Exploring the Influence of Personalization on Digital Banking Adoption: A Case Study of Vietcombank

Wissem Ajili Ben Youssef, Najla Bouebdallah and Thi Ngoc Lan Bui

Chapter 7 in Innovating Finance for a Sustainable Future:Integrating FinTech, Blockchain and Generative AI, 2026, pp 199-226 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This study investigates the effect of personalization on the intention to use digital banking services, with a specific focus on Vietcombank. By extending the Unified Theory of Acceptance and Use of Technology (UTAUT), personalization is introduced as a moderating variable. Data were collected from 339 retail banking customers in Hanoi using a structured questionnaire. The results indicate that personalization significantly moderates the relationship between effort expectancy and perceived value in shaping users’ intention to adopt digital banking. Conversely, personalization has a negative moderating effect on the relationship between privacy concerns and habitual behavior. These findings suggest that Vietcombank can strengthen its personalization strategies by enhancing privacy protection mechanisms and offering tailored pricing models. Such initiatives may enhance user engagement and promote the broader adoption of digital banking 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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