Internet Banking Service Quality, Customer Satisfaction and Customer Loyalty: The Case of Vietnam

Service quality is one of the key factors in determining the success or failure of e-banking. To gain and sustain competitive advantages in the rival-driven e-banking market, it is thus crucial for e-banks to understand in-depth what customers perceive to be the key dimensions of service quality and what impacts the identified dimensions have on the customers' perceived overall service quality, satisfaction, and loyalty. This paper attempts, based on an extensive review of relevant literature, to provide a model integrating internet banking service quality dimensions, overall internet banking service quality, customer satisfaction and customer loyalty in the context of Vietnam - emerging as a new potential market. The findings of this study indicate that three dimensions of internet banking service quality namely online customer service quality, online information system quality and banking service product quality are found to be statistically significant in determining overall internet banking service quality. In addition, overall internet banking service quality has significant impact on customer satisfaction and in turn customer satisfaction has significant impact on customer loyalty. Implications and recommendations are discussed with the aim of improving internet banking services, customer satisfaction and customer loyalty.