FACTORS AFFECTING THE SAVINGS DEPOSIT DECISION BY INDIVIDUAL CUSTOMERS AT DONGA BANK – HO CHI MINH BRANCH

The study of factors affecting the decision of individual customers to choose the bank for savings at DongA Bank Ho Chi Minh Branch was conducted by surveying 200 individual customers who have been and are sending savings at the bank through prepared questionnaires. The main objective of the study is to find out the factors influencing the decision of individual customers to choose a savings bank at DongA Bank Ho Chi Minh Branch. On the basis of reference, inheriting the domestic and foreign research results of the authors previously done, the author has proposed 6 factors corresponding to 28 observed variables of the influential independent variable. to decide to deposit savings of individual customers at DongA Bank Ho Chi Minh Branch. Through testing the reliability of the scale with Cronbach's Alpha coefficients, all 6 variables have achieved differentiated values with statistical significance. The scale of "choosing a savings bank" is also confirmed, achieving distinctive values. The results of the exploratory factor analysis from 28 observed variables were extracted into 6 groups of independent variables and 1 dependent variable to continue performing the next analysis. The results of testing hypotheses of the research model have shown that only 5 independent variables have a linear correlation with the dependent variable (Decision to choose savings at DongA Bank Ho Chi Minh Branch) is arranged in descending order of Financial Benefit (β = 0.605); Prestige and brand name (β = 0.479); Employee's photo (β = 0.312); Convenience (β = 0.300); Form of promotion (β = 0.219). On the basis of the research results achieved, the author will propose a number of recommendations to continuously improve the quality of effective savings deposit service, contributing to attracting individual customers to deposit savings at DongA Bank Ho Chi Minh Branch in the future.