Customer Perception towards Electronic Banking and its Relationship with Customer Satisfaction: An Evidence from Vietnam

Abstract

Electronic Banking (e-Banking) is a popular banking service all over the world nowadays because of its convenience and great benefits for both banks and customers. However, although e-Banking has been implemented in Vietnam for a long time, the awareness and usage of customers toward this banking service are still very low in reality. This study aims to provide an insight into customer perception of e-Banking and to figure out which areas of customer perception influence customer satisfaction of e-banking in Vietnam. A structured questionnaire was distributed to three hundred and fifty banking customers in Vietnam. The collected data were analyzed by using descriptive, Pearson’s correlation, t-test, and ANOVA with Tukey analysis. The results illustrated customer perception of e-banking in Vietnam in different areas such as convenience, speed, security, procedure, ease of use, service costs, reliability, and quality of service. There were significant differences in customers’ perception of electronic banking among ages, occupations, income levels, and frequency of using groups in Vietnam. However, variables such as gender, marital status, and education levels had no significant influence on the perceptions of electronic banking. The study also found that except service costs, other factors such as convenience, speed, security, ease of use, reliability, quality of service, and procedure are positively related to customer satisfaction of electronic banking in Vietnam. Thus, it implies that bank managers should focus on these areas to raise customer perception and customer satisfaction of electronic banking.

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