Global Business and Finance Review | 2026
Authors: Hai P.D.; Nga N.T.; Phuong N.T.; Manh P.T.
DOI: 10.17549/gbfr.2026.31.3.152
Journal: Global Business and Finance Review
Year: 2026
Publisher: People and Global Business Association
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Purpose: The rapid development of artificial intelligence (AI) has changed many fields, including banking, where new technologies like chatbots have become important tools for improving customer interactions. This study focuses on the legal framework and investigates the impact of Chatbot usability and Customer empowerment on Customer satisfaction in Vietnamese commercial banks, aiming to improve service delivery in a competitive digital banking environment. Design/methodology/approach: Employing a quantitative methodology, the study tests hypotheses using Structural Equation Modeling (SEM) with SMART-PLS software. The research framework, built on a comprehensive literature review, highlights four chatbot usability dimensions-ease of use, responsiveness, reliability, and personalisation and customer empowerment as key determinants of satisfaction. Data were collected from 300 customers using chatbot services in Vietnamese commercial banks. Regression analysis, supported by validation metrics (outer loadings, HTMT, VIF), was used to assess the model’s robustness and the significance of relationships. Findings: The findings reveal a strong positive correlation between chatbot usability, customer empowerment, and customer satisfaction. All four usability dimensions-Ease of Use, Responsiveness, Reliability, and Personalisation significantly enhance satisfaction, with customer empowerment further amplifying these effects. These results indicate that user-friendly and empowering chatbots improve customer experiences, fostering loyalty in Vietnam’s banking sector. Research limitations/implications: Limitations include reliance on self-reported data, which may introduce biases, and a sample limited to Hanoi, potentially restricting generalizability. Future studies could adopt longitudinal designs or broader demographics to explore long-term effects. The findings offer valuable implications for bank managers and policymakers to optimize chatbot features and align with legal frameworks, enhancing customer satisfaction and competitiveness. Originality/value: This research contributes to understanding how chatbot usability and customer empowerment drive satisfaction in Vietnam’s banking sector, integrating legal considerations. It provides practical insights for banks to implement effective, compliant chatbot strategies, enhancing customer experiences and supporting national digital transformation goals. © The Author(s).
Chatbot Usability; Commercial Banks; Customer Empowerment; Customer Satisfaction; Vietnam