Master thesis: Factors influencing individual customers’ decision to deposit savings at Nam A Commercial Joint Stock Bank, Quang Ninh Branch

The mobilization of individual customer savings is a cornerstone for the stability and growth of commercial banks, especially in dynamic emerging economies like Vietnam. With an increasingly competitive financial landscape and the proliferation of diverse investment alternatives, understanding the underlying factors influencing individual customer's decision to deposit savings has become paramount for banks. This study addresses this critical need by exploring the intricate elements that shape saving behaviors at the Nam A Commercial Joint Stock Bank, Quang Ninh Branch. By delving into both theoretical foundations and the specific socio-economic context of Quang Ninh, this research aims to provide a comprehensive analysis of these determinants, thereby highlighting their significance for effective capital mobilization strategies and sustainable banking operations.

Banking professionals, particularly those in management and marketing roles at commercial banks, financial analysts, academics in banking and finance, and policymakers interested in deposit mobilization strategies and customer behavior.

This academic work investigates the factors influencing individual customer's decision to deposit savings at the Nam A Commercial Joint Stock Bank, Quang Ninh Branch, a crucial undertaking given the intense competition for capital mobilization in Vietnam's financial sector. The study's primary objective was to analyze these determinants to develop effective management implications for attracting and retaining individual depositors, thereby enhancing the bank's capital mobilization efficiency. Employing robust qualitative research methodologies, including the accreditation of reliability of scale using Cronbach's Alpha coefficient and factor analysis, followed by multi-variable regression analysis, the research identified seven significant independent factors positively correlating with customers' saving decisions. These include convenience factor, promotion, staff performance, service quality, security, influence of reference group, and brand reputation. Notably, staff emerged as the strongest influencing factor, followed by service quality, convenience, and security, with demographic characteristics like occupation, gender, age, and academic level also playing a role. The findings offer valuable insights for Nam A Bank Quang Ninh, providing a clear framework for strategic action. Recommendations span human resource development, diversification of capital mobilization products, competitive interest rate policies, accelerated marketing activities, consistent customer care, streamlined procedures, adoption of modern information technology, and expansion of operational networks and facilities. This comprehensive approach not only addresses theoretical gaps concerning savings behavior in specific economic zones but also furnishes practical, evidence-based strategies to bolster the bank's competitiveness and long-term stability in a highly dynamic market.