Factors influencing customer satisfaction in digital banking: The case study of Vietnam

The satisfaction of customers is a crucial determinant of the success or failure of commercial banks in Vietnam. The primary aim of this study is to discover the crucial aspects that have a substantial impact on the happiness of individual consumers about digital banking services offered by Vietnamese commercial banks. For this study, we conducted a survey of 290 individual customers from multiple commercial banks in Vietnam. The findings from the Exploratory Factor Analysis (EFA) revealed that the pleasure of individual customers was highly influenced by five factors: Tangibles, Responsiveness, Empathy, Reliability, and Assurance. Hence, the results of this study have consequences for the development of solutions, aiming to enhance digital banking services for individual clients in commercial banks in Vietnam.