Techcombank (TCB) is Vietnam's second-largest bank, offering a wide range of financial services including deposit mobilization, credit provision, settlement, card services, and asset management[5]. Their target audience includes both personal and business customers[1]. Techcombank focuses on digital transformation, aiming to enhance customer experiences through innovative banking solutions[4]. Their unique selling proposition is a commitment to digital enablement and empowerment, providing simple, intuitive banking processes and personalized customer experiences[4]. This approach helps them stand out in the Vietnamese banking sector.