TTLA: Satisfaction with e-banking services of individual customers

1. Full name of PhD student: Ngo Mai Trang 2. Gender: Female
3. Date of birth: November 1, 1983 4. Place of birth: Hanoi
5. Decision on recognition of PhD students: Decision No. 3618/2018/QD-XHNV dated December 4, 2018 of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, valid from December 4, 2018 to December 4, 2021.
6. Changes during the training process (if any): Document of change/adjustment of doctoral thesis topic No. 1986/QD-XHNV dated October 27, 2020, extension document No. 2689/QD-XHNV-DT dated December 6, 2021 of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, valid from December 5, 2021 to December 4, 2022.
7. Thesis topic: Satisfaction with e-banking services of individual customers
8. Major: Psychology 9. Code: 9310401.01
10. Scientific advisors: Associate Professor, Dr. Truong Thi Khanh Ha, Associate Professor, Dr. Trinh Thi Linh
11. Summary of new results of the thesis:
Research purpose: To study the theory and reality of individual customer satisfaction with e-banking services and the influence of subjective and objective factors on satisfaction. Based on the research results, the thesis proposes some psychological and social solutions to help banks improve individual customer satisfaction with e-banking services.
Research object: Research on the expression and satisfaction level of individual customers about e-banking services and the influence of subjective and objective factors on customer satisfaction.
Research methods: document research method, questionnaire investigation method, in-depth interview method, multiple choice method, typical psychological portrait analysis method, data processing method using mathematical statistics.
Main results and new contributions of the thesis:
- The thesis has summarized some main research trends on customer satisfaction with e-banking services in the world and in Vietnam. The thesis contributes to supplementing and clarifying some theoretical issues such as: the concept of individual customer satisfaction with e-banking services from a psychological perspective, the concept of customer awareness and positive emotions about e-banking services, factors affecting customer satisfaction.
- The results of the practical research have shown the level and expression of satisfaction with the electronic banking services of individual customers according to customer evaluations in 4 provinces/cities: Hanoi, Ho Chi Minh City, Quang Ninh, Khanh Hoa.
- The proposed model and set of criteria for assessing customer satisfaction have been verified and adjusted to assess the current satisfaction with e-banking services of customers. The thesis has found that the current level of satisfaction with e-banking services of customers is quite satisfactory. The level of customer satisfaction differs by gender, age and area of ​​residence.
- Awareness of e-banking services has a strong correlation with positive feelings about e-banking services. Among the five characteristics of e-banking services (convenience, ease of use, safety and security, support and price of services), customers are more satisfied with convenience and ease of use.
- Detecting the customer's likeability and experience in using e-banking services, service errors, and the diversity of e-banking services that customers encounter that affect their level of satisfaction with e-banking services.
- The thesis has proposed 4 recommendations on psychological and social solutions to improve the level of customer satisfaction with e-banking services, specifically: Raising customer awareness of the quality and price of e-banking services; Increasing customers' positive emotions about e-banking services; Improving professional knowledge and customer care skills for the bank's workforce; Improving customers' knowledge and ways of using e-banking services.
The thesis has carried out the basic contents and steps in the research. The thesis has summarized the research, built the theoretical basis, determined the research model with influencing factors, conducted surveys, and verified the reality. The purpose of the research has been achieved to determine the level of customer satisfaction and the factors affecting customer satisfaction with e-banking services. The level of impact of the factors suggests some recommendations for banks on psychological and social solutions to improve customer satisfaction with e-banking services.
Theoretical studies on customer satisfaction with e-banking services can be used as a learning material for students in the field of Psychology such as Consumer Psychology, Tourism Psychology, Business Administration Psychology. The results of the model and scale of customer satisfaction with e-banking services can be used by banks to study and measure customer satisfaction. From there, banks can adjust marketing strategies to improve customer satisfaction with e-banking services.
12. Further research directions:
Continue to research customer psychology to serve teaching and scientific research in the field of management-business psychology.
13. Publications related to the thesis:
1. Ngo Mai Trang (2022), “The Influence of Personal Characteristics on Customers' Perception of E-Banking Service Quality and Cost Effectiveness in Vietnam”, Open Journal of Social Sciences Vol 10, pp. 377-391.
2. Ngo Mai Trang (2021), “The relationship between perception of mental benefits, perception of E-banking service quality and customer satisfaction: A study in Hanoi, Vietnam”, Psychological Health in Modern Society, Vietnam National University Press, Hanoi, pp. 306-323, ISBN 978-604-315-580-8.3.
3. Ngo Mai Trang (2022), “Individual customers' positive emotions about e-banking service quality”, Journal of Psychology (2), pp. 73-83.

 

Thesis purpose: To study the theory and the situation customer satisfaction of e-banking services, and the influence of subjective and objective factors on their satisfaction. Based on the research results, the thesis proposes some socio-psychological solutions to help banks improve customer satisfaction of e-banking services.
Thesis object: To study the criteria and level of customer satisfaction of e-banking services and the influence of subjective and objective factors on customer satisfaction.
Research methods: literature method, questionnaire survey, in-depth interview, psychological tests, experimental research, analysis of typical psychological portrait, statistical analysis.
The major results and contributions of the thesis:
- The thesis has reviewed some main research trends on customer satisfaction of e-banking services in the world and in Vietnam. The thesis contributes to supplementing and clarifying a number of theoretical issues such as: the concept of individual customer satisfaction of e-banking services from the Psychological perspective, the concept of customers' perception and positive emotions of e-banking services, factors affecting customer satisfaction.
- The survey results have shown the level and elements of satisfaction of e-banking services by individual customers in 4 provinces/cities: Hanoi, Ho Chi Minh City, Quang Ninh, Khanh Hoa.
- The thesis has built a model and proposed customer satisfaction evaluation criteria that have been verified and adjusted to assess the status of customers' satisfaction of e-banking services. The thesis has found that the current level of customer satisfaction with e-banking services is quite satisfied. The level of customer satisfaction varies by gender, age and living area.
- Perception of e-banking services has a strong correlation with positive emotions of e-banking services. Among the 5 characteristics of e-banking services (convenience, ease of use, safety and security, support and service prices), customers are more satisfied with the convenience and the ease of use.
- The thesis has discovered that the customer's agreeableness and experience in using e-banking services, service failures, and the variety of e-banking services affect their satisfaction of e-banking services.
- The thesis has proposed 4 recommendations on psycho-social solutions to improve the level of customer satisfaction of e-banking services, namely: Increase customer awareness of e-banking service quality and prices; Enhance customers' positive emotions of e-banking services; Improve professional knowledge and customer care skills of the bank's workforce; Improve customers' knowledge and ways of using e-banking services.
The thesis has implemented the content and basic steps in the research. The thesis has reviewed the studies, built the theoretical basis, determined the research model with investigating factors, and investigated the situation by survay. The purpose of the research has been achieved, which is to determine the level of overall customer satisfaction and the factors affecting customer satisfaction of e-banking services. The impact of these factors suggests some recommendations for banks on psycho-social solutions to improve customer satisfaction of e-banking services.
Theoretical studies on customer satisfaction of e-banking services can be used as a learning material for students in the field of psychology such as consumer psychology, psychology of tourism, psychology of business and administration. Customer satisfaction scale and model of e-banking services can be used by banks to research and measure customer satisfaction. They can adjust their marketing strategies accordingly to improve customer satisfaction with e-banking services.

Further studies on consumer psychology for teaching and scientific researches on the field of psychology of management and business.

1. Ngo Mai Trang (2022), “The Influence of Personal Characteristics on Customers' Perception of E-Banking Service Quality and Cost Effectiveness in Vietnam”, Open Journal of Social Sciences Vol 10, pp. 377-391.
2. Ngo Mai Trang (2021), “The relationship between perception of mental benefits, perception of E-banking service quality and customer satisfaction: A study in Hanoi, Vietnam”, Psychological Health in Modern Society, Vietnam National University Press, Hanoi, pp. 306-323, ISBN 978-604-315-580-8.3.
3. Ngo Mai Trang (2022), “Customers' positive emotions of E-banking service quality”, Vietnamese Journal of Psychology (2), pp. 73-83.