ANALYSIS THE INFLUENCE OF SERVICE QUALITY, INTEREST RATE AND COST, REPUTATION AND MARKETING, CONVENIENCE AND TECHNOLOGY TOWARD THE CHOICE OF COMMERCIAL BANK (A CASE STUDY OF EXIMBANK IN VIETNAM)

Abstract

This research analysis the influence of service quality, interest rate and cost, reputation and marketing, convenience and technology toward the choice of commercial bank: A case study Eximbank in Vietnam. A survey was conducted on 100 respondents who are using services and products of Eximbank Vietnam. This research based on the Financial Statement of Eximbank in Vietnam annual report 2013. Data analysis technique used is multiple linear regression with least squares equation and test hypothesis using t-statistic for testing the partial regression coefficients and F-statistic to test the effect together with a significance level of 5%. It also tested the classicial assumptions that included tests of normality, multicollinearity test, test of heterocedasticity and autocorrelation test. This shows the available data has been qualified using multiple linear regession equation model. The Result indicate that service quality have no significant effect towards the choice of commercial bank. The variables interest rate and cost, reputation and marketing, convenience and technology significantly positive effect to the choice of commercial bank. Predictive ability of four variables to the choice of commercial bank in this study of 56.3% while the remaining is 43.7% be affected by other factors not include in the research model.