Luận văn Thạc sĩ: Các nhân tố ảnh hưởng đến quyết định sử dụng dịch vụ SmartBanking của khách hàng cá nhân tại Ngân hàng Thương mại Cổ phần Đầu tư và Phát triển Việt Nam - Chi nhánh Bà Rịa

The rapid advancements of Industry 4.0 have profoundly transformed various economic sectors, particularly finance and banking. Electronic banking (e-banking) services, like SmartBanking, have emerged as crucial tools, offering unparalleled convenience and innovative features to meet evolving customer demands. However, despite these benefits, many individual customers remain hesitant or underutilize digital banking platforms. This research addresses this critical gap by investigating the underlying factors influencing customer adoption of SmartBanking services. Understanding these determinants is vital for commercial banks, especially institutions like BIDV – Ba Ria Branch, to enhance service quality, optimize user experience, and foster broader acceptance of their digital offerings in the competitive Vietnamese market.

Banking professionals, financial technology researchers, academics in business administration and marketing, and commercial bank managers, particularly those focused on digital banking strategies and consumer behavior in emerging markets.

This study systematically investigates the factors influencing individual customers' decisions to utilize SmartBanking services at the Bank for Investment and Development of Vietnam (BIDV) – Ba Ria Branch. Recognizing the transformative potential of digital banking amidst Industry 4.0, the research aims to provide actionable insights for service enhancement and customer acquisition. The methodology involved a survey administered to 210 individual SmartBanking users at the specified branch. Data analysis employed a robust statistical approach, including exploratory factor analysis, multivariate regression analysis, and ANOVA tests, to evaluate the proposed research model's fit and test hypotheses derived from established theories such as the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Unified Theory of Acceptance and Use of Technology (UTAUT).
The findings reveal that several key factors significantly influence customer adoption of SmartBanking, including the perceived ease of use, transaction risk, expected performance, the bank's brand reputation, social influence, and the underlying technology of the service. Based on these empirical results, the study proposes a set of managerial implications designed to guide BIDV in improving its SmartBanking service quality and effectively increasing its customer base. Ultimately, this research contributes to the broader understanding of digital banking adoption and provides practical recommendations for commercial banks to enhance their competitive advantage and achieve their strategic goal of becoming a leading digital bank in Vietnam.