Factors Affecting Individual Customer’s Satisfaction on the Mobile Banking Service Quality During Covid-19 Pandemic Period: The Case of Vietnam

Abstract

This paper is aimed at analysing the factors affecting individual customer satisfaction with the mobile banking service quality during Covid-19 period in Vietnam. The methodology applied including SERVQUAL model, using e-SQ scale with EFA model. Data were collected from 405 observations answered via online survey of individuals using mobile banking service in period Jan-March 2022. Key findings of the research include: First, five factors affecting the positive customer satisfactions on mobile banking are ranked from highest to lowest impacts includes: Covid-19 pandemic, security, convenience/utility, empathy and responsiveness, and service fees. Second, Covid-19 pandemic provided the great opportunity for expanding mobile banking services, and Vietnamese banks have utilized this opportunity well by applying various promotion policies for encouraging more clients using mobile banking services. The digital transformation of banks enhances this process well. Third, the younger people have more satisfactions on mobile banking compared to older people, as the old have some difficulties in adapting to technological devices and softwares. Some recommendations have been proposed to improve the quality of mobile banking services for the new normal post-covid 19 pandemic period. Keywords: service quality, Covid-19, mobile banking, individual customers, satisfaction..