Customer experience impact on brand equity of Vietnamese digital banking services with mediating influence of social media marketing activities

Abstract

This research is aimed to assess the critical role of customer experience in shaping brand equity within Vietnam’s commercial banking sector in the new age of digital banking, with a particular focus on the mediating influence of social media marketing activities. In our study, has dimensions namely peace of mind, outcome focus, product experience, and moments of truth. Primary data was collected via structured questionnaires, employing a 5-point Likert scale to evaluate key variables. Statistical analyses, including descriptive and inferential methods conducted through SPSS and AMOS, reveal a relationship between customer experience and brand equity. This study, based on data from 210 participants, highlights the strong connection between customer experience and brand equity. Key findings emphasize the importance of meeting customer expectations, ensuring peace of mind, and leveraging social media marketing to enhance customer satisfaction and strengthen brand equity.