Research purpose:
This study aims to investigate how technological adoption in digital banking – specifically the implementation of electronic Know Your Customer (eKYC) systems – affects customer satisfaction in Vietnam. By focusing on Vietcombank as a representative case, the research seeks to identify key determinants of satisfaction when customers engage with digital identity verification platforms in a developing country context.
Research motivation:
The motivation behind this research stems from the rapid advancement of digital financial services in emerging markets, particularly in Southeast Asia, where digital transformation is viewed as a critical driver of financial inclusion. Although eKYC technology has been increasingly adopted by commercial banks, empirical studies examining its direct effect on customer satisfaction remain limited in the Vietnamese context. This study addresses this gap by exploring how user-centric factors, such as perceived ease of use, reliability, and brand image, influence customers’ acceptance of and satisfaction with digital banking innovations.
Research design, approach, and method:
The study adopts a quantitative research design based on a structured survey conducted with 200 customers of Vietcombank. The research framework integrates the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), enriched with five specific constructs: reliability, perceived ease of use, implementation quality, expected efficiency, and bank brand image. Exploratory factor analysis (EFA) was employed to identify the underlying dimensions of user satisfaction, followed by multiple linear regression to determine the significance and strength of the relationships between independent variables and overall satisfaction. All measurement instruments were tested for reliability and validity prior to analysis.
Main findings:
The empirical findings reveal that all five identified constructs have a statistically significant and positive influence on customer satisfaction with eKYC services at Vietcombank. Among them, reliability emerged as the most impactful factor, highlighting the central role of system consistency and trust in driving user satisfaction. Perceived ease of use was the second most influential, indicating that intuitive and accessible digital interfaces are critical for user engagement. The implementation quality of the eKYC system ranked third, suggesting that seamless integration and operational execution also shape user experiences. Meanwhile, expected efficiency and bank brand image demonstrated moderate yet significant effects, reinforcing the importance of service convenience and institutional credibility in building trust and loyalty in digital banking.
Practical/managerial implications:
The study provides several actionable insights for bank managers and policymakers aiming to enhance the effectiveness of digital service delivery. First, banks should implement continuous feedback mechanisms within eKYC platforms to capture real-time user input, resolve service disruptions, and improve overall reliability. Second, user interface design must prioritize clarity and simplicity, accompanied by multimedia guidance tools to accommodate users from diverse backgrounds. Third, institutions must invest in robust technologies infrastructure to ensure seamless and secure user experiences. Fourth, optimizing the eKYC system for mobile and multi-channel access is essential to meet customer expectations of convenience. Lastly, consistent brand communication and social responsibility efforts can strengthen public trust in the bank’s digital transformation initiatives. Collectively, these strategies can improve customer satisfaction, drive technology adoption, and advance financial inclusion in the digital era.