SỰ HÀI LÒNG CỦA KHÁCH HÀNG KHI SỬ DỤNG DỊCH VỤ NGÂN HÀNG SỐ CỦA NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN PHƯƠNG ĐÔNG TẠI THÀNH PHỐ HỒ CHÍ MINH

Abstract

The purpose of the article is to assess customer satisfaction when using digital banking services in the context of the industrial revolution 4.0 taking place at a rapid pace in the current period. Research using a survey of customers who use digital banking services of Orient Commercial Joint Stock Bank (OCB) in Ho Chi Minh City from March 2023 to April 2023 through the following factors: Reliability, Responsiveness, Service Capacity, Empathy, and Tangible Means. From there, conduct analysis based on the results from SPSS software and propose suggestions on solutions and policies to improve service quality and meet customer satisfaction at OCB in Ho Chi Minh City. The author used the SERVQUAL model of Parasuraman et al. (1985), the survey results show that according to the results of the Cronbach Alpha test, we have the following results: Each scale has 5 observed variables and has Cronbach's Alpha coefficient > 0.3 so all variables satisfy the condition. Through correlation analysis, we see that the Pearson coefficient between the independent variables and between the independent variables and the dependent variable are in the range from -1 to 1 and less than 0.6, which shows that between the variables. Variables low correlation and multicollinearity in the model are assessed as not serious. Through regression analysis, we can see that the service capacity factor has the strongest impact on customer satisfaction with a standardized coefficient of 0.322, followed by the factor Tangible means with the level of impact. standardized 0.286, the third is the Trust factor with an impact of 0.180, the fourth is the Response factor with an impact of 0.164 and the weakest is the Empathy factor with an impact of 0.098. From there, make conclusions and recommendations to OCB.