دانلود رایگان مقاله انگلیسی استراتژی بازاریابی خدمات اینترنت بانکی بر اساس درک کیفیت خدمات در ویتنام - اشپرینگر 2018

Abstract

Internet banks can provide a convenient and effective method of managing personal finances because customers can easily access them without constraints of time or place. Following the international trend, Vietnam, an emerging country with a rapidly growing banking industry, is no exception in the provision of Internet-banking services. However, how to provide services that users require is an important consideration for banks that are developing service products. Although service quality is important to users when selecting banking services, the effects of perceived service quality on customer adoption of Internet-banking services have received little attention. This investigation designed a questionnaire to understand the aspects of service quality that influence intention to adopt Internetbanking services for three groups of Vietnamese customers. The descriptive variables used to determine the features of these three consumer groups are verified, and include demographics, customer behaviors, customer satisfaction, and customer loyalty. Finally, marketing strategies for the three clusters are presented to help Vietnamese banks promote Internet-banking services.

6 Conclusion

Online financial transactions must develop in tandem with the growth of electronic commerce. Offering services that match user needs is essential to maintain high customer satisfaction. Satisfied users perceive good service quality. Therefore, banks must measure banking service quality in a way that represents customer perceptions of good service.

This investigation analyzed Internet-banking users in Vietnam based on customer perceptions of service quality. The analytical results show that Internet-banking customers comprise two clusters: those concerned with ‘‘Customer Rights,’’ and those concerned with ‘‘Network Quality and Security.’’ These two clusters are described in terms of demographics, consumer behaviors, and perceptions of service quality, customer satisfaction, and customer loyalty. Regarding the variable service quality, this investigation identified four factors that can describe each cluster: ‘‘Internet Security,’’ ‘‘Internet Convenience,’’ ‘‘Network Quality,’’ and ‘‘Customer Rights.’’ For the customer satisfaction variable, this study found that each cluster can be described using four factors: ‘‘Accuracy,’’ ‘‘Convenience,’’ ‘‘Privacy,’’ and ‘‘Customer Service.’’ For the customer loyalty variable, one factor can describe the ‘‘Loyalty’’ cluster.

Finally, this investigation proposed strategies to promote Internet-banking services based on product, price, place, and promotion. Finally, although this study has not analyzed tangibility, the literature review suggests that tangibility deserves study [58]. An intuitive Internet banking website helps users to more easily navigate webpages. Further work is required to survey customer feelings regarding tangibility using well-designed question items, because this study focuses on customers of Internet-banking services in Vietnam.