Recommendations Developing the Internet Banking Services Of Commercial Banks in Ho Chi Minh City (Published)
Over the past years, the banking and finance sector in Vietnam has seen strong changes. The scale and network of commercial banks have been expanded more quickly. The number of customers using internet banking services has also increased. Besides, the strong penetration of information and communication technologies into the finance and banking sector has recently created new hi-tech products and services such as payment services by Internet. The benefits of electronic banking are enormous thanks to fast, accurate and secure. Along with the trend of using ATM cards, in the last few years, Internet banking has been developed as a financial and banking channel for all types of individuals and businesses. Internet banking services are helping customers own financial resources anytime, anywhere. Moreover, the research results showed that there were 300 commercial bank customers who interviewed and answered about 14 questions. The Data collected from 05/06/2016 to 15/06/2017 in Ho Chi Minh City. The researcher had analyzed Cronbach’s alpha, KMO test, the result of KMO analysis used for multiple regression analysis. The research results were processed from SPSS 20.0 software. Finally, the researcher has recommendations supporting the sustainable development of internet banking services at commercial banks in Ho Chi Minh City.
Keywords: Banking, Commercial Bank, Internet, LHU, online
Marketing Analytics in Financial Services and Its Impact on Customer Acquisition Strategies (Published)
This paper examines how marketing analytics reshaped customer acquisition strategy in financial services up to 2016. The study develops a conceptual synthesis of research on customer equity, customer lifetime value, relationship marketing, customer relationship management, multichannel management, data mining, and marketing productivity, with a specific focus on banking, insurance, credit, and investment services. Financial services present a distinctive setting because products are information intensive, switching costs vary across categories, regulatory oversight is high, and customer value unfolds over long relationship horizons. The paper argues that analytics improves acquisition not simply by reducing campaign waste, but by connecting prospect selection, channel choice, offer design, onboarding, and early relationship development to expected long term value. A framework is proposed that links data inputs, analytical capabilities, acquisition decisions, and performance outcomes. The paper shows that firms that align acquisition spending with customer value and risk quality are more likely to achieve profitable growth than firms that optimize only response volume or short term sales. Research and managerial implications are discussed.
Keywords: Banking, CRM, Financial Services, Marketing Analytics, customer acquisition, customer equity