Tác giả: Lương Thị Kim Duyên
Abstract:
This research focuses on identifying the factors influencing individual customers’ decisions when choosing a bank for savings deposits in Nha Trang City. The collected data were processed using SPSS software, with a preliminary evaluation of the scale and the reliability of measurement variables using Cronbach’s Alpha coefficient and factor loading. An exploratory factor analysis (EFA) and multiple regression analysis were conducted. The research results identified seven factors that directly influence individual customers’ decisions to choose a bank for savings deposits: Tangibility (PTHH), Safety (AT), Convenience (TT), Service Quality (CLDV), Financial Benefits (TC), Digital Banking (NHS), and Influence of Related Parties (AH). Based on these findings, the study proposes solutions to help banks better meet the needs of individual customers through appropriate business and marketing strategies.
Thông tin:
| Thuộc danh mục | Tạp chí khoa học chuyên ngành |
| Tạp chí | Tạp chí Công thương |
| ISSN | 0866-7756 |
| Trang | 134-139 |
| Số | 16 |
| Ngày xuất bản | Tháng 7/2024 |
| Link | https://tapchicongthuong.vn/cac-nhan-to-anh-huong-den-quyet-dinh-chon-ngan-hang-gui-tiet-kiem-cua-khach-hang-ca-nhan-thanh-pho-nha-trang-126110.htm |