Urgency of the topic
Technology has significantly transformed our lives, providing powerful tools and resources that enhance access to valuable information This evolution has reshaped the application of technology across various sectors, particularly in economics, telecommunications, and finance The Covid-19 pandemic has further accelerated this shift, pushing industries to adapt to challenging operational conditions and fostering technological advancement Today, online transactions, service registrations, and internet payments are emerging as key competitive trends among service providers in Vietnam.
Technology has revolutionized the banking industry, offering customers quick and convenient access to e-banking applications for managing financial transactions Previously, customers had to endure long waits at bank counters, but now, with just an internet-connected device and a bank account, they can conduct transactions from the comfort of their homes, offices, or cafes E-banking not only facilitates transactions but also provides essential online services such as bill payments and phone top-ups, enhancing user convenience Additionally, it supports financial management, reduces transaction costs, ensures safe and fast cash flow, and minimizes the risk of Covid-19 transmission through reduced physical contact For banks, technological advancements lead to cost savings, increased revenues, operational expansion, and enhanced competitiveness, while also improving capital efficiency and customer engagement.
In the context of the current Covid-19 epidemic, e-banking services are playing an extremely important role not only for banks, but also as a solution to create the most
In response to the evolving needs of customers during the pandemic, banks must enhance their e-banking services for greater convenience and security This article focuses on a study titled "Research on Factors Affecting the Behavior of Individual Customers Using Sacombank mBanking Services at Sacombank - Ha Dong Branch." The research aims to identify key factors influencing the usage behavior of individual customers utilizing Sacombank's mobile banking services The findings will provide actionable solutions and recommendations to improve mobile banking services, ultimately increasing user adoption and enhancing the bank's competitive position in the market.
Overview of research on the behavior of using Mobile Banking services of
❖ Overview of studies on the behavior of using E-banking services: a Overseas research:
A study by Pikkarainen et al (2006) examined customer satisfaction with Internet banking in Finland, utilizing the End-User Computing Satisfaction Model (EUCS) through a survey of 268 regular online banking users The findings indicated high satisfaction levels regarding timeliness, format, accuracy, and ease of use; however, content factors were linked to customer dissatisfaction Feedback revealed that the information provided by online banking websites is often limited and does not meet user requirements To enhance customer satisfaction, researchers recommend that managers implement more effective, personalized web designs that cater to the diverse needs of different customer segments, ultimately improving overall efficiency.
Diagram 1.1 EUCS model of Pikkarainen et al (2006)
In their 2010 study, "E-Banking and Customer's Satisfaction in Bangladesh," Nupur et al employed the SERVQUAL model to investigate the impact of service quality on customer satisfaction among 250 e-banking users across various banks in Bangladesh The research identified five key service quality factors: Reliability, Responsiveness, Assurance, Empathy, and Tangibility Using a 5-point Likert scale for data collection and regression analysis via SPSS, the findings revealed that Reliability, Responsiveness, Assurance, and Empathy significantly enhance customer satisfaction with e-banking services, while Tangibility showed no correlation The study recommends increased investment in internet banking services and urges the Bangladeshi government to strengthen the promotion of information technology within the banking sector.
Ahmad and Zu'bi (2011) conducted a study titled "E-banking Functionality and Outcomes of Customer Satisfaction," which revealed that e-banking significantly enhances customer satisfaction, leading to increased loyalty and positive word of mouth (WOM) among commercial banking customers in Jordan Utilizing a random sampling technique, the study analyzed a sample of 185 customers with accounts at various commercial banks in the Hashemite Kingdom, identifying key variables that contribute to this positive impact.
Privacy, accessibility, design, convenience, content, and security significantly influence customer satisfaction in e-banking services Among these, privacy, content, and security emerged as the most impactful factors Furthermore, customer satisfaction plays a crucial role as a mediator for loyalty and positive word-of-mouth in the context of commercial banks in Jordan.
Kardi et al (2011) conducted a study on the impact of e-banking service quality on customer satisfaction in Malaysia, utilizing the SERVQUAL model with a sample of 500 university students holding personal bank accounts The findings revealed that Responsiveness and Empathy had a negligible effect on meeting customer needs, while Tangibility, Reliability, and Accessibility significantly enhanced customer satisfaction The researchers recommended that bank administrators prioritize improvements in Empathy and Responsiveness to boost the overall efficiency of e-banking service quality.
In their 2012 study, "Research on Acceptance of Mobile Banking Service," BongKeun Jeong and colleagues utilized the expanded Technology Acceptance Model (TAM) to explore the factors influencing the acceptance of mobile banking services Through comprehensive surveys and regression analysis, they found that all factors, except for "perceived cost," significantly affected users' behavioral intentions to adopt mobile banking.
In their 2018 study, JA Hammoud et al examined "The Impact of E-Banking Service Quality on Customer Satisfaction," highlighting that effective implementation of e-banking services significantly enhances customer satisfaction and strengthens banks' competitive positioning The research identifies key aspects of e-banking service quality—Service Efficiency, Reliability, Security and Privacy, and Responsiveness—that influence customer satisfaction A survey involving 258 e-banking customers from various banks in Lebanon was conducted, and the data was analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS software.
Diagram 1.2: Model build by JA Hammould et al (2018)
Source: JA Hammould et al (2018)
Research indicates that all four independent variables significantly influence customer satisfaction in the Lebanese banking sector Among these, Reliability stands out as the most crucial factor in service quality, leading to higher customer satisfaction Additionally, Service Efficiency enhances satisfaction by enabling customers to save both time and costs through e-banking services While Responsiveness, Security, and Privacy also positively affect customer satisfaction, their impact is comparatively less significant than that of Service Efficiency.
Nguyen Duy Thanh and Cao Hao Thi (2011) developed the E-BAM model to analyze the acceptance and use of e-banking in Vietnam, grounded in established theories such as TRA, TPB, TAM, TAM 2, IDT, and UTAUT Their study, which involved data from 369 respondents and utilized multivariable regression analysis, revealed that the independent variables accounted for 57% of the variation in e-banking acceptance The findings indicated that perceived behavioral control had the most significant positive influence on e-banking acceptance, followed by bank image, expected effectiveness, ability to like, perceived ease of use, and legal factors, with subjective norm having the least impact Additionally, the study found that transaction risk negatively affected e-banking acceptance, suggesting that greater perceived risk leads to decreased acceptance.
Banking acceptance In addition, the higher the acceptance of E-Banking, the more often E-Banking is used
In a 2012 study by Ho Diem Thuan, the quality of e-banking services for individual customers was analyzed, identifying six key components: empathy, responsiveness in service delivery, trust, price perception, physical facilities, tangibles, service capacity, and assurance The research developed a scale based on two established models, SERVPERF by Cronin and Taylor (1992) and GRONROOS (1984), with a focus on the SERVPERF five-component model of service quality.
Diagram 1.3 Service quality measurement model of Gronroos (1984)
Following the launch of the scale, an official survey was conducted among individual customers at the Vietinbank - Da Nang branch Data analysis by researcher Ho Diem Thuan concluded that all six components significantly influence customer satisfaction Notably, "Responsiveness in providing services and trust" had the greatest impact, while the variables "Empathy" and "Perception of physical means and prices" recorded the lowest levels of satisfaction.
- Component "Empathy": customers feel unsatisfied with the service method of the bank staff and the interest of the bank in general and the bank staff in particular
- Component "Perception of material means and luxury"; The underrated factor is the price and fee factor of the bank's e-banking services
- Component "Responsiveness in the process of customer using the service Customer is not very satisfied with the transaction processing speed of the automated system in electronic transactions
- Component "Warranty": customer Customers are satisfied when questions or complaints are always satisfactorily resolved by the bank
- Component "Tangible facilities and service capacity": The bank's facilities are spacious and comfortable and customers feel safe when using the bank's services
- Component "Responsiveness when providing customer service and trust": Customers feel very confident in the bank's reputation
Le Van Huy and Truong Thi Van Anh (2012) established a research model for E-banking acceptance in Vietnam, grounded in the Technology Acceptance Model (TAM) Their findings identify six key factors influencing the decision to utilize E-banking services: convenience, autonomy, perceived risks, ease of use, perceived benefits, and attitudes Notably, perceived benefits and ease of use exert the most significant positive influence, while perceived risks negatively impact the decision to adopt E-banking services.
In her 2015 study, Dang Thi Nhat Huong employed the SERVPERF model to identify five key independent variables affecting customer satisfaction: (1) Empathy level, (2) Service capacity, (3) Tangible convenience, (4) Responsiveness, and (5) Reliability, with Customer Satisfaction as the dependent variable The research surveyed over 130 users of Vietcombank's Mobile Banking service, revealing that the ability to meet customer needs has the most significant impact on satisfaction, as optimal service delivery fosters a sense of comfort Additionally, the empathy demonstrated by dedicated consultants plays a crucial role in enhancing customer satisfaction, highlighting the importance of understanding customer needs for successful service improvement.
3 factors also have an influence, but the level of impact is modest
Do Thanh Tung (2015) identified five key components influencing customer satisfaction in Mobile Banking services: Job Suitability, Convenience, Reliability, Expected Benefit, and Ease of Use The study revealed that Job Suitability, Convenience, and Reliability significantly impact customer satisfaction, while Expected Benefit and Ease of Use do not To support these findings, a survey was conducted with over 200 customers, and data analysis was performed using SPSS 16.0 software.
From the synthesis of previous domestic and foreign reviews on the factors affecting customer satisfaction when using e-banking services, the research finds a number of gaps as follows:
Research indicates that both domestic and international studies primarily focus on quality-based factors influencing customer satisfaction and usage decisions in mobile banking services, such as reliability, empathy, responsiveness, confidentiality, tangibles, and serviceability In contrast, external factors like modern technology, available resources, and the customer's working environment receive less attention While many studies have explored factors affecting customer satisfaction, there is a notable lack of research on trends in customer usage behavior.
- Second, there are many domestic studies on customer’s satisfaction and behavior using Mobile Banking, but no research has been conducted at Saigon Thuong Tin Sacombank - Ha Dong branch
Research objectives
The research was conducted to achieve the following three main objectives:
• Identify factors that affect individual customers' behavior of using Sacombank mBanking services
• Measure the influence of these factors on individual customers' behavior of using Sacombank mBanking services
• Propose solutions for Sacombank - Ha Dong branch to improve service quality, bring satisfaction to customers.
Objects and scope of research
- Research’s object: Sacombank mBanking activities and factors affecting the decision to use Sacombank mBanking service of individual customers at Sacombank -
- Research's scope: (1) About space: The study was conducted at Sacombank – Ha Dong branch (2) About time: From 2019 to 2021.
Research methods
This study uses two research methods:
Collect data through financial statements and other related reports to Saigon Thuong Tin Commercial Joint Stock Bank and other commercial banks on Website, Internet, newspapers, magazine, etc
Collect the information of theory about the definition, the impacts of factors on individual customers, basic information about Sacombank
A survey was conducted to gather customer opinions and attitudes regarding the comfort and convenience of Sacombank's mBanking services Participants answered a questionnaire designed to assess their experiences with the application The results provide valuable insights into customer satisfaction and highlight areas for improvement in the mBanking service.
Once the questionnaires are generated and validated, they will be analyzed using SPSS 20 to evaluate customer satisfaction levels This analysis will help identify areas for improvement and propose measures to enhance product quality for customers.
Structure of the research
CHAPTER 1 Theoretical basis of E-banking services and customers’ behavior usage of E-banking services
CHAPTER 2 Research on factors affecting the behavior of individual customers using Sacomabnk mBanking service at Sacombank - Ha Dong branch
CHAPTER 3 Solutions and recommendations to promote individual customers’ behavior of using Sacombank mBanking application for Sacombank - Ha Dong branch
THEORETICAL BASIS OF E-BANKING SERVICES AND CUSTOMERS’ BEHAVIOR USAGE OF E-BANGKING SERVICES
Overview of E-banking services for individual customers of commercial banks
1.1.1.1 The definition of E-banking service for individual customers:
E-banking, as defined by Hoang Nguyen Khai (2013), refers to banking operations, products, and services delivered through electronic channels such as the Internet, telephone, and wireless networks This service allows customers to conduct banking transactions without visiting a physical bank counter More broadly, e-banking integrates traditional banking activities with information technology, electronics, and telecommunications, representing a form of e-commerce specifically tailored for the banking sector.
Internet Banking is a convenient online service that enables customers to manage their finances through smartphones, computers, and tablets This service provides access to essential features such as checking account balances, transferring funds, and paying bills online, making banking more efficient and accessible.
Mobile banking enables users to conduct financial transactions through applications on smartphones and tablets This service offers essential features, including notifications for account balance changes, money transfers, mobile top-ups, and credit card payments.
Mobile Banking is considered the most popular among e-banking services because of the convenience and rapid development of smartphones
This service is also more convenient than Internet Banking because customers tend to use mobile phones more, and the service also has many transaction support facilities
12 such as scanning the camera for QR payment; login with fingerprint or Face ID; Notify balance fluctuations 24/7 by SMS or right on the app
SMS Banking is a banking service conducted through SMS messages sent to customers' mobile phones This service allows payment cardholders to receive messages about balance fluctuations on their accounts
SMS Banking allows users to easily query information, transfer funds, make payments, and conduct various transactions by simply composing a text message in line with banking regulations and sending it to the bank's designated switchboard.
Phone Banking enables customers to manage their accounts conveniently by using the bank's designated landline phone number By calling the Customer Care Center hotline, customers can easily check their account details and make necessary changes.
Phone Banking offers a number of popular features such as account inquiry, transaction declaration, payment, money transfer, consulting services, banking products and answering questions and complaints that customers have raised
1.1.1.2 Features of E-banking services for individual customers:
• Creating fast speed and convenience for customers when using:
Customers do not have to travel to a bank branch for transactions like traditional banking services Instead, customers can make payments and transactions online anywhere and at any time
E-banking simplifies transactions like paying bills for electricity, water, and telecommunications, as well as topping up phone cards and shopping, all with just a few clicks on your computer or taps on your phone screen This convenient service significantly reduces travel time and effort for users.
To effectively meet customer needs anytime and anywhere, banks must broaden their E-Banking services by expanding their customer base This expansion is closely linked to Internet coverage; the more extensive the Internet access, the greater the potential for customers to utilize E-Banking services.
Enhancing the quality and operational efficiency of e-banking significantly boosts a bank's competitiveness in the market By prioritizing the stability and security of e-banking services, banks can also elevate the overall customer experience.
• The scale of individual customer service is not large:
The bank's primary clientele consists largely of individual customers, necessitating a diverse classification based on their unique characteristics and needs To effectively cater to these varying demands, the bank must offer a wide range of E-banking services Currently, banks provide numerous electronic services, including wire transfers, savings account openings, bill payments, and airline ticket bookings, all designed to enhance customer convenience and comfort.
• Reducing the risks for the banks and customers:
Individual customer transactions are typically low in value but occur frequently, providing a stable and significant income stream for banks The relatively small transaction amounts also minimize associated risks, enhancing the safety of banking operations To boost efficiency and attract more customers, banks should develop a highly integrated service model that offers a diverse range of products.
In today's fast-paced environment, customers increasingly seek accessible financial services on a daily basis To satisfy this growing demand, banks are prioritizing the enhancement of traditional transaction methods while also embracing innovative channels, such as online banking and modern technological solutions.
Internet banking, home banking, and phone banking are continually evolving to enhance customer convenience Modern technology allows customers to meet their diverse needs anytime and anywhere, eliminating geographical barriers This adaptability is a defining characteristic of retail banking services.
In the competitive landscape exacerbated by the Covid-19 pandemic, banks are intensifying their focus on developing electronic products and services to enhance customer convenience The rapid digital transformation within the banking sector is evident through the launch of various digital projects, mobile banking applications, automated banking systems, and comprehensive digital solutions for multi-platform online payments catering to both individuals and businesses.
1.1.1.3 The role of E-banking services:
In today's banking landscape, the development of personalized services for individual customers is an essential trend that significantly impacts not only the banks and their clients but also the broader economy Clearly identifying these needs is crucial for formulating effective development plans and policies, posing a challenge for the banking sector.
It can be said that almost all the more advanced things that "e-banking" services bring are benefits for customers
Using E-banking on electronic devices provides a global presence for providers and a global choice for consumers, regardless of geographical distance between countries
Banks offer global services that allow customers to manage their finances anytime and anywhere This convenience comes at a low cost, as it not only involves affordable service fees but also eliminates the need for travel and simplifies paperwork As a result, transactions remain secure, complete, and accurate.
Advances in information technology have been quickly applied in the banking industry to improve the efficiency and competitiveness of banks
Reduce costs and increase business efficiency
Theory of customers’ service usage behavior
1.2.1 The definition of individual customer’s behavior:
There are many different views on the definition of individual customer behavior:
Consumer behavior, as defined by Peter D Bennet (1988), encompasses the actions that individuals undertake in the processes of searching for, buying, utilizing, and assessing products and services that they believe will meet their personal needs.
Philip Kotler (2001) emphasizes the importance of understanding consumer behavior to identify their needs, preferences, and purchasing habits By analyzing what consumers want to buy, the reasons behind their choices, and their buying patterns—including where, when, and how much they purchase—businesses can create effective marketing strategies that encourage consumers to select their products and services.
Understanding individual customer behavior involves analyzing how customers engage with and perceive a business's products, services, or marketing efforts This behavior is shaped by their existing thoughts, emotions, and purchasing habits Ultimately, customer behavior influences whether they embrace a product or service or decide to forgo it.
Recent research on consumer behavior delves deeper than traditional factors, focusing on how aware consumers are of the benefits of their purchased products and services It also examines their feelings and evaluations post-use, as these insights significantly influence future purchasing decisions and the way they share product information with other consumers.
1.2.2 Factors affecting the behavior of customer’s using the services:
According to Philip Kotler (2001), every country or region possesses a unique culture that significantly shapes individuals' perceptions and behaviors, particularly regarding product consumption Within each culture, distinct communities emerge, each with their own customs and practices, which further influence consumer behavior.
Belief significantly influences individuals' attitudes and perceptions regarding various issues Similar to culture, the unique traits of each belief system can shape customer behavior in diverse ways.
Marketers need to grasp the cultural traits that influence consumer purchasing behavior to implement effective marketing strategies Additionally, they should stay attuned to evolving cultural trends to innovate products and adapt business practices accordingly.
Social Influence (SI) refers to the perceived social pressure individuals feel to engage or refrain from certain behaviors According to Venkatesh et al (2003), this influence encompasses an individual's awareness of the views of significant others, which motivates them to adopt a system In the context of mobile banking (M-Banking), societal factors such as reference groups, family, and the opinions of leaders, friends, and colleagues play a crucial role in shaping customers' intentions Recent research highlights that the recommendations and viewpoints of these reference groups significantly affect users' willingness to embrace new innovations.
The role and social status of each customer in society will affect the habits, behavior, communication, as well as needs and shopping habits of each individual
A person's personality is shaped by education and the influences of their environment, including family, friends, teachers, and celebrities Consequently, customers with diverse personalities exhibit distinct shopping behaviors and spending habits.
Reference groups play a crucial role in shaping an individual's attitudes and opinions, serving as a benchmark for their beliefs and behaviors According to Philip Kotler, these groups can exert both direct and indirect influence on people's perspectives and actions Understanding the impact of reference groups is essential for marketers aiming to connect with their target audience effectively.
Philip Kotler (2001) identified that family members are the ones who can exert a strong influence on a person's thinking and consumption behavior They directly influence
22 buying behavior through orientations on religion, politics, economy, personal desires, and dignity
Philip Kotler (2001) emphasized that consumer purchasing decisions are frequently shaped by the opinions and behaviors of others In marketing, two key aspects of personal influence are opinion leadership and communicative behavior.
Individuals who directly or indirectly influence others are called opinion leaders Opinion leaders are certainly important for products that give an image of themselves to users
Direct speech refers to the interaction between individuals during a dialogue, serving as a vital form of communication This type of word-of-mouth is considered one of the most influential sources of information for consumers, as it is rooted in the perspectives of trusted individuals.
Philip Kotler (2001), personal factors that also have an influence on consumer behavior include: age, occupation, economic status and style of life
Age significantly influences customer buying behavior, as individuals at various stages of adulthood and aging require different consumer products to meet their evolving needs in areas such as food, clothing, communication, and healthcare Marketers typically segment their target market based on the life cycle and circumstances of these customers.
Occupation significantly influences customer behavior, particularly in the context of cassava purchases and consumption Individuals in high-paying jobs tend to have a greater willingness to spend on premium, high-quality products.
Individuals in manual labor jobs, particularly those in medium and low-income brackets, tend to be discerning consumers who carefully evaluate their spending and saving decisions before purchasing products Marketers focus on identifying specific occupational groups that show a strong interest in their offerings, and businesses may even tailor their production to create exclusive products designed for these particular groups.
RESEARCH ON FACTORS AFFECTING THE BEHAVIOR OF
Introduction about Sacombank – Ha Dong Branch and the E-Banking service
2.1.1 The establishment and development of Sacombank – Ha Dong Branch:
Registrant Name: Ngan hang thuong mai co phan Sai Gon Thuong Tin
Name in English: Sai Gon Thuong Tin Commercial Joint Stock Bank
Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank) was established in
In 1991, Sai Gon Thuong Tin Commercial Joint Stock Bank was established through the amalgamation of four credit institutions: Go Vap Economic Development Bank, Lu Gia, Tan Binh, and Thanh Cong Credit Cooperative The bank primarily focuses on mobilizing funds, granting credit, and providing a range of banking services.
Operation License No 006/NH-GP issued by the State Bank of Vietnam on December 3, 1911
License No 05/GP-UP issued by the People's Committee of Ho Chi Minh City on January 3, 1991
Sacombank's original head office was situated on Nguyen Oanh Street, which is now the Go Vap branch In April 1999, the head office relocated to the Sacombank building at 278 Nam Ky Khoi Nghia, District 3, Ho Chi Minh City.
In its early years, Sacombank began as a modest credit institution with a charter capital of approximately 3 billion VND Between 1995 and 1998, it became one of the pioneers in Vietnam to issue public shares, successfully increasing its capital from 23 billion VND to 71 billion VND.
2012, Sacombank had a charter capital of VND 14,176 billion Considered as a joint stock commercial bank with charter capital and the largest branch system in Vietnam Until now,
Sacombank has successfully raised its capital to an impressive VND 32,000 billion, showcasing its strong financial position By the end of 2020, the bank's customer base expanded to nearly 7 million, reflecting a substantial 14% growth from the previous year.
Sacombank, established over 30 years ago, has consistently innovated and adapted to current trends, boasting an extensive network of nearly 570 transaction points across 48 of Vietnam's 63 provinces, as well as in Laos and Cambodia The bank has a significant presence in major cities, with 114 branches in Ho Chi Minh City and 40 branches in Hanoi, making it the largest network of branches in the country.
Despite the challenges posed by the Covid-19 pandemic, Sacombank has successfully navigated the difficult macroeconomic landscape through flexible management and responsible practices In 2021, the bank focused on restructuring its operations and laying the groundwork for digital banking development, guided by the motto "Strengthening - Reaching Out." This strategy includes accelerating the post-merger restructuring, enhancing customer experience and trust, expediting digital transformation, strengthening risk management, and improving overall operational scale, productivity, and efficiency.
On November 28, 2019, Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank) expanded its network to the North by opening the Ha Dong branch, which has been operational for over two years.
• Location of the unit: No 472 - 474 - 476 Quang Trung Street, La Khe Ward, Ha Dong District, Hanoi City
• Functions of the unit: Branch of Saigon Thuong Tin Commercial Joint Stock Bank Sacombank in Hanoi city
Sacombank's Ha Dong branch specializes in a variety of banking services, including capital mobilization and domestic loan reception It offers short-term, medium-term, and long-term capital mobilization through term deposits, demand deposits, and certificates of deposit The branch engages in capital partnerships and joint ventures while providing loans to both organizations and individuals, along with discounting commercial papers and bonds Additionally, it facilitates payment services among customers, trades in gold, silver, and foreign currency, and manages international payments Sacombank also seeks to mobilize capital from abroad and offers various banking services in compliance with regulations set by the State Bank.
2.1.2 Management structure of Sacombank – Ha Dong branch:
Sacombank's Ha Dong branch has implemented a tailored management structure that aligns with the specific functions and responsibilities of each team member, enhancing operational efficiency and positioning the bank as a vital contributor to the country's economic development.
Diagram 2.1 Management structure of Sacombank – Ha Dong branch
Source: Sacombank – Ha Dong Branch
2.1.3 Business performance of Sacombank Ha Dong Bank:
Established at the end of 2019, Sacombank's Ha Dong branch has made significant strides in enhancing its business operations over the past two years While the growth levels may not be substantial, positive indicators such as capital mobilization, lending activities, revenues, expenses, and profits from service operations demonstrate the branch's commitment to achieving stable development.
• Capital mobilization activity of Sacombank - Ha Dong branch:
Table 2.1: Capital mobilization scale results of Sacombank – Ha Dong Branch from 2020 to 2021
Source: Report on capital mobilization structure of Sacombank – Ha Dong Branch
Diagram 2.2 Capital mobilization scale results of Sacombank – Ha Dong branch
Source: Report on capital mobilization structure of Sacombank – Ha Dong Branch
In 2021, Sacombank - Ha Dong branch demonstrated remarkable success in deposit mobilization, achieving an impressive growth rate of 18.3% compared to 2020 This significant increase highlights the branch's effective strategies in attracting deposit capital during a challenging banking environment.
Term deposit Demand dposit Total deposit mobilization
30 newly established The bank's deposit forms were diverse, with flexible terms and suitable for each individual and business object Total capital mobilization in the two years 2020 -
In 2021, Sacombank – Ha Dong branch experienced a notable increase in total deposits, rising by VND 73.994 billion from VND 404.393 billion to VND 478.387 billion Demand deposits saw significant growth, increasing by 12.09%, from VND 85.768 billion in 2020 to VND 97.856 billion in 2021, indicating the branch's success in attracting demand money through card and account services Additionally, term deposits rose significantly by VND 61.906 billion, achieving a growth rate of 19.43% compared to 2020 This trend reflects customers' growing trust and satisfaction with the bank's deposit interest rates, fostering a stronger inclination towards utilizing deposit services at Sacombank – Ha Dong branch.
• Lending activity of Sacombank – Ha Dong branch:
Table 2.2: Lending activity of Sacombank – Ha Dong Branch 2020-2021
Source: Business and Planning Department of Sacombank – Ha Dong Branch
Diagram 2.3 Lending activity of Sacombank – Ha Dong branch
Source: Business and Planning Department of Sacombank – Ha Dong Branch
Total outstanding Short-term loans Long-term loans
In recent years, Sacombank - Ha Dong branch has experienced a significant increase in total outstanding loans, rising by 17.4% from VND 334.988 billion in 2020 to VND 393.279 billion in 2021 Long-term loans, primarily focused on corporate clients, saw a notable rise, with their share of total loans decreasing slightly from 62.61% in 2020 to 60.24% in 2021, amounting to VND 236.908 billion Meanwhile, short-term loans also increased by 13.8%, growing from VND 125.273 billion to VND 156.371 billion, reflecting businesses' need for capital post-Covid-19 to support production and operations Individual customers primarily utilized loans for education, shopping, and installment payments, demonstrating the effective capital utilization at Sacombank - Ha Dong branch.
• Business performance of Sacombank – Ha Dong branch:
Table 2.3: Business results of Sacombank – Ha Dong Branch 2020 -2021
Source: Budget Planning Department of Sacombank - Ha Dong branch
To assess a bank's business performance, it is essential to analyze three key criteria: revenues, expenses, and profit Notably, the data indicates that the profit of Sacombank's Ha Dong branch experienced a significant increase from 2020 to 2021.
In 2020, Sacombank – Ha Dong branch achieved VND 31.214 billion in revenue and by
In 2021, Sacombank's revenue surged to VND 34.355 billion, reflecting a growth rate of 10.06% Initially, the Ha Dong branch incurred substantial expenses to stabilize operations, including costs related to services, facilities, staff, and risk provisions Consequently, the bank reported a profit of only VND 5.456 billion in 2020 However, with a focus on efficiency, expenses decreased to VND 22.514 billion in 2021, leading to a remarkable profit increase of over VND 6 billion, representing a growth rate of 117.02% This turnaround highlights Sacombank's successful operational strategies.
- Ha Dong branch was making great efforts and succeeding in effective business performance and rapid development of the bank in the following years.
2.1.4 The current situation of Sacombank mBanking services at Sacombank - Ha
Research on factors affecting the behavior of using Sacombank mBanking services
2.2.1 Research theories and proposed models:
2.2.1.1 Research theories: a Theory of Reasoned Action (TRA):
The Theory of Reasoned Action (TRA), developed in 1967 and expanded by Ajzen and Fishbein in the early 1980s, posits that behavioral intention is the strongest predictor of consumption behavior Key factors influencing this intention include the customer's attitude and subjective norms, which are essential components of the TRA model.
The attitudinal factor is measured by the perception of product attributes such as product benefits giving the product importance
The customer's subjective norm is influenced by the opinions of those around them, including family, friends, and colleagues, regarding the use of a particular product.
The TRA model offers a comprehensive approach to measuring customer attitudes by integrating cognitive, emotional, and propensity components, while also incorporating the subjective norm for enhanced clarity compared to earlier models However, its limitation lies in the assumption that behavior is entirely volitional, restricting its applicability to conscious actions These factors collectively influence the intention to adopt technology, ultimately shaping actual technology usage behavior.
Diagram 2.4 Theory of Reasoned Action (TRA)
Source: Schiffman and Kanuk (1987), “Consumer behavior”,
Prentice-Hall International Editions b Theory of Planned Behavior (TPB):
The Theory of Planned Behavior (TPB), introduced by Ajzen in 1991 and rooted in the Theory of Rational Action (TRA) by Ajzen and Fishbein in 1975, posits that an individual's behavior can be forecasted based on their behavioral intentions These intentions encompass motivational elements that drive behavior, reflecting the level of effort individuals are willing to invest in engaging in a specific action.
Diagram 2.5 Theory of Planned Behavior (TPB)
Source: Ajzen (1991), “The theory of planned behavior”, p.182 c Technology Acceptance Theory (TAM):
The Technology Acceptance Model (TAM), developed by Davis in 1986, is based on the Theory of Reasoned Action (TRA) and is specifically designed to predict user acceptance of technology.
The model for assessing the acceptability of an information system emphasizes two key factors: perceived usefulness and perceived ease of use Its primary aim is to predict user acceptance and identify necessary modifications to enhance the system's appeal to users.
Source: Chutter M.Y (P.23, 2009) d Unified Theory of Acceptance and Use of Technology (UTAUT):
The UTAUT Model, or Unified Theory of Acceptance and Use of Technology, was developed by Vankatesh in 2003 to evaluate technology acceptance through a comprehensive framework This model integrates elements from eight prior models, reflecting the prevalent perspectives on user acceptance of new information systems.
• TRA (Theory of Reasoned Action)
• TPB (Theory of Planned Behavior)
• C-TAM-TPB (A model combining TAM and TPB)
• MPCU (Model of PC Utilization)
This study examines the usage patterns of Sacombank mBanking among individual customers globally, alongside research conducted in Vietnam and the specific business conditions at the Sacombank - Ha Dong branch The findings aim to build upon existing topics related to mobile banking behavior.
"Research on the acceptance of using Mobile Banking service" by Bong-Keun Jeong et al
In 2012, a research model was proposed to investigate the factors influencing individual customers' behavior in using Sacombank mBanking services.
Diagram 2.8 Prosposed model to study the factors affecting Sacombank mBanking use behavior of individual customers at Sacombank – Ha Dong Branch
Source: Research proposes above model
In most research models about Mobile Banking use behavior of customers utilize factors such as: “Perceived Usefulness”, “Perceived Ease of Use” và “Perceived Beliefs”;
The outcomes of the research will vary based on the survey object, area, and period, highlighting the importance of retaining these three elements in the model Additionally, other studies have identified factors such as favorable conditions (Vankatesh et al., 2003) and perceived risk (Mohammad O Al Samadi) that may also influence the results.
A 2012 study revealed that, alongside internal factors, external influences such as support from peers and access to technological resources significantly motivate individuals' readiness to adopt modern banking software Notably, prior research has often overlooked these external factors, highlighting a gap in understanding their impact on technology adoption.
“Facilitating Conditions”, the research proposes to add this scale because it can affect the behavior of individual customers using Mobile Banking
2.2.2 Building research hypotheses and scales of measurement: a Perception of usefulness:
According to Singh & Matsui (2017), the perception of usefulness is defined as the degree to which users believe a service can save them time, enhance work efficiency, and provide additional benefits.
Research by Luarn and Lin (2005), Amin et al (2008), Riquelme and Rios (2010), and Sripalawat et al (2011) highlights that the "perception of usefulness" significantly influences individual customers' behavior regarding mobile banking usage Additionally, Park et al (2007) emphasize that "credit perception" also plays a crucial role in shaping customers' behavior towards mobile technology, underscoring the importance of perceived value in the adoption of mobile banking services.
Combining the above together, the research comes up with the following hypothesis:
H1: “Perception of usefulness (PU) has an impact on the Sacombank mBanking Using Behavior (UB) of individual customers at Sacombank – Ha Dong Branch”
The “Perception of usefulness” Scale (PU) with four observed variables is:
STT The content of scale Scale encoding
1 Using Sacombank mBanking helps me save time PU1
2 Using Sacombank mBanking helps me improve work efficiency
3 I can use Sacombank mBanking anywhere PU3
4 Using Sacombank mBanking helps me save my travel cost
PU4 b Perception of Ease of use:
According to Singh & Matsui (2017), the "Perception of Ease of Use" refers to how easily users can utilize a service When users recognize that a service is easy to use, they are more likely to find it convenient and beneficial compared to alternative products and services.
According to Davis (1989), the perceived ease of use is crucial, as it reflects a person's belief that utilizing a specific system will be effortless When technology is user-friendly, it eliminates barriers to adoption; however, if the interface is complex and difficult to navigate, it can lead to negative perceptions and resistance among users.
Description of the survey sample to assess the factors affecting individual customers’ behavior of using Sacombank mBanking services
customers’ behavior of using Sacombank mBanking services:
A total of 210 questionnaires were distributed, yielding 184 responses After filtering, 165 satisfactory answers were retained, forming the primary sample size for the study This analysis is based on 165 observed variables, with detailed information about the survey sample presented in the following diagrams.
Source: Summary form the survey
Regarding gender, we can see that there is not too much difference between the number of male and female customers participating in the survey Specifically, there are
Personal business Freelance Labor State officials Employee in firms Student
Income less than VND 10 million more than VND 10 million
Time of usage less than 1 year more than 1 year
79 male customers, accounting for 47.87%, and the number of female customers occupying 52.13% with 86 people
Among a total of 165 customers surveyed, the 18-24 age group represents the largest segment at 53.9%, with 89 participants The 25-39 age group follows, comprising 23.1% of the respondents, totaling 38 individuals Additionally, there are 21 customers aged 40 and above.
The age distribution of service users reveals that those aged 18-24 and 25-39 are the primary demographics, comprising 12.7% and 10.3% respectively The group over 60 years old represents the smallest segment As these younger age groups adapt swiftly to technological advancements, they present significant potential as customers for the bank, highlighting the importance of targeting tech-savvy individuals in marketing strategies.
The largest segment of customers consists of students, making up 41.2% of the total, while company employees represent 21.85% Personal business owners account for 18.8%, and freelancers comprise 12.7% Lastly, state officials form the smallest group, totaling 12.1% with 20 individuals.
Over 64.84% of individuals earn less than 10 million, while only 35.26% of customers have salaries exceeding this amount.
As of now, 44.2% of customers have utilized the Sacombank mBanking application for less than a year, while 55.8% have been using the app for over a year.
Scale Testing
2.4.1 Evaluation of the scale by the reliability coefficient Cronbach's Alpha
The scale variance is assessed using Cronbach's Alpha coefficient The results of Cronbach's Alpha test for independent factors show that the scale of the components
"Perception of usefulness", the component "Perception of ease of use", the component
The components "Perception of Belief," "Facilitating Conditions," and "Usage Behavior" all exhibit a Cronbach's Alpha coefficient exceeding 0.6, indicating acceptable reliability Additionally, the total correlation among the observed variables is greater than 0.3, further supporting the validity of these components.
To ensure the reliability of the observed variables, any variable with a Cronbach's Alpha value below the acceptable threshold was eliminated As a result, the scales associated with these factors are deemed satisfactory for inclusion in the Exploratory Factor Analysis (EFA).
Table 2.5 The results of Cronbach’s Alpha test of the independent variables
Source: The results of the analysis of the survey data through SPSS software
Table 2.6 The result of Cronbach Alpha test of the dependent variable
Source: The results of the analysis of the survey data through SPSS software
2.4.2 Verified by Exploratory Factor Analysis EFA
The study examines the factors influencing customer behavior towards using Sacombank mBanking at the Sacombank - Ha Dong branch, identifying four independent variables and one dependent variable The analysis includes 16 observed variables that meet the criteria of the Cronbach's Alpha test and are incorporated in the Exploratory Factor Analysis (EFA).
The EFA result of independent variables
KMO coefficient = 0.793 > 0.5, component analysis is necessary
Barlett's test has the value Sig = 0.00 < 0.05, so the observed variables have the correlation with representative components
Table 2.7 KMO and Bartlett’s test
Source: The results of the analysis of the survey data through SPSS software
The analysis results show that the number of KMO = 0.793 > 0.5 (with significance level sig.=0.000) has satisfied the test requirements
The analysis of Cronbach's Alpha coefficient indicates that all observed variables are valid and should be retained for further examination Consequently, an Exploratory Factor Analysis (EFA) was conducted with 13 observed variables, which identified 4 key factors influencing customer usage behavior.
The rotated component matrix of 13 observed variables identifies four main variable groups for subsequent multiple regression analysis, demonstrating an explanatory ability of 78.324%, which exceeds the 50% threshold Additionally, the extraction coefficient of 1.396 surpasses the minimum requirement of 1, confirming the validity of the results.
Source: The results of the analysis of the survey data through SPSS software
As a result, after using Exploratory Factor Analysis EFA, the scale of research concepts (independent variable) is kept original
EFA test’s results of dependent variable
In the next step, the research performed EFA test for the dependent variable of
“Usage behavior” The obtained results satisfy the verification requirements (Appendix)
2.4.3 Analyzing the degree of correlation and linear regression model
After analyzing factors by EFA, the research extracted 4 representative independent variables as follows:
(1) Variable “Perception of usefulness” (PU) – represents variables PU1, PU2, PU3, PU4
(2) Variable “Perception of the ease of use” (PE) – represents variables PE1, PE2, PE3
(3) Variable “Perception of belief” (PB) – represents variables PB1, PB2, PB3
(4) Variable “Facilitating condition” (FC) – represents variables: FC1, FC2, FC3
From there, the research built a regression model:
UB = β0 +β1*PU + β2*PE + β3*PB + β4*FC
Pearson correlation analysis is used to see the relationships between quantitative variables in the study And there is a linear relationship between the dependent variable and the independent variable
The results of Pearson correlation analysis gave the following results:
Table 2.9 Correlation between the variables in the model
Source: The results of the analysis of the survey data through SPSS software
The matrix table demonstrates that all correlation coefficients between the independent variables and the dependent variable, "Usage behavior," exhibit a 99% confidence interval (p < 0.01) Notably, the Pearson correlation value highlights a strong relationship between the dependent variable and the independent variables.
51 variable of “Usage behavior” and the independent variables ranges from 0.217 to 0.774 The independent variables are well suited to explain the variable of “Usage behavior”
2.4.4.1 Descriptive statistics of variables in the regression model
Table 2.10 Descriptive statistics of variables in the regression model
Source: The results of the analysis of the survey data through SPSS software
The descriptive statistics from the regression model indicate that the mean value of the dependent variable, "Usage behavior," for Sacombank mBanking customers at the Ha Dong branch is 3.4782, reflecting a relatively high level of usage Among the independent variables, "Perception of ease of use" scored the highest, while "Facilitating conditions" received the lowest evaluation.
2.4.4.2 The result of linear regression analysis:
The research performed linear regression by the Enter method to analyze the relationship between the dependent variable and the independent variables, obtained the following results:
Table 2.11 The result of multiple regression analysis Coefficients
Source: The results of the analysis of the survey data through SPSS software
First, it can be seen that the values in the Sig column of the 4 independent variables are all < 0.05, so all the independent variables have statistical significance
Next, the results show that all Tolerance values > 0.1 and VIF < 10
Conclusion: The model has no multicollinearity defect
The variables PE, PB, FC and PU have Sig ≤ 0.05, so 4 independent variables are correlated and significant with the dependent variable UB with > 95% Confidence Interval
The general regression equation showing the factors affecting usage behavior has the form:
UB = 0.279*PU + 0.597*PE + 0.121*PB + 0.113*FC
The level of impact (importance) of the independent variables on the variable UB through the standardized beta coefficient is as follows:
The coefficient β1 = 0.279 indicates that an increase of 1 unit in the "Perception of usefulness" leads to a 0.279 unit increase in the "Usage behavior" of individual customers using Sacombank mBanking at the Sacombank - Ha Dong branch, supporting the acceptance of hypothesis H1.
The coefficient β2 = 0.597 indicates that an increase of 1 unit in the "Perception of ease of use" leads to a 0.597 unit increase in the "Usage behavior" of individual customers using Sacombank mBanking at the Sacombank - Ha Dong branch, supporting the acceptance of hypothesis H2.
The coefficient β3 = 0.121 indicates that a 1-unit increase in the "Perception of belief" factor leads to a 0.121-unit increase in the "Usage behavior" of individual customers utilizing Sacombank mBanking at the Sacombank - Ha Dong branch This supports the acceptance of hypothesis H3.
The coefficient β4 = 0.113 indicates that a 1-unit increase in the "Facilitating condition" leads to a 0.113 unit increase in the "Usage behavior" of individual customers using Sacombank mBanking at the Sacombank - Ha Dong branch, supporting the acceptance of hypothesis H4.
Table 2.12 Testing the relevance of the regression model
Source: The results of the analysis of the survey data through SPSS software a Predictors: (Constant), PU, PE, PB, FC b Dependent Variable: UB
Source: The results of the analysis of the survey data through SPSS software a Dependent Variable: UB b Predictors: (Constant), PU, PE, PB, FC
The Analysis of Variance (ANOVA) results indicate a significant F value of 87.189 and a p-value of 0.000, which is less than the 0.05 threshold, confirming the practical applicability of the proposed theoretical model Furthermore, all independent variables significantly influence the dependent variable.
2.4.5 The analysis of One-way Anova and Independent Sample T-Test
To evaluate the influence of qualitative factors on customer behavior regarding the Sacombank mBanking app at the Sacombank - Ha Dong branch, the study employed the Mean Difference approach using One-way ANOVA for factors with three or more values, and Independent Sample T-Test for factors with two values.
Table 2.14 The result of ANOVA test
Source: The results of the analysis of the survey data through SPSS software
Considering Sig of the Anova test, we find:
• The observed variable “Age” has Sig = 0.296 > 0.05, we can conclude that there is no difference bearing statistical significance on usage behavior of customers who are in different age groups
• The observed variable “Occupation” has Sig = 0.073 > 0.05, we draw the conclusion that there is no difference bringing statistical significance on usage behavior of customers who are in different occupations
2.4.5.2 The analysis of Independent Samples T-Test
The Independent Samples T-Test is utilized to assess the mean difference of the dependent variable based on the qualitative variable "Gender," which consists of two categories: "Male" and "Female."
Table 2.15 Testing the variable “Gender” by Independent Samples T-Test
The analysis of survey data using SPSS software reveals that the Levene’s test indicates a significance value of 0.041, which is less than the threshold of 0.05, suggesting a difference in variance between genders However, the T-Test results show a significance value of 0.754, exceeding 0.05, indicating no statistically significant difference in the behavior of male and female customers using Sacombank mBanking services at the Sacombank – Ha Dong branch.
Because the variable Income has only 2 values: “Less than 10 million”; “More than
10 million” so the test of the mean difference of the dependent variable to the values of the qualitative variable is conducted by the Independent Samples T-Test
Table 2.16 Testing the variable “Income” by Independent Samples T-Test
Summary of research results
After conducting research with a sample of 165 using SPSS software, the results are as follows:
The research evaluates the reliability of the scale using Cronbach's Alpha, revealing that all minor variables demonstrate satisfactory total correlation, allowing for further testing Additionally, the Cronbach's Alpha coefficient for the target groups indicates that the scale is suitable for use.
The study utilized Exploratory Factor Analysis (EFA) to effectively reduce and categorize data into primary factor groups, while maintaining the integrity of the original research scale for the independent variables.
The research developed a multiple linear regression model and conducted Pearson correlation analysis, revealing a strong correlation between the dependent variable and the independent variables, with no evidence of multicollinearity among the independent variables.
The analysis reveals that demographic factors do not significantly influence the behavioral intentions of male and female customers Additionally, there is no variation in how these factors affect the behavioral intentions of individuals across different age groups, occupations, and income levels.
The linear regression results obtained the regression model with the results of four independent variables explaining 68.9% of the change of the dependent variable:
UB = 0.279*PU + 0.597*PE + 0.121*PB + 0.113*FC
The model is validated for the population using the F test in the ANOVA table, confirming its suitability Additionally, the Durbin-Watson coefficient indicates the absence of first-order serial autocorrelation, while the VIF coefficient demonstrates that there is no multicollinearity among the independent variables.
The study identifies four key factors influencing user behavior regarding the Sacombank mBanking service at the Sacombank - Ha Dong branch: "Perception of Usefulness," "Perception of Ease of Use," "Perception of Belief," and "Facilitating Conditions." Among these, "Perception of Ease of Use" has the most significant impact on individual customers' usage behavior, followed by "Perception of Usefulness," "Perception of Belief," and lastly, "Facilitating Conditions."
• Perception of ease of use:
Statistical analysis reveals that "Perception of ease of use" is the most valued factor among independent variables, with a score of 3.4782, indicating high customer satisfaction Additionally, the variable "Learning how to use Sacombank mBanking is easy for me" further supports this positive perception.
"Perception of ease of use" was underestimated, showing that many customers still have problems in accessing using Sacombank's Mobile Banking app – Ha Dong branch
With the factor group "Perception of usefulness", customers highly appreciate the observed variable "Using Sacombank mBanking helps me save time", whereas the observed variable
Using Sacombank mBanking significantly reduces my travel expenses Customers generally appreciate the convenience and benefits of the Sacombank mBanking app; however, some have expressed concerns about the lack of timely responses to their inquiries via the hotline As a result, many customers find themselves needing to visit bank branches for assistance.
The "Perception of Belief" factor group received an average rating of 3.2173, indicating a lack of confidence among customers regarding the security of their personal information Notably, the statement "I believe that my personal information is kept private" received the lowest rating within this group, highlighting concerns about the bank's reliability in safeguarding sensitive data such as passwords and usernames in the app.
The highest-rated factor for Sacombank mBanking is "Facilitating conditions," with users expressing that they consistently receive support when facing issues Conversely, the lowest-rated aspect is the availability of "modern equipment and technology," which hinders the convenience of using the Sacombank mBanking application While customers do benefit from assistance from both the bank and their peers, significant technological barriers remain, leading to various inconveniences when utilizing Sacombank's E-banking services.
At the conclusion of Chapter 2, the study presents an overview of Sacombank's Ha Dong branch along with its business performance Following this, the research analyzes the findings based on data collected from a survey The subsequent chapter will detail the research outcomes.
59 some solutions and recommendations to the State Bank, Sacombank headquarters - Ha Dong branch in order to improve the quality of Sacombank mBanking services
CHAPTER 3: SOLUTIONS AND RECOMMENDATIONS TO PROMOTE INDIVIDUAL CUSTOMERS’ BEHAVIOR OF USING SACOMBANK MBANKING SERVICE FOR SACOMBANK – HA DONG BRANCH
Solutions
Through the survey results, it can be seen that individual customers at Sacombank
The Ha Dong branch has chosen Sacombank mBanking for its convenient 24/7 transactions, ability to facilitate fast and continuous payments, and large transaction limits Additionally, the user-friendly interface enhances the overall experience To ensure customer satisfaction and foster long-term loyalty, Sacombank Ha Dong is committed to continuously improving the quality of its mBanking services.
3.1.1 Solutions for “Perception of ease of use”:
Firstly, the bank should review and rebuild the interface and model of the
Sacombank mBanking application so that it is as simple as possible while still maintaining a level of safety and security for customers
To enhance customer trust and satisfaction, the bank must prioritize the stability of the Sacombank mBanking application Frequent complaints regarding issues such as freezing, inoperability, and errors can lead to customer discomfort and erode trust in the bank Regular updates and maintenance are essential to ensure the application's smooth operation and reliability.
To enhance customer support, produce a series of instructional videos demonstrating how to activate accounts, change passwords, link cards, and create PIN codes for e-banking Additionally, showcase how to utilize smart utilities within the app These videos should be displayed on screens at Sacombank branches and transaction offices to provide clear guidance to customers.
Additionally, we can promote advertisements through mass media platforms like Facebook, YouTube, and online newspapers, effectively enhancing Sacombank's brand visibility and reaching a wider audience.
Banks prioritize enhancing employees' professional skills, ensuring that all staff—from product development to tellers and financial advisors—fully understand any app upgrades or feature changes This comprehensive training allows new customers to easily navigate and enjoy Sacombank's mBanking service, providing them with peace of mind during transactions Such consistency and synchronization across the banking system not only improves customer experience but also strengthens the bank's brand reputation.
3.1.2 Solutions for “Perception of usefulness”:
To minimize risks for customers using Sacombank mBanking services, it is crucial to address consumer concerns about potential financial losses, especially in light of increasing incidents of account theft and fraudulent transactions Developers should focus on creating an application that emphasizes transaction clarity and confirmation for each action, helping to prevent user errors Key account and balance information must be prominently displayed, with critical details like transfer amounts highlighted Additionally, Sacombank mBanking providers should implement advanced security measures, including multi-layered security solutions and robust data encryption, to thwart forgery and unauthorized transactions Collaboration between service providers and banks is essential to establish and communicate effective security protocols, ensuring the protection of customer information.
Secondly, there should be a separate category for customer complaints about
Sacombank mBanking allows customers to easily submit requests or complaints through the application, eliminating the need for in-person visits to the bank This convenient feature ensures that issues are addressed efficiently within Sacombank's banking system.
Upon receiving the request, it is essential to promptly process it and inform the customer about the cause, reason, solution, and current status of the issue This proactive communication minimizes the need for customers, especially those located far away, to travel unnecessarily, thereby enhancing their experience and reducing their travel expenses.
3.1.3 Solutions for “Perception of belief”:
Enhancing customer trust and loyalty at Sacombank's Ha Dong branch is crucial for the successful adoption of mBanking services Research indicates that customer confidence significantly influences their usage of these services To foster this trust, banks must implement effective traditional strategies that ensure secure mobile banking solutions Alongside advanced technology, long-term policies are essential, including fair treatment of customers, prompt and satisfactory complaint resolution, and dedicated customer support Additionally, offering social, financial, and security insurance policies will further bolster customer trust, alleviating concerns about potential financial losses.
To enhance security measures, Sacombank should collaborate with renowned global security design partners to frequently update payment methods, such as implementing mSign authentication This proactive approach is essential, as hackers continuously evolve their tactics, necessitating banks to adapt and diversify their security strategies to effectively combat fraud.
To enhance customer trust, Sacombank must prioritize the protection of personal information by assuring clients that they take full responsibility if their login details and passwords are compromised and misused by unauthorized parties.
To enhance the user experience of Sacombank mBanking, it is essential to regularly upgrade its core operating system and collaborate with specialized information technology partners in the digital banking sector This focus will lead to the development of advanced app versions in the future, while also improving transaction processing speeds for a more efficient banking experience.
Ensuring a smooth operation is crucial, as system errors can disrupt personal work needs and lead to a loss of credibility and trust in the bank's image, especially if such issues occur frequently.
To enhance customer awareness in the Vietnamese market, it is essential to address the prevalent reliance on cash payments Although many individuals possess bank accounts and cards, they primarily utilize them for salary deposits Research indicates that the perceived usefulness of Sacombank mBanking services positively influences their adoption among individual customers at Sacombank - Ha Dong Branch Consequently, banks and service providers should implement traditional marketing strategies that highlight the benefits and advantages of using Sacombank mBanking services.
To enhance customer satisfaction, Sacombank should prioritize reducing response times across various communication channels Currently, customers primarily rely on the bank's hotline for assistance, but there is a lack of attention to other platforms like email and social media Additionally, the online Q&A section on the official website is not functioning, which can deter potential customers from exploring E-banking services Therefore, it is recommended that Sacombank establish a dedicated Customer Care Department for its mBanking service to effectively address user inquiries regarding registration procedures, security concerns, and new service offerings.
Recommendations
On the basis of research results, in order to further develop Sacombank mBanking services of Saigon Thuong Tin Sacombank - Ha Dong Branch, the research makes some recommendations as follows:
The State Bank plays a crucial role in overseeing banking activities in Vietnam, making its directives essential for the advancement of E-banking services To effectively implement the law in practical applications, the State Bank should establish specific circular guidelines that provide clear orientation for banks.
The State Bank should frequently host seminars and workshops focused on the implementation of e-banking services, fostering an environment for banks to share their experiences Additionally, it is essential for the State Bank to facilitate collaboration between local banks and foreign institutions to gain insights into successful e-banking practices Furthermore, providing employees with opportunities to engage with foreign banks will enhance their understanding of effective e-banking strategies from around the world.
In response to growing concerns about Internet security, the State Bank actively addresses vulnerabilities, exemplified by the global "Heartbleed" incident in April 2014, which compromised personal data and heightened anxiety among online users This particular threat poses significant risks to online banking activities, underscoring the importance of robust security measures.
To enhance online service accessibility for the entire population, it is essential to develop robust internet and data technology infrastructure Additionally, the State Bank must establish a corresponding infrastructure that ensures high-speed technology, minimizes unblocked circuits, and maintains consistent fees.
The state bank plays a crucial role in overseeing the implementation of E-banking, ensuring compliance and efficiency It is essential for banks to reach a consensus that enhances interbank collaboration, enabling them to accept each other's card payment systems seamlessly.
• Diversify new products and services
To keep customers loyal and attract potential customers, Sacombank must first accomplish the goals they set out Next, in order to create a strong advantage in the field
65 of e-banking, banks must provide and develop more new utilities to meet the increasing needs of customers
Sacombank's Head Office should leverage traditional social channels for promotions, particularly targeting customers who have yet to use the mBanking service or those unable to attend product introduction seminars and conferences These traditional methods serve as an effective means of reaching a wider audience and promoting products to potential users.
To enhance employee skills and competitiveness, Sacombank should not only provide internal training classes but also encourage participation in external courses This includes opportunities for employees to practice at foreign banks, where they can learn about modern banking models and stay updated on new technologies.
To enhance customer service, employees should receive training in essential soft skills such as customer care, problem-solving, and negotiation By developing these competencies, banks can not only retain loyal customers but also attract new potential clients, ultimately improving their overall service quality.
Sacombank should implement professional training programs for employees focused on e-banking services, coupled with a rewards policy for those excelling in annual assessments This initiative will create a learning environment that encourages knowledge sharing among staff while enabling the bank to identify and nurture potential talent.
To establish a robust technology infrastructure for EMB services, Sacombank must urgently collaborate with telecommunications operators to enhance Internet connectivity, as a reliable Internet connection is crucial for seamless transactions on E-Mobile Banking.
• Reduce the complexity of Sacombank mBanking application
Currently, there are still quite a few customers complaining about the bank's way of using Sacombank mBanking, because the stages of changing passwords, linking cards,
Creating mSign codes remains a complex task, particularly for customers who may not be technologically savvy, making access to e-banking challenging To address this issue, it is recommended that Sacombank conduct a survey to assess customers' experiences and proficiency with the Sacombank mBanking app By identifying the specific operations that pose difficulties for users, the bank can implement necessary changes and improvements to simplify these processes while maintaining customer safety.
The bank has adopted various advertising and marketing strategies for its e-banking services, utilizing television commercials, online advertising, and engaging websites to capture the attention of newspaper readers and internet users alike.
Sacombank has effectively implemented strategies to attract customers by offering a one-year free maintenance plan for their E-banking service upon new account registration Additionally, they incentivize daily engagement by providing 50,000 VND to the first customers each day.
100 customers to activate and do one financial exchange per day
Therefore, the Sacombank – Ha Dong branch as well as other branches should continue to develop more progress with attractive prizes to encourage customers to use E- banking services
This article analyzes the performance of Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank) - Ha Dong branch from 2020 to 2021, focusing on the efficiency of its mBanking services It identifies limitations in service quality and proposes targeted solutions to enhance customer experience Additionally, the research offers recommendations for both the State Bank and Sacombank - Ha Dong branch to address these limitations and improve the operational efficiency of mBanking services for customers.
This research proposes a model based on theoretical foundations and recent studies to analyze the factors influencing individual customers' behavior in using Mobile Banking services The findings provide a comprehensive overview of the elements affecting the usage of Sacombank mBanking services specifically at the Sacombank Ha Dong branch.
After the process of quantitative research, the results show that the variables of
“Perception of the easy to use”, “Perception of belief”, Perception of usefulness” and