INDEX
PART I. PROBLEM STATEMENT 1
1. Reason for research 1
2. Research questions and research objectives 2
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3. Research object and scope 3
4. Research method 3
5. Practical significance 8
PART II: RESEARCH CONTENT AND RESULTS 9
Chapter 1 OVERVIEW OF THE RESEARCH PROBLEM 9
1.1. Issues related to consumer buying behavior 9
1.1.1. Concept of consumer buying behavior 9
1.1.2. Consumer buying behavior model 9
1.1.3. Stages of the product selection decision process 10
1.2. Some issues about commercial banks and savings deposit services 12
1.2.1. Theory of commercial banking 12
1.2.1.1. Concept of Commercial Bank 12
1.1.1.2. Basic activities of commercial banks in the economy 13
1.2.1.3. Functions of Commercial Banks in the Economy 14
1.2.2. Savings deposit service at Commercial Bank 15
1.2.2.1. Service 15
1.2.2.2. Savings deposit service 15
1.3. Research works related to the choice of savings deposit services at the Bank by individual customers 17
1.4. Research model 19
1.4.1. Theoretical model 19
1.4.2. Proposed research model 22
1.5. Research design. 24
1.5.1. Qualitative research 24
1.5.2. Quantitative research 26
1.5.2.1. Preliminary and final questionnaire design 26
1.5.2.2. About the structure of the questionnaire 27
1.5.2.3. About the content of questionnaire 27
1.6. Significance of studying factors affecting the choice of savings deposit services of individual customers in practice 28
Chapter 2 RESEARCH ON FACTORS AFFECTING THE CHOICE OF SAVINGS DEPOSIT SERVICES OF INDIVIDUAL CUSTOMERS AT HUE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT 29
1.1. Overview of Vietnam Joint Stock Commercial Bank for Investment and Development 29
1.2. Thua Thien Hue Joint Stock Commercial Bank for Investment and Development Branch .. 30 1.2.1. History of establishment and development 30
1.2.2. Management structure 30
1.2.3. Business performance of Joint Stock Commercial Bank for Investment and Development, Thua Thien Hue Branch over 3 years 2011-2013 34
1.2.4. Labor situation 36
1.2.5. Situation of deposit mobilization at Joint Stock Commercial Bank for Investment and Development, Hue branch over 3 years 2011-2013 36
1.2.5.1. Capital mobilization situation over 3 years 2011-2013 36
1.2.5.2. Situation of mobilizing deposits of individual customers at Joint Stock Commercial Bank for Investment and Development, Hue branch over 3 years 2011-2013 38
1.2.6. Introduction to savings deposit services of the Joint Stock Commercial Bank for Investment and Development 39
2.2. Research results on factors affecting the decision to choose savings deposit services of individual customers at BIDV bank, Hue branch 42
2.2.1. Characteristics of the research sample 42
2.2.2. Assess the reliability of the scale before extracting factors affecting the choice of savings deposit services 52
2.2.3. Identify factors affecting the choice of savings deposit services, combined with assessing the reliability and value of the scale after extracting factors..56
2.2.3.1. Extract the main factors affecting customers' choice of savings deposit services. 56
2.2.3.1.1. Test the reliability of the scale using Cronbach's Alpha after extracting factor 60
2.2.3.2. Extract the factor “General assessment” on the choice of savings deposit service.63
2.2.4. Quantifying the role of withdrawal factors on customers' choice of savings deposit services 64
2.2.5. One Sample T-Test, One-Way ANOVA 68
2.2.5.1. Describe customers' choice of savings deposit services through the average value of extracted factor groups 68
2.2.5.2. One Sample T-test for the group of factors affecting the choice of savings deposit services of individual customers at BIDV bank, Hue branch 69
2.2.5.3. One Sample T-test on the choice of savings deposit service of individual customers at BIDV bank, Hue branch 73
2.2.6. Testing the relationship between customer characteristics and customers' choice of savings deposit services 75
2.2.6.1. The influence of age on customers' choice of savings deposit services 76
2.2.6.2. The influence of occupation on customers' choice of savings deposit services 77
2.2.6.3. The impact of income on customers' choice of savings deposit services 78
2.2.6.4. Summary of ANOVA variance test results 78
Chapter 3 PROPOSED SOLUTIONS TO ATTRACT INDIVIDUAL CUSTOMERS TO DECIDE TO CHOOSE SAVINGS DEPOSIT SERVICES AT THE BANK FOR INVESTMENT AND DEVELOPMENT, HUE BRANCH 80
3.1. Development orientation of savings deposit services at BIDV Joint Stock Commercial Bank for Investment and Development, Hue Branch 80
3.2. Solutions to improve the ability to attract individual customers to choose savings deposit services at BIDV Joint Stock Commercial Bank for Investment and Development, Hue Branch 81
3.2.1. Group of solutions to enhance brand reputation 81
3.2.2. Group of solutions on promotional advertising programs 82
3.2.3. Group of solutions on employee factors 83
3.2.4. Interest rate solution group 84
3.2.5. Solution group on convenience factor 84
3.2.6. Relatives' influence 85
PART III. CONCLUSIONS AND RECOMMENDATIONS 86
3.1. Conclusion 86
3.2. Limitations of the topic 87
3.3. Recommendation 89
REFERENCES 90
LIST OF TABLES
Table 2.1: Business performance of the Branch over the years 2011-2013 35
Table 2.2: Branch's human resources over 3 years (2011-2013) 36
Table 2.3: Capital mobilization activities in 3 years 2011-2013 37
Table 2.4: Situation of deposit mobilization of individual customers at banks over 3 years 2011-2013 38
Table 2.5: Characteristics of the study sample 42
Table 2.6: Reasons for choosing savings deposit service at BIDV bank 46
Table 2.7: Information channels that customers access 47
Table 2.8: Survey sample according to the level of influence of factors on the decision to choose a bank to deposit savings 48
Table 2.9: Time of using savings deposit service at BIDV bank 50
Table 2.10: Intention to use savings deposit service at BIDV bank 51
Table 2.11: Assessment of scale reliability before conducting the test 53
Table 2.12: Assessment of scale reliability for the “General Assessment” group before conducting the test 56
Table 2.13: Loading coefficient of factors affecting the choice of savings deposit services at banks 58
Table 2.14: Results of Cronbach's Alpha analysis for the scale after extracting influencing factors 61
Table 2.15: Factor loading of savings deposit service choice 64
Table 2.16: Regression analysis of factors affecting the choice of savings deposit services of individual customers at BIDV bank 66
Table 2.17: ANOVA analysis 66
Table 2.18: Correlation coefficient 67
Table 2.19: One Sample T-Test for the scale “Employee factors” 69
Table 2.20: One Sample T-Test for 70-point scale
Table 2.21: One Sample T-Test for the “Brand Reputation” scale 71
Table 2.22: One Sample T-Test for the “Relative Influence” scale 72
Table 2.23: One Sample T-Test for the “Interest Rate” scale 72
Table 2.24: One Sample T-Test for the “Convenience Factor” scale 73
Table 2.25: One Sample T-Test for the scale “Using savings deposit services” 74
Table 2.26: Results of One-Way ANOVA test on choice of savings deposit service by age group 76
Table 2.27: Results of One-Way ANOVA test on choice of savings deposit service by occupational group 77
Table 2.28: Results of One-Way ANOVA test on choice of savings deposit service by income group 78
LIST OF DIAGRAMS
Diagram 1.1: Consumer buying behavior model 9
Diagram 1.2: Consumer purchase decision process 10
Figure 1.3: Factors that inhibit the purchase decision 12
Diagram 1.4: Proposed research model of Phan Thi Tam and Pham Ngoc Thuy 19
Figure 1.5: TRA 20 Theory of Reasoned Action Model
Figure 1.6: TPB 21 Theory of Planned Behavior Model
Figure 1.7: TAM 21 Model
Figure 1.8: Research model 24
Diagram 2.1: Organizational structure chart of BIDV Thua Thien Hue Branch 32
Figure 2.2: Regression model of factors affecting the choice of savings deposit services... 68
LIST OF CHARTS
Chart 2.1. Gender structure of customers using savings deposits at BIDV bank 43
Chart 2.2. Occupational structure of customers using savings deposits at BIDV bank 44
Chart 2.3. Income structure of customers using savings deposits at BIDV bank 45
Chart 2.4. Age structure of customers using savings deposits at BIDV bank 45
Chart 2.5. Time of using savings deposit service of individual customers at BIDV bank 50
Figure 2.6. Intention to use savings deposit services of individual customers at BIDV bank 51