1165 factors affecting customer satisfaction when using digital banking in ho chi minh city 2021

LAC HONG NHU FACTORS AFFECTING THE SATISFACTION OF CUSTOMERS WHEN USING DIGITAL BANKING IN HO CHI MINH CITY GRADUATE THESIS MAJOR FINANCE – BANKING CODE 7340201 HO CHI MINH CITY, 2021 ( STATE BANK OF[.]

STATE BANK OF VIETNAM THE MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY LAC HONG NHU FACTORS AFFECTING THE SATISFACTION OF CUSTOMERS WHEN USING DIGITAL BANKING IN HO CHI MINH CITY GRADUATE THESIS MAJOR: FINANCE – BANKING CODE: 7340201 HO CHI MINH CITY, 2021 LAC HONG NHU FACTORS AFFECTING THE SATISFACTION OF CUSTOMERS WHEN USING DIGITAL BANKING IN HO CHI MINH CITY GRADUATE THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR M.Sc VO THI NGOC HA HO CHI MINH CITY, 2021 i ABSTRACT The goal of this research is to use the modified SERVPERF model to assess customer satisfaction and the influence of these dimensions (interface, reliability, responsiveness, empathy, security, and price) on customer satisfaction in three digital banks in Ho Chi Minh City (Timo, Tnex, and Cake) Data is collected from 304 Timo, Tnex, and Cake consumers The SPSS 20 program statistically evaluated the sample data using exploratory factor analysis, factor analysis, descriptive statistics, correlation analysis, and regression to assess service quality perception and customer satisfaction The results show that customer satisfaction is influenced by six factors: interface, reliability, responsiveness, security, empathy, and price The reliability factor has a positive impact on customer satisfaction with a statistical significance of 90% while the remaining factors have a positive impact on customer satisfaction with a statistical significance of up to 95% The study's findings also revealed that there was no difference in satisfaction between genders but there is a difference in satisfaction with age group and occupations Finally, the paper provides management implications for digital banks to enhance their service quality, as well as points out some limitations of the research, and suggests future research directions DECLARATION I hereby declare that this is my own research under the supervision of MSc Vo Thi Ngoc Ha The truthful data, content, results, tables, and images used for commenting and analysis collected from various sources are cited and clearly stated in the references section In addition, comments, reviews as well as results of other authors will be fully cited The Author Lạc Hồng Như ACKNOWLEDGEMENTS I would like to express my sincere thanks to all the professors at Banking University of Ho Chi Minh City for their patience and dedication in teaching and imparting practical and useful knowledge to me over the past four years, especially MSc Vo Thi Ngoc Ha, who directly guided and helped me complete my graduation thesis Due to limited knowledge and practical experience, my research still has many shortcomings I am looking forward to receiving your advice and comments to improve this thesis Finally, I wish you all health and success in your career Best regards The Author Lạc Hồng Như ABBREVIATION LIST Abbreviation Description DB Digital Banking Fintech Financial technology SBV State bank of Vietnam VP Bank Vietnam Prosperity Joint Stock Commercial Bank MSB Vietnam Maritime Commercial Joint Stock Bank LIST OF TABLE Table 2.1 The difference between Digital banking and e-banking Table 3.1 Encrypt data for Interface component 29 Table 3.2 Encrypt data for Reliability component 30 Table 3.3 Encrypt data for Responsiveness component 30 Table 3.4 Encrypt data for Security component 31 Table 3.5 Encrypt data for Empathy component 31 Table 3.6 Encrypt data for Price component 32 Table 3.7 Encrypt data for Satisfaction component 32 Table 3.8 Summary of correlation between factors and customer satisfaction .32 Table 4.1 Survey sample characteristics 45 Table 4.2 Descriptive Statistics 49 Table 4.3 Cronbach's Alpha test results for independent variables 50 Table 4.4 Cronbach's Alpha test results for dependent variable 50 Table 4.5 KMO and Bartlett's Test for independent variables 51 Table 4.6 Total Variance Explained for independent variables 52 Table 4.7 Rotated Component Matrix for independent variables 53 Table 4.8 KMO and Bartlett's Test for dependent variable 54 Table 4.9 Total Variance Explained for dependent variable 54 Table 4.10 Component Matrix for dependent variable 55 Table 4.11 Pearson Correlation Analysis 55 Table 4.12 Regression analysis 57 Table 4.13 ANOVA 57 Table 4.14 Coefficients 57 Table 4.15 Test of Homogeneity of Variances between Genders 59 Table 4.16 ANOVA test between Genders 59 Table 4.17 Test of Homogeneity of Variances between Age groups 60 Table 4.18 ANOVA test between Age groups 60 Table 4.19 Test of Homogeneity of Variances between Occupations .60 Table 4.20 ANOVA test between Occupations 61 LIST OF FIGURES Figure 2.1 Digital bank models 13 Figure 2.2 The SERVQUAL model 18 Figure 2.3 The GRONROOS model 21 Figure 3.1 Proposed research model 28 Figure 4.1 Level of research and implementation of digital transform strategies of commercial banks in Vietnam 42 Figure 4.2 Digital transformation model in Vietnam 43 TABLE OF CONTENTS ABSTRACT i DECLARATION ii ACKNOWLEDGEMENTS iii ABBREVIATION LIST iv LIST OF TABLE v LIST OF FIGURES vii TABLE OF CONTENTS viii CHAPTER 1: INTRODUCTION 1.1 Reasons for choosing the topic 1.2 Research objectives 1.3 Research questions 1.4 Research subjects 1.5 Research methods 1.6 Contribution 1.7 Structure of research CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW 2.1 Overview of digital banking 2.1.1 Definition of digital banking 2.1.2 Benefits and limitations of digital banking 2.1.2.1 Benefits of digital banking 2.1.2.2 Limitations of Digital Banking 12 2.1.3 Forms of digital banking 12 ... HONG NHU FACTORS AFFECTING THE SATISFACTION OF CUSTOMERS WHEN USING DIGITAL BANKING IN HO CHI MINH CITY GRADUATE THESIS MAJOR: FINANCE – BANKING CODE: 7340201 SUPERVISOR M.Sc VO THI NGOC HA HO. .. more customers, it is required to study the factors affecting digital banking development in Vietnam Therefore, the topic of factors affecting customer satisfaction when using DB in Ho Chi Minh city. .. become more developed Stemming from the above reasons, the topic "Factors affecting customer satisfaction when using digital banking in Ho Chi Minh City" had been chosen 1.2 Research objectives