استراتژی بازاریابی خدمات اینترنت بانکی بر اساس درک کیفیت خدمات در ویتنام Marketing strategy of internet-banking service based on perceptions of service quality in Vietnam

1 Introduction Increases in Internet use have been accompanied by an increased need to make online financial transactions, such as money transfers, payments, and credit card transactions [34, 35]. Based on the technology acceptance model (TAM), demandside factors including perceived ease-of-use, perceived usefulness, and perceived risk influence customer adoption of new Internet applications [2, 57]. In the Internet era, customers have become used to the widespread adoption of the Internet to access numerous useful service while maintaining the security of their personal data [53]. The Internet enables customers to access services conveniently regardless of service location [38]. Using a well-designed procedure, customers can use online services to obtain expected and useful results that can serve their original purposes [31]. If a company can provide secure online services, customers will be more willing to use those online services based on their perception of low associated risks [4]. Restated, customer demands for virtual and convenient Internet banking services are growing with the growth of Internet usage [47, 51]. To satisfy customer needs, banks thus have begun to use the Internet rather than traditional banking services as a distribution channel for e-services, to gradually provide their customers various financial services. Analysis of these moves reveals competition between local and foreign banks in Vietnam, and that survival requires banks in Vietnam to adopt the Internet as a distribution channel. The banking system in Vietnam involves 85 credit institutions, including six state-owned banks, 36 joint stock banks, four joint venture banks, 34 branch offices of foreign banks, one policy bank, one central credit fund, 13 non-banking credit institutions, and nearly 1000 grassroots people’s credit funds [52]. The Bank for Foreign Trade of Vietnam (VCB), Industrial and Commercial Bank (Incombank), Asia Commercial Btank (ACB), Vietnam Export Import Bank (Eximbank), ANZ and Citibank provided home-banking services [52]. Additionally, customers can use Internet banking services from VCB, ACB, Vietnam Technological and Commercial Joint- stock Bank (Techcombank), HSBC, ANZ and Citibank; and can use mobile Internetbanking services from Incombank, ACB and Techcombank. Other banks are content simply with having websites, through which they advertise and provide information about their services to customers. Most local banks and all foreign banks in Vietnam are providing Internet-banking services [52]. Although the increasing need for online financial transactions should provide a good opportunity for banks to deploy Internet-banking services, it is difficult for banks to promote services to customers if those services do not satisfy customer needs [50]. In the service businesses, customer loyalty remains positive only if the provided service is of sufficient quality to satisfy the customer [13, 33–35, 42].