Factors Affecting Personal Consumer Choice of Commercial Banks in Vietnam

Factors Affecting Personal Consumer Choice of Commercial Banks in Vietnam

范氏幸原(Pham Thi Hanh Nguyen (Sam))

指導教授 ： Ming-Chi Tsai

義守大學/管理學院/管理碩博士班/碩士(2016年)

摘要

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關鍵字

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並列摘要

Nowaday, with a large number of banks operating on the market, customers have more opportunities to choose banks for transactions. To enhance competitiveness, maintain existing customers and attract potential customers, banks need to define the criteria that customers consider when choosing banks. The study focuses on examining bank selection criteria employed by customers residing in various cities of Vietnam. The main purpose is to find out the important factor affect personal customer selection of commercial banks in Vietnam. Five factors “Service quality”, “Convenience”, “Bank image”, “Technology”, “Financial benefit” were represented by 20 bank selection elements. The research revealed that five factors “Service Quality”, “Convenience”, “Bank Image”, “Technology” and “Financial Benefit” positively affects to bank selection. In which, the most important factor in selection process of personal customer was “Service Quality”.

並列關鍵字

Vietnam ； commercial banks ； bank selection factors ； personal consumer choice

參考文獻

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