Dao Thi Dai TRANG

Faculty of Accounting, Duy tan University

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.

Key words: Selecting intention, Cronbach’s Alpha, EFA, Linear regression

JEL Classification: C30, C32, L23

Introduction

the outburst of the commercial banking system has put customers in front  of many opportunities to choose rich products and services that are more diverse    and easier to change banks.this requires domestic banks in general and commercial banks in Da nang to do their best in improving their capacity to improve competitiveness, make a difference to collect attracting new customers and maintaining old customers, which is what most businesses now care about not only commercial banks. 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.

The study of Pham Thi Tam and Pham Ngoc Thuy (2010) seeks to the factors influencing customers’ intention to choose banks. The results show that brand awareness factor has the strongest impact on the intention of bank selection, followed by factors such as convenient location, troubleshooting, the influence of relatives and appearance and finally, marketing. This study provides certain results in determining the factors that affect the tendency to select a bank. However, the scope of research is limited to the  central  wards  of  Da  lat  city  and  data  were  collected  by  a  convenient  sampling method, so the market is quite homogeneous, the sample is not highly representative.

The study of Ha Nam Khanh Giao and Ha Minh Dat (2014), when evaluating the elements of selecting commercial banks of the elderly in the city Ho chi minh pointed out that there are 7 factors that elderly customers are interested in when selecting banks, including Quality of employees, price, reputation, experience, facilities, incentives, and references... When distinguishing customers by income or service use, all seven factors have similar interests of groups. When distinguishing age, sex or working status, there will be differences in the level of interest in the seven banking options of groups. The significance of this study has yielded certain results    in identifying and evaluating the factors that elderly customers are interested in when choosing  a bank. this partly helps banks understand the attitudes and expectations   of consumers when choosing banks.

material and methods

individual customers are one of the important customer groups of the retail market segment that banks are targeting. “Bank customers are anyone who has an account with a bank” (United States Commercial Law of 1957). Or “Customers must have an existing account, or deposit or some similar relationship, to make a person a customer of a bank” (Goiteom, 2011).

The process of selecting customers’ banks takes place with the influence of complex social relationships (between customers and relatives, friends, colleagues, other relationships) These relationships impact on students’ awareness, needs, motivation, interest and career interest

When it comes to the process of selecting a bank of customers, it refers to  the combination of individual needs and aspirations with the requirements of a career, other factors affecting. not any customer choice is easy to accept, but they are subject

to certain external factors. In society, each individual has a definite position, with    that position individuals who enjoy benefits at the same time also need to be responsible for the community where they live, community and society.

selecting a bank is an activity that has an audience. the object is the banks that customers will choose to deposit. selected banks become the purpose of customer operations. to achieve the goal, customers need to understand the object. the more fully understanding this is, the faster the ability to choose the bank.

Behavioral intent is defined as the subjective intention of the customer in carrying out a specific action. Behavioral intent includes and is measured through specific manifestations: the intention to positively act tends to attract consumers with the product, increase the amount of purchase, speak well of products and suppliers, ready to pay higher fees to use the product. conversely, the intention to negatively act causes consumers to reduce or stop using the product, even switching to competing 

products and saying badly about products and suppliers (Saha and Theingi, 2009). According to Ajzen (1991), behavioral intent includes motivational factors that can affect the behavior of each individual.  these factors indicate the level of readiness      or effort that each individual will spend on behavior.

Behavioral intent is human action guided by considering three factors: belief in behavior, belief in norms and belief in control. the greater this belief, the greater   the intention to act (Ajzen, 2002). According to Kotler et al. (2001), there are two factors that may hinder the intention to become actual behavior: attitudes of the surrounding people and unexpected situations.

in studies of consumer behavior, some researchers such as Zeithaml et al

(1996), Cronin et al. (2000) use the behavioral intent variable as a dependent variable and focused on this variable research. Intention plays a decisive role in influencing actual behavior, as well as a close relationship with actual behavior (Suki, 2011). Predicting intention is the first step in predicting real behavior (Howard and Sheth, 1967). Therefore, the intention to  use  is  described  as  consumer  willing  in  using  the product (Elbeck and Tirtiglu, 2008). So the intention to use is more important than  actual  behavioral  research,  especially  with  predictive  studies,  studies  to  find

solutions ...

Zeithaml and many other researchers use behavioral intention terms that include and measure by positive behavioral intentions (such as saying good things about businesses, willing to spend money to buy products and services of an enterprise,…). In a study of factors affecting the transformation of mobile tele- communications service networks of Jordan, Awwad and Neimat (2010), the concept of behavioral intention is positive. that scale is expressed as referring others to services, maintaining and being satisfied with the service and continuing to use other services from the service provider. in his study, the author used the term intention     to use with the same positive meaning. consumers can formulate their intentions based on factors such as income, age, gender, ...

The theory of reasoned action (TRA) was built by Aen and Fishbein in 1975 and is considered a pioneering doctrine in the field of social psychology research. The theory of reasoned action asserts that people often consider the results of different actions before implementing them and they will choose to take actions that will hopefully lead to the desired results

Source: Ajzen, I. & Fishbein, M. (1975), Belief, Attitude, Intention and Behavior.

An Introduction to Theory and Research, Mas: Addition - Wesley

Source : Ajzen, I. (1991), The theory of Planned Behavior, Organizational Behavior and

Human Decision Processes

Based on the studies presented above, the Attitude factor has been interpreted, analyzed into elements, showing the attitude of customers to the bank. that is, perceive the convenience of location and brand awareness. these factors play an important role in the process of finding information about the bank, which on the basis of the intention to select and is believed to have a direct impact on       the intention to use and abandon the intermediate role of attitude factor. therefore, the proposed tPB model to be revised into this study includes the intention to select banks as the central factor, the impact factors are subjective norms, perceived behavioral control and attitude factors interpreted, analyzing into elements. that is, perceive the convenience of location, brand awareness.

in addition to the above-mentioned factors of the tPB model, the study considers a number of other factors that are likely to affect the customers’ intention    to select banks in Da nang, which are referenced from recent studies. On the basis of identifying the factors affecting the intention of selecting customers’ banks in Da Nang, as presented above, the proposed research model is illustrated in Figure 3.Figure 3 The proposed research model