Online and traditional banking services: Which one decides customers’ overall satisfaction

Abstract

 Vietnamese banks have recently boosted online services besides traditional ones. The parallel existence of these two service channels will have a positive impact on customers if both of them are well evaluated. However, if either is badly evaluated, the opposite is true. What types of services to invest in to receive customers’ highest overall satisfaction remains a question to companies. This study examined various impacts of the perceived quality of two types of services on customers’ overall satisfaction. The relationship between positive impact of perceived quality of online services and the perceived quality of traditional services is also tested. Using a survey of 435 customers of Vietcombank, we found that online service quality affects the overall satisfaction stronger than traditional service quality. In addition, online service quality also has a significant impact on customer evaluation of traditional services.