Customer accounting strategy of commercial banks

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Abstract

Customer accounting (CA) is a strategic management accounting (SMA) technique (McManus & Guilding, 2008; Nuong, 2020) that helps evaluate customer value, optimize costs, support decision-making, enhance customer relationship management, and improve organizational efficiency. The need for CA is grounded on the growing popularity of customer relationship management as a strategic business orientation (Au & Tse, 2021). This study examines the current status of CA practice at the Head Office and branches of Vietnamese commercial banks and surveys 189 managers, accountants, and credit experts at banks on factors affecting CA practice, assessing the impact of CA implementation on the performance of Vietnamese commercial banks. The study uses mixed methods, combining qualitative and quantitative approaches through conducting interviews and surveys using questionnaires. The results show that CA is implemented at different levels among Vietnamese commercial banks; five factors positively affect CA implementation at Vietnamese commercial banks in order from high to low, including environmental uncertainty, business strategy, information technology application, organizational culture, and competitive intensity. The study also found a significant impact of CA implementation on the performance of Vietnamese commercial banks. Based on the survey results, the study provides recommendations to help Vietnamese commercial banks enhance their application of CA, thereby improving the organization’s operational performance.

Keywords: Customer Accounting, Operate Performance, Commercial Banks, Influencing Factors

Authors’ individual contribution: Conceptualization — T.B.N.H.; Methodology — T.B.N.H. and T.M.G.N.; Writing — T.B.N.H. and T.M.G.N.; Investigation — T.M.G.N.; Resources — T.M.G.N.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: G21, M31, M41

Received: 18.12.2024
Revised: 15.04.2025; 06.10.2025
Accepted: 03.11.2025
Published online: 05.11.2025

How to cite this paper: Hoang, T. B. N., & Nguyen, T. M. G. (2025). Customer accounting strategy of commercial banks. Corporate and Business Strategy Review, 6(4), 121–131. https://doi.org/10.22495/cbsrv6i4art11