Authors: Jasmine Trang Ha, Western University; Jason Quang Nguyen, Western University; Quan Vu Le, University of Management and Technology Ho Chi Minh City (2022); World Scientific, pp. 729-755, in Financial Transformations Beyond the Covid-19 Health Crisis, edited by Boubaker, Sabri, and Nguyen, Duc Khuong.
Citation: https://doi.org/10.1142/9781800610781_0025
Abstract:
The usage of e-commerce platforms and digital financial services in Vietnam surged dramatically during COVID-19. An important question for the financial service industry is whether and how the surge will translate into long-term industry reconfigurations. Current literature on digital financial services, which has typically focused on changes driven by corporate stakeholders and investors, provides little room to consider the role of customers. Our proposed chapter fills this gap by integrating conceptual and empirical ideas from service quality research, focusing on customer perceptions and behaviors. Using empirical survey data, we examine whether and how customer behavioral changes during COVID-19 impact digital financial transformation in Vietnam. We further combine survey findings with three case studies of digital transformation to evaluate whether customer behavioral changes are in sync with relevant corporate transformation strategies. By connecting two sources of changes, our work will help investors, managers, and policymakers envision long-term industry reconfigurations in the post–COVID-19 era.
