Title:
RESEARCH FACTORS AFFECTING THE LOAN DECISION OF INDIVIDUAL CUSTOMERS AT SAIGON JOINT STOCK COMMERCIAL BANK - BINH THANH BRANCH, HO CHI MINH CITY, VIETNAM

Authors:
Le Quang Khoi , ChauQuang Tuan and Dang Quoc Viet ,Vietnam

Abstract:
This study has focused on determining the factors that affect individual customers' loan decisions at SCB BinhThanh Branch. Research data is collected from a survey of 285 individual customers who have borrowed money at SCB BinhThanh Branch. Through Cronbach Alpha testing methods, exploratory factor analysis (EFA), multivariate linear regression analysis, hypothesis and research model testing. The research results have shown that there are 06 important factors that positively affect the loan decision of individual customers at SCB BinhThanh branch arranged in descending order, including: (1) Interest rate, feesof loans(? = 0.573); Bank brand (? = 0.332); Loan procedure (? = 0.264); Service quality (? = 0.257); 5) The form of promotion (? = 0.252); The influence of relatives (? = 0.161). On the basis of the research results achieved, a number of suitable managerial implications for the characteristics of SCB BinhThanh branch have been proposed to contribute to continuously improving service quality to maintain existing customers and to earn revenue, attract new individual customers to loan at SCB BinhThanh branch in the next time