ii
ACKNOWLEDGEMENTS
First and foremost, I would like to express my sincere gratitude to my supervisor,
Dr. Bui My Trinh, for their invaluable guidance, constructive feedback, and continuous
encouragement throughout the process of conducting this research. Their profound
expertise and insightful comments have greatly contributed to shaping the quality and
direction of this thesis.
I would like to extend my special thanks to the management and staff of the
Vietnam–Russia Joint Venture Bank (VRB), particularly the Transaction Center
Branch, for their kind cooperation and support during the data collection process. The
information and perspectives shared by them have been indispensable for the
completion of this research.
My deepest gratitude is also dedicated to all the participants who took part in the
survey and provided valuable responses, which formed the empirical foundation of this
study.
Finally, I wish to express my sincere thanks to my family and friends for their
unwavering love, patience, and understanding. Their constant support has been my
greatest source of motivation throughout this challenging yet rewarding journey.
Without the assistance, encouragement, and understanding of all these
individuals and organizations, this thesis could not have been completed. To all of them,
I extend my heartfelt appreciation.
Researcher
Pham Thi Hoa Binh
iii
TABLE OF CONTENT
ACKNOWLEDGEMENT ............................................................................................ i
ABSTRACT ................................................................................................................... i
TABLE OF CONTENT .............................................................................................. iii
ABBREVIATIONS ....................................................................................................... v
LIST OF TABLES ...................................................................................................... vii
CHAPTER 1: INTRODUCTION ............................................................................... 1
1.1. Rationale ........................................................................................................... 1
1.2. Research objectives ......................................................................................... 2
1.3. Subject and scope of research ........................................................................ 3
1.4. Methodology ..................................................................................................... 3
1.5. Structure ........................................................................................................... 3
CHAPTER 2: THEORETICAL FRAMEWORK ..................................................... 5
2.1. Summary of relevant theory ........................................................................... 5
2.1.1. Overview of E-Banking .................................................................. 5
2.1.2. Overview of Service quality........................................................... 8
2.1.3. Customer experience ...................................................................... 9
2.1.4. Factors affecting Customer experience and Service quality .... 13
2.2. Overview of studies related to the customer experience and quality
improvement of electronic banking services ........................................................ 15
2.2.1. International studies .................................................................... 15
2.2.2. Vietnamese research .................................................................... 18
2.2.3. Research gap ................................................................................. 20
CHAPTER 3: RESEARCH METHODOLOGY ..................................................... 42
3.1. Research methodology .................................................................................. 42
3.2. Data analysis method and Data collection method .................................... 44
3.2.1. Data analysis method ................................................................... 44
3.2.2. Data Collection method ............................................................... 48
CHAPTER 4: RESEARCH RESULTS .................................................................... 51
iv
4.1. Sample Characteristics: .................................................................. 51
4.2. Research Results ............................................................................................ 53
4.2.1. Scale validation ............................................................................. 53
4.2.2. Structural model assessment ....................................................... 63
4.2.3. Summary of Model Evaluation ................................................... 69
CHAPTER 5: DISCUSSION OF REGRESSION RESULTS ................................ 75
5.1. Discussion of Regression Results.................................................................. 75
5.2. Managerial Implications for VRB Bank ..................................................... 78
5.3. Limitations and Directions for Future Research ....................................... 80
CONCLUSION ........................................................................................................... 82
REFERENCES
v
ABBREVIATIONS
Abbreviation Meaning
2FA Two-Factor Authentication
ACB Asia Commercial Bank
AI Artificial Intelligence
AI/ML Artificial Intelligence/Machine Learning
ATMs Automated Teller Machines
AUD Australian Dollar
BIT Bilateral Investment Treaty
CAD Canadian Dollar
CHF Swiss Franc
CNY Chinese Yuan
CRM Customer Relationship Management
CSR Corporate Social Responsibility
CV Coefficient of Variation
CX Customer Experience
E-Banking Electronic Banking
ECOs Economic and Social Organizations
eKYC Electronic Know Your Customer
FDI Foreign Direct Investment
GBP British Pound
H1-H5 Hypotheses 1 to 5
HKD Hong Kong Dollar
IDG International Data Group
IDT Innovation Diffusion Theory
IT Information Technology
JPY Japanese Yen
LOS Loan Origination System
MFA Multi-Factor Authentication
