Determinants of Customer Loyalty in Mobile Banking Applications: Evidence from Vietnam’s Digital Banking Revolution

This study investigates the key determinants of customer loyalty toward mobile banking applications in Vietnam, addressing a critical gap in understanding digital banking adoption within emerging markets. A quantitative methodology was employed, involving a convenience sample of 284 Vietnamese mobile banking users. Confirmatory factor analysis and multiple linear regression were used to examine the relationships between usability, perceived risk, trust, personalization, social influence, customer satisfaction, and customer loyalty. The findings demonstrate that all hypothesized factors significantly influence customer loyalty, with personalization emerging as the strongest predictor, while customer satisfaction also exhibits a substantial impact on loyalty formation. Although the convenience sampling methodology may limit generalizability and the cross-sectional design restricts causal inferences, this research offers significant practical implications for financial institutions, which should prioritize personalization features and customer satisfaction initiatives within their mobile banking strategies. This study makes an original contribution to the limited literature on mobile banking loyalty in Southeast Asian markets by proposing a comprehensive conceptual framework that integrates technological, psychological, and social factors influencing customer retention in digital financial services.