Factors Affecting the Choice of Banks: Do Bank’s Interest Rate, Employee Image and Brand Matter?

• 발행기관: 한국유통과학회
• 저자명: Le Kieu Oanh DAO Huynh Huu LOC Van Chien NGUYEN Le Thi Thuy HANG Thi Tuyet DO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.1, 457~470쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.01.30

영문 초록

The banking system provides a number of important functions for the economy and is also the lifeblood and financier of the economy in each country. Large amounts of idle money have not been exploited by banks; however, banks still depend on loans, including loans from foreign banks, to meet the growing demand, as such, for banks, the cost of capital is high, the stability and business efficiency are low and banks have not promoted their internal resources to grow steadily. To achieve the goal, this research analyzes the factors affecting the choice of bank for the deposit decisions of customers in Vietnam. The study used a sample data of 250 individuals and SPSS software was used to analyze the data. The results showed that customer policy has a positive effect on customers’ deposit decisions in a bank, and this is new evidence regarding behavioral theory in the case of Vietnam. Results further demonstrated that other factors such as employee image, brand, interest rate, relative influencing, and transaction time positively impact the choice of bank for the deposit decisions of customers. However, the bank’s promotion strategies had no impact on the choice of bank for the deposit decisions of customers. Besides, employee image is the most influential factor in the deposit decisions, followed by the bank’s brand and interest rate.

목차

1. Introduction

2. Discussion on Behavioral Theories

3. Literature Review and Hypotheses

4. Data Collection and Research Analysis

5. Empirical Results

6. Conclusion

References

키워드

Customer Policy Employee Consumer Behaviour Relatives Brand Marketing Promotion