Marketing strategy of internet-banking service based on perceptions of service quality in Vietnam

Abstract

Internet banks can provide a convenient and effective method of managing personal finances because customers can easily access them without constraints of time or place. Following the international trend, Vietnam, an emerging country with a rapidly growing banking industry, is no exception in the provision of Internet-banking services. However, how to provide services that users require is an important consideration for banks that are developing service products. Although service quality is important to users when selecting banking services, the effects of perceived service quality on customer adoption of Internet-banking services have received little attention. This investigation designed a questionnaire to understand the aspects of service quality that influence intention to adopt Internet-banking services for three groups of Vietnamese customers. The descriptive variables used to determine the features of these three consumer groups are verified, and include demographics, customer behaviors, customer satisfaction, and customer loyalty. Finally, marketing strategies for the three clusters are presented to help Vietnamese banks promote Internet-banking services.