Investigating the impact of digital banking service quality on customer satisfaction and customer loyalty: empirical evidence from a Vietnam commercial bank

The emergence of digital banking has fundamentally transformed the banking landscapeglobally, and emerging economies such as Vietnam is not an exception. Providing high-qualitydigital banking services is considered a basic strategy for attracting and retaining customerswith digital banking platforms. To date, in Vietnam, where digital banking is still evolving andexpanding, digital banking and customer relations is vastly under researched. The purpose ofthis research is to empirically investigate the impact of digital banking service qualitydimensions on customer satisfaction and customer loyalty from various perspectives in thecontext of Vietnamese Commercial Bank. The research employs Pragmatism Philosophy,Abduction Approach, Case Study Strategy, Mixed-Methods Design with customers survey andbanking managers interviews, Spearman Correlation Coefficient and Template Analysisrespectively, facilitating a comprehension of current implementations and effects of digitalbanking phenomenon in the context of Vietnamese Commercial Banks from variousperspectives. Findings revealed ten distinct determinants of Digital Banking service qualitywith Digital- Emotional Connection and Trust exert strongest effect on Customer Satisfaction.There is also found a significant relationship between customer satisfaction and customerloyalty. The research offers valuable theoretical and managerial implications since itdemonstrates which Digital Banking service quality determinants predict customer satisfactionwhich ultimately raises the Digital Banking loyalty of banking customers. This studyconcentrates on Vietnamese Commercial Banks, limiting its generalisability. Nevertheless, thefact that banks typically implement common standards in banking service quality managementimplies the potential robustness of the findings in the context of other banks globally.Replications of the research in other banking context will further add richness to thisrobustness.