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    TIẾN SĨ Correlation of Depositors Behavior and Bank Patronage in the Inner Districts of Ha Noi

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  6. Correlation of Depositors Behavior and Bank Patronage in the Inner Districts of Ha Noi

    Luận án tiến sĩ năm 2013
    Đề tài: Correlation of Depositors’ Behavior and Bank Patronage in the Inner Districts of Ha Noi
    Quan hệ tương quan giữa hành vi khách hàng gửi tiền và việc lựa chọn giao dịch ngân hàng trong khu vực các quận nội thành Hà Nội
    Luận án được trình bày bằng tiếng Anh

    1.1. Background of the Study 1
    1.2. Objectives of the Study 3
    1.3. Statement of the Problem
    1.4. Hypotheses of the Study
    1.5. Significance of the Study
    1.6. Scope and limitation of the Study
    1.7. Definition of Terms
    2.1. Economic Development 10
    2.1.1 Viet Nam Economy 10
    2.1.2. Ha Noi Economic Development 11
    2.2. Regulation of Banking Industry
    2.2.1. Background of Vietnam Banking Industry
    2.2.2. Key Challenges Facing the Banking Industry
    2.3. Background of Ha Noi Banking Industry 15
    2.3.1. Banking Industry in Ha Noi 15
    2.3.2. Practice in Deposit Mobilization in Ha Noi 15
    2.4. Consumer Behavior 16
    2.5. Review of Related Studies 20
    2.6. Psychological Attributes of Depositors’ Behavior in Bank
    2.6.1. External Psycological Attributes 22
    2.6.2. Internal Attributes 23
    2.7. Factors Influencing Depositor Behavior in Deposit 24
    2.7.1. Subjective Factors
    2.7.2. Objective Factors 25
    2.8. Conceptual Framework 27
    3.1. Research Design 29
    3.2. Determination of Sample Size 29
    3.3. Sampling Design and Techniques 30
    3.4. Subject of the Study 31
    3.5. Research Instrument 31
    3.6. Data Collection Method 31
    3.7. Data Processing Method 32
    4.1. Depositors’ Profile 34
    4.2. Depositors’ Distribution by Districts 36
    4.3. Attributes of Depositors’ Behavior in Bank Patronage in the
    Inner Districts of Ha Noi
    4.3.1. External Attributes Implication of Depositors’ Behavior 37 Depositors’ Selection by Specific Banks and Type of
    Banks – Foreign Banks, State Owned Banks and Joint Stock Banks
    37 Time Span Depositors Began Relationship with Banks 39
    v Depositors’ Selection of the Deposit Kinds and Terms 42
    4.3.2. Depositors’ Motivation in Bank Patronage 47 Depositors’ Motivation for Changing a Bank 47 Depositors’ Motivation for Selecting Banks They Deposit
    54 Depositors’ Expectation on the Future Promotions 65 Depositors’ Future Investment Plan 68 Depositors’ Willingness to Make a Reference with Their
    4.3.3. Depositors’ Perception and Bank Patronage 74 Depositors’ Attitudes in Acceptance of Interest Rate 74 Depositors’ Attitudes in Acceptance of Bank Service Quality 75 Depositors’ Attitudes for Existing Promotion Programs 77 Depositors’ Perception of Bank Safety 83
    4.4. Factors Influencing Depositors’ Behavior in Bank Patronage in
    the Inner District of Ha Noi
    4.4.1. Depositors’ Selection of Factors and Factors’ Correlation 85
    4.4.2. Critical Factors 89
    vi Prestigious Banks 89 Quick and Convenient Procedure 91 Competitive Interest Rates 91 Security and Safe 93 Convenient Location 94
    5.1. Summary of Findings 95
    5.2. Conclusions 102
    5.3. Recommendations 105

    This study was conducted to determine and analyze the correlation of
    depositors’ behavior and bank patronage in the inner districts of Ha Noi. As the
    knowledge of depositors’ behavior and bank patronage is not well understandable
    and given the critical importance of understanding of depositors’ behavior, this study
    intended to identify the factors influencing depositors’ behavior and define the
    winning strategies for the banks in fund mobilization.
    The methodology of the thesis was to review the various relevant literatures.
    Method of system analysis, method of fieldwork, method of comparison, quantitative
    research methods and forecasting method were also used in the study.
    This research was conducted within the inner districts of Hanoi with 257
    respondents, which were selected based on random probability. Findings showed that
    depositors’ behavior was influenced by both internal demographic factors and
    external factors. The result further revealed a high correlation between depositors’
    behavior and factors such as “prestigious banks”, “security and safe”, “competitive
    rates”, “quick and convenient procedure”. However, lower correlation was obtained in
    depositors’ perception and attitudes.
    The recommendations are developed from the insights and conclusions. First
    is to address the brand issue of banks that built through depositors’ perception of
    “bank safety”, “prestigious” and other key influencers. Second, banks should take
    into account all factors in their winning marketing strategies. Third is to recommend
    the contingency plan that banks should have to keep safe. And the last is to
    recommend the SBV need to liberalize interest rates on deposits.

    Fund mobilization is essential to banks’ success. Recently, banks face with
    strong competition in attracting and retending depositors. Many banks fail to mobilize
    funds while others are able to understand better depositors and depositors’ behavior in
    bank patronage and take advantadge of their knowledge to win the game. In the study,
    the researcher would like to address the issue of depositors’ behavior and bank
    1.1 Background of the Study
    Vietnam economy has been in the fast growth track for a decade. Vietnam
    GDP growth is mainly come from government capital expenditure and private sector
    investment. The fast infrastructure development and urbanization process require
    huge source of funding. One of the engine to lure the growth is the expansion of
    credit by banking sectors.
    The banking sector in Viet Nam consists of 5 state owned banks, 37
    commercial joint stock banks, 53 foreign – related banks, 30 financial companies and
    finance lease companies, 1 Central People Credit Fund and 1,057 local people credit
    funds (Nguyen C.T., 2011). The number is quite big giving the Vietnam’s GDP per
    capital is 1,300 USD by 2011 (Dantri, 2011). The competition is high in the sector,
    especially in main economic and political areas like Ha Noi and Ho Chi Minh cities.
    The interest income contributes a major part of banks income. Most banks have their
    income heavily dependent on lending activities with interest income to total income
    ratio of some banks reaching above 90% in 2010 (Quach, 2011). This causes many
    banks concentrating on fund mobilization. One of key sources of fund would be the
    depositors’ funding. The source of fund is viewed as a stable funding and counts for a
    big part in banks’ balance sheet. Many strategies that banks persuad to lure their
    deposit growth including branch network expansion, high interest rate offer, attractive
    promotion campaigns.
    Due to the fact that the banking sector plays a key part in the economic
    activities and economic development, and social stability as well, the banking
    activities in Vietnam have been highly regulated. There are still many different
    experts’ opinions on if the banking sector needs to be moving more deregulation or
    regulation. However, taking the reason to prevent banks’ failure, the State Bank of
    Viet Nam put in place a very high level on banks supervision. Some regulations that
    directly affect banks’ expansion of credit and fund mobilization include control of
    capital adequacy, bank liquidity ratio, and the banks’ branch network expansion. Even
    though, the State Bank of Viet Nam tries to communicate and act to prevent the
    banks’ failure in the future. However, depositors are always facing with risk of losing
    their fund in case of banks’ run or bankruptcy. For deposit insurance, the depositors
    can receive is 30 million VND at maximum as per law.
    To study the depositors’ behavior is always necessary for banks to serve better
    their clients. In fact, a few information of depositors’ behavior have been made
    available in public sources in Viet Nam. Information is normally in the form of
    observation and experts’ opinion. In late 2013, there is a doctorate study on individual
    customers’ depositing behavior at banks made by Le Thi Thu Hang, which is
    available at the Viet Nam Instiute of Social Science. Le T.T.H (2012) scoped her
    study at nationan-wide scale and focused on individuals who had or did not have a
    deposit at banks. However, there has not been a similar study of the correlation
    between depositors’ behavior and bank patronage in Ha Noi that the researcher could
    identify in the public sources. In addition, depositors’ behavior would always reflect
    through certain factors. Therefore, the study of the correlation of depositors’ behavior
    and bank patronage should be a key success factor for banks to win in the deposit
    competition race in Ha Noi and for those who want to get knowledge of the study.
    1.2 Objectives of the Study
    The main objective of the study is to determine and analyse the correlation of
    depositors’ behavior and bank patronage in the inner districts of Ha Noi. Besides, the
    search aims to achieve the following objectives:
    1. To describe the background of the general economic environment and the
    banking industry in Ha Noi
    2. To determine and analyse comsumer behavior model and to determine
    depositors’ behavior model
    3. To characterise the profile of the depositors in Ha Noi
    4. To identify the factors that influence the depositors’ behavior in selecting
    banks in the inner districts of Ha Noi.
    5. To determine the correlation of depositors’ behavior and bank patronage in
    the inner districts of Ha Noi.
    6. To identify the winning strategies for banks in fund mobilization.
    1.3 Statement of the Problem
    Funding mobilization is very ctitical to banks in Vietnam, especially in Ha Noi
    as a large number of banks with too high credit growth (Quach, 2011) with the limited
    source of owners capital need to maintain their growth and liquidity by seeking

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