Key Attributes of Banking Website Quality in Vietnam: A Decision Tree Approach

This study aims to explore key factors of commercial bank’s website quality impacting on the process of making decision to use internet banking services. It was conducted as a case study of four big commercial banks of Vietnam, namely Vietinbank, Vietcombank, BIDV and Sacombank that have many online services and retails agencies nationwide. Data was collected by surveying customers of these banks, then the decision tree model was applied to analyze it with using Weka software. According to a result of the decision tree, there are four essential attributes of the website quality: Information quality, Visual appearance, Accessibility, and Interactivity. No previous study has investigated this subject in Vietnamese banking system, so the findings should make an important contribution to this field.