Research Report: Digital Banking Customer Satisfaction in Danang, 2022

This report investigates the factors influencing customer satisfaction with digital banking services in Danang, Vietnam. It begins by defining digital banking and its importance in the Vietnamese context, highlighting the increasing investment in digital technology within the banking sector and the potential for growth in digital banking. The research outlines its objectives, research questions, and theoretical background, including relevant theories like the Unified Theory of Technology Acceptance and Use (UTAUT) and references to related studies. The methodology involves gathering information, structuring questions into sections, and analyzing collected data. The report presents descriptive statistics and data analysis based on scales, followed by conclusions and references. The study aims to identify factors that drive customer decisions to use digital banking, increase customer loyalty, and provide solutions to improve the operational efficiency and customer satisfaction of digital banking services. The report also addresses the importance of understanding customer experience and satisfaction within the context of digital banking.

USTOMER'S SATISFACTION OF USING DIGITAL BANKING IN DANANG?
TOPIC
LECTURER
Nguyen Thanh Dat
Group
Lam Binh Chi
Le Thi Minh Hieu
Nguyen Tan Nhat
Le Mai Kim Phung
Nguyen Le Anh Quan
Tran Uyen Thi
REPORT
2022
03/2022

CONTENTS
I. DETERMINE THE RESEARCH PROBLEM:..................................................2
1. What is digital Banking?..............................................................................2
2. Why do we choose digital banking to do survey?........................................2
2.1. The Importance of Digital Banking Development in Vietnam:.............2
2.2. The Potential for Digital Banking Development in Vietnam:................3
II. RESEARCH OBJECTIVE REPORT:.............................................................5
1. General objective:.........................................................................................5
2. Goal details:.................................................................................................5
III. RESEARCH QUESTION:..............................................................................6
IV. THEORETICAL BACKGROUND AND RESEARCH OVERVIEW:...........7
1. Theoretical basis:..........................................................................................7
1.1. Articles for reference:............................................................................7
1.2. Related Theories:...................................................................................7
2. Research overview of the topic:...................................................................8
2.1. About the Asia area:..............................................................................8
2.2. About Vietnam:.....................................................................................8
V. METHODOLOGY:.........................................................................................9
1. Gathering information:.................................................................................9
2. The questions are separated into three sections:...........................................9
3. Responses collected and data analysis:.........................................................9
VI. RESEARCH RESULTS:...............................................................................11
1. Descriptive statistics:..................................................................................11
2. Description of data by scale:......................................................................13
VII. CONCLUSIONS:.......................................................................................21
VIII. REFERENCES:..........................................................................................22
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I. DETERMINE THE RESEARCH PROBLEM:
1. What is digital Banking?
Digital Banking is a new word that has caught the attention of both professionals and clients
in the Vietnamese banking business. In truth, Digital Banking is a type of banking that
automates all of the bank's traditional services and activities (Skinner, 2014). To put it
another way, all traditional banking services like withdrawals, money transfers, term
deposits, demand deposits, saving, and funding account administration have all been digitized
and linked into a single digital banking application. All of these services are available via
websites and mobile devices. Customers simply need an internet connection to manage and
complete their purchases.
Although the execution of online transactions is comparable in both digital banking and e-
banking, e-banking is merely a simple utility for bank transactions, bill payments, and
account management, whereas digital banking is a much broader concept. To put it another
way, e-banking only focuses on digitizing a few basic banking features, whereas digital
banking encompasses all of the bank's features and operations (SCN Education B.V., 2001).
Thus, digital banking is a new banking model based on digitizing all activities, whereas E-
banking is merely an add-on service to the traditional banking platform, which includes
services such as Internet Banking and SMS Banking.
No-branch banking or auto banking are other terms for digital banking (Scardovi, 2017). In
general, digital banking is a technology-based platform that allows banks and clients to
exchange information as well as conduct transactions and services (Wewege, 2017). The
entire procedure is carried out using digital instruments. Customers do not need to visit a
bank to conduct business, and vice versa. Customers do not have to meet with the bank to
complete their transactions. Digital banking is the application of developing technologies in
financial institutions to changes in internal and external interactions with the goal of
improving customer service. Furthermore, it is crucial in improving commercial banks' ability
to react to a competitive business climate and improving their company management in the
near future.
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2. Why do we choose digital banking to do survey?
2.1. The Importance of Digital Banking Development in Vietnam:
Digital banking and digital finance will be crucial in the world's upcoming fourth industrial
revolution. In Vietnam, the fight to stay afloat in the banking sector has intensified more than
ever (Leung, 2009). Financial institutions and commercial banks can now provide services
and produce more accessible solutions for their consumers at cheaper costs thanks to
technological advancements. Furthermore, these financial institutions assist in the lowering of
market cash payments. According to the most recent data from the State Bank of Vietnam,
technological investment capital in the banking industry is steadily expanding.At the
moment, banks are competing in terms of digitization of both services and operations. Before
foreign banks enter and gradually gain market dominance, Vietnamese banks must take steps
to develop a comprehensive information technology infrastructure. This competitive trend
has created new chances for the banking business in Vietnam, and it will continue to do so.
The growth of digital technology-based products and services is required to raise the
proportion of fee-based services in overall income as income from credit activities declines.
Digital banking and mobile banking are rapidly evolving to provide customers with new
experiences with shorter transaction times, while banks benefit from increased operational
capacity, lower costs, and improved competitiveness.
2.2. The Potential for Digital Banking Development in Vietnam:
In terms of banking supply, the number of service providers in Vietnam has continued to
increase their use of digital technology in their operations to meet non-cash payment and
business digitization demands, such as the Government's non-cash payment plan, ecustoms;
Payment of taxes over the internet; Electricity bills are collected using the bank's Internet,
Mobile Banking, and POS channels, or through payment intermediaries' e-wallets. Train and
airline tickets can be purchased using an online payment system or by using a credit card.
ebanking channels for tuition and hospital costs; On the internet, all telecommunications units
have payment services or telephone cards. As a result, Vietnam's market, with its big
population and high proportion of phone and internet users, is a prospective market for digital
banking.
Vietnam is experiencing a period of rapid growth, with roughly 55 percent of the population
owning a smartphone and 52 percent having access to the Internet. As a result, Vietnam has a
bright future in Fintech. In fact, the number of Fintech firms has risen dramatically, from
around 40 firms at the end of 2016 to nearly 150 firms by the end of 2019. The recent
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COVID-19 pandemic has fueled the growth of electronic payment systems. However, the
development of Fintech in Vietnam is fraught with security risks, as the country's regulatory
framework for Fintech is still in its infancy (Lien et al. 2020). As a result, it's critical to
investigate the aspects that influence user awareness and intents.This study will look at the
elements that influence people's decisions to adopt financial technology, particularly in light
of the COVID-19 epidemic (Al-Nawayseh 2020). The conditions, awareness, and habits of
people, as well as other aspects, differ between established and emerging economies when it
comes to Fintech (Lehmann 2020).
Payment is a high-potential subject, which is obvious given the importance of payment
activity in daily life. Every option for e-commerce or service providers to participate in the
trend has been taken. Grab has purchased shares in Moca, a Vietnamese mobile payment
startup. Monpay, a payment app, was also bought by VinID. Emonkey was integrated into
Lazada Vietnam's platforms.
Mobile transactions in Vietnam are predicted to expand by 400 percent between 2020 and
2025, according to Fintech and Digital Banking 2025 Asia Pacific 2020 (2020), and the
number of bank accounts is expected to increase by around 50 percent for the top eight
leading banks. The current banking system is under a lot of strain due to the rapid growth of
accounts and transactions. According to this report, the average core banking system life
expectancy among the top 100 banks in the Asia Pacific region is still 17.5 years, making it
difficult to meet the demands of the digital era.Vietnam's banks are actively converting to
new digital platforms, however only approximately a quarter of the country's banks are
estimated to be converted by 2025.
As a result, research conducted in industrialized countries may not be applicable to Vietnam.
The current research will add to a more comprehensive understanding of the subject.
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II. RESEARCHOBJECTIVE REPORT:
1. General objective:
The overall objective of this study is to survey the current situation of users of all ages
when using digital banking in Danang, thereby offering some solutions to improve the
operational efficiency of using digital banking. number of customers.
2. Goal details:
 Analysis and evaluation of users' experiences with digital banking services in Danang in
particular, such as selecting specific survey subjects through analysis of age group,
occupation, gender, and survey scope. User ratings when using a specific digital bank,
such as the bank's location, transaction fees, incentives received, and digital banking
services.
 Propose some quality improvement solutions to contribute to promoting users' use of
digital banking in Danang in the future, such as asset management services, diversified
products and services compared to traditional banks, identification and data protection.
 Proposing a number of solutions to limit credit risks, such as improving the quality of
credit appraisal and analysis, strictly complying with the credit process
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III.RESEARCH QUESTION:
We use the following research questions:
What factors influence customers' decision for using digital banking?
Technology acceptance theory, rational action theory, planned behavior theory, the unified
theory of technology acceptance and use are some of the ideas that have been proposed to
explain why people choose to use e-banking. Venkatesh et al. developed the unified theory of
technology acceptance and usage (UTAUT), which is a technology acceptance paradigm. The
hypothesis is based on four basic factors: (1) efficiency expectations, (2) effort expectations,
(3) social influence, and (4) fortunate circumstances. The first three elements influence the
user's intention to use and behavior, whereas the fourth factor influences the user's behavior.
Many national and international research employ this model.
Many foreign and domestic researchers have looked into the aspects that influence people's
decision to adopt e-banking. A number of related research have been published in Vietnam,
including those by Nguyen Duy Thanh, Cao Hao Thi (2011), and Le Thi Kim Tuyet (2011),...
The outcomes of any study with a particular research focus are not all the same.
What factors increase customer loyalty to the digital banking service they are using?
Meanwhile, some experts have concluded that customer loyalty is a crucial and critical aspect
that can influence a company's survival in the market, regardless of industry. As a result,
firms must grasp the importance of loyalty (and all of the factors that influence it) in order to
establish a plan that will allow them to retain as many customers as possible, attract new
customers, and maintain (and extend) their dominance and market share in the industry.
Yee and Faziharudean (2010) used a questionnaire to poll 289 respondents in Malaysia to
examine and test the elements that influence consumer loyalty to Internet Banking sites. The
variables investigated were service quality, perceived value, trust, habit, and reputation. The
findings show that trust, customer happiness, and service quality all have a positive and
significant association with customer loyalty, with Service Quality being the most powerful
component.
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IV. THEORETICAL BACKGROUND AND RESEARCH OVERVIEW:
1. Theoretical basis:
This study clearly focuses on the concepts of "consumer choice" and "customer use of digital
banking." The theoretical framework will describe these ideas and offer theories on how they
relate to one another.
1.1. Articles for reference:
Reference articles were chosen based on topic-appropriate criteria, and they investigated the
elements influencing Customer satisfaction when using digital banking in Vietnam in
particular, as well as in Asia in general. We consulted the following articles after searching
for more information on this topic.
- “Journal of Asian Finance, Economics and Business Vol 7 No 3 (2020) 303-
310” ,Oanh Thi NGUYEN, “Factors Affecting the Intention to Use Digital Banking in
Vietnam”, Accepted: February 11,2020.
- “Journal of Asian Finance, Economics and Business Vol 7 No 10 (2020) 897–907”
Muhammad MUFARIH1 , Riyanto JAYADI2 , Yovin SUGANDI3 “Factors Influencing
Customers to Use Digital Banking Application in Yogyakarta, Indonesia” Accepted:
September 10,2020.
1.2. Related Theories:
a. Digital Banking:
Digital banking is a subset of the larger environment for the shift to online banking, in which
banking services are supplied via the internet. The transition from traditional to digital
banking has been gradual and continuing, with varying degrees of banking service
digitization.
b. Customer Experience, Customer Experience in Banking and Customer satisfaction :
Customer experience is the sum of a consumer's cognitive, emotional, sensory, and
behavioral responses at all stages of the consuming process, including pre-purchase,
consumption, and post-purchase.
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What Is the Meaning of Customer Experience in Banking? Customer experience in banking,
as the term implies, refers to a customer's whole engagement with numerous touchpoints,
such as online banking systems, emails, call centers, online advertising, face-to-face
interactions, and even social media.
Customer Selection is how customers make contact with one product or one company.
Different customers choose different methods for contact.
2. Research overview of the topic:
2.1. About the Asia area:
Arcording to Muhammad MUFARIH1 , Riyanto JAYADI2 , Yovin SUGANDI3 authors
of “ Factors Influencing Customers to Use Digital Banking Application in Yogyakarta,
Indonesia”, This study's approach comprises data collecting via online surveys and data
analysis via the Structural Equation Model. The findings of this study show that perceived
trust and perceived risk have a larger role in influencing user attitudes and intentions to adopt
digital banking. Meanwhile, social image, perceived ease-of-use, and perceived utility had
little effect on user attitudes or intentions to utilize digital banking. The implications of this
research aid in determining the appropriate message and strategy so that more users may
benefit from this digital banking application.
2.2. About Vietnam:
According to Oanh Thi Nguyen, Author of “Factors Affecting the Intention to Use
Digital Banking in Vietnam”, for the survey data acquired from 201 consumers with access
to digital banking, multivariate data analysis approaches (Cronbach's Alpha test,
Confirmatory Factor Analysis, Structural equation model) are employed. According to the
findings of the analysis, she gave the following results: “(1) attitude towards the service,
perceived usefulness has a positive impacts on the intention to use; (2) convenience does not
affect the intention to use digital banking services; (3) perceived usefulness factor has a
positive effect on the attitude towards the service; (4) The perceived risk has a negative
impact on attitude towards the service; (5) trust has no effect on the attitude towards the
service; (6) ease of use has a positive impact on perceived usefulness; (7) trust has a positive
effect on perceived risk. '' From the results of this study, perceived usefulness has a favorable
influence on attitude and intention to utilize the service. Therefore, it is vital to strengthen the
clients' usefulness through media promotion and consultation, so that customers fully
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appreciate the benefits of utilizing digital banking services. Risk perception has a negative
impact on service attitude.
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V. METHODOLOGY:
Our team uses an online survey approach to gather information and linear regression
models for data analysis.
1. Gathering information:
Customers who are presently utilizing digital banking services from all banks in Da Nang
make up the study's sample. Because the population of Da Nang was above 1 million at the
time of the survey, we needed a minimum of 384 replies (according to the convenience of the
non-probability sampling approach) with a confidence level of 95% and a margin of error of
5%. In March 2022, due to time constraints and to ensure compliance with existing epidemic
prevention and control measures, our team created a precise set of questions using the Google
Forms platform, shared them on social media, and conducted data from study respondents in
Da Nang.
2. The questions are separated into three sections:
(1) Personal information of customers: the questions in this area are designed to identify the
variables of age, gender, occupation, and income of consumers who use the service.
(2) What is the name of the digital bank that they use? In the second set of questions, we
inquire about the bank with which consumers choose to utilize digital banking services, as
well as the reason for doing so.
(3) What is the customer's opinion of the digital bank they use? We have researched and
selected a group of questions on a scale (from disagreeing to strongly agreeing) and covering
some key ideas such as: "What are the user advantages from utilizing digital banking?" and
"What are the essential criteria to retain user confidence in digital banking?", “How to assess
the level of consumer satisfaction with the digital banking in use?” and so on.
3. Responses collected and data analysis:
Two weeks later, we received 386 responses in total. Through the selective review process,
six invalid responses were removed because the sampled person did not use digital banking.
In the result, a total of 380 replies that need to be examined for the objectives of this study.
After that, we continuously use a linear regression model which is available on E-view for
analysis based on 23 variables collected. In simple terms, a linear technique to model the
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connection between a dependent response and one or more independent variables is known as
linear regression. And in this case, the dependent variable is the customer’s satisfaction of
using digital banking; and the factors that we mention below is some main of 23 independent
variables deciding the result of relationship between such as: customer using behavior,
benefits they get from using digital banking, etc.
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