Luận văn thạc sĩ Quản trị kinh doanh: Các yếu tố ảnh hưởng đến sự tiếp tục sử dụng dịch vụ mobile banking của khách hàng cá nhân tại các ngân hàng thương mại trên địa bàn tỉnh Lâm Đồng

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ABSTRACT

This research was conducted with 3 major objectives: (1) Determine the factors directly affecting the continual use of Mobile Banking services of individual customers at Commercial banks in Lam Dong province; (2) Determine the influence level of factors on the continual use of Mobile Banking service of individual customers at commercial banks in Lam Dong province; (3) Propose some solutions

to promote the continual use of Mobile Banking service of individual customers at commercial banks in Lam Dong province

The study was based on Singh & Srivastava's (2018) model with the following factors: perception of transaction costs, perception of reliability, perception of the ease of usage, social influence and perception of taking risk In addition, the author also added a sense of usefulness to the proposed research model because this factor was evaluated by many domestic and foreign researchers as having a significant impact on the continual use of Mobile Banking service of individual customers at commercial banks The study was conducted through two stages: preliminary research and formal research

The preliminary study aimed to adjust and supplement the variables implemented in the previous research to fit the actual conditions of Mobile Banking service of individual customers in Lam Dong province Interviewees were 10 customers who used Mobile Banking at commercial banks in Lam Dong province The qualitative question outline also suggests that those who are discussed adjust the scale of the elements of the elements in the proposed research model After that, the author will correct the scale of the components to make it easier to understand and in particular, as a basis for the construction of survey forms

Formal study conducted sample selection by proportional method Accordingly, 300 questionnaires that need to be collected are divided according to the proportion of customers using Mobile Banking services of commercial banks in the local The results obtained 261 quality assurance surveys to conduct analysis

'DWDLVXVHGWRDQDO\]H&URQEDFK¶V$OSKDUHOLDELOLW\()$GLVFRYHU\IDFWRUDQDO\VLVcorrelation analysis and regression, and other quantitative analysis steps

The research results show that there are 6 factors affecting the continual use

of Mobile Banking service of individual customers at commercial banks in Lam Dong province, including: (1) Perception of transaction costs, (2) perception of trust, (3) perception of ease of use, (4) perception of usefulness, (5) social influence and (6) Perception of taking risks In particular, two factors "Perception of transaction costs" and "Perception of taking risks" negatively affect the continual use of Mobile Banking services of individual customers at the above commercial banks Lam Dong province The factors that have the greatest impact are: Perception of ease of use (Regression coefficient = 0.279); Perception of usefulness (Regression coefficient = 0.174) and Perception of transaction costs (Regression coefficient = -0.173) From the research results, as commercial banks deploying Mobile Banking services to customers, it is necessary to have practical solutions to enhance the continual use of Mobile Banking services in Lam Dong province, which contributes to improving the efficiency of retail banking activities

In addition to the results obtained, in terms of limited resources and time of research, as well as difficulties in the information gathering process to prove the research hypotheses, this study still has some certain restrictions However, the author still expects that the research results of the topic can be a valuable reference for further studies

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