Evaluation of E-banking Customer Satisfaction at Vietinbank – Ha Tinh Branch

• Main Authors: Ngo Duc Dung, 吳德容
• Other Authors: Ming Hsiu Liu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2eecrj

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 104 === Banking sector is an important aspects of the financial services industry in Vietnam offering some services related to banking, for example, acceptance of deposits, granting of credit facilities, loan management, with more and more competitive pressure, the banks has kept continuing to make important expenditures for enhancing IT platforms. So, if the commercial joint stock banks in Vietnam want to survive and develop, they need to apply IT applications to meet the customer’s needs in the best and most convenient way without coming directly to the banks. Those kinds of service are called e-banking services. The development of e-banking in Vietnam is also an unavoidable trend in banking sector. In this context, the study takes into account e-banking service quality in Vietinbank Ha Tinh Branch. A conceptual research model has developed with customer satisfaction as the result from the impacts of five factors, namely Web design, Customer service, Assurance, Preferential treatment, and Information provision. Quantitative research method is used to explore these impacts. Primary data is collected from survey of questionnaire with the customers who have been using e-banking services from the bank. There are 216 valid questionnaire and results show that five factors (Web design, Customer service, Assurance, Preferential treatment, and Information provision) can explain for 61.4% of changes in customer satisfaction with e-banking services at Vietinbank Ha Tinh Branch. Among chosen factors, web design has highest Standardized Coefficient (0.495), meaning that this factor hast greatest impacts to customer satisfaction in comparison with the impacts of other factors.