This study uses E-SERVQUAL to measure e-banking service quality in Saigon Hanoi Joint Stock Commercial Bank. There are important findings on the relationship between inline service quality and customer satisfaction. Firstly, responsiveness is the most important factor influencing customer satisfaction. Thus, the bank should enhance its ability to provide appropriate information to customers. Secondly, efficiency and fulfillment are the second and third important dimensions of e-banking service quality influencing customer satisfaction. It should be noted that whereas the efficiency attributes deal with designing the website customer interface, virtually all the fulfillment attributes relate to the website’s behind the scenes infrastructure. Thus, earning a high quality image for a bank’s website involves much more than creating an excellent facade for the site. Thirdly, the system availability facet is the fourth important factor. The bank should be sensitive to potential deleterious effects of website designs on system availability that are beyond their control and devising appropriate communication scripts to appease complaining customers. Privacy is the least critical dimension. Experience may indeed mitigate concerns about website security. In this thesis, privacy perceptions do influence customers’ overall quality perceptions, thus the department needs to continue to reassure customers through website design cues and external communications signaling the privacy of the site.

This study uses E-SERVQUAL to measure e-banking service quality in Saigon Hanoi Joint Stock Commercial Bank. There are important findings on the relationship between inline service quality and customer satisfaction. Firstly, responsiveness is the most important factor influencing customer satisfaction. Thus, the bank should enhance its ability to provide appropriate information to customers. Secondly, efficiency and fulfillment are the second and third important dimensions of e-banking service quality influencing customer satisfaction. It should be noted that whereas the efficiency attributes deal with designing the website customer interface, virtually all the fulfillment attributes relate to the website’s behind the scenes infrastructure. Thus, earning a high quality image for a bank’s website involves much more than creating an excellent facade for the site. Thirdly, the system availability facet is the fourth important factor. The bank should be sensitive to potential deleterious effects of website designs on system availability that are beyond their control and devising appropriate communication scripts to appease complaining customers. Privacy is the least critical dimension. Experience may indeed mitigate concerns about website security. In this thesis, privacy perceptions do influence customers’ overall quality perceptions, thus the department needs to continue to reassure customers through website design cues and external communications signaling the privacy of the site.

Table of contents
Abstract i
Acknowledgements iii
Table of contents iv
List of Tables vi
List of Figures viii
CHAPTER 1: INTRODUCTION 1
1.1. Background 1
1.2. Research Motive 4
1.3. Research Purpose 6
1.4. Research Procedure 6
CHAPTER 2: LITERATURE REVIEW 8
2.1. E-commerce 8
2.2. Traditional Service Quality 10
2.3. E-service Quality 17
2.4. E-banking Service Quality 24
2.5. E-banking Services in Vietnam 27
2.6. Customer Satisfaction 32
CHAPTER 3: RESEARCH DESIGN 35
3.1. Research Model 35
3.2. Research Hypotheses 36
3.3. Measurement of Variables 37
3.4. Data Collection 45
CHAPTER 4 RESEARCH RESULT 48
4.1. Sample description 48
4.2. Reliability and Validity of Variables 51
4.3. Descriptive Statistics of Variables 61
4.4. Hypothesis test 68
4.5. Discussion 72
CHAPTER 5: CONCLUSION 73
5.1. Findings and Contribution 73
5.2. Implication 76
5.3. Limitation 80
References 82
Appendix 88

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