CUSTOMER SATISFACTION IN DIGITAL BANKING SECTOR IN VIETNAM: A META-CASE APPROACH

As the digitalization of financial services increases, it is the customers who benefit, and the banks have more capacity to enhance the experience and digital satisfaction of their target customers. The paper focuses on an important issue of the Vietnamese banking system. It is the process of digital transformation through applying leading fintechs to their core banking platform. Therefore, the main objective of this research is to explore the possible relationship between customer satisfaction with digital banking services and the other observed variables due to the theory of SERVQUAL. This study reaffirms and adds to the measurement scale system of customer satisfaction concepts while experiencing digital banking services. This helps researchers in the banking sector of Vietnam and around the world have a scale to conduct their researches on customer satisfaction. The author also uses quantitative analysis for a random sample survey within the banking network of Northern region of Vietnam (290 samples in total). Descriptive analysis, reliability analysis of scale, exploratory factor analysis, or multiple regression analysis all provide better perspectives on the relationship between customer satisfaction and the digital services that banks are offering. The major findings of the study involve the fact that focusing on minimizing response time to customers' inquiries and individualizing services to each one of them are the things that the digital banks in Vietnam need to do beforehand. To conclude, the roles of tangibles and responsiveness in the digital banking services can only be examined much more thoroughly in the upcoming researches while this one cannot.