Open AccessFactors affecting decision to choose a bank for saving deposits by personal clients in Hue
Author(s) -
Thu Thi Anh Hoang
Publication year - 2017
Publication title -
khoa học và công nghệ: kinh tế - luật - quản lý
Language(s) - English
Resource type - Journals
ISSN - 2588-1051
DOI - 10.32508/stdjelm.v1iq3.453
Subject(s) - prestige , influencer marketing , promotion (chess) , hue , marketing , business , selection (genetic algorithm) , advertising , psychology , actuarial science , computer science , artificial intelligence , relationship marketing , political science , marketing management , philosophy , linguistics , politics , law
This study aims to examine factors affecting decision to choose a bank for saving deposits by personal clients in Hue. In the first place, a qualitative method is used to build up the theoretical model which is subsequently tested on data from a survey on 267 personal clients in Hue. The findings show that there are six factors affecting the selection decision, in which Brand Prestige is the most powerful factor, followed by Financial Benefits, Influencers, Promotion, Staff, and Facilities.