Factors Affecting the Decision to Use E-Banking Services: A Case Study of Individual Customers during the Covid-19 Pandemic in Vietnam
Pham Tien Dat
Rector of University of Finance – Marketing, Ho Chi Minh City, Vietnam
Nga Phan Thi Hang
Department of Scientific Management of University of Finance – Marketing,Ho Chi Minh City, Vietnam
E-banking applies transactions anytime, anywhere, and 24/7 is also a great benefit. E-banking can overcome the time and space inconvenience of traditional banking. With e-banking, customers can do financial transactions on weekends or late at night without having to set up office hours like when dealing at the counter. Therefore, the study aims to discover the main factors affecting the decision to use E-banking services of individual customers at commercial banks in Vietnam and give managerial recommendations for enhancing E-banking services of commercial banks during the post Covid-19 pandemic in Vietnam. The article method applied structural equation modeling (SEM) using SPSS 20.0, Amos software. Besides, the authors surveyed data collected from 700 individual customers who have registered to use E-banking services analyzed to provide evidence. The study’s main findings explore six key factors affecting the decision to use E-banking services. Six factors included perceived usefulness, ease of use, trust, social influence, innovation, and communication. They had a statistically significant relationship between attitude and decision to accept E-banking services. The study value helps commercial banks constantly invest in E-banking services by applying digital technology, high technology, information, telecommunications, and technical infrastructure into products to enhance customer satisfaction.
Keywords: commercial, banks, management, E-banking, services