Journal of Korea Trade

한국무역학회 (Korea Trade Research Association)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Usage Factors of Mobile Banking Apps by Korean Banks in Vietnam: Focused on the Viewpoints of App User and App Provider

  • Suk-Gyoo Kim (Interdisciplinary Program of Management Consulting, Pukyong National University) ;
  • Sang-Ha Lee (Department of International Trade, Pusan National University) ;
  • Chun-Su Lee (Division of International Commerce, Pukyong National University)
  • 투고 : 2023.01.11
  • 심사 : 2023.02.10
  • 발행 : 2023.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Purpose - Vietnam has the fastest growing digital economy in Southeast Asia and is emerging as a critical overseas market for Korean banks in the post-COVID-19 era. Accordingly, many Korean banks entered the Vietnamese market to overcome the limitations of the saturated domestic financial market and create new revenue sources. This study examined the current status of digital finance in Vietnam and the cases of Korean banks that have succeeded in the Vietnamese market. Then, importance-performance analysis (IPA) was conducted on local customers, managers and staff members of Korean banks in Vietnam. Design/methodology - In this study, we analyzed the importance and satisfaction factors of mobile banking app usage in Vietnam through IPA. In particular, we identified the differences between the two groups by considering the viewpoint of customers who use mobile banking apps and that of managers and staff members who provide mobile banking services. Findings - The IPA results from the customer group and managers and staff members group were generally similar, but differences were observed in Ease of Use (Technology), Innovativeness (Organization), and Increase in Revenue (Economic). In the case of the customer group, Ease of Use (Technology) is located in the second quadrant, which shows low satisfaction compared to high importance. However, in the managers and staff members group, Ease of Use (Technology) is located in the first quadrant, which indicates high importance and high satisfaction. This difference in perception can cause complaints from local customers; thus, it is necessary to change the perception of the technological aspect for ease of use of mobile banking apps in consideration of the customer's position. In addition, it is necessary to allocate the resources invested in the Innovativeness (Organization) and Increase in Revenue (Economic) to Ease of Use (Technology). Originality/value - In this study, based on the HOTE framework, factors for using mobile banking apps were derived, and IPA was conducted targeting local customers (app user) and managers and staff members (app provider) of Korean banks in Vietnam. Through this, we presented the results of empirical analysis that can help Korean banks efficiently utilize limited resources and budgets.

키워드

참고문헌

  1. Ahmadi, H., M. Nilashi and O. Ibrahim (2015), "Organizational Decision to Adopt Hospital Information System: An Empirical Investigation in the Case of Malaysian Public Hospitals", International Journal of Medical Informatics, 84(3), 166-188. https://doi.org/10.1016/j.ijmedinf.2014.12.004
  2. Albashrawi, M. and L. Motiwalla (2019), "Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective", Information Systems Frontiers, 21(5), 1031-1043. https://doi.org/10.1007/s10796-017-9814-7
  3. Baabdullah, A. M., A. A. Alalwan, N. P. Rana, H. Kizgin and P. Patil (2019), "Consumer Use of Mobile Banking (M-Banking) in Saudi Arabia: Towards an Integrated Model", International Journal of Information Management, 44, 38-52. https://doi.org/10.1016/j.ijinfomgt.2018.09.002
  4. Baek, Sun-Wook (2019), A Study on the Factors that Influence the Perceived Intention to the Use of Mobile Banking Applications: Focusing on the Analysis of Differences between Users and Providers (Doctoral Dissertation), Yongin, South Korea: Dankook University.
  5. Erlirianto, L. M., A. H. N. Ali and A. Herdiyantia (2015), "The Implementation of the Human, Organization, and Technology-fit (HOT-fit) Framework to Evaluate the Electronic Medical Record (EMR) System in a Hospital", Procedia Computer Science, 72, 580-587. https://doi.org/10.1016/j.procs.2015.12.166
  6. Financial Supervisory Service (2022), Current Status of Vietnamese Banking Industry. Available from https://www.fss.or.kr/fss/bbs/B0000088/view.do?nttId=37978&menuNo=200117 (accessed October 26, 2022)
  7. Financial Supervisory Service (2022), Management Status and Localization Indicator of Domestic Banks' Overseas Branches in 2021. Available from https://www.fss.or.kr/fss/bbs/B0000188/view.do?nttId=55405&menuNo=200218&cl1Cd=&sdate=&edate=&searchCnd=1&searchW rd=&pageIndex=43 (accessed October 26, 2022)
  8. Frost, J., L. Gambacorta, Y. Huang, H. S. Shin and P. Zbinden (2019), "BigTech and the Changing Structure of Financial Intermediation", Economic Policy, 34(100), 761-799. https://doi.org/10.1093/epolic/eiaa003
  9. Gangwar, H., H. Date and R. Ramaswamy (2015), "Understanding Determinants of Cloud Computing Adoption Using an Integrated TAM-TOE Model", Journal of Enterprise Information Management, 28(1), 107-130. https://doi.org/10.1108/JEIM-08-2013-0065
  10. Gomber, P., J. A. Koch and M. Siering (2017), "Digital Finance and FinTech: Current Research and Future Research Directions", Journal of Business Economics, 87(5), 537-580. https://doi.org/10.1007/s11573-017-0852-x
  11. Ilin, V., J. Ivetic and D. Simic (2017), "Understanding the Determinants of E-Business Adoption in ERP-Enabled Firms and Non-ERP-Enabled Firms: A Case Study of the Western Balkan Peninsula", Technological Forecasting and Social Change, 125, 206-223. https://doi.org/10.1016/j.techfore.2017.07.025
  12. Jung, Hye-Yeon (2022, May 25), "Shinhan Financial Group Becomes Vietnamese Largest Foreign Financial Company in 30 Years", Shindonga. Available from https://shindonga.donga.com/3/all/13/3401011/1 (accessed October 29, 2022)
  13. Kim, Kwang-Hyun and Sun-Hye Lee (2022), "Digital Financial Services and Growth Strategies & Countermeasures: Including Fintech", Journal of Knowledge Information Technology and Systems, 17(4), 575-583.
  14. Kim, Suk-Gyoo (2023), A Study on Strategy and Customer Satisfaction of Domestic Financial Institutions Launching into Vietnam: Focused on Mobile Banking (Doctoral Dissertation), Busan, South Korea: Pukyong National University.
  15. Kim, Tae-Hyoung (2018), The Priority Analysis of IT Adoption Factors Using AHP: Focusing on the Financial Industry (Doctoral Dissertation), Yongin, South Korea: Dankook University.
  16. Kwon, Young-Mo (2015), "A Study on the Affecting the Intention to Use of Smart-Phone Mobile Banking", Journal of Industrial Economics and Business, 28(1), 529-549.
  17. Laukkanen, T. and J. Lauronen (2005), "Consumer Value Creation in Mobile Banking Services", International Journal of Mobile Communications, 3(4), 325-338. https://doi.org/10.1504/IJMC.2005.007021
  18. Lederer, A. L., D. J. Maupin, M. P. Sena and Y. Zhuang (2000), "The Technology Acceptance Model and the World Wide Web, Decision Support Systems, 29(3), 269-282. https://doi.org/10.1016/S0167-9236(00)00076-2
  19. Lee, Chun-Su, You-Kyung Lee and Seog-Soo Kim (2022), "Leading Advanced Education Innovation Strategies for Local Companies Using IPA Analysis", Journal of Corporation and Innovation, 45(1), 53-67. https://doi.org/10.22778/JCI.2022.45.1.53
  20. Lee, Hee-Sang (2018, July 3), "Woori Bank Vietnam Attempts to Differentiate Itself from Vietnamese Local Banks with 'Digital Finance' Strategy", INSIDE VINA. Available from http://www.insidevina.com/news/articleView.html?idxno=129 (accessed October 25, 2022)
  21. Lee, Hee-Sang (2022, October 28), "Vietnamese Digital Economy Grows Fastest in Southeast Asia", INSIDE VINA. Available from http://www.insidevina.com/news/articleView.html?idxno=21825 (accessed November 29, 2022)
  22. Lee, Hyo-Young (2021), "Evolution and Evaluation of Digital Trade Rules in Regional Trade Agreements in the Asia Pacific Region", Korea Trade Review, 46(4), 39-60. https://doi.org/10.22659/KTRA.2021.46.4.39
  23. Lee, Jang-Rho, Hee-Cheol Moon and Chun-Su Lee (2022), International Marketing, Seoul: Hanbit Academy, Inc.
  24. Lee, Soo-Yeon and Jo-Won Park (2016), "A Study on the Intention of the Use of Mobile Payment Services: Application of the Technology Acceptance Model", Korean Management Science Review, 33(2), 65-74. https://doi.org/10.7737/KMSR.2016.33.2.065
  25. Liao, Z. and M. T. Cheung (2002), "Internet-Based e-Banking and Consumer Attitudes: An Empirical Study", Information & Management, 39(4), 283-295. https://doi.org/10.1016/S0378-7206(01)00097-0
  26. Liu, F., E. Ngai and X. Ju (2019), "Understanding Mobile Health Service Use: An Investigation of Routine and Emergency Use Intentions", International Journal of Information Management, 45, 107-117. https://doi.org/10.1016/j.ijinfomgt.2018.09.004
  27. Luarn, P. and H. H. Lin (2005), "Toward an Understanding of the Behavioral Intention to Use Mobile Banking", Computers in Human Behavior, 21(6), 873-891. https://doi.org/10.1016/j.chb.2004.03.003
  28. Mallat, N., M. Rossi and V. K. Tuunainen (2004), "Mobile Banking Services", Communications of the ACM, 47(5), 42-46. https://doi.org/10.1145/986213.986236
  29. Marques, A., T. Oliveira, S. S. Dias and M. F. O. Martins (2011), "Medical Records System Adoption in European Hospitals", The Electronic Journal Information Systems Evaluation, 14(1), 89-99.
  30. Martins, C., T. Oliveira and A. Popovic (2014), "Understanding the Internet Banking Adoption: A Unified Theory of Acceptance and Use of Technology and Perceived Risk Application", International Journal of Information Management, 34(1), 1-13. https://doi.org/10.1016/j.ijinfomgt.2013.06.002
  31. Oliveira, T., M. A. Thomas and M. Espadanal (2014), "Assessing the Determinants of Cloud Computing Adoption: An Analysis of the Manufacturing and Services Sectors", Information & Management, 51(5), 497-510.
  32. Park, Chae-Jin and Doo-Jin Ryu (2018), "Internet-only Banks: An Introductory Overview", Korean Management Review, 47(3), 549-576.
  33. Pietro, L. D., R. G. Mugion, G. Mattia, M. F. Renzi and M. Toni (2015), "The Integrated Model on Mobile Payment Acceptance (IMMPA): An Empirical Application to Public Transport", Transportation Research Part C: Emerging Technologies, 56, 463-479. https://doi.org/10.1016/j.trc.2015.05.001
  34. Shinhan Bank (2022), Business Report in 2021. Available from http://www.shinhangroup.com/kr/invest/filing/business_report02.jsp (accessed November 25, 2022)
  35. Sohn, Seong-Min, Boo-Yun Cho, Yeon-Sil Kang and Seong-Pil Ryu (2020), "IPA Analysis of Government's SME Support Project: Local Industry Promotion Project", Journal of Product Research, 38(5), 139-146.
  36. Song, Min-Kyu (2015), "Financial Focus: Current Status and Implications of Domestic Financial Investment Companies' Overseas Expansion", Weekly Financial Brief, 24(20), 10-11.
  37. Suh, Mun-Seok and Dong-Ho Kim (2019), "A Study on the Changing Direction of FinTech Service Model based on Big Data", The e-Business Studies, 20(2), 195-213. https://doi.org/10.20462/TeBS.2019.4.20.2.195
  38. Tan, M. and T. S. H. Teo (2000), "Factors Influencing the Adoption of Internet Banking", Journal of the Association for Information Systems, 1(5), 1-42. https://doi.org/10.17705/1jais.00005
  39. Tornatzky, L. G. and M. Fleischer (1990), The Processes of Technological Innovation, Lexington, MA: Lexington Books.
  40. Wang, Y. M., Y. S. Wang and Y. F. Yang (2010), "Understanding the Determinants of RFID Adoption in the Manufacturing Industry", Technological Forecasting and Social Change, 77(5), 803-815. https://doi.org/10.1016/j.techfore.2010.03.006
  41. Woori Bank (2022), Semi-Annual Report for the First Half of 2022. Available from http://www.shinhangroup.com/kr/invest/filing/business_report02.jsp (accessed November 25, 2022)
  42. Yoon, Joon-Ho (2022, August 29), "Woori Bank Strengthens Retail Sales in Vietnam... Opened Vinhomes Central Park Office in Ho Chi Minh City", INSIDE VINA. Available from http://www.insidevina.com/news/articleView.html?idxno=21247 (accessed November 25, 2022)
  43. Yoon, Kyoung-Soo, Jae-Hoon Cha, So-Hee Park and Sun-Young Kang (2017), "Impact of Population Aging on the Financial Sector", BOK Working Paper, 2017-31, 1-52.
  44. Yusof, M. M., A. Papazafeiropoulou, R. J. Paul and L. K. Stergioulas (2008), "Investigating Evaluation Frameworks for Health Information Systems", International Journal of Medical Informatics, 77(6), 377-385. https://doi.org/10.1016/j.ijmedinf.2007.08.004