Corporate Image, Social Media Promotion, and Service Quality on Digital Banking Customer Satisfaction

Abstract

This study aims to analyze the relationship between corporate image, social media-based online promotion, and service quality on customer satisfaction in the banking sector. The research background is rooted in the rapid digitalization that has reshaped consumer behavior and forced banks to adapt through technology-driven marketing strategies. The method employed is a qualitative approach using literature review by examining academic publications from last five years. The findings reveal that corporate image plays a significant role in strengthening customer loyalty, social media promotion enhances engagement and builds a positive brand image, while service quality remains the key foundation for achieving customer satisfaction. The integration of these three variables produces a simultaneous effect that strengthens satisfaction and loyalty. Theoretically, this study contributes to the enrichment of service marketing literature in the digital era, while practically, it provides recommendations for banks to optimize digital promotion strategies, manage corporate image, and improve service quality.