Slide giữa kỳ môn học Phương pháp nghiên cứu_ Đề tài SẢN PHẨM MOBILE BANKING_ VAI TRÒ CỦA TRẢI NGHIỆM CÁ NHÂN TỚI SỰ THỎA MÃN VÀ LÒNG TRUNG THÀNH CỦA NGƯỜI DÙNG

Slide giữa kỳ môn học Research Method, chương trình đào tạo thạc sĩ quốc tế thiết kế tương tác và cải tiến. Ngôn ngữ tài liệu: Tiếng Anh. Phù hợp tham khảo cho các sinh viên mong muốn hiểu hơn về cách chọn đề tài nghiên cứu, cũng như có nhu cầu tham khảo về cách trình bày một đề tài nghiên cứu.

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Mobile banking products:

The role of personalized experience

on customer satisfaction and customer loyaltyResearch Method

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Research Topic

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Research topic

123

Mobile banking products:

The role of personalized experience on customer satisfaction and customer loyalty

Digital banking, personalized experience, customer loyalty, customer satisfaction, mobile banking product

Title

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Why chose it

123

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Why chose it

123

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Why chose it

123

Interact

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Why chose it

123

Personalized experience

Interact

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Why chose it

123

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123Innovation

Previous researchMy research

•Investigate customer experience from

different perspectives

ofrom internal staff

o direct service

experience

•Pay more attention on personalized experience on mobile banking

products – indirect

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Academic Review

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Digital economy:

●A portmanteau of digital computing and economy

●Describes how traditional brick-and-mortar

economic activities (production, distribution, trade) are being transformed by Internet, World Wide Web, and blockchain technologies

Related Academic Fields

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Applied psychology:

●The use of psychological methods and findings ofscientific psychology to solve practical problems of human and animal behavior and experience.

●Influenced areas:

- Educational and organizational psychology- Business management

- Law

- Product design, etc

123

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Marketing:

●The process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services.

●Relate to design of products and, packaging, price, discount, warranty, return policy, buying habits, etc.

123

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The comparison level theory

John Walter Thibaut Harold Kelley

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The comparison level theory

(1) Consumers' prior experiences with similar products(2) Situationally produced expectations

(those created through advertising and promotional efforts)

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The comparison level theory

• Bring different comparison standards into the

consumption experience

• Use predictive expectations before the purchase

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Personalized experienceCustomer satisfactionCustomer loyaltyPast experienceBrand/TrustCustomer expectation• Functional quality• SecurityResearch Model

Easy interaction with people and users online over the Internet while being flexible in time and place will create an attractive environment for users Thus, their

satisfaction will be attracted.

• User friendliness

Malik, M W., & Mubeen, G (2009, November) Student satisfaction towards e-learning: influential role of key factors In Comsats international business researchconference (CBRC), 2nd.

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Personalized experienceCustomer satisfactionCustomer loyaltyPast experienceBrand/TrustCustomer expectation• SecurityResearch Model• User friendliness• Functional quality

Mbama, C I., & Ezepue, P O (2018) Digital banking, customer experience and bankfinancial performance: UK customers’ perceptions International Journal of BankMarketing.

Interactive, easy to navigate, simple and intuitive.

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Personalized experienceCustomer satisfactionCustomer loyaltyPast experienceBrand/TrustCustomer expectationResearch Model

A way of protecting and ensuring, as well as preventing hackers from attacking customer information and privacy.

• User friendliness

• Functional quality

• Security

Finogeev, A G., & Finogeev, A A (2017) Information attacks and security inwireless sensor networks of industrial SCADA systems Journal of IndustrialInformation Integration, 5, 6-16.

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Personalized experienceCustomer satisfactionCustomer loyaltyBrand/TrustCustomer expectationResearch Model

Is the customer experience based on the past using of similar products.

• User friendliness

• Functional quality

• Security

Past experience

Yüksel, A., & Yüksel, F (2008) Consumer satisfaction theories: a critical review Tourist satisfaction and complaining behavior: Measurement and management issues in the tourism and hospitality industry, 65-88.

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Personalized experience

Customer satisfaction

Customer loyalty

Customer expectationResearch Model

Is the level at which the service proposition information is considered to be believable • User friendliness• Functional quality• SecurityPast experienceBrand/Trust

Mbama, C I., & Ezepue, P O (2018) Digital banking, customer experience and bankfinancial performance: UK customers’ perceptions International Journal of BankMarketing.

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Customer satisfactionCustomer loyaltyCustomer expectationResearch Model• User friendliness• Functional quality• SecurityPast experienceBrand/TrustPersonalized experienceRefers to developing products,

services, and interactions to meet your customer's unique and individual requirements.

https://www.proprofsdesk.com/blog/personalized-customer-experience/

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Personalized experienceCustomer loyaltyCustomer expectationResearch Model• User friendliness• Functional quality• SecurityPast experienceBrand/Trust

Overall satisfaction with interface, product and services.

Customer satisfaction

Mbama, C I., & Ezepue, P O (2018) Digital banking, customer experience andbank financial performance: UK customers’ perceptions International Journal ofBank Marketing.

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Personalized experienceCustomer expectationResearch Model• User friendliness• Functional quality• SecurityPast experienceBrand/Trust

Staying longer, recommending friends and giving high net promoter scores.

Customer satisfaction

Customer loyalty

Mbama, C I., & Ezepue, P O (2018) Digital banking, customer experience andbank financial performance: UK customers’ perceptions International Journal ofBank Marketing.

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Methodology

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123Prototype

• Based on Chunghwa Post mobile banking app

• Retain available functions

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123Prototype

English versionOnly Chinese

To protect your personal dataand deposits, when using thescreenshot function, please becareful and keep it safe to avoidunauthorized access use

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123Prototype

More log in optionsLog in by ID/ARC

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123Prototype

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123Prototype

New user onboarding guideNo onboarding guide

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123Prototype

Manage financial status on one screen

SAVINGS

INSUR ANCE

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123Research Methods

Quantitative

Questionnaire

Define the influence of independent variables on dependent ones

Qualitative

One on one interview

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123Samples

• Existing customers

(Local & international citizens)

Group 1

• Variety of age and jobs (students, workers, officers, housewives)

Group 2

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Process

Before

During

After

123

•Inform research purpose, consent form

•Pre - Interview - (Group 1) past experience and expectation with the current app

(Group 2) past experience about other mobile banking apps they used

•Experience the prototype

•Post – Interview and questionnaire

Analyze the data & interpret findings

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Collected data

123

QuestionnaireOne on one interview

Demographic information

(Age, education level, familiar level, Years of loyalty, usage frequency)

Past experience

Customer satisfactionCustomer loyalty

Customer expectation

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Expected Result

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Relationships

Customer expectation – Personalized experienceWhat can be analyzed

Past experience – Personalized experienceBrand/Trust – Personalized experience

Personalized experience – Customer satisfactionPersonalized experience – Customer loyalty

Comparision

Existing customers – New customers

Personalized experience amongst different groups according to demographic information (age, career, etc.)

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Meaning

123

• Personalized experience can increase/decrease customer satisfaction, leading to retain customer loyalty?

• If yes, is there any factor can improve personalized experience?

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123Future directions

Extend the research notonly about mobile bankingapp,butalsoaboutinternet banking.

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123Challenges

Define main channels peopleoften use for sharing theirexperience.

Private information from banks:

•Retention rate

•Average sessions per user

•Uninstall rateNo comment, just quit using

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THANK YOU!

Reference

1 Yüksel, A., & Yüksel, F (2008) Consumer Satisfaction Theories: A Critical Review.

2 Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M (2021) Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality Technology in Society, 64, 101487 https://doi.org/10.1016/j.techsoc.2020.101487.

3 Mbama, C I., & Ezepue, P O (2018) Digital banking, customer experience and bank financial performance International Journal of Bank Marketing, 36(2), 230–255 https://doi.org/10.1108/ijbm-11-2016-0181

4 Mbama, C I., Ezepue, P., Alboul, L., & Beer, M (2018) Digital banking, customer experience and financial performance Journal of Research in Interactive Marketing, 12(4), 432–451

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