Digital Transformation, Artificial Intelligence Application, and Service Quality as Determinants of User Satisfaction in Mobile Money Services

Abstract

Background: Mobile money is an online payment method that uses a mobile subscriber database to enable users to make money transfers and payments without a traditional bank account. This type of service is gaining popularity worldwide. However, in Vietnam, mobile money has been deployed only recently, and it still faces specific challenges and barriers.

Objective: This study investigates the combined influence of digital transformation, artificial intelligence, and service-related factors on customer satisfaction in mobile money services.

Methodology: Drawing on the theoretical foundations of the SERVQUAL model, the Technology Acceptance Model, and the Information Systems Success Model, this study develops an integrative framework linking service quality, trust, ease of use, digital experience, information quality, and the use of artificial intelligence. Data were analysed using partial least squares structural equation modelling, with 650 customers of mobile money services in five major cities.

Result: The results confirm that digital transformation is a fundamental driver of customer satisfaction, as evidenced by its significant impact. The results reveal that digital transformation is an essential driver of satisfaction by enhancing service quality, increasing reliability, improving information transparency, and improving overall system usability.

Conclusion: Artificial intelligence emerges as a powerful catalyst, enhancing personalisation, automation, and decision support, thereby enriching users’ information experiences and reinforcing their satisfaction. In parallel, relational factors such as service quality and trust build user confidence and reduce perceived risk, whereas ease of use fosters more intuitive and engaging interactions.

Unique Contribution: The research contributes to the growing body of knowledge on AI-enabled digital transformation, offering practical insights for financial technology providers seeking to design trustworthy, user-centred, and intelligent service ecosystems.

Key Recommendation: The study emphasises that customer satisfaction in mobile money services is no longer defined solely by functional efficiency but increasingly by the seamless integration of intelligent technologies and positive digital experiences. To develop this service in the near future, it is necessary to change people's cash-use habits, align the relevant legal framework, improve service providers' transaction processes, and strengthen state oversight.