Factors Influencing Customer Satisfaction towards Internet Banking Service: Case Study of Vietnam

Abstract

This study investigates the impact of service quality dimensions on customer satisfaction in the context of internet banking services in Vietnam. Using a quantitative approach, data were collected through a structured questionnaire from a sample of 934 customers of the ten largest banks in Vietnam. The five service quality dimensions examined in this study are Tangibility, Reliability, Assurance, Responsiveness, and Empathy. Correlation and multiple regression analyses were conducted to assess the relationships between these dimensions and customer satisfaction. The correlation analysis revealed that all five service quality dimensions had significant positive correlations with customer satisfaction, with Assurance having the strongest correlation, followed by Responsiveness, Empathy, Reliability, and Tangibility. The regression results indicated that all five dimensions were significant predictors of customer satisfaction, with Responsiveness, Reliability, and Assurance having the strongest relative impact. This study contributes to the understanding of service quality and customer satisfaction in the digital banking era, providing valuable insights for bank managers and policymakers to enhance service quality and customer satisfaction in the highly competitive Vietnamese banking market. The findings highlight the need for banks to prioritize Responsiveness, Reliability, and Assurance while also addressing Tangibility and Empathy to meet customer expectations and foster long-term customer loyalty.