Evaluating digital transformation of commercial banks in Phu Yen and Dak Lak provinces

This study evaluates the level of digital transformation at Vietcombank, Agribank, and BIDV in Phu Yen and Dak Lak provinces from the customer perspective, by examining digital banking service quality and customer satisfaction. The measurement model comprises 30 observed variables, including 25 indicators capturing six independent constructs. Based on 320 valid survey responses, the results indicate that three factors: responsiveness, reliability, and tangible aspects, have a positive and statistically significant impact on customer satisfaction with digital banking services in Phu Yen, with responsiveness exerting the strongest effect. In contrast, assurance, empathy, and service fees are not found to be statistically significant. These findings provide empirical insights into the key drivers of customer satisfaction in the context of digital banking and contribute to understanding the effectiveness of digital transformation in Vietnam’s commercial banking sector.