RESEARCH ON FACTORS AFFECTING THE SELECTING INTENTION COMMERCIAL BANK IN DANANG CITY,VIETNAM
RESEARCH ON FACTORS AFFECTING THE SELECTING INTENTION COMMERCIAL BANK IN DANANG CITY,VIETNAM

Summary/Abstract: It is important that banks now need to know clearly about the psychology and needs of customers, what customers really think, what they need and how they are affected by the surrounding environment that will help the bank adopt policies to attract and develop appropriate products in the competitive market today. Convenient sampling methods were implemented using 200 questionnaires to collect data from customers with at least one time in using bank service. Descriptive statistical analysis, cronbach’s alpha reliability analysis, EFA factor analysis, linear regression analysing were all used to determine which factors affecting the selecting intention Commercial Bank in Da Nang City. The results show that employees quality is the most important factors affecting the selecting intention Commercial Bank in Danang City. Based on the results of this study, we hopes that contributing to the orientation of construction, development and increasingly perfect to meet the needs of customers in order to improve business efficiency and competitive efficiency of Commercial Bank.

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