Exploring customers’ mobile banking experience: The case of Vietnam joint stock commercial bank for industry and trade

  • Nguyễn Thị Bích Thủy
  • Nguyễn Trần Bảo Trân
  • Nguyễn Thành Vinh
Keywords: Customer experience, Mobile Banking.


The research is conducted with the aim of measuring customers’ mobile banking experience: the case of Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank). The six - component scale was developed from literature review contextualized by specialists and experienced customers. Then, the scale was tested with customer experience in some aspects: Cognitive, Sensory, Physical/behavioural, Social and Affective dimensions. The research is also to determine the specific level of customers’ experience when they used Vietinbank mobile banking. Managerial implications of these findings are also discussed further.

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