The Role of Service Quality and Trust in Customer Value Co-Creation in Mobile Banking

The transformation of digital banking has shifted its focus from “marketing to” customers to “marketing with” customers, positioning customers as active value co-creators. Despite high mobile banking adoption (79.5% of internet users), active customer participation in value creation remains low (39.2%). This study aims to analyze the role of Service Quality and Trust in Customer Value Co-creation Intention (CVCI) among bank customers representing the top-tier banking sector in Indonesia with core equity exceeding IDR 70 trillion. These banks are pioneers of digital banking innovation, offering an inclusive range of national and global services, facilitated by the strongest capital base for resilience. A quantitative approach was used in this study by utilizing an online survey of 350 bank customer respondents who have used the service for at least one year. Data were analyzed using SEM-AMOS. The findings of the study revealed that Mobile Banking Service Quality (MBSQ) and Trust Beliefs (TB) are the strongest promoters of CVCI. Although positive attitude (Attitude Toward Using M-banking/ATUM) influences CVCI, Trust Beliefs also plays a significant moderator role, which substantially strengthens the influence between attitude and Customer value Co-creation Intention. Practically, banks should prioritize Value-Added Features (VAF) and ensure strong privacy or security to promote customer participation and create sustainable value in the digital ecosystem.