Determinants of Customer Loyalty in Mobile Banking Applications: Evidence from Vietnam’s Digital Banking Revolution

Wissem Ajili Ben Youssef, Najla Bouebdallah and Tran Phuong Hoa

Chapter 4 in Innovating Finance for a Sustainable Future:Integrating FinTech, Blockchain and Generative AI, 2026, pp 97-127 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This study investigates the key determinants of customer loyalty toward mobile banking applications in Vietnam, addressing a critical gap in understanding digital banking adoption within emerging markets. A quantitative methodology was employed, involving a convenience sample of 284 Vietnamese mobile banking users. Confirmatory factor analysis and multiple linear regression were used to examine the relationships between usability, perceived risk, trust, personalization, social influence, customer satisfaction, and customer loyalty. The findings demonstrate that all hypothesized factors significantly influence customer loyalty, with personalization emerging as the strongest predictor, while customer satisfaction also exhibits a substantial impact on loyalty formation. Although the convenience sampling methodology may limit generalizability and the cross-sectional design restricts causal inferences, this research offers significant practical implications for financial institutions, which should prioritize personalization features and customer satisfaction initiatives within their mobile banking strategies. This study makes an original contribution to the limited literature on mobile banking loyalty in Southeast Asian markets by proposing a comprehensive conceptual framework that integrates technological, psychological, and social factors influencing customer retention in digital financial services.

Keywords: Generative Artificial Intelligence; Technology–Organization–Environment (TOE); ESG Factors; Sustainability; Blockchain; Supply Chain Finance; Trade Finance; FinTech; Customer Loyalty; Mobile Banking; Perceived Risk; Trust; Personalization; Digital Banking Adoption; Customer Behavior; Digital Innovation; Retail Banking; CSR; Foreign Ownership; Digital Transformation; Bank Performance; Big Four; Auditing; Intention to Use; Risk Assessment; Risk Mitigation; CAMELS-Based Framework; Banking; Qualitative Approach; Quantitative Approach; Case Study; Vietnam Banking Sector (search for similar items in EconPapers)
JEL-codes: G21 G23 G28 O33 Q56 (search for similar items in EconPapers)
Date: 2026
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