Bui Hong Diep

Type of the article: Research Article

Abstract
In 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).