Abstract
This study focuses on identifying the role of Privacy in the relationship between Green Banking and Customer Satisfaction at Commercial Banks in Da Nang City. The research methods employed include qualitative research through expert discussions to supplement or adjust the measurement scales and research model to better suit the research context; and quantitative research through a survey of 522 individuals who have conducted transactions with commercial banks in Da Nang City. Statistical methods, including Cronbach’s alpha reliability testing, Exploratory Factor Analysis (EFA), measurement model, and structural model analysis using PLS-SEM, were utilized for data analysis. The results indicate that: (1) Green Banking (comprising the factors of Bank Digitalization (SH), Green Infrastructure (HT), Green Loans (VA), and Green Services (DV)) positively influences both Privacy (RT) and Customer Satisfaction (HL); (2) Privacy (RT) plays a mediating role in the relationship between Green Banking (including SH, HT, VA, and DV) and Customer Satisfaction (HL).
Keywords: Commercial bank, green banking, privacy, security, satisfaction.
JEL classification: G21; G32; G34.
DOI: 10.63767/TCKT.33.2025.141.156
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
