RESEARCH PROJECT (BMBR5103) Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Ho Chi Minh City, Viet Nam STUDENT’S FULL NAME STUDENT ID INTAKE ADVISOR’S NAME & TITLE : : : : NGUYEN THY NGOC DUNG CGSVN00014960 MBAOUM0313 Assoc.Prof.Dr.NGUYEN PHAN SEPTEMBER 2014 Advisor’s assessment Advisor’s signature ABSTRACT Amid of the banks market have too much disturbance, the information about the scheme of the bank restructuring, merger and consolidation, then the information on bad debts, limited distribution of credit growth All factors affected the psychology of customers of the decision to save money The subject “Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Ho Chi Minh City, Viet Nam.” with the aim of identifying the factors determining the selection of banks and the impact of these factors to understand more clearly about the psychology of customer transactions in bank deposits Theoretical basis of the study of model based on the SERVQUAL measurement of service quality (Parasuraman, Zeithaml and Berry, 1985) and previous studies to apply in time 2013 The basic assumption of the measurement was that customers can evaluate a firm's service quality by comparing their perceptions with their expectations The study was carried out in two steps as qualitative research and quantitative research The results analysis will show that factor of bank policies will affect to the most important decisions made by customer’s choice when deciding to save money in Navibank, followed by the sympathy factor, an ability to satisfy of the bank and all the variables are related in the same direction with the decision of the customer’s choice ACKNOWLEDGEMENTS A completed study would not be done without any assistance Therefore, the author who conducted this research gratefully gives acknowledgements to their support and motivation during the time of doing this research as a requirement of completing my Master of Business Administration First of all, I would like to express my endless thanks and gratefulness to my supervisor Assoc.Prof.Dr.Nguyen Phan His kindly support and continuous advises went through the process of completion of my thesis Without his motivation and instruction, the study would have been impossible to be done effectively A part from doing this, I would like to state my thanks to Open University Malaysia in collaboration with HUTECH University, academic lecturers and staff at HUTECH Institute of International Education, where brings this program to Vietnam for us be able to joint such a great program My special thanks approve to my parents for their endless love, care and have most assistances and motivation me I also would like to explain my thanks to my sister for her support and care me all the time Finally, my deeply thanks come to all members in my Class K08A with their kindly support during time I joint this program With Kindest Regards, NGUYEN THY NGOC DUNG LIST OF TABLES Table 3.1: The Empathy’s Likert Scale……………………………………………………….32 Table 3.2: The Assurance’s Likert Scale…………………………………………………… 33 Table 3.3: The Reliability’s Likert scale………………………………………………………33 Table 3.4: The Tangible Facilities Likert scale……………………………………………….34 Table 3.5: The Responsiveness Likert scale………………………………………………… 35 Table 4.1: The Characteristics of the Study Sample…………………………………………42 Table 4.2: The Cronbach Alpha of the measuring scales…………………………………….44 Table 4.3: The KMO index of the measuring scale………………………………………… 45 Table 4.4: The Empathy Component Matrix…………………………………………………46 Table 4.5: The Assurance Component Matrix…………………………………… ……… 46 Table 4.6: The Reliability Component Matrix…………………………………… ……… 48 Table 4.7: The Tangible Facilities Component Matrix…………………………… ……….49 Table 4.8: The Responsiveness Component Matrix………………………………… …… 50 LIST OF FIGURES Figure 2.1: The integrated Gaps model of service quality………………………………… 22 Figure 2.2: The 10 determinants of service quality……………………………………….….23 Figure 3.1: Research Process……………………………………………………………… 30 Figure 3.2: The originally planned research model………………………………………… 35 Figure 4.1: The Gender Structure Analysis…………………………… ………………… 38 Figure 4.2: The Age Structure…………………………………………………………………39 Figure 4.3: Qualification Structure……………………………………………………………40 Figure 4.4: The Income Structure…………………………………………………………… 41 CONTENTS ABSTRACT ACKNOWLEDGEMENTS LIST OF TABLES LIST OFIGURES CHAPTER 1: DISERTAION ITRODUCTION The Necessity of Research Topics: 10 1.2 Research Problem: 11 1.3 Questions of the Research: .11 1.4 Research Objectives: 12 1.5 Subjects and Scope Of Research: 12 1.6 Research Methodology: 12 1.7 Practical Implications of The Research: 13 1.8 Layout of The Dissertation: 13 CHAPTER 2: LITERATURE REVIEW AND THEORETICAL STUDY 15 2.1 Theoretical Foundations of The Savings Deposit’ Products: 15 2.2 Basic theoretical for services, banking services, consumer behavior and the measurement model of service quality: 16 2.2.1 The concept of services: 17 2.2.2 Banking Services: .18 2.2.3 Consumer behavior and the bank selection:………………………………………… .18 2.2.3.1 Customer Behavior: 18 2.2.3.2 The bank selection of the customer: 21 2.2.4 The measurement model of service quality – SERVQUAL: 21 2.3 Previous research model: 25 2.4 Summary: .27 CHAPTER 3: RESARCH METHODOLOGY 28 3.1 Selection Methods: 28 3.2 Preliminary Research: 28 3.3 The Secondary Research: .29 3.4 Research sample dimension: 30 3.5 The concept studies, scales and the theory: 30 3.7 Data Collection: 34 3.8 The method of data analysis: 34 3.9 Summary: .35 CHAPTER 4: THE RESEARCH RESULTS ANALYSIS 36 4.1 Introduction: 36 4.2 Described Sample Statistical Analysis: 36 4.2.1 The Gender Structure Analysis: 36 4.2.2 The Age Structure Analysis: .37 4.2.3 The Qualification Structure Analysis: 37 4.2.4 The Income Structure Analysis: 38 4.3 The Characteristic of the Study Sample: .39 4.4 The analysis and assessment of customers on the factors affecting to choose theNavibank: 40 4.4.1 Assessment of the reliability scale: .41 4.4.2 The analysis of factors affecting decision to choose the Navibank: 41 4.4.3 Analysis on the factor measuring scale of the customer’s perception about the Empathy: 42 4.4.4 Analysis on the factor measuring scale of the customer’s perception about the Assurance: ……………………………………………………………………………………………………46 4.4.5 Analysis on the factor measuring scale of the customer’s perception about the Reliability: ……………………………………………………………………………………………………50 4.4.6 Analysis on the factor measuring scale of the customer’s perception about the Tangible Faculties: 54 4.4.7 Analysis on the factor measuring scale of the customer’s perception about the Responsiveness…………………………………… …………………………………… 58 4.5 Regression Analysis: .63 4.5.1 Regression models Development: 63 4.5.2 Evaluative appropriateness of the regression model: 64 4.5.3 Testing the appropriateness of the regression model: 65 4.5.4 The significance of the partial coefficients in the model: 65 4.5.5 Testing hypothesis: .66 4.6 Summary: .67 CHAPTER 5: CONCLUSION, LIMTAIONS AND RECOMENTDATIONS 70 5.1 Conclusions: 70 5.2 The several suggested polices recommendation: 70 5.2.1 The policy factors related to empathy: 70 5.2.2 The policy factors group related to bank policy: 72 5.2.3 Group policy factors related to the responsiveness: 72 5.3 The limitation of the thesis: 73 REFRENCE .74 APENDIX 1: THE RESARCH QUESTIONAIRES 75 APENDIXI: NDIVDUAL OPINONS QUESTIONAIRES 75 CHAPTER 1: DISSERTATION INTRODUCTION The Necessity Of Research Topics: Based on a reality survey of the behavioral of customer’s choice for savings deposits in the banks as follows:  The first case: The case of Ms Nguyen Thi Thu Hue (District 3, Ho Chi Minh City) is a typical; recently she went to the “T.” bank branch to withdraw the savings banks only by raising interest rates at 6.8% per year to switch to another bank willing to pay 8% interest for her "The tough economic times, lower deposit rates to 1% of the difference is a problem “Ms Hue said  The second case: Ms Tran Thi Hai, District 8, Ho Chi Minh who has a savings coming due Often, she will enter the capital and interest to continue forward, but this time she quite hesitated The problem is that Ms Ha weigh while many banks have announced they are classified on group 1-2 from the National Bank that meaning the healthy banks, the credit growth in 2012 at a pretty Then she's bank savings, the staff kept saying not received official letters about this As a result, she is quite disturbed that banks silent or avoids questions about the grouping of credit growth  The third case: Ms Nguyen Mai Lan Anh in Binh Thanh district, Ho Chi Minh City, said that banks in the group that does not matter to me, because deposit rates are equal and more importantly, she believe that the government will not let any banking collapse Therefore, the only problem is the attitude to serve the customer of the bank that will makes the customer satisfy So, based on the above cases, we can find out the problems of the customer when they are so weigh to decide which bank that they will choose to save their money Furthermore, when Vietnam joined the WTO, more and more customers have more choice of banks with 100% foreign experience for hundreds of years with the services is more professional appearance, and then will compete more aggressively Therefore, the competitive challenges of the foreign banks to domestic banks will be increasing According to a recent survey by The United Nations Development Program (UNDP, 2008), in collaboration with the Ministry of Planning and Investment in 2008, with 42% of enterprises and 50% of people interviewed said that when Y = βo + β1F1+ β2F2+ β3F3+ β4F4+ β5F5 There are: Y: customer choice βi: the regression coefficient of the impact factor F1: The value element of empathy F2: The value element of the assurance F3: The value element of the reliability F4: The value element of the Tangible Facilities F5: The value element of the Responsiveness 4.5.2 Evaluate the appropriateness of the regression model: To test the suitability of the model for research data sets, the identified coefficient R2 is adjusted and considered instead of the unidentified coefficient R2, R2 adjusted for factors not exaggerate the degree of fit of the model, making the assessment of the suitability safer The identified coefficient R2 adjusted for the level that's appropriate linear regression model was built to study data sets The coefficient is closer as 1, the model was more suitable, opposite as close to 0, the model will not suitable Model Summaryb R Square F Change Change 739a 0.546 0.529 0.68635084 0.546 32.158 df1 df2 107 Sig F Change 000 2.283 Table 4.9: The testing results of models The R2 coefficient value adjustment gain = 546 => 54.6% of the variation of the decision of the customer choice are explained by the linear relationship of the independent variables showed that the relevance of the model is relatively high But this is true only in accordance with the sample data To check whether we can infer the overall model for real or not? we have to test the suitability of the model 4.5.3 Testing the appropriateness of the regression model: Assumption, H0: β1= β2= β3= β4 = β5 = To test the relevance of the multiple linear regression models, we used the F value in ANOVA table follows: ANOVAb Model Regression Residual Total Sum of Squares 60.595 50.405 111.000 Df Mean Square 107 111 F 15.149 471 32.158 Sig .000a Table 4.10 testing the appropriateness of the models The values of F = 32 158, that’s mean the F values reached to the observed significance Sig = 000 This is very small result, so the hypothesis H0 is rejected, it would be safe to conclude research model fit the data set and explain about 55% of the variability of the customer's choice to savings deposits at Navibank 4.5.4 The significance of the partial coefficients in the model: The significance of the partial coefficient is βk measures the average change value of Y when Fk change unit between the independent variables remaining constant Coefficientsa Unstandardized Coefficients Standardized Coefficients Collinearity Statistics t Model B Beta Tolerance VIF 2.810E-17 064 The Empathy 387 065 387 5.981 000 1.000 1.000 The Assurance 548 065 548 8.474 000 1.000 1.000 The Reliability 108 065 108 1.675 097 1.000 1.000 The Tangible Facilities 301 065 301 4.649 000 1.000 1.000 The Responsiveness (Constant) Std Error Sig .000 1.000 347 065 347 4.973 000 1.000 1.000 a Dependent Variable: REGR factor score for analysis Table 4.11: The regression analysis results of the models Considering the values in the table above, we can see the impact of the Reliability factors does not have the statistical significance in the measurement model of factors affecting the choice of value Sig = 097 > 0.05 The Customer’s choice = 387F1 + 548F2+ 301F4 + 347F5 Models Explanation: a multiple regression equation using “the Enter method” estimating showed the Customer’s choice to send the savings of individual customers into the Navibank, only influenced by four factors (The Empathy, The Assurance, The Tangible Facilities and The Responsiveness) In Assurance of the Bank policies factor have the strongest impact on the decision of the customer choice 4.5.5 Testing the hypothesis: Considering the Empathy factor (F1), beta values = 387 at a significance level sig < 0.05 indicates that the impact of this factor to decide the choice of customers for statistical significance In other words, empathy is an important factor affecting the decision of the customer choice This hypothesis is accepted Hypothesis (The Assurance): beta values = 0.548 values at a significance level of sig < 0.05, indicates that the impact of this factors (F2) have the most great significance decision to make the choice of the customer This hypothesis is accepted Hypothesis (The Reliability): beta values = 0.108 values at a significance level of sig = 0.97 > 0.05, Or we can say under this set of data is not enough research to confirm the basis of factors that impact of the Reliability (F2) to decide the choice of measurement model This hypothesis cannot be supported by reliability factor is not appropriate at the moment Nowadays, The Government Bank has imposed the interest rates as the lowest ceiling rates Therefore, the interest rate is no longer is a factor to the bank can be used in so competitive The hypothesis is not accepted Hypothesis (The Tangible Facilities): beta values = 0.301 values at a significance level of sig < 0.05, indicates that the impact of this factors (F4) based on the external manifestations of physical facilities, equipment, personnel and materials, tool information that they will have the important significance decision to make the choice of the customer This hypothesis is accepted Hypothesis (The Responsiveness): beta values = 0.347 values at a significance level of sig < 0.05, indicates that the impact of this factor is ready to serve our customers in a timely manner These important factors decide the choice of customers for affecting the decision of the customer choice This hypothesis is accepted 4.6 Summary: The chapter presented the results of the assessment, analysis and complete scales measuring factors affecting to decision to choose the Navibank, in Ho Chi Minh City Evaluation results show that the scale gains reliability needed It also presents the results of testing the theoretical model in place, the test results show that the following hypothesis is accepted:  Hypothesis H1: While the Navibank has an interest and care more about customers then decide to save money of the customers in Navibank that will higher All four (04) variables were observed on the Alpha reliability index is quite good and are retained  Hypothesis H2: the Navibank’s staff show more and more their professional that will create more confidence, peace of mind for customers to bank transactions Through analysis shows that, if the Navibank more responsive to these factors, the results also raise a customer’s decision to choose the Navibank All three (03) variables were observed on the Alpha reliability index is quite good and are retained  Hypothesis H3: that is ability to make appropriate service and exactly what commitment, promise of the Navibank which can provide to the customers In this hypothesis, there have four (04) variables are observed and for better results after analyzing the Cronbach Alpha and the confidence level is preserved The results in this hypothesis point out the logical factors affecting to the decision of the customer All four (04) variables were observed on the Alpha reliability index is quite good and are retained  Hypothesis H4: In this hypothesis, there is mentioned about the factors related to the customers thinking about the Navibank in their mind The facilities, modern equipment or neat costume staff will create greater convenience for customers while deposit transactions in Navibank All of four variables were observed to produce better results after analyzing the Cronbach Alpha reliability index is kept These factors are shown in this hypothesis, which is the important factor in creating the customer appreciation to the Navibank  Hypothesis H5: In this hypothesis, there is mentioned about the factors related to the Navibank’s staff that desired level and ready to serve their customers in a timely manner All of four variables were observed to produce better results However, we need to remove a variable observed P4, to improve the reliability index of the scale to a higher level Besides that, in the chapter also analysis the linear regression equation, with the Beta coefficients found to confirm a causal relationship between the dependent variable and the independent variables to determine the degree of influence of each factor to the customer's choice Analyzed using multiple linear regression with SPSS method into one turn (Enter Method) We have regression equation for the following theoretical model: Y = βo + β1F1+ β2F2+ β3F3+ β4F4+ β5F5 After finishing the linear regression equation analysis, we found out the hypothesis (The Reliability) cannot be supported by reliability factor is not appropriate at the moment Nowadays, the Government Bank has imposed the interest rates as the lowest ceiling rates Therefore, the interest rate is no longer is a factor to the bank can be used in so competitive The hypothesis is not accepted Thus, the Reliability factors not have the statistical significance in the measurement model of factors affecting the choice of value Sig = 097 > 0.05 The Customer’s choice = 387F1 + 548F2+ 301F4 + 347F5 We have only influenced by four factors (The Empathy, The Assurance, The Tangible Facilities and The Responsiveness) In Assurance of the Bank policies factor have the strongest impact on the decision of the customer choice In the chapter 4, also analyzes and evaluation of factors affecting the appreciation of customers and the customer's perception about these factors Next chapter is the last chapter to summarize the entire research, draws the solution from the results of legal research, and outlines the limitations of this study and suggests directions for further research CHAPTER 5: CONCLUSION, LIMITATIONS AND RECOMMENTDATIONS This final chapter is a summary of research findings from the study which outlined the policy based on the research results have been confirmed, and yet the limitations and directions for further research topic resources 5.1 Conclusions: The graduation thesis " Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Viet Nam" is done with the purpose of determining the impact factor that the customer decide to send their savings to the Navibank in relation to the impact of factors: empathy, tangible, reliability, responsiveness and assurance at the Navibank The study was conducted with a sample size of 111 existing customers use services in savings banks in the area The study was designed with two steps are preliminary studies and formal research Research data were collected by questionnaires designed to directly interview the client Then, data is processed using SPSS 16.0 software and is evaluated by testing the Cronbach alpha reliability coefficient The results of this study have contributed, along with previous studies, additional research on the results decide the bank's customers in different markets On a practical level, the topic provides information to help traders, the board of directors of the Navibank may consult in strategic planning customer retention, expansion to new customers in order to improve the efficiency of capital mobilization 5.2 The several suggested policies recommendation: Based on the current situation of the bank - the strengths and weaknesses and also the market situation will bring opportunities as well as challenges, the authors suggest three measures to improve service quality and as enhance business performance, hoping to help the Navibank research administrators consult when building development strategy in the future 5.2.1 The policy factors related to the empathy:  For bankers: Employee attitudes directly affect customer perception of service quality of banks Especially, in the banking sector as direct service staff, communication with customers The Navibank bank employees are considered bank employees serving as customer satisfaction relative advantages and should promote this in some measures such as: Firstly, always take the initiative by phone as well as remind customers when they are going to finalize terms passbook, which helps banks are actively funding, avoid misunderstandings can occur when customers the sudden withdrawal of money in the bank is not actively timely funding Secondly, attitudes of the staff always enthusiastic and friendly, quick transaction time, come to the place that the customer needs to take transactions (home or company, or to get money, withdraw money for the customer in other bank customers), always giving customers feel can be served anytime, anywhere Thirdly, always updated equipment as well as new knowledge about the financial sector, which can be quickly answer customer questions related to restructuring, merger or/and so on, helping customers peace of mind when using the services of deposit at the bank Fourthly, Navibank staff concern and advise customers more about the convenient products of the bank, helping customers more convenience in the transaction For example, the electronic savings products of Navibank are implementation by more than years but still not many customers know to this product Staff can advise customers who register internet banking to check all account information as well as savings accounts at other computer with an internet connection, no need to bank transactions, customers can savings or withdraw savings by internet banking  For the Bank To build a team of professional staff, dedicated customer service, the bank is required to: Firstly, apply appropriate remuneration policies to promote employee because the employee only satisfied with the work, sticking faithfully to the bank, while new staff to work wholeheartedly for banks, for customers Secondly, bank staff can participate in courses or invite experts to teach about human psychology will help staff know how to behave so that most customers are pleased In awkward situations staff should know to resolve in a satisfactory manner Third, the banks often enable staff to participate in professional training by professional support partial or full funding, or loan with 0% interest and so on In addition, banks need to increase the customer care services as gifts, promotions; activities have shown interest to individual clients as sending flowers, greeting cards during the holidays, the birthdays and important events of the customers 5.2.2 The policy factors group related to bank policy: The study results were tested for factors that banking policies (flexible products, customer privacy, and simple procedures) have the strongest determinants of the choice of the customer So, to enhance the decision of customer choice, the bank must ensure that: Firstly, improve and develop cross-selling products as many utility payment cards, phone recharge postpaid, prepaid, ATM transfer, online shopping, payment of goods at the supermarket and so on Secondly, to secure the information as well as customer transactions, absolutely, the banks should apply measures to prevent infringements of personal information, customer data of the objects both inside and outside the bank's investment in infrastructure, perform accurate transactions, need to update information quickly and timely, accurate and fast information provided quickly and fully to customers Thirdly, the process of customer survey interview that received many comments complaining customers when making time deposit transactions lasted more than 15 minutes, or to sign the complicated paperwork To solve this problem, the Navibank should consult process of sending money to other banks to optimize the paperwork is not necessary, or use the software cannot enter handwritten data directly to shorten transaction time 5.2.3 Group policy factors related to the responsiveness: The analysis results show that the ability to meet the factors that affect the decision to select a bank The responsiveness is the ability to provide consistent customer service, so to increase mobilization; banks need to design products and services to suit each client objects, from time to time in accordance with point of creating effective relationships with customers As a result, the traditional customers, old customers maintain regular banking transactions, and new customers, potential customers of the bank are also constantly increasing Also website page of the bank needed more English language design, which enhances the brand, the professionalism and help foreign companies can refer to when they want to deposit in the bank 5.3 The limitation of the thesis: Firstly, for a more comprehensive picture of the customer’s choice decision that needs more studies likes this in the urban areas and nationwide cities and the insurance industry in a comprehensive more in the future Secondly, with limited time and knowledge of the authors, the subject also has certain drawbacks Specifically as follows:  Due to time constraints, so the data collection was carried out in a short time, but the sampling approach but random samples collected on major customers have some savings between 50-100 million VND, so the sample is not representative high Therefore, the study diverse subjects, increasing the sample size, expanded customer interviews is to in the next study  Furthermore, subjects were surveyed at the end of the year and early 2014 It's time to close the Lunar New Year that demands of customers spending more needs to save money in a bank Thus, the authors may not survey the first customer to deposit transactions at banks Thirdly, this study evaluated the scale using Cronbach alpha coefficient and factor analysis methods to explore, descriptive study Currently, there are other methods, other modern tools used to measure, evaluate and test scale models more accurate theory Fourthly, test results with theoretical models, the hypothesis H5 has statistical significance and the reliability is not high Thus, to increase reliability of hypothesis H5’s scale, we just only keep variables observed in scale and rejected to one important variable (presented in Chapter 4) and this is what the research needs to re-examined REFERENCE Ashraf, N., D Karlan, and W Yin “Tying Odysseus to the Mast: Evidence from a Commitment Savings Product in the Philippines “Quarterly Journal of Economics121 (2006): 635–672 Credit institutions in Section and Section of Article 20, http://www.chinhphu.vn/portal/page/portal/chinhphu/hethongvanban Definition of the service term Source: www.wikipedia.com Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, page 41 Jim Blythe, 2008, Consumer Behavior, All elements of consumption behavior, Cengage Learning EMEA Journal of Consumer Behavior- http://www.marketingpower.com/) Kieu M N., 2007, the author of the book “The Modern Banking Operations”, Chapter - Capital mobilization’s activity Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, p 110 Philip K., 2004, Article, http://www.pkotler.org/articles/ 10 Rebecca H and Don O'Dougherty, 2007, FCS Consumer Behavior Level 2, chapter 1, Unit 1, Consumer behavior 11 Ray Wright –Consumer Behavior, 2006 12 State Bank of Viet Nam http://news.sanotc.com APPENDIX 1: THE RESEARCH QUESTIONNAIRES PART 1: THE GENERAL INFORMATION Question 1: Have you ever use the saving product of the Navibank ? □ YES □ NO If you have or have ever sent, please answer for the next question Question 2: How long you used savings products in Navibank? □ Less than months □ From months to year □ Over year Question 3: How many money amount that you save in Navibank? □ Less than 50 million VND □ From 50 to 100 million VND □ Over 100 million VND Question 4: You are using savings products in other banks □ YES □ NO Question 5: You have interest in the regulations and policies of state banks or not □ YES □ NO Question 6: You have the relatives or friends that working in Navibank or not □ YES □ NO PART II: SERVICES ASSESSMENT Please indicate your level of agreement on the following statements by circling the appropriate scale from to There are: Very satisfied Not satisfied Satisfied Very dissatisfied Have no idea No The Individual Assessment The Level of Agreement Comments The Empathy of the Individual Customers Professional security staff Transactors are friendly, 5 considerate and honest Having the considerate to customers The after-sales services are good and flexible The Assurance Professional qualifications of staff Savings deposits are participating 5 the insurance Confidentiality of customer information The Reliability Reasonable interest rates The fees incurred in the process of using service nature of business, just to compensate costs The bank's security The reputation of the bank 5 5 The Tangible Facilities The outfits employees are elegant, tidy The modern facilities and equipment The bank has a large service network The bank distributed evenly and 5 convenient for the transaction The Responsiveness of the bank The fast transaction implementation In addition to savings deposit rate, also has participated in a lucky draw Simple and easy procedures Having many flexible products 5 The minimum deposit ******************** Thank you for your corporation! ... factors affected the psychology of customers of the decision to save money The subject ? ?Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint. .. products However, with the research ? ?Factors affecting the decision to choose to save money by individual clients in Nam Viet Commercial Joint Stock Bank in Viet Nam. ”, the research stops to capital... Commercial Joint Stock Bank Scope of the Study: Nam Viet Commercial Joint Stock Bank, Ho Chi Minh City, Viet Nam 1.6 Research Methodology: This study was done in Nam Viet Commercial Joint Stock Bank