Digital wallet adoption and customer loyalty: The mediating role of satisfaction and moderating effects of regions in Vietnam

Sustainable growth and development can be the most important lesson that banks have learned in recent decades. Banks would gain many benefits, win the competition and develop sustainably if there have been more and more loyal customers. Customer satisfaction will help build customer loyalty. In order to have loyal customers, service quality must be good. Quality customer service of the bank is to ensure customer satisfaction and take their needs into consideration to improve service quality. High customer service quality will generate value not only to meet customer needs but also the expectations of customers and make banks more prominent than their competitors. This study identifies factors that affect customer satisfaction with the service quality at Vietnamese retail banks. The results are obtained by qualitative and quantitative method. The research model with a questionnaire consisting of 22 variables, 5 scales for a survey of 554 customers, is identified and developed through interviews with experts and group discussions. The findings show that customer satisfaction with the service quality at retail banks is influenced by “reliability”, “responsiveness”, “empathy”, “security”, and “tangibles”. Based on the findings, solutions for improving service quality are proposed for Vietnamese retail banks.

In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.
Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image.

Acknowledgment
This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).