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 Using Customer Experience to Leverage Customer Trust in Mobile Banking: A Study of Joint-Stock Commercial Banks in Vietnam
Tác giả hoặc Nhóm tác giả: Thi Bich Thuy Nguyen, Tam M Nguyen, Bich-Ngoc Thi Le
Nơi đăng: International Conference on Marketing in the Connected Age (MICA-2022); Số: 3;Từ->đến trang: 321-338;Năm: 2022
Lĩnh vực: Chưa xác định; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
In the light of today's broad connectivity via handheld mobile devices and services, banks are constantly striving to deliver excellent client experiences. This study provides insights into the relationship between mobile banking experience and trust based on customer experience factors in the Vietnam context. SPSS and AMOS were used to analyse data collected from 165 customers via face-to-face and online surveys. It was found that behavioural, social, positive and negative affective factors are the most influential on customers' trust in the process of utilising the service. Cognitive and sensory variables are deemed to have no influence. The development model sheds light on increasing an individual's trust in online banking services by fostering greater comprehension.
ABSTRACT
In the light of today's broad connectivity via handheld mobile devices and services, banks are constantly striving to deliver excellent client experiences. This study provides insights into the relationship between mobile banking experience and trust based on customer experience factors in the Vietnam context. SPSS and AMOS were used to analyse data collected from 165 customers via face-to-face and online surveys. It was found that behavioural, social, positive and negative affective factors are the most influential on customers' trust in the process of utilising the service. Cognitive and sensory variables are deemed to have no influence. The development model sheds light on increasing an individual's trust in online banking services by fostering greater comprehension.
[ 2023\2023m09d018_12_27_28MICA-2022_PROCEEDINGS_1.pdf ]
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