The Influence of Personal Characteristics on Customers’ Perception of E-Banking Service Quality and Cost Effectiveness in Vietnam

Ngo Mai Trang

doi:10.4236/jss.2022.101029

Abstract

An extensive literature review found that customer’s perception of service quality and cost effectiveness are the most important factors for the success or failure of service providers. There is evidence of the relation between a number of demographic factors and perception of service quality. The data was collected through the survey of E-Banking customers (N = 754) in four major cities and towns and the countryside in Vietnam. Perception of service quality and cost effectiveness is measured by the following dimensions: reliability, security, convenience, ease of use, customer support and cost effectiveness. The results from the study revealed significant differences in perception of service quality and cost effectiveness by gender, occupation, living place and experience of using E-Banking, while no significant difference was found for education, income, age and variety seeking factors. The results of the study enhance the understanding of perception of service quality and cost effectiveness in Vietnam E-Banking area and provide useful knowledge in the management and delivery of service quality.

Highlights

Since electronic banking service appeared in Vietnam in 2002, the number of banks providing and customers using this service has been increasing rapidly
Previous studies have largely ignored the impact of personal characteristics on the perception of E-Banking service quality and cost effectiveness
Research results have found a significant difference among customer groups regarding the perception of E-Banking service quality and cost effectiveness

Summary

Introduction

Since electronic banking service appeared in Vietnam in 2002, the number of banks providing and customers using this service has been increasing rapidly. In 2015, most commercial banks provided internet banking services. Statistics showed that the percentage of customers paying via mobile in Vietnam has grown quickly year by year, from 37% in 2018 to about 62% in 2019. This growth rate was recorded as the highest among the 6 Southeast Asian countries, including Malaysia, the Philippines, and Thailand. The banking sector, the backbone of the Vietnamese economy, has been witnessing unprecedented growth, especially with regard to electronic services (PwC, 2019). Vietnamese banks are using advancements in their E-Banking services for retaining and attracting clients, they have made big investments in implementing the latest E-Banking technology to improve their competitiveness

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