An empirical study of customer satisfaction towards card service quality at Asia Commercial Joint Stock Bank

Tóm tắt

This study investigates the determinants affecting new customers’ intention to use bank cards, as well as the factors shaping the loyalty of existing cardholders, within the dynamic context of ongoing digital transformation at Vietnamese commercial banks. A survey of 220 respondents using an online questionnaire in 2023, investigated customers of Asia Commercial Bank, one of the largest, most reputable, and long standing commercial banks in Viet Nam. An integrated research model combining the Theory of Planned Behavior, Technology Acceptance Model, and the SERVPERF service quality framework was developed and analyzed using Partial Least Squares Structural Equation Modeling. The findings highlight the critical role of service quality and perceived usefulness in driving card adoption and usage. By addressing both pre-adoption and post-adoption behaviors, the research provides a comprehensive perspective on the drivers of card usage and sustained customer engagement amid the sector’s technological evolution. These insights offer practical guidance for commercial banks in Vietnam to improve their card service features and marketing strategies, thereby enhancing customer satisfaction and loyalty.