Pham Thi Ngoc Dung

Type of the article: Research Article

Abstract
The shift toward digital banking has transformed how consumers build relationships with financial brands. As banking inter-actions increasingly occur through mobile applications and online platforms, understanding how emotional attachment is converted into customer loyalty has become important in digital banking research. This study aims to examine how the three dimensions of brand love – intimacy, passion, and commitment – influence customer loyalty through online brand experience, and how digital information overload moderates the relationship between online brand experience and customer loyalty. Data were collected from Vietnamese digital banking users through online and offline surveys conducted in June and July 2025. Respondents were required to have used their current digital banking brand for at least one year. After screening 593 responses, 527 valid questionnaires were analyzed using partial least squares structural equation modeling. The results show that intimacy and passion positively affect commitment, with path coefficients of 0.423 and 0.362, respectively. Intimacy, passion, and commitment positively influence online brand experience, with coefficients of 0.342, 0.314, and 0.280, respectively. Online brand experience strongly predicts customer loyalty (β = 0.637) and mediates the effects of intimacy, passion, and commitment on loyalty, with indirect effects of 0.218, 0.200, and 0.178. Digital information overload negatively moderates the online brand experience and loyalty relationship (β = –0.049). The findings confirm that emotional attachment strengthens customer loyalty through online brand experience, whereas excessive digital information weakens this process.

Acknowledgment
This research is partly funded by Industrial University of Ho Chi Minh City and University of Finance – Marketing.

Type of the article: Research Article

Abstract
The rapid adoption of artificial intelligence in digital banking is transforming how financial institutions manage customer relationships and encourage customer advocacy. However, empirical evidence explaining how artificial intelligence-driven electronic customer relationship management influences brand advocacy through different consumption values remains limited. This study aims to assess the effect of AI-driven electronic customer relationship management on brand advocacy and to examine the mediating roles of consumption values in Vietnam’s digital banking context. A quantitative cross-sectional survey was conducted with 468 users of digital banking services who had interacted with artificial intelligence-enabled customer service functions, and the data were analyzed using partial least squares structural equation modelling. The results show that AI-driven electronic customer relationship management has a positive and statistically significant direct effect on brand advocacy (β = 0.194, p < 0.001). Functional value (β = 0.092, p = 0.030), monetary value (β = 0.347, p < 0.001), epistemic value (β = 0.197, p < 0.001), and social value (β = 0.104, p = 0.010) also positively influence brand advocacy, whereas emotional value does not have a significant effect (β = 0.023, p = 0.703). Monetary value emerges as the strongest predictor of brand advocacy, and the model explains 63.4% of the variance in this construct. The findings indicate that artificial intelligence-enabled relationship management systems strengthen brand advocacy primarily when they deliver tangible economic, informational, and functional benefits to digital banking customers.

Acknowledgment
This research is partly funded by Industrial University of Ho Chi Minh City and University of Finance – Marketing.