Study on Factors Affecting E-Mobile Banking Service Quality at Vietnam Bank for Agriculture and Rural Development - Nam Trung Yen Branch

In the context of economic integration, especially after Vietnam became the 150th member of the World Trade Organization (WTO), enterprises and financial institutions such as commercial banks are facing tremendous challenges. These challenges require significant changes and reforms to maintain and enhance competitiveness amid the increasing pressure from foreign credit institutions entering the Vietnamese market with advanced technologies and modern banking services. Vietnamese commercial banks must adopt appropriate development strategies to keep pace with the market and capture the full potential and opportunities of the Vietnamese banking sector. This study identifies the key factors influencing the quality of E-Mobile Banking services at the Vietnam Bank for Agriculture and Rural Development – Nam Trung Yên Branch. It assesses the extent to which these factors affect service quality and proposes solutions to improve the quality of E-Mobile Banking services at the branch.