Factors Influencing Retail Customer Satisfaction in Mobile Banking Services: A Case Study of Sacombank - Hanoi Branch

This study aims to investigate the factors influencing customer satisfaction in M-banking services in Vietnamese commercial banks, focusing on Sacombank’s Hanoi Branch. Based on the SERVQUAL model by Parasuraman et al. (1988) and related literature, this study identifies five critical factors that determine customer satisfaction: reliability, responsiveness, tangibility, assurance, and empathy. A survey was conducted with 208 retail customers at Sacombank Hanoi Branch who have used the M-banking