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E-service quality, e-trust, brand image, customer e-satisfaction, and e-loyalty in the Vietnamese e-banking industry

Bui Hong Diep & Dam Tri Cuong

Banks and Bank Systems2026https://doi.org/10.21511/bbs.21(1).2026.07article
AJG 1
Weight
0.50

What the paper says

Type of the article: Research ArticleAbstractIn recent years, rapid developments in information technology and the widespread use of the Internet have substantially altered the way organizations engage with customers. The banking industry is a prime example of this transformation, as it increasingly delivers services through electronic platforms. Amidst intensifying competition, banks are required to innovate to attract and retain customers. As a result, e-banking has become a fundamental driver of evolution within the financial sector. Therefore, this paper analyzes the impact of e-service quality, e-trust, and brand image on clients’ e-satisfaction and e-loyalty in Vietnam’s e-banking sector using the cognitive motivational relational theory. Using responses from 305 Vietnamese individuals experienced in e-banking, collected through Google Forms in May 2025 through the purposive sampling method, the study tested the proposed framework via partial least squares analysis. The survey was administered online, as this format offers an efficient and cost-effective solution for data collection. The findings revealed that e-service quality has a positive impact on e-satisfaction (β = 0.234, p = 0.006) and e-loyalty (β = 0.155, p = 0.010). Likewise, e-trust has a positive impact on e-satisfaction (β = 0.297, p < 0.000) and e-loyalty (β = 0.229, p < 0.000). Similarly, brand image has a positive impact on e-satisfaction (β = 0.158, p = 0.009) and e-loyalty (β = 0.194, p < 0.000). Besides, e-satisfaction has a positive impact on e-loyalty (β = 0.364, p < 0.000).

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https://doi.org/https://doi.org/10.21511/bbs.21(1).2026.07

Or copy a formatted citation

@article{bui2026,
  title        = {{E-service quality, e-trust, brand image, customer e-satisfaction, and e-loyalty in the Vietnamese e-banking industry}},
  author       = {Bui Hong Diep & Dam Tri Cuong},
  journal      = {Banks and Bank Systems},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.21511/bbs.21(1).2026.07},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.