How social media agility reduces customer switching intention in Indonesian banking: The roles of social information processing capability, customer co-creation, brand attachment, and self-congruity

Abstract

This study examines how perceived social information processing capability and perceived customer co-creation reduce customer intention to switch in Indonesian banking through perceived social media agility and brand attachment, while also assessing the moderating role of self-congruity. The study responds to the growing importance of social media as a high-velocity interaction interface in digital banking, where customers evaluate banks not only through formal service encounters but also through public responsiveness, issue handling, and two-way participation. Drawing on the Theory of Planned Behavior, Service-Dominant Logic, brand attachment theory, and self-congruity theory, this study proposes an integrated model that combines cognitive, relational, and identity-based mechanisms. A quantitative survey was conducted with 430 Indonesian banking customers who had experience interacting with official bank social media. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that perceived social information processing capability and perceived customer co-creation positively influence perceived social media agility. Perceived social media agility positively strengthens brand attachment and negatively influences intention to switch, while brand attachment also significantly reduces intention to switch. The direct effect of customer co-creation on intention to switch is not significant. The mediation results confirm that social media agility and brand attachment explain how social information processing capability and customer co-creation are translated into lower switching intention, including through sequential mediation. However, self-congruity does not significantly moderate the relationships between brand attachment and intention to switch or between social media agility and intention to switch. These findings contribute to digital banking and service marketing literature by demonstrating that social media agility works as a perceived relational capability that converts customer participation and social information processing into emotional attachment and switching prevention.