3. Measuring customer satisfaction and identifying factors influencing satisfaction with digital banking services at the Vietnam International Commercial Joint Stock Bank – Dong Nai Branch
DOI:
https://doi.org/10.61591/jslhu.28.970Từ khóa:
Satisfaction; Perceived value; Ease of use; Service personalization.Tóm tắt
This study aims to measure customer satisfaction and identify factors influencing satisfaction with digital banking services at the Vietnam International Commercial Joint Stock Bank at Dong Nai Branch. Based on theoretical foundations and previous studies, the author developed a research model comprising six factors: service quality, responsiveness, perceived value, service personalization, transaction security & safety, and ease of use. A mixed-methods approach was employed: a qualitative phase of discussions with seven bank managers to refine measurement scales, followed by a quantitative survey of 500 individual customers (487 valid responses). Data were analyzed using statistical tools, including Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and multiple linear regression. Findings indicate that all six factors positively affect customer satisfaction, with perceived value and ease of use exerting the most decisive influence. Based on these results, the article proposes managerial implications to enhance perceived value, improve usability, increase responsiveness, maintain service quality, strengthen security, and personalize customer experiences. The study contributes both theoretically and practically by providing a reliable measurement framework applicable to the digital banking sector. It also suggests future research directions that involve broader samples, advanced analytical models, and the inclusion of new variables to enrich understanding of customer satisfaction in digital banking.
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