Customer experience for digital banking service quality in Vietnam

In the context of the 4.0 Industrial Revolution, the financial banking sector in Vietnam is undergoing a significant digital transformation. Digital banking has become an inevitable development trend, bringing numerous benefits to both banks and customers. This paper investigates the factors affecting the service quality of digital banking in Vietnam and how these factors impact customer experience. The study is based on a sample of 392 customers using digital banking services in Vietnam. The collected data were analyzed using the PLS-SEM method. The research results indicate that employee-customer interaction, functional quality, and overall service quality all positively impact customer experience. However, the innovation of digital banking does not affect service quality. These findings provide important insights for banks to focus on key factors to enhance service quality and improve customer experience in the digital era.