Studying customer behavior towards unsecured loan services through digital banking applications in Dong Nai

Abstract

This study focuses on analyzing customer behavior towards unsecured loan services via digital banking applications in Dong Nai, aiming to identify the factors influencing the intention and decision to use these services. Based on classical theories of customer behavior and technology, the research model was constructed with key factors such as perceived usefulness, ease of use, trust, customer experience, and cultural factors. Data were collected from 218 customers through surveys and analyzed using SmartPLS software. The results indicate that customer experience, trust, and cultural factors significantly impact the intention to use, while the intention to use directly affects actual behavior. The study highlights the importance of personalization, enhancing user experience, and ensuring security in the development of digital banking in Dong Nai.