Factors influencing online customer experience: A case study of online banking application


Authors

  • Hoang Dam Luong Thuy VNU University of Economics and Business
  • Ngo Thi Diu Huong VNU University of Economics and Business
  • Mai Thu Hang VNU University of Economics and Business
  • Tran Thu Hien VNU University of Economics and Business
DOI: https://doi.org/10.57110/vnu-jeb.v5i5.378

Keywords:

Customer experience, online experience, online banking applications

Abstract

With the aim of understanding these influenced factors on customer experience towards online banking application, this study employs the S-O-R psychological model to hypothesize about the factors influencing perceived service quality, which in turn affects online customer experience. The research utilizes Smart PLS software to analyze a sample of 240 responses in Hanoi, Vietnam. The results indicate that there are four factors influencing online customer experience through perceived service quality in case of online banking application, namely advertisement, interface design, security, and customer service quality. Especially, all four factors have a positive impact and customer service quality brings the strongest impact on customer experiece, following by advertisement. The study also proposes recommendations for managers to develop and optimize online applications to enhance the online customer experience.

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Published

25-10-2025

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How to Cite

Hoang Dam Luong Thuy, Ngo Thi Diu Huong, Mai Thu Hang, & Tran Thu Hien. (2025). Factors influencing online customer experience: A case study of online banking application. VNU JOURNAL OF ECONOMICS AND BUSINESS, 5(5), 101. https://doi.org/10.57110/vnu-jeb.v5i5.378

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Original Article