Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 529-534
Factors Affecting the Decision on Savings Deposits of Individual Customers at Agribank O Mon Branch, Can Tho City
Pham Dang Thuy Linh1, Nguyen Quoc Nghi2
1Tay Do University, Vietnam
2Can Tho University, Vietnam
Corresponding Author: Nguyen Quoc Nghi
ABSTRACT
In the context of fierce competition among financial institutions, capital scale management and development play an essential role in the operational activities. For commercial banks, effectively attracting savings deposits from individual customers is significant. The objective of this study is to identify factors affecting individual customers' decision to keep savings deposits at Agribank O Mon, Can Tho City. The study collected data from 155 customers who are having savings at Agribank O Mon based on the convenient sampling. By applying the exploratory factor analysis and multivariate linear regression, the study has proven factors positively impacting the decision to send savings deposits of individual customers. Accordingly, these factors are safety, financial benefit, bank brand, staff, service, and convenience. In particular, security and financial benefit have the strongest influence on customers' decision to keep savings deposits at Agribank O Mon, Can Tho City.
Keywords: continue, savings deposit, decision, individual customer.
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