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”.
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