THE MAJOR FACTORS INFLUENCING CUSTOMERS’ INTENTION IN CHOOSING A BANK FOR SAVING DEPOSITS (AN EMPIRICAL STUDY ON BANKS IN HO CHI MINH CITY)

Abstract

The purpose of this paper is to determine the dimensions of customers’ intention in choosing a bank for saving deposits in Ho Chi Minh city, Vietnam. On the basis of the empirical study, the author validates a measurement research model by using SPSS for investigating the major factors that impact the customers’ intention in choosing a bank for saving deposits. The study sample consists of 304 respondents in Ho Chi Minh city, Vietnam; the data were collected through a structured questionnaire utilizing a five-point Likert scale while implementing a convenient sampling technique. The intention dimensions identified were assurance, empathy, reliability, responsiveness, tangibility, benefits and influencers. The empirical findings revealed that ‘tangibility’ was found to be the most significant predictor of customer intention to have saving deposits, and ‘benefits’ was also positive impact on customer intention. On the other hand, ‘influencers’ has a positive but the least significant relationship with customer intention. The exception were ‘reliability’, ‘responsiveness’, ‘empathy’, and ‘assurance’ which were insignificantly related to customer intention in saving deposits in Ho Chi Minh city.