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Vietnamese banks have relied in the past on short‐term promotional techniques and attractive interest rates instead of developing strong brands. This research investigates how customers’ perceptions of bank brands drive their trust and loyalty. It also addresses how customers’ experience and their social compliance moderate the impact of their brand perceptions on their trust and loyalty.

Customers’ perceptions are measured through brand associations based on the bank's functional elements, its personnel and its overall image. A structural equation model linking brand associations to customers’ trust and loyalty is tested using data from a sample of 557 Vietnamese bank customers.

The results indicate that the personnel‐based brand associations are the strongest driver of trust and have a negative direct impact on loyalty, while functional and corporate‐based associations have a stronger impact on loyalty. Trust strongly mediates brand associations’ impact on loyalty. In addition, corporate‐based associations have a stronger impact on trust and loyalty for customers with little direct experience with the bank and personnel‐based associations have a stronger impact for socially compliant customers.

The findings indicate how different brand associations can be leveraged to trigger customers’ trust and loyalty in the Vietnamese banking sector. Moderating effects of the extent of customers’ experience imply that bank brand managers should integrate the customer relationship lifecycle in their segmentation/targeting and in their customer‐brand relationship management.

This study highlights the potential of branding in the Vietnamese banking industry as a strategy to build strong customer relationships. It also strongly points out the need for brand managers to take into consideration the Vietnamese context and more precisely customers’ lack of banking experience and their tendency to social compliance.

The purpose of this paper is to examine the degree of concentration and efficiency in the Vietnamese banking system using the structural model.

The authors apply the concentration ratio (CR), Herfindahl‐Hirschman Index (HHI) and concentration‐profitability model based upon the Structure‐Conduct‐Performance (SCP) and Efficiency Hypothesis (EH) approaches to examine 48 Vietnamese commercial banks over the period 1999‐2009.

The authors' empirical results show that the Vietnamese banking industry has become substantially less concentrated; however, large commercial banks still dominate the whole banking system. Further, their results do not support either the traditional Structure‐Conduct‐Performance or the Efficiency Hypothesis.

The State Bank of Vietnam needs to have policies for restructuring the system and promoting competition in the banking sector of Vietnam.

This is the first such study of the Vietnamese banking system.

Purpose: Thanks to the Fourth Industrial Revolution and the digital economy, digital banking has become an attractive business trend. Moreover, the spreading of the Covid-19 virus worldwide over the past two years has boosted the digitalisation of banking services. The development of digital banking is now becoming an uncontroversial issue that will attract the concern of scholars, bank managers, and policy-makers.

Methodology: As an emerging country with a young population having significant digital appliance joy, Vietnam will be a perfect case study to research the development of digital banking. Besides, digital banks, as well as the appliances of artificial intelligence (AI) in the banking sector, have appeared in Vietnam’s banking system at several different levels.

Findings: Moreover, most commercial banks in Vietnam are now in the race to complete their digital services to provide innovative digital banking services that add more value to their clients. Hence, the chapter will describe the overall picture of Vietnam’s current digital banking market.

Implications: Based on the crucial features of the operations of several digital banks and the appliances of AI in the digital banking sector in Vietnam during the chosen period, the author would like to give information on the potential of the Vietnamese digital banking market and suggest the key policies which the Vietnamese government should consider to support the digital transformation of the banking sector in Vietnam.

Customer relationships and transforming customers into evangelists are imperative in today's world. Therefore, this study aimed to examine the influence of online brand experience (OBE) on brand evangelism (BEM) via relationship quality (trust-TRT, satisfaction-SAT, and commitment-CMT) by integrating the moderating effects of brand reputation (BR), particularly in the Vietnamese banking sector.

This research obtained data from 486 Vietnamese customers who routinely used online banking services. The analysis was performed using structural equation modeling.

The findings demonstrate that OBE directly/indirectly positively affects BEM via relationship quality (TRT, SAT, CMT). Likewise, this study identified relationship quality (TRT, SAT, CMT) as an important mediator. Finally, the findings demonstrate that the moderation effects of BR significantly improved relationship quality (TRT, SAT, CMT) in the banking industry.

This study showcases the significance of OBE in increasing brand evangelists in the financial sector. Thus, this study assists Vietnamese bank managers in creating new branding strategies to foster long-lasting customer relationships.

This original study contributes to the commitment-trust theory and signaling theory by examining the impact of the OBE on brand evangelism via relationship quality by considering the moderating effect of brand reputation in the Vietnamese banking sector.

The purpose of this paper is to expand the Swiss Index of Customer Satisfaction (SWICS) model by investigating the role of customer dialogue in the interrelationships among customer satisfaction, customer trust, perceived value and customer loyalty upon Vietnam banking industry.

The conceptual framework was developed from both an exploratory research with focus group method and the literature. A structural equation model linking customer dialogue to customer satisfaction, customer trust, perceived value and loyalty is tested using data from a sample of 389 Vietnamese individual bank customers.

The results indicate the key role of customer dialogue in bank marketing since it not only has an independent impact on customer loyalty but also mediates the effect of customer satisfaction on loyalty completely and the relationship between customer trust and loyalty partially. Besides, the central role of customer trust was also highlighted since it mediates totally the effect of perceived value on both of customer dialogue and customer loyalty while explaining partially the path from customer satisfaction and customer dialogue.

First, regarding sample size, the authors have used suitable sampling methods with adequate sample representation. However, a larger sample size with more diverse age range and usage of various banking services may be more helpful and effective for the path analysis and managerial implication. Second, the authors have used only a limited set of measurement items due to the concerns of model parsimony and data collection efficiency. For example, perceived value can be measured upon more detailed dimensions, and yet the author focussed only on some selected measures based mainly on their relevance to the context studied.

The findings imply that building trust and engaging with customers better through communication are keys for Vietnamese commercial banks to gain more customer loyalty in such competitive conditions.

The study is noteworthy that it adds perceived value and customer trust in the SWICS model and investigates the interrelationships between all variables in a single model.

This paper aims to empirically examine the factors that affect the adoption of online banking in Vietnam. Perceived usefulness, perceived ease of use, trust and government support were examined to determine if these factors are affecting online banking adoption.

A survey was distributed to 156 respondents in Vietnam with 103 usable samples giving a response rate of 66 percent. Data were analyzed by employing correlation and multiple regression analysis.

The results showed that perceived usefulness, trust and government support all positively associated with the intention to use online banking in Vietnam. Contrary to the technology acceptance model, perceived ease of use was found to be not significant in this study.

This study was conducted in Vietnam and future research can use this model to study the adoption of online banking in other countries.

The results allow banks' decision makers to develop strategies that can increase the adoption of online banking. Banks should improve the security and privacy of the web sites, which will increase the trust of users. Banks should also create features which are useful to users and make sure users are aware of these features. Lastly, government should also play a role to support banks in their efforts to increase online banking adoption.

The findings allow the factors that can influence the adoption of online banking in Vietnam to be understood. Unlike existing studies based on Technology Acceptance Model (TAM), this study includes both security and government support on top of the existing variables used in TAM. Most studies on adoption of online banking are focused on developed countries. By focusing on Vietnam, this model can also be applied to other countries which are relatively new to e‐commerce and online banking.

The paper aims to enrich previous findings for an emerging banking industry such as Vietnam, reporting the difference between the parametric and nonparametric methods when measuring cost efficiency. The purpose of the study is to assess the consistency in issuing policies to improve the cost efficiency of Vietnamese commercial banks.

The cost efficiency of banks is assessed through the data envelopment analysis (DEA) and the stochastic frontier analysis (SFA). Next, five tests are conducted in succession to analyze the differences in cost efficiency measured by these two methods, including the distribution, the rankings, the identification of the best and worst banks, the time consistency and the determinants of efficiency frontier. The data are collected from the annual financial statements of Vietnamese banks during 2005–2017.

The results show that the cost efficiency obtained under the SFA models is more consistent than under the DEA models. However, the DEA-based efficiency scores are more similar in ranking order and stability over time. The inconsistency in efficiency characteristics under two different methods reminds policy makers and bank administrators to compare and select the appropriate efficiency frontier measure for each stage and specific economic conditions.

This paper shows the need to control for heterogeneity over banking groups and time as well as for random noise and outliers when measuring the cost efficiency.

This study aims to evaluate the impact of board characteristics on bank performance at the commercial bank in Vietnam.

By running the pool OLS, fixed-effect and random-effect models with a panel data set of 294 observations from 2008 to 2021, the authors have examined determinants of bank performance.

The research results show that bank size, governance efficiency, capital adequacy ratio and economic growth have a positive effect while credit risk has a negative relationship with the commercial bank’s performance.

In particular, the result shows the relationship between chief executive officers’ (CEOs) gender and bank performance. Commercial banks led by female CEOs have lower bank performance than that led by male CEOs. However, this impact magnitude is not significant. The research results are the basis to propose recommendations to improve the Vietnamese commercial bank’s performance.

There is ample empirical evidence to show that larger banks are more efficient than smaller banks in developed countries. However, there is very little empirical evidence to show that in small developing economies, such as Vietnam, bank size is associated with increased risk, especially credit risk. This paper aim to provide empirical evidence to fill in this gap. This paper employs a slack-based directional distance function using the intermediation approach in measuring the inefficiency of banks in Vietnam during the period 2006–2015. Non-performing loans are used as an undesirable output to capture credit risk. The results show that small banks are more efficient than large banks at the mean level and across the entire distributions of inefficiency of the two groups. Input waste, output shortage and risk surplus of big banks are nearly three times higher than those of small banks. The results are robust under constant and variable returns to scale for production technologies. The study’s empirical results contribute to the ongoing debate on the merits of enlarging bank size in a small transitional economy and suggest that policy makers should pay attention to the risk and inefficiency of large banks to enhance the performance of Vietnam's banking system as a whole.

This paper uses the non-radial slack-based directional technology distance function developed by Färe and Grosskopf (2010) to estimate the efficiency of banks using the data envelopment analysis technique. Data for 44 commercial banks are used.

The empirical results of the paper contribute to the ongoing debate on the merits of enlarging bank size in a small transitional economy and suggest that policy makers should pay attention to the risk and inefficiency of large banks to improve the performance of Vietnam's banking system as a whole.

This paper extends the extant literature by examining whether efficiency is associated with size in a typical transitional developing economy. The classic Cournot model, the structure-conduct-performance and the efficiency structure hypotheses state that larger banks are more efficient than smaller banks (Bikker and Bos, 2008). Empirical studies of Berger (2003), Mester (2005), Wheelock and Wilson (2012) lend support to the statement in developed countries. However, not much empirical literature focuses on small developing economies such as Vietnam to show that bank size is associated with increased risk, especially credit risk. The study’s empirical results show that size enlargement is not positively associated with risk-adjusted efficiency. Input waste, output shortage and risk surplus of big banks are nearly three times higher than those of small banks. The results are robust under constant and variable returns to scale for production technologies.

The study examines the impact of income diversification on cost efficiency of Vietnamese commercial banks over the period 2005–2017.

Income diversification indicators are designed based on measures of diversifying loan portfolio. Besides the traditional model, we use the Fractional Regression to estimate the model with dependent variables defined on the unit interval.

Through the two-stage DEA analysis, we find that the income diversification has a positive impact on the cost efficiency of banks. In addition, this impact is stronger for unlisted banks and in the phase of banking system ongoing restructuring.

The use of a variety of income diversification measures and estimation methods for models with bounded dependent variable has provided a reliable empirical evidence of the advantages of implementing a strategy on structural diversity of both interest and non-interest income in the emerging banking markets such as Vietnam.