Creating Value Beyond Transactions: The Invisible Forces Shaping Mortgage Sales at Bank BTN

DOI

10.2991/978-94-6239-709-5_50How to use a DOI?

Keywords

Subsidized Mortgage; Product Innovation; Customer Service Quality; Distribution Channels; Brand Image

Abstract

This study explores the key factors influencing the subsidized mortgage sales performance of Bank BTN, focusing on product innovation, customer service quality, distribution channels, and brand image. A quantitative approach was employed, utilizing surveys from 120 customers who have used or applied for Bank BTN’s subsidized mortgage products. The study found that product innovation, customer service quality, and effective distribution channels significantly contribute to sales performance, with brand image moderating these relationships. Specifically, product innovation, such as flexible loan terms and competitive interest rates, had a positive impact on sales. High service quality was found to enhance customer trust and loyalty, while the use of both physical branches and digital platforms in distribution channels improved accessibility and efficiency. Additionally, a strong brand image amplified the effects of these factors, driving higher mortgage sales. The findings provide valuable insights for both academics and practitioners in the banking sector, offering strategic recommendations for improving the performance of subsidized mortgage products. This research contributes to the literature on financial services marketing and provides practical implications for enhancing customer satisfaction and driving sales in emerging markets like Indonesia. Future studies could examine the impact of additional factors such as financial literacy or government policy on mortgage sales and explore the role of digital transformation in further enhancing mortgage distribution.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bagus Hendri Setiawan
AU  - Yunus Amar
PY  - 2026
DA  - 2026/06/20
TI  - Creating Value Beyond Transactions: The Invisible Forces Shaping Mortgage Sales at Bank BTN
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 715
EP  - 731
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_50
DO  - 10.2991/978-94-6239-709-5_50
ID  - Setiawan2026
ER  -