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Factors Affecting Savings Deposit Decision of Individual Customers: Empirical Evidence from Vietnamese Commercial Banks

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  • Tung, Dao Duy

    (Tay Do University)

Abstract

Capital mobilization is a traditional business of commercial banks and is one of the core foundations for the development of a bank. Capital mobilization is the main input in the operation of a bank, and this is also the basis for generating output for credit activities as well as other banking activities. This study aims to determine the main factors that affect the decisions of individual customers to put savings deposit in Vietnamese commercial banks. Survey data collected from 403 individual customers were analyzed to provide evidence. The results from the multiple regression analysis by using SPSS software revealed that all scales in this study were reliable, and there were six components impacting the savings deposit decision of individual customers from the strongest to the weakest in the following order: the form of promotion, bank brand, service quality, interest rate policy, and employee knowledge and attitude. Besides, the fnding showed customers who have high income tend to have a stronger decision on savings deposits in commercial banks. The main fndings of this article provide some empirical implications for marketers in banks and serve as a suggestion to improve these factors in order to retain and attract individual customers’ savings deposit decisions

Suggested Citation

  • Tung, Dao Duy, 2020. "Factors Affecting Savings Deposit Decision of Individual Customers: Empirical Evidence from Vietnamese Commercial Banks," OSF Preprints 9hpu2, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:9hpu2
    DOI: 10.31219/osf.io/9hpu2
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    References listed on IDEAS

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    1. Ha Nam Khanh Giao & Bui Nhat Vuong & Dao Duy Huan & Hasanuzzaman Tushar & Tran Nhu Quan, 2020. "The Effect of Emotional Intelligence on Turnover Intention and the Moderating Role of Perceived Organizational Support: Evidence from the Banking Industry of Vietnam," Sustainability, MDPI, vol. 12(5), pages 1-25, March.
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