FACTORS INFLUENCING THE CHOICE OF COMMERCIAL BANK BY CUSTOMERS: CASE OF VIETINBANK, BINH DUONG BRANCH, VIETNAM.

Abstract

This research investigates the factors influencing the choice of commercial bank in Vietnam. A survey was conducted on 360 individual clients who are using the Vietinbank’s service in Binh Duong Province, Vietnam. This research used factor analysis to found the factor influence the choice of commercial bank by customers. There are nine selection criteria as financial benefit, reputation, recommendation, marketing, reliability, tangible, empathy, assurance, and responsiveness. The Result of this research, there are three factors accept include reliability, tangible, and financial benefit. From varimax rotation matrix it is reliability is the most important factor influence to customers’ decision when select a bank. The research aims to bridge the existing gap in nationwide banking literature and give some suggestions which are expected to have an impact on marketing efforts of Vietinbank (Binh Duong branch) in particular and Vietnamese banks in general.