This study is aimed at analyzing factors affecting retail customers’ satisfaction when using m-banking services at Vietnamese commercial banks with Sacombank - Hanoi Branch being the main focus. Based on the theoretical framework of the SERVQUAL model developed by Parasuraman et al. (1988) and other relevant literature, this study identifies five major determinants of customer satisfaction when using m-banking consists of reliability, responsiveness, assurance, tangibility, and empathy. A survey was undertaken to collect primary data from 208 retail customers at Sacombank Hanoi Branch who have used Sacombank's m-banking services. Using Structural Equation Modeling, this study concludes that all five characteristics have a positive influence on satisfaction. Particularly, the five factors of reliability, responsiveness, assurance, tangibility, and empathy are found to have declining beneficial effects on satisfaction. Based on the analytical results, specific solutions and recommendations are proposed for the Hanoi branch in particular and Sacombank's head office in general in order to improve customer satisfaction when using m-banking services.
