Factors Affecting the Decision to Choose a Loan Bank for Individual Customers at Samcombank - Vung Tau

Abstract

This research is conducted to build and test a theoretical model among factors affecting individual customers' borrowing decisions at Sacombank-Vung Tau. The study used qualitative research method combined with quantitative research. The research results show that the factors influencing the customer's decision to choose a loan bank include: bank image (β = 0.269); service staff (β = 0.2); financial benefits (β = 0.438); suggesting relatives (β = 0.276). The four factors explains 70% of the variance in the decision to choose a loan bank. The research results provide suggestions to the bank managers in improving major factors to increase the customers' decision to borrow capital at the bank. Some limitations and future research directions are also mentioned.