| Summary: | Bank 4.0 is a modern banking platform that is based entirely on digital technology with absolutely no physical interaction between customers and banks. Since 2017, Bank 4.0 has grown rapidly in Indonesia. However, it raises new concerns as the emergence of issues related to Bank 4.0 experiential quality. This research aims at determining the effects of Bank 4.0 experiential quality on word of mouth behavior, customer satisfaction and continuance intention based on perception of millennial customer in Indonesia. Quantitative method was used in this research by using the multivariate data analysis technique. Data collected from 673 millennial customers who have access to Bank 4.0 applications. This research discovered that Bank 4.0 experiential quality has been empirically proven to directly affect word of mouth behavior, customer satisfaction and continuance intention. This research is the first study that explored Bank 4.0 experiential quality and its effects on three main variables in marketing, namely, word of mouth behavior, continuance intention, and customer satisfaction, based on millennial customer perceptions. The results from this study can help Bank 4.0 to improve marketing performance through experiential quality.
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