Nghiên cứu về lòng trung thành của khách hàng đối với dịch vụ ngân hàng số: Một thực nghiệm tại Ngân hàng TMCP Ngoại thương Việt Nam

Abstract

In the context of global digital transformation, Vietnamese commercial banks need to develop digital banking and be digital banking leaders to acquire a competitive edge over their rivals. This study intends to examine the relationship between Service Quality, Perceived Value, Satisfaction, Trust, and Loyalty of digital banking clients at Joint Stock Commercial Bank for Foreign Trade of Vietnam – South Danang Branch. Using a survey of 306 customers, the fundamental analysis from statistics through multiple linear regression was conducted. The findings indicate that Trust and customer satisfaction directly correlate with customer loyalty. In addition, Consumer Satisfac-tion and Perceived Value are the primary elements influencing customer trust. Additionally, great Service quality has a beneficial effect on customers' perceptions of value. Consequently, both theoretical and administrative ramifications are represented.