Digital Banking Service Quality and Customer Satisfaction in Emerging Economies: A Comparative Study of Lebanon, Malaysia, and Vietnam
Author(s):
Zeitham M
Journal:
International Journal of Economic Dynamics and Finance
Abstract
The rapid digitalization of banking services has transformed customer expectations and service delivery models across emerging economies. This study synthesizes empirical evidence from three country contexts—Lebanon, Malaysia, and Vietnam—to examine the relationship between digital banking service quality and customer satisfaction during periods of economic uncertainty and digital transformation. Drawing on the SERVQUAL framework, the research analyzes data from 315 respondents in Lebanon, 384 respondents in Malaysia, and 290 respondents in Vietnam, employing correlation analysis, multiple regression, and structural equation modeling. The findings reveal that service quality dimensions—particularly reliability, assurance, empathy, and tangibility—significantly influence customer satisfaction, though the relative importance of each dimension varies across national contexts. In Lebanon, mobile and internet banking adoption showed the strongest correlations with satisfaction (0.544 and 0.533 respectively). In Malaysia, reliability (β=0.212) and tangibility (β=0.796) emerged as dominant predictors. In Vietnam, empathy quality (specifically complaint resolution, β=0.296) proved most influential. The study contributes a cross-cultural understanding of digital banking satisfaction and offers practical recommendations for banks navigating digital transformation in uncertain environments.
Keywords:
hdigital banking, customer satisfaction, service quality, SERVQUAL, emerging economies, financial technology