The impact of customer experience on the intention to continue using mobile application: A case study of joint-stock commercial banks in Hue City
Vol. 135 No. 5C (2026), Original Article
Vol. 135 No. 5C (2026)

The impact of customer experience on the intention to continue using mobile application: A case study of joint-stock commercial banks in Hue City

Original Article
https://doi.org/10.26459/hueunijed.v135i5C.8522
Published 2026-08-17
Le Ngoc Anh Vu
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Le Thi Phuong Thao
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Le Thi Phuong Thanh
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Doan Hoai Phi Tuan
Hue Power Company – Central Power Corporation, 32 Ly Thuong Kiet St., Hue City, Vietnam
Cai Vinh Chi Mai
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Nguyen Thi Tuyet Vy
FPT Schools Hue, An Van Duong Urban Area, Hue City, Vietnam
PDF (Vietnamese)

Keywords

trải nghiệm khách hàng
sự hài lòng
ý định tiếp tục sử dụng
ngân hàng số
ứng dụng ngân hàng di động customer experience
satisfaction
continuance intention
digital banking
mobile banking application

Abstract

The rapid growth of digital banking has increased the importance of customer experience in fostering the continued use of mobile banking applications. This study examines the impact of customer experience on continuance intention toward mobile banking applications among customers of joint stock commercial banks in Hue City, Vietnam, while investigating the mediating role of customer satisfaction. Data were collected from 250 customers and analyzed using Structural Equation Modeling (SEM). The results indicate that customer experience positively affects customer satisfaction (β = 0.713) and continuance intention (β = 0.555). Customer satisfaction also has a positive effect on continuance intention (β = 0.255) and mediates the relationship between customer experience and continuance intention (β = 0.106). The findings contribute to the literature on customer experience in digital banking and provide practical implications for enhancing customer retention through mobile banking platforms.

https://doi.org/10.26459/hueunijed.v135i5C.8522
PDF (Vietnamese)

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