Issue: Số 24 - Tháng 11 - 2023Tài chính - Ngân hàng - Bảo hiểm
The relationship between customer experience and behavioral intention affecting the decision of individual customers to use online banking services in Vietnam
Published: July 25, 2026
Abstract
This study explored the impact of factors on the decision of individual customers in Vietnam to use online banking services. The study's results showed that the factors of expected effort (EE), expected performance (PE), brand image (BIm), and social influence (SI) have positive impacts on the behavioral intention of individual customers to choose online banking services. Meanwhile, the factors of perceived risk (PR) and perceived cost (PC) have negative impacts. In addition, customer experience has a positive impact on the behavioral intention of individual customers to choose online banking services. Finally, customers' choice is positively influenced by their behavioral intentions. Based on these results, some policy implications were proposed for Vietnamese commercial banks to help them attract more individual customers to use online banking services.
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