Linking Relationship Marketing to Customer Loyalty in The E-Banking Context: The Central Role of Customer Satisfaction

This research examines the interrelationships between relationship marketing, customer satisfaction and customer loyalty in e-banking’s context. The study was conducted in two phases: In-depth interviews and a quantitative survey with a sample of 690 Vietnamese individual and corporate e-banking customers. The research results show that customer satisfaction mediates the impact of relationship marketing on customer loyalty among individual customers. Meanwhile, instead of customer satisfaction, relationship marketing significantly and directly contributes to the loyalty of the corporate customer group. The significance and magnitude of the effects that the five dimensions of relationship marketing’s effectiveness have on customer satisfaction and loyalty, which include the banks’ commitment, customer experience, process-driven approach, service reliability and application of technology, are also different between the two customer segments. This study theoretically contributes to the research stream regarding the mechanism underlying the relationship between relationship marketing’s effectiveness and customer loyalty in the e-banking context, and proposes practical implications for commercial banks to effectively apply relationship marketing in the virtual business environment

The Impact of Digital Transformation on Customer Satisfaction to Digital Banking Service of Commercial Banks in Vietnam

The present study focuses on examining the interplay and correlation between the digital transformation process as assessed by the digital banking service quality components (Ease of use, Effectiveness, Interoperability, Privacy/ Security, Empathy, Responsiveness, Reliability, Service portfolios, Service charge) and customer satisfaction for digital banking services at commercial banks in Vietnam. The predictors (independent variables) for this study are the aforementioned service quality aspects and moderator is Service charge. The outcome variable (dependent variable) is customer satisfaction. The authors combined qualitative and quantitative research techniques to develop observed variables and assess the model's fit. This study can help banking leaders evaluate and improve the quality of digital banking services in the context of financial liberalization and globalization. Keywords: Digital transformation, Digital Banking, Banking service quality, Customer satisfaction DOI: 10.7176/EJBM/15-6-04 Publication date:March 31st 202

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Factors Affecting the Banking Service Quality in Vietnam

In the current fierce competition between banks, increasing service quality is considered the foundation of the banks’ competitive strategy to attract and retain customers. Therefore, the research and analysis of the factors of banking service-affecting banking service quality are essential. The article assesses the influence of the aspects of banking service quality. Besides, this study objective tested the reliability of the banking service quality of commercial banks in Vietnam. The study surveyed 1.000 customers related to commercial banks, but 917 samples processed and answered 39 questions. The data collected from July 2020 to December 2020. The authors tested Cronbach’s Alpha, confirmatory factor analysis (CFA), and structural equation model (SEM) for factors affecting the banking service quality of commercial banks in Vietnam with a significance level of 0.0

The behavioral intention to adopt Proptech services in Vietnam real estate market

One of the main stages for achieving success is the adoption of new technology by its users. Several studies show that Property technology is advantageous for real estate stakeholders. Hence, the purpose of this paper is to investigate the users' engagement behavior to adopt Property technology in the Vietnamese real estate market. To that end, a purposive sample of 142 participants was recruited to complete an online quantitative approach based survey. The survey consisted of a modified and previously validated measure of acceptance based on the extended demographic version of the unified theory of acceptance and use of technology), as well as usage scale items. The empirical findings confirm that participants were generally accepting of Property technology in the Vietnamese real estate market. The highest mean values were associated with the subscales of effort expectancy and performance expectancy, while we can easily identify the lowest mean value in the social influence subscale. The usage of Property technology was slightly more concerned with the gathering of information on properties and markets than transactions or portfolio management. This study provides an in depth understanding of Property technology for firms' managers and marketers. Online social interactions might be either harmful or fruitful for firms depending on the type of interaction and engagement behavior. This is especially true of property portals and social media forums that would help investors to connect, communicate and learn. Findings can help users to improve their strategies for digital marketing. By providing robust findings by addressing issues like omitted variables and endogeneity, the findings of this study are promising for developing new hypotheses and theoretical models in the context of the Vietnamese real estate market.Comment: PhD thesis, 127 pages, 14 figure

Enjoyment vs. Utility: Drivers and Consequences of Consumer M-Commerce Motivations

Mobile commerce (m-commerce) has grown over the years and today represents a promising channel for marketers. Nevertheless, it has not yet lived up to its full potential. Past research has mainly treated m-commerce as a predominantly utilitarian (i.e. functional and practical) way of shopping. Moving away from this uniquely utilitarian view of m-retailing, this study explores whether hedonic motivations (i.e. experience and enjoyment related) also play an important role in driving consumer m-commerce behaviour. We conceptualize consumers’ motivations as conditions that are a consequence of their regulatory orientations. The study proposes and empirically validates that prevention-oriented consumers (i.e. vigilant and conservative) are more likely to activate utilitarian motivations to use m-commerce, whereas promotion-oriented consumers (i.e. eager and risk-takers) are more likely to activate hedonic motivations to use m-commerce. The interplay between regulatory orientations and related motivations have direct consequences on consumers’ perceptions of value and trust toward m-commerce. More specifically, we show that hedonic motivations lead to higher value and trust for promotion-oriented individuals, and that utilitarian motivations lead to higher value and trust for prevention-oriented individuals. Moreover, both hedonic and utilitarian motivations are important determinants of trust and value for moderately prevention- and promotion-oriented individuals. Equipped with this knowledge, marketers can more efficiently cater to consumers’ motivations

The influences of cleanliness and employee attributes on perceived service quality in restaurants in a developing country

© 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to investigate the service quality of full-service restaurants in Vietnam to explore possible factors that may impact customer perception, which subsequently influences customer satisfaction and behavioural intentions. Based on the DINESERV model and service clues, the possible dimensions to construct customer perception were realised, and four key dimensions were suggested. Design/methodology/approach: Data were collected from four urban local full-service restaurants in Vietnam, and factor analysis and SEM-PLS were then performed to uncover the relationship between customer perception, satisfaction and behavioural intentions. Findings: The results suggest that customer perception significantly influences customer satisfaction and behavioural intentions, and customer satisfaction itself is also found to have influence on behavioural intentions. Originality/value: This is an original piece of work which contributes to the exploration of service quality in developing countries and to the incorporation of cleanliness into analyses of restaurant service quality in particular

Satisfacción del cliente en el sector de la banca digital en Vietnam: un enfoque de meta-caso

As the digitalization of financial services increases, it is the customers who benefit, and the banks have more capacity to enhance the experience and digital satisfaction of their target customers. The paper focuses on an important issue of the Vietnamese banking system. It is the process of digital transformation through applying leading fintechs to their core banking platform. Therefore, the main objective of this research is to explore the possible relationship between customer satisfaction with digital banking services and the other observed variables due to the theory of SERVQUAL. This study reaffirms and adds to the measurement scale system of customer satisfaction concepts while experiencing digital banking services. This helps researchers in the banking sector of Vietnam and around the world have a scale to conduct their researches on customer satisfaction. The author also uses quantitative analysis for a random sample survey within the banking network of Northern region of Vietnam (290 samples in total). Descriptive analysis, reliability analysis of scale, exploratory factor analysis, or multiple regression analysis all provide better perspectives on the relationship between customer satisfaction and the digital services that banks are offering. The major findings of the study involve the fact that focusing on minimizing response time to customers' inquiries and individualizing services to each one of them are the things that the digital banks in Vietnam need to do beforehand. To conclude, the roles of tangibles and responsiveness in the digital banking services can only be examined much more thoroughly in the upcoming researches while this one cannot.   Keywords: Customer satisfaction; Customer loyalty; Digital bank; E-banking service; VietnamA medida que aumenta la digitalización de los servicios financieros, son los clientes los que se benefician y los bancos tienen más capacidad para mejorar la experiencia y la satisfacción digital de sus clientes objetivo. El documento se centra en un tema importante del sistema bancario vietnamita. Es el proceso de transformación digital mediante la aplicación de fintechs líderes a su plataforma de banca central. Por lo tanto, el objetivo principal de esta investigación es explorar la posible relación entre la satisfacción del cliente con los servicios de banca digital y las demás variables observadas debido a la teoría de SERVQUAL. Este estudio reafirma y suma al sistema de escalas de medición los conceptos de satisfacción del cliente al experimentar los servicios de banca digital. Esto ayuda a los investigadores del sector bancario de Vietnam y de todo el mundo a tener una escala para realizar sus investigaciones sobre la satisfacción del cliente. El autor también utiliza un análisis cuantitativo para una encuesta de muestra aleatoria dentro de la red bancaria de la región norte de Vietnam (290 muestras en total). El análisis descriptivo, el análisis de confiabilidad de escala, el análisis factorial exploratorio o el análisis de regresión múltiple brindan mejores perspectivas sobre la relación entre la satisfacción del cliente y los servicios digitales que ofrecen los bancos. Los principales hallazgos del estudio involucran el hecho de que centrarse en minimizar el tiempo de respuesta a las consultas de los clientes e individualizar los servicios para cada uno de ellos son las cosas que los bancos digitales en Vietnam deben hacer de antemano. Para concluir, los roles de los elementos tangibles y la capacidad de respuesta en los servicios bancarios digitales solo pueden examinarse mucho más a fondo en las próximas investigaciones, mientras que esta no puede.   Palabras Clave: La satisfacción del cliente; La lealtad del cliente; banco digital; servicio de banca electrónica; Vietna

sWOM and Online Shopping within a Disease Menace: The Case of Vietnam

Although electronic word-of-mouth via social networking sites (or sWOM) greatly induced online shopping, its importance in shopping decisions during the coronavirus disease (COVID-19) pandemic has not been holistically considered. Based on the necessity of sWOM, uses and gratifications theory (UGT), and health belief theory (HBT), this study frames a consumer shopping tendency model toward sWOM in the context of the pandemic. A web-based survey was designed to collect data from 403 respondents who are inclined to patronize e-stores during the pandemic. Next, the measurement model is examined using a two-step method of structural equation modeling. The findings specify that sWOM is an influential communication mode for online shopping in the pandemic. sWOM is of primary importance to information quality. Moreover, utilitarian value, social value, perceived threat, and self-efficacy toward shopping tendency are significantly motivated by sWOM. Lastly, information quality, utilitarian value, social value, and perceived threat are major predictors of shopping tendency during Covid-19. Finally, theoretical and practical implications are discussed