Digital Empowerment in Vietnam: How Public Sector Innovation Boosts Citizen Satisfaction

1. Introduction

n the digital age, the public sector’s journey toward technological integration represents a pivotal chapter in the governance narrative. This era of digital empowerment is characterized by an ambitious and strategic pivot from archaic, paper-bound processes to a dynamic ecosystem where digital technologies permeate every facet of government operations, enhancing service delivery and redefining citizen engagement. The seminal work of Barcevičius et al. [1] frames this transformation as not merely an operational upgrade but a fundamental shift towards improving efficiency, ensuring transparency, and expanding accessibility, thereby setting a new standard for public service. Among the nations riding the crest of this digital wave, Vietnam has emerged as a proactive advocate, embracing digital technologies within its public sector with an enthusiasm matched by few. Despite these commendable strides, a crucial question lingers, how does this digital transformation tangibly affect the satisfaction of the citizens it aims to serve?

The context of Vietnam’s digital transformation is both rich and compelling. As outlined by the International Data Corporation [2], the digital transformation’s economic impact is unmistakable, accounting for a substantial portion of the GDP in the Asia Pacific Region, with an impressive growth forecast that signifies the burgeoning importance of digital initiatives. This economic vitality is paralleled by Vietnam’s robust growth projections, bolstered by a rapidly expanding middle class, formidable advancements in technology and human resources, and a uniquely resilient digital infrastructure that minimizes systemic risks [1]. These elements collectively furnish a fertile ground for digital transformation to flourish, heralding a new era of public service delivery that is both innovative and inclusive.

The advent of 5G technology in Vietnam symbolizes a watershed moment in this digital transformation journey. With the successful pilot in major urban centers, the deployment of 5G networks by MobiFone has illuminated the path toward unprecedented efficiency and accessibility in public service delivery. The promise of 5G extends beyond sheer speed; it encompasses a revolution in how data is processed, accessed, and utilized, paving the way for more transparent, efficient, and participatory governance [3, 4]. The implications of such technological advancements are profound, suggesting a future where public services are delivered more efficiently and more closely aligned with the citizens’ evolving needs and expectations.

This research seeks to traverse the treacherous terrain of the digital transformation sweeping through the public sector of Vietnam, crystallizing the intricate implications for citizen satisfaction. Nestled within the delicate fabric of technology and public service, it endeavors to unearth the detailed ramifications of the digital on the qualitative dimensions of citizen interaction with government services in the hope of achieving a more meaningful, nuanced understanding of how digital can foster a public better characterized by a more engaged, satisfied, and trusting citizenry. In so doing, it hopes to embroider an additional narrative strand into the rich tapestry of scholarly discourse on public sector innovation, offering granularity and prescriptive guidance for policymakers, practitioners, and stakeholders alike as they endeavor to navigate the complex yet fundamentally rewarding terrain of digital governance.

This study is the evolutionary outgrowth of an inquiry into the impact of digital transformation on citizen satisfaction with life in Vietnam. At its core, however, this research is more than a meditation on the effects of digital transformation on citizen service satisfaction in Vietnam; it is a testament to the transformational power of technology to realign the contours of public service delivery. Through a close examination of Vietnam’s digital trajectory, this study seeks to forge a path for future initiatives where digital empowerment not only serves to elevate the efficiency and reach of service delivery but also deepens the bond of trust and satisfaction among the citizens it is designed to serve. As a result, the findings from this investigation have the potential to enrich the ongoing dialogue on digital transformation in the public sector, serving as an illuminating guide for nations seeking to fully harness the potential that digital affords in service to the citizen.

2. Literature Reviews

A. Impact of Public Awareness on Digital Transformation and Citizen Satisfaction

In discussing digital transformation within the public sector, a strong theme arises: digital transformation has an immense effect on citizen satisfaction and understanding of government services [1, 3]. A significant body of research exists that suggests that greater awareness of digital transformation initiatives leads directly to increased use of digital services and a higher quality of governance [4], which is distributed unevenly among urban and more informed citizens with multiple variables including urban dwellers being more aware than rural dwellers and education and age having an impact [1, 3].

It is in this that government entities are further compelled to raise awareness and destigmatize digital transformation, as education and awareness are essential to successful adoptions and implementations of digital services particularly in less developed regions and demographics previously less familiar and involved in digital innovations such as elderly individuals, additional strengthening these with enhanced public understanding leading to enhanced citizen experiences with public services and improved satisfaction [5, 6].

Further examination also indicates that as awareness of digital transformation initiatives increases, so does the use of digital services and, inevitably, the quality of governance [7], yet this awareness is uneven, and factors such as regional disparities and age and educational differences lead to discrepancies [5, 8].

Given this, it becomes clear that the flourishing of digital transformation in public sector hinges extensively on raising awareness and understanding for several reasons: not only is a solid understanding of digital transformation a fundamental building block to increased satisfaction, but it is also necessary to construct policies and procedures that cater to the many different needs and contexts of the populous especially when transitioning into a new digital landscape such as the one currently rapidly changing in Vietnam [6, 7]. Below is the hypothesis from the literature reviews:

Hypothesis 1 (H1): Awareness of digital transformation in the public sector positively and meaningfully impacts people’s satisfaction.

B. Digital Service Accessibility Impact on Citizen Satisfaction

Accessibility and convenience in the uptake and use of digital services within the public sector is paramount to contemporary digital governance discourse. Academic scholarship illustrates the significant effects of these variables on citizens’ satisfaction with government-delivered digital services. Citizen experience and overall satisfaction with public services are significantly improved with readily accessible and easy-to-use digital services. For example, research in the United States by Johnson and Lee [9] has shown that ease of use of digital services, specifically e-government portals and mobile applications alongside multiple access channels, have a statistically significant positive association with service adoption and use. Chen and Hsu [10] similarly highlight the effect of broadband internet, an access channel, on the availability of digital infrastructure and its applicability to citizens’ access and convenience. As the authors note, citizen access to digital services can be impaired, especially in rural areas due to this limiting infrastructure.

A significant determinant of citizen satisfaction with the provision of e-services within the public sector is convenience, including the ability to use services anytime, anywhere, and through self-service [11]. This echoes the understanding that accessibility and convenience are not second-order but first-order determinants of how effective the delivery and reception of digital services will be.

Variability of accessibility and convenience by demographic characteristics – age, education, and income – also has been well understood in the literature, revealing that technology-savvy, younger, and more affluent enjoying much greater success in leveraging digital services effectively [12, 13]. Conversely, access and comprehension barriers among older, lesser educated, and less socio-economically well-off are much more significant, emphasizing the need for inclusive strategies to cater to the broad needs of the citizenry.

This body of work underscores the critical importance of ensuring digital services are accessible and convenient to facilitate successful uptake and use. Understanding of these phenomena is crucial to the broader success of the public sector’s digital transformation agendas to heighten citizen experience and satisfaction with digital services. As such, it provides a compelling theoretical foundation for examining the nexus of service accessibility, convenience, and citizen satisfaction. Therefore, informed by this academic literature, the following hypothesis is proposed:

Hypothesis 2 (H2): Accessibility and convenience of digital services positively and meaningfully impact people’s satisfaction.

C. Digital Service Quality and Its Effect on Citizen Satisfaction

The importance of digital transformation within the public sector is determined by the quality of digital services that it delivers, which is a crucial driver of citizens’ satisfaction. Scholarship in this area describes a constellation of potential factors explaining service quality perception, including, but not limited to, ease of use, reliability, and security, among others. According to this literature, designed ease of use, well-integrated security, and reliability are linked with significantly higher levels of satisfaction of citizens; as an example, a study from Australia found that citizen satisfaction is much higher when they can access digital services that allow them effortless, trustworthy, 24/7/365 execution of transactions [14].

However, the relationship between service quality and satisfaction is greatly influenced. For instance, research in South Korea shows a landscape where specific quality attributes (reliability) positively correlate with satisfaction – others (security), do not correlate to satisfaction consistently [15]. Further, the relationship between quality and satisfaction is not static; however, this relationship varies by the specific digital service, its application context, and the demographic characteristics of its users [16].

The story is enriched by recognizing the range of service quality variations that are associated with digital infrastructure availability, which can have profound effects on services, particularly their reliability, as well as overall quality in rural settings in particular, as well as demographic nuances, such as age, education level, and income level, which also play a significant role in shaping quality perceptions and changing expectations and experiences across the spectrum of society [17].

Summing up, the literature paints a picture of the undeniably central role that high-quality digital services play in catalyzing citizen satisfaction with public sector digital transformation efforts, making it imperative for public sector entities to focus their attention on making digital services not just reliable and secure, but as self-service and ‘intuitively easy to use’ as possible for a diverse constituency with diverse needs and diverse expectations [18, 19]. The following hypothesis, then, is suggested:

Hypothesis 3 (H3): The quality of digital services has a positive and meaningful impact on people’s satisfaction.

D. Citizen Satisfaction and Trust in Digital Services

In the digital transformation of the public sector, one of the indicators of success is increasingly becoming the satisfaction and trust of the public toward digital solutions. For digital government services, public satisfaction stems from the swiftness with which transactions conclude, availability round-the-clock, and dependable functioning [20]. Satisfaction also relates to the plethora of access points and interfaces, how willing the public becomes to adopt such digital offerings, the public’s capacity to use digital government services skillfully, and satisfaction levels towards such digital government provisions [7]. Of these determinants, satisfaction is divided most prominently by demographic aspects – being higher among the youthful and educated who feel adept with technologies and at ease with them [21]. In contrast, satisfaction rates fall for the elderly, less schooled, and less technically proficient, finding digital services not intuitive to employ, perplexing to comprehend, requiring more effort and not well-integrated with other digital utilities [21]. Moreover, in rural locales, satisfaction with public solutions also depends on the accessibility and quality of the digital infrastructure [22], suggesting that infrastructure progress is necessary to equalize satisfaction in diverse geographies and demographic profiles.

From the trust point of view, the literature argues that security, privacy, reliability, and service quality are essential in trust and satisfaction relating to digital services. In the US, for instance, the perceived security of personal information security affected public digital service usage and satisfaction [23]. Again, in a study conducted in Germany, it was posited that the functioning of digital services meaning that the public trusts and satisfies digital services relied on efficiency, reliability, and ease of use [24].

Moreover, trust and satisfaction characteristics primarily changed according to whether there was infrastructure, where the public was located geographically, and who the public was demographically. For instance, a study in rural Australia found that low infrastructure was likely to cause a low level of satisfaction [25]. Another study conducted in the UK found that the youth used digital services as a matter of trust in the UK [26]. The reviewed literature points to the following hypothesis:

Hypothesis 4 (H4): Satisfaction of people positively and meaningfully impacts people’s trust in digital services.

Based on the hypotheses, the following research model is proposed:

3. Methodology

A. Instrument Development and Structure

The study instrument, a structured questionnaire, was developed after analyzing similar research and discussions with experienced scholars in the field of government work. It contained two primary sections intended to gather different types of information. The initial portion requested basic details about those participating [27]. The following aimed to obtain pertinent facts about the investigation’s defined goals of understanding perceptions of effectiveness, accountability, and transparency within various public programs. Sentences varied in complexity, from short phrases to lengthy constructs combining multiple related ideas (Appendix).

B. Pilot Survey and Questionnaire Refinement

A pilot survey with 40 participants was conducted to ensure the questions were precisely tailored to the research subjects, a critical step highlighted by [28] for its role in refining the questionnaire. Following this initial phase, expert consultations facilitated further adjustments, enhancing the questionnaire’s alignment with the official survey’s demands.

C. Participant Selection and Sampling Method

The study’s participants consisted of adult individuals selected through a random sampling technique to represent a broad and relevant spectrum of the population, aligning with the research’s objectives. [29] determined that a sample size of 200 participants was suitable for SEM analyses (Table 1).

D. Data Collection Procedure

Questionnaires were distributed in person, and respondents completed them using pencils. This strategy facilitated the immediate collection of responses and ensured a 100% validity rate, as demonstrated in Table 1. In early 2023, the survey’s timing coincided with the peak administrative transaction period, involving respondents from significant urban centers: Hanoi and Ho Chi Minh City.

E. Ethical Considerations

Strict adherence to ethical protocols guided the study, as outlined by [30]. Participants provided informed consent upon learning the aim, which investigated the research with integrity and respondents’ privacy through rigorous maintenance of confidentiality and anonymity within their data. Various sentences were used to keep participants engaged while learning how protocols were followed, consent obtained, and privacy protected through safeguarding their identity and responses. The study’s processes reinforced the principles of ethics from start to finish.

4. Results

A. Reliability Analysis

Cronbach’s alpha confirmed the questionnaire’s dependability, meeting the lowest limit of 0.70 for satisfactory inward uniformity [31]. This factual estimation was pivotal in demonstrating the coherence of the review identified with advanced change viewpoints in the open part. The utilization of Cronbach’s alpha underscored the examination’s methodological earnestness, approving the instrument’s unwavering quality and guaranteeing the gathered information was strong and mirroring the proposed developments. The review items estimating advanced change understandings among open-part laborers appeared to frame an inside consistent association, with Cronbach’s alpha demonstrating the solid common connection between the inquiries. This approved the instrument’s legitimacy in catching differing measurements identified with advanced change reception [32].

CR was utilized to ascertain the internal consistency of the constructs within this study, adhering to a minimum criterion of 0.70 to guarantee reliability [33]. This methodological choice ensured the reliability of the measurement model, demonstrating the study’s commitment to methodological precision and the accurate exploration of digital transformation’s impact on citizen satisfaction and trust.

Furthermore, AVE was applied to assess construct validity, setting a benchmark of 0.50 for acceptable convergent validity. Nevertheless, in recognition of the research’s exploratory scope and the complexity of the constructs examined, a threshold marginally below 0.50 was deemed permissible in certain instances [34]. This nuanced approach emphasizes the study’s dedication to meticulous construct measurement, simultaneously allowing for methodological adaptability [35]. It bolsters the credibility and validity of the conclusions regarding the effect of digital transformation on citizen satisfaction and trust.

Table 2 displays the outcomes of the dependability and legitimacy tests for the research questionnaire. The Cronbach’s alpha coefficients for the full items have been significantly greater than 0.7, indicating satisfactory internal consistency and dependability of the questionnaire. Composite dependability, a measure of the dependability of a defined structure with 5 to 8 items, met the minimum threshold of 0.70. As shown within the table, all items have a factor loading greater than 0.7, signifying good convergent legitimacy. The AVE of all items was roughly 0.50, an appropriate threshold for additional evaluation. These effects show that the questionnaire items have satisfactory dependability and legitimacy for examining the proposed analysis model. Alternately phrased, the outcomes within Table 2 validate that the questionnaire is a dependable and valid tool for assessing the hypotheses under study since it presents internal solid consistency and measures the intended constructs as anticipated. While short items, coupled with long ones, cohere to form a cohesive whole.

B. Factor Analysis

Factor analysis was employed to gain insight into the constructs’ inherent dimensionality and uncover the underlying framework of the survey items, guided by Joliffe and Morgan’s seminal work [36]. Both the Kaiser-Meyer-Olkin measure of sampling adequacy surpassing 0.6 and Bartlett’s test of sphericity reaching significance validated applying this technique, ensuring suitability as postulated by Goni et al. [37].

Table 3 presents the outcomes of the exploratory factor analysis to validate the research questionnaire. Bartlett’s test of sphericity was statistically significant (Sig. = 0.000), and the KMO = 0.914 (>0.5), indicating that the observed variables are linked in the population and are, therefore, suitable for factor analysis. The factor loading coefficients for all variables >= 0.5 demonstrate the validity of the factor analysis. The criterion for the practical significance of factor loading is a minimum level = 0.3, an essential level = 0.4, and a practical level = 0.5. Table 3 shows that all variables have factor loading coefficients >= 0.5, illustrating the validity of the exploratory factor analysis. The total variance explained for the six factors = 60.516% (>50%), indicating that the extracted factors can describe significant variation in the data. The initial eigenvalue of the five factors = 1.156 (> 1.00), signifying that the extracted factors have eigenvalues more meaningful than one and are, therefore, valid. These outcomes demonstrate the suitability and validity of exploratory factor analysis for the proposed research model.

C. Structural Equation Modeling

SEM was utilized in this study to rigorously test relationships between digital transformation and its effects on citizen satisfaction and trust [38]. The application of SEM followed strict eligibility criteria, including sample size sufficiency and model fit assessment through indices like Comparative Fit Index (CFI), Root Mean Square Error of Approximation (RMSEA), and Standardized Root Mean Square Residual (SRMR), with thresholds for validity set at CFI > 0.95, RMSEA < 0.06, and SRMR < 0.08. These criteria ensured the model’s suitability and accuracy in representing the data [39]. This methodological approach highlights the study’s commitment to leveraging sophisticated statistical methods to capture the complex effects of digital transformation in the public sector, offering a detailed understanding of its impact on citizen perceptions and behaviors.

The analysis results, as shown in Figure 2, indicate that the SEM model satisfies the standard requirements. The Chi-square statistic = 168.767 with 163 degrees of freedom (P-value = 0.362, > 0.050), Chi-square/df ratio of 1.035, GIF = 0.922>0.9, TLI = 0.995, and RMSEA =0.013. The results of the SEM analysis are presented in Table 4, which shows the relationship between the variables. Overall, the results suggest that the SEM model fits well with the data and represents the proposed research model well.

D. Hypothesis Test

Table 4 presents a detailed statistical analysis to evaluate the impacts of various facets of digital transformation within the public sector on citizen satisfaction and trust. The results, grounded in regression weights and p-values, thoroughly examine the proposed hypotheses.

Comprehension of digital progress initiatives’ impact on civic satisfaction was initially evaluated. A good association was suggested by a regression value (\(\beta\)) of 0.266, with a p-worth of 0.014, sinking beneath the conventional limit for importance at 0.05. This statistically significant outcome implies that amplified public comprehension regarding digital advancement ventures is intimately related to upper levels of civic satisfaction. Therefore, H1 posited that awareness of digital transformation in the public sector positively and meaningfully impacts people’s satisfaction is accepted.

The accessibility and benefit of computerized administrations’ part was additionally profoundly investigated. An unmistakably solid good impact on civic satisfaction was uncovered, as demonstrated by a regression worth (\(\beta\)) of 0.429 and a p-esteem of 0.003. This discovery underscores the basic need to make computerized administrations open and easy to use, specifically relating to improved civic satisfaction levels. Given these results, H2, asserting that the accessibility and convenience of digital services positively and meaningfully impact people’s satisfaction, is accepted.

Consequently, the effect of computerized administrations’ nature on civic satisfaction was contemplated. A positive impact was found, with a regression coefficient (\(\beta\)) of 0.247 and a p-esteem on the edge of the importance level at 0.050. Although this consequence edges on the limit, it as yet spotlights the significance of computerized administration nature as a resolver of satisfaction, proposing that upgrades in administration nature will probably enhance civic satisfaction. Consequently, H3, which proposed that the quality of digital services has a positive and meaningful impact on citizen satisfaction, is accepted.

Finally, the relationship between civic satisfaction and trust in computerized administrations was assessed. It uncovered an exceptionally huge and strongly positive relationship, demonstrated by a regression worth (\(\beta\)) of 0.787 and a p-esteem of 0.000. This compelling proof focuses on the established part of satisfaction in building trust in computerized administrations. Along these lines, Therefore, H4, stating that satisfaction positively and meaningfully impacts people’s trust in digital services, is accepted.

5. Discussion and Conclusion

A. Discussion

This research delves deeply into the profoundly transformative impacts of digitalization within the public sector, exploring how such initiatives in Vietnam shape levels of citizen satisfaction and trust. Given the rapidly advancing technological changes globally, the timing of this exploration could not be more pertinent [40]. The study rigorously validates four critical hypotheses through meticulous analyses, revealing a nuanced landscape where public awareness of digital services, as well as said services’ accessibility, convenience, and quality, significantly boost feelings of citizen satisfaction and trust. These findings help bridge an important gap in previous research by empirically underscoring how digital transformation can influence public perceptions and participation.

Central to this study are insights that resonate profoundly with policymakers and practitioners alike. The compelling data argues persuasively that effective digital transformation transcends mere technology adoption, highlighting paramount importance of strategic communication, user-centric service design, and quality improvement [41]. Moreover, the established linkage between satisfaction with and trust in digital services paints a broader picture of digital transformation serving as a foundational pillar for cultivating a more engaged and trusting citizenry- an outcome vital for democratic vitality and governance efficacy.

However, the research also navigates through certain confines, such as its cross-sectional approach and specific focus solely on Vietnam, constraints that may curtail the breadth of causal inferences and applicability of findings across different global contexts [42]. These acknowledgments pave the way for future investigations, suggesting avenues like longitudinal studies to capture digital transformation’s evolving impact over time and comparative analyses to understand its varied effects across diverse geopolitical landscapes.

Moving forward, research is invited to unravel deeper mechanisms, perhaps through qualitative inquiries examining citizen experiences or investigating how demographic nuances influence interactions with digital services. Additionally, the ever-evolving nature of digital technologies beckons further exploration, particularly examining the roles of emerging innovations like artificial intelligence and blockchain in redefining public sector services.

This study enriches ongoing academic discourse regarding digital transformation within the public sector. It functions as a call to action for leveraging digital initiatives to foster a more satisfied and trusting public. By navigating outlined limitations and exploring proposed future directions, opportunities lie ahead to enhance public services and democratic participation through digital means, rendering this research a pivotal read for those at the intersection of technology, governance, and public policy.

B. Conclusion

This investigation shed light on an important matter relating to how digital transformation within the public sector influences citizen satisfaction and confidence, specifically among the Vietnamese. Recognizing digital progress’s pivotal role in boosting government efficiency and public involvement, the aim was to address existing gaps in our collective understanding by carefully analyzing the effect of awareness about such services, ease of access, convenience, and quality [1]. Subjecting the relationships to sophisticated modeling provided nuanced insight. The findings confirmed that higher public awareness, enhanced accessibility and convenience through digital means, and improved quality of services each positively impact citizen satisfaction and trust. These outcomes underscore the complex nature of digital progress initiatives and their profound implications for public administration and interactions between governments and people. They underline the need for holistic strategies focusing on user-centered planning, transparent communication of goals and benefits, and persistent betterment of offerings.

However, limitations, including the cross-sectional design and specific socioeconomic circumstances in Vietnam, may constrain the generalization of the results to other settings. These caveats highlight the importance of future work employing longitudinal studies, comparative evaluation across countries, and investigation into the mechanisms whereby digital transformation leads to enhanced citizen outcomes.

Moving forward, qualitative research should seek to capture citizens’ subtle views and experiences. Studies concentrating on emerging technologies’ impact on public services also warrant consideration. Addressing past constraints and exploring these paths can further strengthen comprehension of digital progress’s role in stimulating public sector innovation and cultivating a more engaged, satisfied, and trusting populace.