A Study on the Usage Factors of Mobile Banking Apps by Korean Banks in Vietnam: Focused on the Viewpoints of App User and App Provider

• 영문명: A Study on the Usage Factors of Mobile Banking Apps by Korean Banks in Vietnam: Focused on the Viewpoints of App User and App Provider
• 발행기관: 한국무역학회
• 저자명: 김석규 이상하 이춘수
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.27 No.1, 192~210쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose - Vietnam has the fastest growing digital economy in Southeast Asia and is emerging as a critical overseas market for Korean banks in the post-COVID-19 era. Accordingly, many Korean banks entered the Vietnamese market to overcome the limitations of the saturated domestic financial market and create new revenue sources. This study examined the current status of digital finance in Vietnam and the cases of Korean banks that have succeeded in the Vietnamese market. Then, impor￾tance-performance analysis (IPA) was conducted on local customers, managers and staff members of Korean banks in Vietnam. Design/methodology - In this study, we analyzed the importance and satisfaction factors of mobile banking app usage in Vietnam through IPA. In particular, we identified the differences between the two groups by considering the viewpoint of customers who use mobile banking apps and that of managers and staff members who provide mobile banking services. Findings - The IPA results from the customer group and managers and staff members group were generally similar, but differences were observed in Ease of Use (Technology), Innovativeness (Organi￾zation), and Increase in Revenue (Economic). In the case of the customer group, Ease of Use (Technology) is located in the second quadrant, which shows low satisfaction compared to high importance. However, in the managers and staff members group, Ease of Use (Technology) is located in the first quadrant, which indicates high importance and high satisfaction. This difference in perception can cause complaints from local customers; thus, it is necessary to change the perception of the technological aspect for ease of use of mobile banking apps in consideration of the customer’s position. In addition, it is necessary to allocate the resources invested in the Innovativeness (Organi￾zation) and Increase in Revenue (Economic) to Ease of Use (Technology). Originality/value - In this study, based on the HOTE framework, factors for using mobile banking apps were derived, and IPA was conducted targeting local customers (app user) and managers and staff members (app provider) of Korean banks in Vietnam. Through this, we presented the results of empirical analysis that can help Korean banks efficiently utilize limited resources and budgets.

목차

1. Introduction

2. Theoretical Background

3. Empirical Method and Data

4. Empirical Analysis

5. Conclusions and Limitations

References

키워드

Importance-Performance Analysis (IPA) Korean Banks Mobile Banking App Vietnamese Market