Gender impact on customer satisfaction and loyalty in Vietnam’s FinTech-enabled banking services

Type of the article: Research ArticleAbstractVietnam’s FinTech-enabled lending market has expanded rapidly, yet concerns regarding trust, service quality, and regulatory legitimacy persist. Understanding gender-based differences in customer experiences is therefore important for sustainable sector development. This study examines the influence of gender on the satisfaction-loyalty mechanism in Vietnam’s FinTech personal lending context. A structured survey conducted between September 2023 and September 2024 produced 952 valid responses (47.3% male; 52.7% female) from active borrowers across the country’s three major regions. Measurement instruments, adapted from validated scales, demonstrated strong reliability (Cronbach’s alpha > 0.78) and validity (CR > 0.81; AVE > 0.51). Data were analyzed using covariance-based Structural Equation Modeling (CB-SEM) and multi-group analysis. The model achieved a satisfactory fit (CFI = 0.916; TLI = 0.904; RMSEA = 0.059). Six of seven hypotheses were supported: perceived usefulness (β = 0.181, p < 0.001), trust (β = 0.132, p < 0.001), service quality (β = 0.173, p < 0.001), social influence (β = 0.070, p = 0.019), and hedonic motivation (β = 0.082, p < 0.001) enhanced satisfaction, which strongly predicted loyalty (β = 0.514, p < 0.001). Ease of use showed no significant effect (β = 0.052, p = 0.159). Multi-group analysis revealed gender asymmetries: perceived usefulness and hedonic motivation were decisive for men, whereas trust, service quality, and social influence were more influential for women. These findings highlight the need for gender-sensitive strategies to strengthen loyalty and support inclusive growth in Vietnam’s regulated FinTech lending sector.AcknowledgmentThis study would not have been possible without the support and guidance of several individuals and organizations. We extend our sincere gratitude to International School – Vietnam National University, Hanoi; Thuyloi University; and Banking Academy of Vietnam for providing the academic environment and resources necessary for this research.Furthermore, we would like to express our gratitude to our family and friends for their unwavering support and encouragement throughout this research journey.