Analysis of Online Banking Relationship Marketing in the Fourth Industrial Revolution

Abstract

Objective: This study aims to design and present a model of online banking relationship marketing aligned with the context of the Fourth Industrial Revolution. Methodology: The research is developmental in nature and applied in purpose. A quantitative approach was adopted to design and test the proposed model. The statistical population consisted of employees in the banking industry, and a questionnaire was randomly distributed among them. Data analysis was conducted using structural equation modeling (SEM) through Smart-PLS. Validity was confirmed using both exploratory and confirmatory factor analyses, while reliability was assessed via Cronbach’s alpha and composite reliability indices. Findings: Convergent and discriminant validity indices confirmed the adequacy of the measurement model. The global fit index (GOF) indicated a strong model fit. Structural path coefficients showed significant relationships: causal conditions significantly influenced the core phenomenon (β=0.530, t=13.65), the core phenomenon significantly affected strategies (β=0.264, t=5.83), and strategies had a strong direct effect on outcomes (β=0.713, t=26.32). Contextual and intervening conditions also had meaningful impacts on strategy development. Conclusion: The findings reveal that online relationship marketing in the Fourth Industrial Revolution context extends beyond technological implementation. It necessitates a human-centered and customer-focused approach. Elements such as trust, customer engagement, cognitive involvement, and technological adaptation are crucial for banking institutions to maintain customer loyalty and achieve sustainable competitive advantage.