In the development trend of the digital banking model, Agribank hascontinuously improved service quality to launch many useful products for customers.Many of Agribank”s e-banking products and services, after being put intoapplication, actually become Agribank”s own branded products and services that aretrusted by a considerably large number of customers. The study combines expertmethods with quantitative methods applied to a research sample of 120 individualcustomers who have registered to use Agribank”s e-banking services in the firstquarter of 2023 in Hai Phong. Results from regression analysis using SPSS softwarehave shown that there are 3 factor groups: fee, security, and composite factorsincluding trust, easy of use, usefulness, development of e-banking platforms. Basedon these results, the author gives management implications to attract individualcustomers to use e-banking services at Agribank - Hai Phong Branch.