TTLA: Customer satisfaction with electronic banking services for individual customers.

1. Full name of doctoral candidate: Ngo Mai Trang 2. Gender: Female
3. Date of birth: November 1, 1983 4. Place of birth: Hanoi
5. Decision on admission of doctoral 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 in the training process (if any): Document No. 1986/QD-XHNV dated October 27, 2020, regarding the amendment/adjustment of the doctoral dissertation topic, and document No. 2689/QD-XHNV-DT dated December 6, 2021, from the University of Social Sciences and Humanities, Vietnam National University, Hanoi, with the extension period from December 5, 2021, to December 4, 2022.
7. Thesis title: Customer satisfaction with electronic banking services for individual customers.
8. Major: Psychology 9. Code: 9310401.01
10. Scientific supervisors: Assoc. Prof. Dr. Truong Thi Khanh Ha, Assoc. Prof. Dr. Trinh Thi Linh
11. Summary of the new findings of the thesis:
Research Objective: To study the theoretical and practical aspects 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 several socio-psychological solutions to help banks improve individual customer satisfaction with e-banking services.
Research subject: This study investigates the expression and level of satisfaction of individual customers with online banking services and the influence of subjective and objective factors on customer satisfaction.
Research methods: document research method, questionnaire survey method, in-depth interview method, testing method, typical psychological profile analysis method, data processing method using mathematical statistics.
The main results and new contributions of the thesis:
- The thesis has provided an overview of several key research trends on customer satisfaction with online banking services worldwide and in Vietnam. The thesis contributes to supplementing and clarifying several theoretical issues such as: the concept of individual customer satisfaction with online banking services from a psychological perspective, the concept of positive customer perceptions and emotions regarding online banking services, and the factors affecting customer satisfaction.
- The results of the practical research have shown the level and manifestation of satisfaction with online banking services among individual customers, as assessed by customers in four provinces/cities: Hanoi, Ho Chi Minh City, Quang Ninh, and Khanh Hoa.
- The proposed model and set of criteria for evaluating customer satisfaction have been validated and adjusted to assess the current state of customer satisfaction with online banking services. The thesis found that the current level of customer satisfaction with online banking services is fairly high. Customer satisfaction levels vary by gender, age, and geographical location.
- Perceptions of online banking services are strongly correlated with positive emotions regarding those services. Among the five characteristics of online banking services (convenience, ease of use, safety and security, support, and service price), customers are more satisfied with convenience and ease of use.
- To identify how customers' likeability and experience using online banking services, service errors, and the variety of online banking services they encounter affect their satisfaction with online banking services.
- The thesis proposed four recommendations for socio-psychological solutions to improve customer satisfaction with online banking services, specifically: Enhancing customer awareness of the quality and price of online banking services; Increasing positive customer sentiment towards online banking services; Improving the professional knowledge and customer care skills of the bank's workforce; and Enhancing customers' knowledge and methods of using online banking services.
The thesis has implemented the basic contents and steps in the research. It has reviewed existing studies, built a theoretical framework, identified a research model with influencing factors, conducted surveys, and performed practical testing. The research's objective was to determine the level of customer satisfaction and the factors influencing customer satisfaction with online banking services. The impact of these factors suggests several recommendations for banks regarding socio-psychological solutions to improve customer satisfaction with online banking services.
Theoretical studies on customer satisfaction with online banking services can be used as learning material for students in psychology fields such as consumer psychology, tourism psychology, and business management psychology. The results of models and scales measuring customer satisfaction with online banking services can be used by banks to research and measure customer satisfaction levels. From this, banks can adjust their marketing strategies to improve customer satisfaction with online banking services.
12. Directions for further research:
Continue researching customer psychology to support teaching and scientific research in the field of management and business psychology.
13. Publications related to the dissertation:
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), “Positive feelings of individual customers about the quality of electronic banking services”, 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.