Determinants of Individual Customers’ Intention to Deposit Money: A Case Study at Nam A Commercial Joint Stock Bank – Quang Ninh Branch

This study aims to analyze the factors affecting the decision to deposit savings of individual customers at Nam A Commercial Joint Stock Bank – Quang Ninh branch (Nam A Bank Quang Ninh branch), from which it was possible to propose management implications to attract and raise the number of customers who deposit savings and enhance the efficiency of capital mobilization. Research purpose: This study aims to analyze the factors affecting the decision to deposit savings of individual customers at Nam A Commercial Joint Stock Bank – Quang Ninh branch (Nam A Bank Quang Ninh branch) to offer implications to attract and raise the number of customers who deposit savings and enhance the efficiency of capital mobilization. Research motivation: Capital mobilization is a critical function for commercial banks. A significant portion of the funding for these commercial banks is derived from mobilized capital, primarily from customer deposits. Therefore, the efficiency, security, and overall success of banking operations significantly depend on the scale, cost, and stability of mobilized capital sources. As a result, banks are prioritizing the enhancement of their mobilized capital to minimize reliance on alternative capital sources. This tendency is driven by the need for greater financial stability and resilience in the face of economic fluctuations. Nam A Commercial Joint Stock Bank (Nam A Bank) is actively participating in this trend, implementing a multifaceted strategy aimed at bolstering its capital base. Given the bank’s reputation, it is critical to determine the factors impacting individual customers’ decisions to deposit monies. This will allow Nam A Bank to efficiently optimise its resource utilisation. Research design, approach, and method: This study employs both qualitative and quantitative approaches. Main findings: The qualitative research methodologies such as accreditation of reliability of scale with Cronbach’s Alpha coefficient and factor analysis showed that the scale used in this research is suitable. In terms of the quantitative method, multiple regression analysis results showed that within 07 independent factors entered into the model, all 07 factors had significance in terms of statistical aspects, including Tangible mean, Promotion, Staff, Service quality, Security, Influence of reference group, and Brand reputation. 07 factors had a positive correlation with the decision to deposit savings at Nam A Bank Quang Ninh branch individual customer. Practical/managerial implications: The study’s findings led the authors to propose several management implications of enhancing customer deposit intention: develop human resources, diversify capital mobilization products, apply appropriate interest rates, accelerate marketing efforts, enhance customer care, simplify procedures, adopt modern technologies, and renovate the headquarters to be modern and spacious.