E-BANKING SERVICE QUALITY IMPROVEMENT SOLUTIONS FOR INDIVIDUAL CUSTOMERS AT BANQUE POUR LE COMMERCE EXTESRIEUR LAO

Abstract

In the digital transformation era, electronic banking (e-banking) services have become a key channel enhancing banks’ competitiveness. At Banque Pour Le Commerce Exterieur Lao (BCEL), however, service quality remains limited, especially in responsiveness and customer support. Based on a survey of 250 customers, this study applied SERVQUAL, Cronbach’s Alpha, and Exploratory Factor Analysis (EFA) to assess e-banking service quality. The results indicate that customers value tangibles, assurance, and empathy, while responsiveness is the weakest factor due to delays in technical support. Accordingly, four solutions are proposed: improving responsiveness, strengthening security and reliability, enhancing staff competence, and upgrading IT infrastructure. These solutions are expected to enhance customer satisfaction and loyalty, thereby improving BCEL’s service quality and competitiveness.