Determinants of Individual Customers’ Intention to Deposit Money: A Case Study at Nam A Commercial Joint Stock Bank – Quang Ninh Branch

DOI

10.2991/978-94-6463-694-9_33How to use a DOI?

Keywords

Individual customers; intention to deposit; Nam A Bank; mixed methods

Abstract

This study aims to analyze the factors affecting the decision to deposit savings of individual customers at Nam A Commercial Joint Stock Bank – Quang Ninh branch (Nam A Bank Quang Ninh branch), from which it was possible to propose management implications to attract and raise the number of customers who deposit savings and enhance the efficiency of capital mobilization.

Research purpose:

This study aims to analyze the factors affecting the decision to deposit savings of individual customers at Nam A Commercial Joint Stock Bank – Quang Ninh branch (Nam A Bank Quang Ninh branch) to offer implications to attract and raise the number of customers who deposit savings and enhance the efficiency of capital mobilization.

Research motivation:

Capital mobilization is a critical function for commercial banks. A significant portion of the funding for these commercial banks is derived from mobilized capital, primarily from customer deposits. Therefore, the efficiency, security, and overall success of banking operations significantly depend on the scale, cost, and stability of mobilized capital sources. As a result, banks are prioritizing the enhancement of their mobilized capital to minimize reliance on alternative capital sources. This tendency is driven by the need for greater financial stability and resilience in the face of economic fluctuations. Nam A Commercial Joint Stock Bank (Nam A Bank) is actively participating in this trend, implementing a multifaceted strategy aimed at bolstering its capital base. Given the bank’s reputation, it is critical to determine the factors impacting individual customers’ decisions to deposit monies. This will allow Nam A Bank to efficiently optimise its resource utilisation.

Research design, approach, and method:

This study employs both qualitative and quantitative approaches.

Main findings:

The qualitative research methodologies such as accreditation of reliability of scale with Cronbach’s Alpha coefficient and factor analysis showed that the scale used in this research is suitable. In terms of the quantitative method, multiple regression analysis results showed that within 07 independent factors entered into the model, all 07 factors had significance in terms of statistical aspects, including Tangible mean, Promotion, Staff, Service quality, Security, Influence of reference group, and Brand reputation. 07 factors had a positive correlation with the decision to deposit savings at Nam A Bank Quang Ninh branch individual customer.

Practical/managerial implications:

The study’s findings led the authors to propose several management implications of enhancing customer deposit intention: develop human resources, diversify capital mobilization products, apply appropriate interest rates, accelerate marketing efforts, enhance customer care, simplify procedures, adopt modern technologies, and renovate the headquarters to be modern and spacious.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hanh M. Duong
AU  - Xuan-Hoa Nghiem
AU  - Thi Thu Huyen Nguyen
AU  - Thi Huong Vu
AU  - Nam Khanh Nguyen
AU  - Ha My Nguyen
PY  - 2025
DA  - 2025/04/30
TI  - Determinants of Individual Customers’ Intention to Deposit Money: A Case Study at Nam A Commercial Joint Stock Bank – Quang Ninh Branch
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 490
EP  - 512
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_33
DO  - 10.2991/978-94-6463-694-9_33
ID  - Duong2025
ER  -