Customer Satisfaction and Consumer Behavior: The Mediating Role of Digital Banking in Ho Chi Minh City

Abstract:

This study analyzes the relationship between customer satisfaction (CFD) and consumer behavior (CBD) through the mediating role of digital banking (DBF) in the Ho Chi Minh City region. Utilizing a structural equation modeling (SEM) framework with data collected from 187 survey samples, the research evaluates the impact of key factors such as interface design, security features, service efficiency, and user experience on satisfaction and consumer behavior. The findings indicate that satisfaction with digital banking significantly influences consumer behavior through digital banking, highlighting the crucial mediating role of digital banking in this relationship. The study suggests that banks should invest in improving digital experiences and providing user-friendly services to enhance customer satisfaction and foster positive consumer behavior.