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Study Papers | Business Administration | Vietnam | Volume 12 Issue 5, May 2023 | Popularity: 5.2 / 10
Customer Satisfaction with Mobile Banking Service during COVID-19: The Roles of Security and Assurance
Han Nu Ngoc Ton, Tho Alang
Abstract: Vietnam has witnessed the growth of mobile banking services as a self-service technology during the pandemic of COVID-19 as people are encouraged to have online shopping addressing the social distancing regulations. This study aims to understanding of dimensions of mobile banking service quality and their impact on customer satisfaction in Ho Chi Minh city. Also, it explores the role of gender in customers? perception of mobile banking service quality and satisfaction. The study employs a quantitative approach with a survey of 229 respondents. Statistical analysis is utilised to test data reliability and validity and hypotheses. The findings show that security and assurance were key predictors of customer satisfaction with mobile banking service quality during COVID-19. Also, female respondents had lower degree of customer satisfaction than male respondents. Practical implications were discussed to improve the service quality and increase consumer satisfaction.
Keywords: Mobile Banking Service Quality, Customer Satisfaction, Self-Service Technology
Edition: Volume 12 Issue 5, May 2023
Pages: 176 - 180