Title:
FACTORS AFFECTING INDIVIDUAL CUSTOMERS' SAVINGS DEPOSIT CONTINUING DECISION AT SACOMBANK CAN THO BRANCH

Authors:
Tran Thi Thanh Phuong and Le Tu Anh ,Vietnam

Abstract:
The main objective of the study is to determine and measure factors affecting individual customers' savings deposit continuing decision at Can Tho Sacombank. The study was conducted by surveying 270 individual customers who have been saving money at Can Tho Sacombank through a prepared questionnaire. The results of analyzing the Probit model and testing the hypotheses of the research model show that there are 6 factors that have a positive influence on the decision to continue saving deposit of individual customers at Can Tho Sacombank in descending order include Bank Brand; Savings interest rates; Teller; Convenience; Advertising and Promotion and Influencing acquaintances. Based on the research results, the author proposes some recommendations to maintain old customers and attract new customers to deposit savings at Can Tho Sacombank.