique.Data collected from 673 millennial customers who have access to Bank 4.0 applications.This research discovered that Bank 4.0 experiential quality has been empirically proven to directly affect word of mouth behavior, customer satisfaction and continuance intention.This research is the first study that explored Bank 4.0 experiential quality and its effects on three main variables in marketing, namely, word of mouth behavior, continuance intention, and customer satisfaction, based on millennial customer perceptions.The results from this study can help Bank 4.0 to improve marketing performance through experiential quality.KEY WORDS Bank 4.0, millennial customers, customer experience, Indonesian bank, newest banking, customer satisfaction, continuance intention, customer behavior.The advancement of information technology in the 4.0 era has encouraged banks to improve their services; one of them is by establishing electronic banking services.With the rapid development of technology in the financial industry, it is very important for banks to develop electronic banking services to facilitate easier management and operations, provide added value to customers, be more flexible, and reduce technical errors (Nguyen, 2020).Fierce competition between banks and customers that are increasingly demanding have motivated banks to apply digital services, such as telephone banking, internet banking, and mobile banking, in order to provide better services to customers (Alalwan et al, 2016).When customer expectations and bank competition increase, attracting new customers, retaining current customers, and increasing profits become important after the 2008 financial crisis (Monferrer-Tirado et al, 2016).Banks are also competing to innovate and improve efficiency in various posts.Supported by advanced information technology and increasingly sophisticated smartphones, the banking industry is now entering an era, which according to Brett King (2018) in his world best seller book titled "Bank 4.0: Banking Every Where, Never at Bank", is called the era of Bank 4.0.The definition of Bank 4.0 referred to by King (2018) is the terminology of unlimited banking access wherever and whenever that is supported by artificial intelligence with no need for physical distribution where commercial banks are only one of them.In the past 3 years, the development of Bank 4.0 in Indonesia seems unstoppable.Based on research of MDI Ventures & Mandiri Sekuritas (2017), the penetration of smartphone-based financial transactions has exceeded conventional bank transactions since 2017.On the one hand, the presence of Bank 4.0 is eagerly awaited and welcomed, especially by the millennial generation, but on the other hand, the presence of Bank 4.0 also raises new concerns in the financial industry (King, 2018).If these problems