Factors influencing individual customers' choice of electronic savings deposit products at Tien Phong Commercial Joint Stock Bank - Dong Nai Branch,..

Abstract: This study examined the factors influencing individual customers' decisions to choose electronic savings deposit (TGTK) products, aiming to help banks expand their product offerings through targeted solutions. The study focused on five proposed factors affecting customer decisions: safety (SAT), bank brand (THNH), financial benefits (LTC), convenience (STT), and promotional strategies (CT). The findings highlight the significant impact of these factors on customer choices regarding electronic savings deposits. Based on these results, the study proposed practical solutions for Tien Phong Commercial Joint Stock Bank - Dong Nai Branch, Bien Hoa Transaction Office to increase the adoption of electronic savings deposit products among individual customers.

Keywords: electronic savings deposit, choice of using, banking, TPBank.

Authors: Hoang Thi Quynh Anh, Tran Thi Kim Dung, Hoang Tran Thao Nhi (2024) 

Industry and Trade Magazine; ISSN: 0866 - 7756; No.22, 10/2024; Page 308 - Page 313.