Appyling Discriminant Analysis Analysis of Factors Affecting Service Quality of E-banking: Case of VietinBank Quang Tri

Abstract

This study was conducted to understand the factors affecting service quality of e-banking at VietinBank Quang Tri in Dong Ha city, Quang Tri province. From data of 131 customers in second quarter of 2022, using Cronbach's Alpha coefficient, exploratory factor analysis (EFA), and discriminant analysis were used to achieve the objectives of the study. The results have shown that, Convenience, Responsiveness, Security, and Gender are 04 predictors factors to distinguish between the group that appreciate service quality of e-banking and the group has not yet appreciated service quality of e-banking. Among of all, Convenience is the most important predictive factor. From the results, the paper proposes some implications to improve service quality of e-banking at VietinBank Quang Tri.