The impact of personalization of digital banking products and services on customer loyalty in Ho Chi Minh City

Abstract

This study examines the impact of personalized digital banking products and services on customer loyalty in Ho Chi Minh City. Using a theoretical framework developed by the authors, the research focuses on key factors: Personalization, Performance Expectancy, Effort Expectancy, Satisfaction, and Trust. Data were collected via a Google Form survey, with 300 respondents in total, of which 249 responses met the criteria of individuals living, studying, and working in Ho Chi Minh City. The study adopts a quantitative approach, utilizing SPSS 20.0 for data analysis to identify the factors influencing customer loyalty toward personalized digital banking products and services. The results demonstrate that Personalization indirectly influences Satisfaction and Trust through Performance Expectancy, which has a stronger effect on customer Loyalty compared to the indirect influence through Effort Expectancy. The findings provide managerial implications to assist digital banks in developing strategies to enhance personalization and improve customer loyalty. Furthermore, the study contributes to academic literature, offering a valuable reference for future research in this area