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ISRG PUBLISHERS
Abb e ia ed Key Ti le: Is g J Econ Bus Manag
ISSN: 2584-0916 (Online)
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Volume – III Issue - VI (No embe -Decembe ) 2025
F equency: Bimon hly
THE APPLICATION OF FINANCIAL TECHNOLOGY (FINTECH) IN
ENHANCING CUSTOMER EXPERIENCE AT VIETNAMESE BANKS
Hoang Thi Thu Hien
Banking Academy o Vie nam 12 Chua Boc, Kim Lien, Hanoi.
| Recei ed: 14.11.2025 | Accep ed: 19.11.2025 | Published: 20.11.2025
*Co esponding au ho : Hoang Thi Thu Hien
Banking Academy o Vie nam 12 Chua Boc, Kim Lien, Hanoi.
Abs ac
The apid de elopmen o Financial Technology (FinTech) has signi ican ly eshaped he global banking indus y, o e ing new
oppo uni ies o enhance se ice quali y, ope a ional e iciency, and cus ome sa is ac ion. In Vie nam, whe e digi al
ans o ma ion has accele a ed in ecen yea s, comme cial banks ha e inc easingly in eg a ed FinTech solu ions such as mobile
banking applica ions, e-walle s, digi al paymen s, biome ic au hen ica ion, and AI-powe ed cus ome suppo . This s udy employs
a quali a i e desc ip i e app oach o examine how FinTech applica ions con ibu e o imp o ing he cus ome expe ience in
Vie namese banks. By syn hesizing seconda y da a om indus y epo s, egula o y documen s, and p e ious empi ical s udies,
he esea ch highligh s se e al key imp o emen s b ough abou by FinTech, including as e ansac ion p ocessing, g ea e
con enience, enhanced pe sonaliza ion, and s eng hened secu i y. The indings indica e ha FinTech has enabled Vie namese
banks o p o ide mo e seamless, use - iendly, and cus ome -cen ic digi al se ices, which play a c ucial ole in inc easing
cus ome engagemen and loyal y. Howe e , he s udy also iden i ies se e al challenges, including cybe secu i y isks, une en
digi al li e acy among cus ome g oups, and limi a ions in echnological in as uc u e ac oss smalle banks. The analysis sugges s
ha while FinTech adop ion has made subs an ial con ibu ions o enhancing cus ome expe ience, u he in es men s in
inno a ion, egula o y suppo , and digi al ecosys em de elopmen a e essen ial o ully le e age i s po en ial. The s udy p o ides
meaning ul insigh s o banks, policymake s, and inancial echnology de elope s aiming o ad ance digi al banking se ices in
Vie nam.
Keywo ds:
FinTech; cus ome expe ience; Vie namese banks; digi al banking; mobile banking; e-walle s; digi al ans o ma ion;
quali a i e analysis.
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65
1. In oduc ion
The apid ad ancemen o Financial Technology (FinTech) has
undamen ally ans o med he global banking landscape,
eshaping how inancial se ices a e deli e ed and expe ienced by
cus ome s. FinTech encompasses a wide ange o digi al
inno a ions including mobile banking, a i icial in elligence (AI),
blockchain, big da a analy ics, and e-walle pla o ms ha aim o
enhance con enience, accessibili y, and e iciency in inancial
ansac ions (A ne , Ba be is, & Buckley, 2017). As cus ome
expec a ions shi owa d as e , mo e pe sonalized, and seamless
digi al se ices, banks wo ldwide ha e inc easingly adop ed
FinTech solu ions o emain compe i i e and s eng hen cus ome
ela ionships. The in eg a ion o FinTech has become no only a
echnological e olu ion bu also a s a egic impe a i e o inancial
ins i u ions seeking o imp o e se ice quali y and o e all
cus ome expe ience.
In Vie nam, he adop ion o FinTech in he banking sec o has
accele a ed signi ican ly o e he pas decade, d i en by apid
digi aliza ion, suppo i e go e nmen policies, and he ising
demand o con enien digi al inancial se ices. The S a e Bank o
Vie nam (SBV) has implemen ed a ious ini ia i es o p omo e
cashless paymen s, mode nize he inancial in as uc u e, and
c ea e a conduci e egula o y en i onmen o digi al banking
inno a ion (SBV, 2022). As a esul , mobile banking applica ions,
QR-code paymen s, e-walle s, and biome ic au hen ica ion
echnologies ha e become inc easingly p e alen . Acco ding o he
Vie nam Banking Associa ion, digi al ansac ions g ew by mo e
han 90% annually be ween 2020 and 2022, demons a ing he
s ong shi owa d digi al inancial se ices among Vie namese
consume s (VNBA, 2023). This apid digi al ans o ma ion has
made FinTech a c i ical d i e o cus ome expe ience
enhancemen wi hin he Vie namese banking sys em.
FinTech applica ions ha e con ibu ed o mul iple dimensions o
cus ome expe ience, such as as e ansac ion p ocessing,
imp o ed secu i y, eal- ime cus ome suppo , and highe le els o
pe sonaliza ion h ough da a-d i en insigh s. Technologies such as
AI-based cha bo s, au oma ed onboa ding, and biome ic login
sys ems ha e enhanced con enience and educed se ice ic ion,
enabling banks o deli e mo e consis en and use - iendly digi al
expe iences (Lemon & Ve hoe , 2016). Fo consume s, pa icula ly
younge demog aphics and u ban popula ions, FinTech has become
an essen ial componen o daily inancial ac i i ies. Howe e , he
impac o FinTech adop ion is no uni o m ac oss all cus ome
segmen s. Challenges emain ega ding cybe secu i y isks, digi al
inequali y, and gaps in echnological eadiness, pa icula ly among
smalle banks and u al popula ions (Wo ld Bank, 2023). These
issues unde sco e he need o examine bo h he oppo uni ies and
cons ain s o FinTech in enhancing cus ome expe ience in
Vie nam’s banking sec o .
Al hough in e na ional s udies ha e ex ensi ely explo ed he ole
o FinTech in imp o ing se ice quali y and cus ome sa is ac ion,
esea ch in he Vie namese con ex is s ill limi ed and agmen ed.
Exis ing s udies p ima ily ocus on quan i a i e assessmen s o
cus ome sa is ac ion o adop ion in en ion, wi h less emphasis on
quali a i e, con ex ualized analysis o how FinTech applica ions
conc e ely shape cus ome expe ience in p ac ice. Mo eo e , many
academic discussions o e look he ope a ional challenges aced by
Vie namese banks in in eg a ing FinTech solu ions, including
egula o y ba ie s, cybe secu i y conce ns, and echnological
capaci y cons ain s. The e o e, he e is a need o a mo e
comp ehensi e, quali a i e unde s anding o he ole o FinTech in
enhancing cus ome expe ience wi hin he Vie namese banking
sec o .
This s udy aims o ill his gap by conduc ing a quali a i e
desc ip i e analysis o FinTech applica ions and hei impac on
cus ome expe ience a Vie namese banks. By syn hesizing
seconda y da a om academic s udies, indus y epo s, and
egula o y documen s, he esea ch p o ides a con ex ualized
unde s anding o how FinTech con ibu es o digi al se ice
imp o emen , cus ome sa is ac ion, and compe i i e ad an age.
The s udy also iden i ies key ba ie s o e ec i e FinTech
implemen a ion and discusses po en ial di ec ions o s eng hening
digi al banking se ices in Vie nam. The indings con ibu e o
bo h academic li e a u e and p ac ical policymaking, o e ing
aluable insigh s o banks seeking o le e age FinTech o ele a e
cus ome expe iences in an inc easingly digi al inancial
en i onmen .
2. Li e a u e e iew
FinTech, b oadly de ined as he applica ion o digi al echnologies
o enhance o au oma e inancial se ices, has ans o med
adi ional banking by imp o ing e iciency, accessibili y, and
cus ome in e ac ion. Acco ding o A ne , Ba be is, and Buckley
(2017), FinTech ep esen s a con e gence o inance, echnology,
and inno a ion, c ea ing new se ice models ha eshape cus ome
expec a ions. Cus ome expe ience, on he o he hand, is
concep ualized as cus ome s’ holis ic pe cep ion o hei
in e ac ions wi h se ice p o ide s ac oss he en i e se ice jou ney
(Lemon & Ve hoe , 2016). In he banking con ex , cus ome
expe ience is in luenced by se e al ac o s including speed,
con enience, pe sonaliza ion, eliabili y, and emo ional
engagemen . The in eg a ion o FinTech ools such as mobile
applica ions, AI-d i en suppo , and digi al paymen sys ems has
he e o e become a s a egic app oach o inancial ins i u ions
seeking o en ich cus ome expe ience and imp o e sa is ac ion
(Gombe e al., 2018).
FinTech echnologies ha e signi ican ly ans o med he deli e y
o banking se ices globally. Mobile banking applica ions allow
cus ome s o pe o m ansac ions any ime and anywhe e,
con ibu ing o enhanced con enience and se ice accessibili y
(Shaikh & Ka jaluo o, 2015). Digi al paymen inno a ions such as
QR codes, e-walle s, and con ac less ansac ions ha e accele a ed
ansac ion speed and educed dependency on physical banking
in as uc u e (Ozili, 2018). Meanwhile, AI-powe ed cha bo s and
au oma ed cus ome se ice ools enhance eal- ime suppo and
imp o e esponsi eness (Huang & Rus , 2021). Blockchain
echnology has also con ibu ed o imp o ing anspa ency and
secu i y, pa icula ly in paymen p ocessing and ansac ion
e i ica ion (Ye mack, 2017). Big da a analy ics enable banks o
be e unde s and cus ome beha io , segmen cus ome g oups,
and deli e pe sonalized banking expe iences h ough ailo ed
o e s, a ge ed ma ke ing, and p edic i e inancial ad ice (Jag iani
& Lemieux, 2019). Collec i ely, hese echnological inno a ions
signi ican ly ele a e he quali y o inancial se ices by inc easing
speed, e iciency, and se ice eliabili y.
Resea ch on FinTech adop ion in eme ging ma ke s highligh s bo h
oppo uni ies and cons ain s. S udies in Asia, A ica, and La in
Ame ica show ha FinTech d i es inancial inclusion, imp o es
cus ome sa is ac ion, and boos s compe i i eness wi hin he
banking sec o (Milian e al., 2019). Howe e , eme ging ma ke s
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DOI: 10.5281/zenodo.17657178
66
also ace ba ie s such as limi ed digi al li e acy, inadequa e
echnology in as uc u e, cybe secu i y isks, and egula o y
challenges (Ozili, 2018). In coun ies like India and Indonesia,
FinTech has boos ed digi al paymen s and enhanced cus ome
expe ience, bu gaps emain in u al ou each and se ice
s anda diza ion (Demi güç-Kun e al., 2020). This dual na u e o
FinTech o e ing bo h ans o ma i e po en ial and sys emic isks
unde sco es he impo ance o con ex ualized analyses when
e alua ing i s impac on cus ome expe ience in speci ic
economies.
FinTech adop ion in Vie nam has g own apidly in he pas decade,
d i en by go e nmen ini ia i es p omo ing digi al ans o ma ion
and cashless paymen ecosys ems. Vie nam’s FinTech ma ke
expanded signi ican ly a e 2020, wi h s ong g ow h in mobile
banking, QR paymen s, biome ic au hen ica ion, and e-walle
se ices (VNBA, 2023). Acco ding o he S a e Bank o Vie nam
(SBV, 2022), digi al banking ansac ions inc eased by mo e han
90% annually be ween 2020 and 2022, demons a ing bo h
cus ome demand and banks’ commi men o digi al
ans o ma ion. Academic s udies in Vie nam indica e ha FinTech
enhances cus ome sa is ac ion by imp o ing con enience,
ansac ion speed, and pe cei ed se ice quali y (Nguyen &
Huynh, 2021). Howe e , esea ch also highligh s challenges such
as cybe secu i y conce ns, cus ome da a p i acy, inconsis en
se ice quali y among banks, and digi al inequali y among
di e en cus ome g oups (Wo ld Bank, 2023). Many Vie namese
banks, especially smalle ins i u ions, ace inancial and
echnological cons ain s ha limi hei abili y o implemen
ad anced FinTech solu ions. While exis ing li e a u e ecognizes
he posi i e ole o FinTech in enhancing cus ome expe ience,
mos s udies ely on quan i a i e su eys and ocus p ima ily on
consume pe cep ions. The e is limi ed quali a i e esea ch
analyzing how speci ic FinTech applica ions shape cus ome
expe ience in p ac ice, and e en ewe s udies explo e challenges
aced by banks du ing FinTech in eg a ion.
3. Cu en si ua ion o Fin ech
adop ion and cus ome expe ience in
Vie namese Banks
In ecen yea s, he Vie namese banking sec o has unde gone a
apid digi al ans o ma ion d i en by ising cus ome demand o
con enien inancial se ices and s ong go e nmen ini ia i es
p omo ing cashless paymen s. Acco ding o he S a e Bank o
Vie nam (SBV, 2022), digi al banking ansac ions inc eased by
o e 90% annually be ween 2020 and 2022, demons a ing a
subs an ial shi om adi ional in-b anch se ices o mobile and
online banking pla o ms. Majo comme cial banks such as
Vie combank, BIDV, Techcombank, and VPBank ha e in es ed
hea ily in mobile applica ions, au oma ed onboa ding sys ems, e-
KYC (elec onic Know You Cus ome ), and in eg a ed digi al
paymen solu ions. These de elopmen s ha e signi ican ly
expanded cus ome access o banking se ices, educed wai ing
imes, and enabled 24/7 se ice a ailabili y, ma king a no able
imp o emen in he o e all cus ome expe ience.
Mobile banking has eme ged as he mos widely adop ed FinTech
inno a ion in Vie nam, wi h nea ly all comme cial banks o e ing
highly unc ional mobile applica ions. These pla o ms allow
cus ome s o conduc und ans e s, bill paymen s, sa ings
deposi s, and loan applica ions wi h unp eceden ed con enience.
The ise o QR code paymen s and e-walle s such as MoMo,
ZaloPay, and ShopeePay u he enhances ansac ional e iciency,
especially among younge and ech-sa y consume s. As a esul ,
cus ome s inc easingly expec seamless, as , and ic ionless
digi al in e ac ions. Banks ha success ully in eg a e hese ea u es
ha e epo ed highe le els o cus ome sa is ac ion and
engagemen , as no ed in indus y epo s by he Vie nam Banking
Associa ion (VNBA, 2023). The imp o emen in con enience and
accessibili y e lec s FinTech’s g owing in luence on shaping
cus ome s’ pe cep ions o se ice quali y.
In addi ion o con enience, FinTech adop ion has also imp o ed
pe sonaliza ion and cus ome suppo . Many Vie namese banks
ha e deployed AI-powe ed cha bo s and au oma ed se ice ools
capable o handling common inqui ies, p o iding ansac ion
ins uc ions, and ecommending inancial p oduc s based on
cus ome beha io . Big da a analy ics enable banks o segmen
cus ome s mo e p ecisely and de elop pe sonalized se ices, such
as ailo ed c edi o e s o sa ings ecommenda ions. These
inno a ions con ibu e o a mo e cus ome -cen ic app oach,
aligning banking se ices wi h indi idual p e e ences and educing
he need o physical in e ac ions. As cus ome expec a ions
e ol e, he abili y o deli e pe sonalized digi al expe iences has
become a decisi e ac o in cus ome e en ion and compe i i e
ad an age.
Despi e hese ad ancemen s, se e al challenges cons ain he ull
ealiza ion o FinTech’s po en ial o enhance cus ome expe ience.
One majo conce n is cybe secu i y. As digi al se ices expand, he
ulne abili y o inancial da a and digi al ansac ion sys ems
becomes mo e p onounced. Vie namese banks ha e aced
inc easing isks ela ed o aud, phishing a acks, and da a
b eaches, which unde mine cus ome us in digi al banking
se ices (Wo ld Bank, 2023). Addi ionally, he le el o digi al
li e acy a ies signi ican ly ac oss demog aphic g oups. While
u ban cus ome s eadily adop mobile banking and e-walle
se ices, olde adul s and u al popula ions encoun e ba ie s in
using digi al in e aces, limi ing he inclusi eness o FinTech-
based cus ome expe iences.
Ano he challenge a ises om dispa i ies in echnological capaci y
among Vie namese banks. La ge banks possess he inancial
esou ces o adop ad anced FinTech solu ions, whe eas small and
medium-sized banks s uggle wi h ou da ed IT in as uc u e, high
implemen a ion cos s, and a sho age o skilled echnology
pe sonnel. This c ea es an une en digi al de elopmen landscape,
wi h se ice quali y and cus ome expe ience a ying signi ican ly
ac oss ins i u ions. Fu he mo e, egula o y limi a ions—
pa icula ly conce ning da a p i acy, digi al iden i ica ion, and
c oss-pla o m in eg a ion—con inue o es ic banks om ully
op imizing FinTech applica ions. These cons ain s highligh he
need o a mo e cohesi e digi al ecosys em o suppo sus ainable
inno a ion in he inancial sec o .
O e all, he cu en si ua ion shows ha FinTech has made
subs an ial con ibu ions o enhancing cus ome expe ience in
Vie namese banks by imp o ing con enience, e iciency,
pe sonaliza ion, and se ice accessibili y. Ye , he ull po en ial o
FinTech emains pa ially un ealized due o pe sis en challenges
ela ed o cybe secu i y, digi al inequali y, echnological eadiness,
and egula o y ba ie s. Add essing hese issues is essen ial o
maximizing FinTech’s ole in shaping a secu e, inclusi e, and
cus ome -cen ic digi al banking en i onmen in Vie nam.
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67
4. Conclusion
The indings o his s udy demons a e ha FinTech has played a
ans o ma i e and inc easingly indispensable ole in enhancing
cus ome expe ience wi hin Vie namese banks. Th ough
inno a ions such as mobile banking applica ions, digi al paymen s,
biome ic au hen ica ion, AI-powe ed cus ome suppo , and big
da a analy ics, FinTech has signi ican ly imp o ed con enience,
accessibili y, and se ice quali y o a wide ange o cus ome s.
Vie namese banks ha e le e aged hese echnologies o s eamline
se ice p ocesses, educe ansac ion ime, pe sonalize use
in e ac ions, and s eng hen secu i y mechanisms. Howe e ,
despi e hese no able imp o emen s, he bene i s o FinTech
adop ion a e no e enly dis ibu ed ac oss cus ome g oups o
banking ins i u ions. Challenges such as cybe secu i y isks, digi al
li e acy gaps, echnological dispa i ies among banks, and
egula o y cons ain s con inue o limi he op imiza ion o
FinTech-d i en cus ome expe iences. These indings indica e ha
while FinTech has subs an ially enhanced digi al se ice deli e y,
u he de elopmen is equi ed o ensu e ha i s impac is
sus ainable, inclusi e, and aligned wi h long- e m cus ome needs.
Based on hese indings, se e al policy implica ions can be d awn
o suppo he e ec i e in eg a ion o FinTech in o he Vie namese
banking sys em. Fi s , s eng hening he egula o y amewo k is
essen ial o ensu e secu e and anspa en digi al inancial
en i onmen s. Policymake s should de elop clea e egula ions on
da a p i acy, digi al iden i y e i ica ion, cybe secu i y s anda ds,
and c oss-pla o m in e ope abili y. Such measu es would build
cus ome us , encou age g ea e FinTech adop ion, and educe
sys emic isks associa ed wi h digi al banking. Mo eo e , he S a e
Bank o Vie nam should con inue os e ing a conduci e
en i onmen o FinTech inno a ion by p omo ing sandboxes and
pilo p og ams ha allow banks and FinTech i ms o es new
echnologies unde egula o y supe ision.
Second, imp o ing echnological in as uc u e ac oss banks
pa icula ly small and medium-sized ins i u ions is c ucial o
na owing he digi al di ide. Go e nmen agencies and indus y
associa ions should encou age in es men s in mode n IT sys ems,
cloud compu ing, and cybe secu i y p o ec ion. Financial suppo
p og ams o public–p i a e pa ne ships may help smalle banks
upg ade hei digi al capabili ies and compe e mo e e ec i ely in
he apidly e ol ing digi al landscape. S eng hening echnological
eadiness would also enhance se ice consis ency, ensu ing ha
cus ome s ac oss egions and banks ecei e eliable digi al
expe iences.
Thi d, cus ome educa ion and digi al li e acy p og ams a e
necessa y o p omo ing inclusi e FinTech adop ion. Banks,
egula o s, and FinTech i ms should collabo a e o design
awa eness campaigns, aining p og ams, and use - iendly
ins uc ional ools ha help cus ome s especially olde adul s and
u al popula ions na iga e digi al pla o ms sa ely and con iden ly.
Imp o ing digi al li e acy would no only enhance cus ome
expe ience bu also educe ulne abili ies o online aud and cybe
h ea s.
Finally, banks should p io i ize cus ome -cen ic inno a ion by
le e aging da a analy ics o deepen cus ome insigh , op imize
se ice pe sonaliza ion, and enhance p oac i e suppo . In es ing
in human esou ces pa icula ly in digi al echnology, da a science,
and cybe secu i y is essen ial o sus aining long- e m FinTech
de elopmen . Banks should also inco po a e use eedback in o
sys em design o ensu e ha echnological ad ancemen s align
wi h ac ual cus ome expec a ions and se ice needs.
In conclusion, FinTech has eme ged as a c i ical d i e o cus ome
expe ience enhancemen in Vie namese banks, o e ing subs an ial
imp o emen s in con enience, e iciency, and pe sonaliza ion.
Howe e , o ully ealize i s po en ial, coo dina ed e o s om
policymake s, inancial ins i u ions, and echnology p o ide s a e
necessa y. S eng hening digi al go e nance, imp o ing
echnological in as uc u e, expanding inancial li e acy, and
os e ing cus ome -cen ic inno a ion will be i al o shaping a
secu e, inclusi e, and esilien digi al banking ecosys em in
Vie nam. These measu es will no only ele a e cus ome
expe ience bu also enhance he o e all compe i i eness and
sus ainabili y o he Vie namese banking sec o in he digi al e a.
Acknowledgmen s Funding: The au ho s g a e ully acknowledge
he inancial suppo om he Banking Academy o Vie nam.
Compe ing in e es s: The au ho s decla e ha he e a e no
con lic s o in e es ega ding he publica ion o his pape .
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