The results show that individual variables and nature of the operation are the main factors influencing customer’s choice for banking services’ distribution channels. Moreover, we also find that service quality perceived by customers among different channels have dissimilar effects on overall customer satisfaction. The results also propose a conceptual model of multi-channel customer satisfaction in a Vietnamese banking context. Therefore, this subject not only offers interesting perspectives in terms of development strategies of multi-channel banking service in Vietnam but also provides suggestions for future researches. |
