Overview

Original Research

FACTORS AFFECTING THE DECISION TO CONTINUE USING E-MOBILE BANKING OF INDIVIDUAL CUSTOMERS: THE CASE OF BANK FOR AGRICULTURE AND RURAL DEVELOPMENT, VIET NAM

HA HONG NGUYEN 1, KY NGUYEN 2, and KHANH TIET PHAM 3.

Vol 18, No 04 ( 2023 )   |  DOI: 10.17605/OSF.IO/K6W8N   |   Author Affiliation: Associate Professor, Ph.D. Dean Faculty of Economics, Tra Vinh University, Vietnam 1; Ph.D. Student, Tra Vinh University, Vietnam [2] Lecturer, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam 2; Associate Professor, Ph.D. President of Tra Vinh University, Vietnam 3.   |   Licensing: CC 4.0   |   Pg no: 774-783   |   Published on: 19-04-2023

Abstract

The objective of this study is to further develop the use of E-mobile Banking services by individual customers at Bank for Agriculture and Rural Development of Vietnam (Agribank). The study was conducted by collecting primary data from 200 individual customers who have been using Agribank's E-mobile Bankink service from November 2021 to August 2022 at 04 branches in the Mekong Delta, Viet Nam: Tra Vinh province, Soc Trang province, Ben Tre province and Vinh Long province; Using multivariate regression analysis method, the research has found 07 factors affecting the decision to continue using E-Mobile Banking service including: Favorable conditions, Brand name and network branch, Social influence, Enjoying Motivation, Service charge, Expected effectiveness, Expected effort. From the research results, the authors propose 07 groups of solutions to increase the number of individual customers using this service and maintain the number of existing customers and create opportunities to attract many new customers to using E-Mobile Banking of Agribank in the future.

Keywords

E-Mobile Banking, Individual customers, Agribank, Mekong Delta, Solutions, ...