FACTORS AFFECTING INDIVIDUAL CUSTOMERS' DECISION TO DEPOSIT SAVINGS AT SHINHAN BANK VIETNAM

Abstract

This article investigates the factors that influence individual clients’ decisions to deposit savings at Shinhan Bank Vietnam. According to research findings, there are 5 factors that affect individual clients’ decisions to deposit savings at Shinhan Bank Vietnam, in descending order of importance: (i) Service quality; (ii) Financial benefits; (iii) Convenience; (iv) Bank reputation and (v) The research results also suggest some implications to help Shinhan Bank Vietnam in maintaining its present customer market share and expanding individual customers’ savings deposits in the future.