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18/10/2020 10:16:32 AM

HYPOTHESES AND RESEARCH PROCESS ABOUT THE FACTORS AFFECTING THE BEHAVIOR OF CHOOSING SECURITIES COMPANY BY INDIVIDUAL INVESTORS AT FPT-DA NANG SECURITIES JOINT STOCK COMPANY-P1

1. Hypothesis:
  • Company reputation factor:

Brand plays a very important role for the success of the company. The more prestigious the brand of the company, the more trust it will create for customers, thereby promoting the creation of business relations between customers and the company. Therefore, the company brand factor is proposed by the topic in this proposed model to assess customers' beliefs about the company to make a choice decision. So in this research topic, the company brand factor is an indispensable factor in the selection of securities companies by individual investors, leading to the following hypothesis established:

Hypothesis H1: The group of company reputation factor has a positive effect on customers' securities company selection behavior.

This factor was selected from 4 research works of MSc Nguyen Kim Nam and MS.Tran Thi Tuyet Van (2015), Pham Thi Tam and Pham Ngoc Thuy (2010), Hoang Thi Anh Thu (2016), Nguyen Hoang Giang (2016).

The corporate brand factor is measured by the following factors:

  1. Strong financial situation
  2. The company is well known
  3. Prestigious company in stock market
  • Employees Factor:

For service providers in particular and securities companies in general, employees are an intangible asset of the company. The main staff is the company representative, on behalf of the company to contact customers. Customers will feel comfortable and have positive feelings if supported by professional staff from appearance to service quality, who have a great influence on the orientation of using customers' services. So in this research topic, the employee factor is an indispensable factor in the selection of securities companies by individual investors, leading to the following hypothesis to be established:

Hypothesis H2: The group of employees factor has a positive effect on customers' securities company selection behavior.

This factor was selected from 4 research projects of MSc Nguyen Kim Nam and MS.Tran Thi Tuyet Van (2015), Hoang Thi Anh Thu (2016), Nguyen Hoang Giang (2016), Kamran Eshghi and colleagues. (2011).

Employee factors are measured by the following factors:

  1. Employees have good knowledge and capacity
  2. Respectful, polite, friendly attitude
  3. Formal dress, aspect
  4. Highly effective consulting
  5. Professional counseling skills
  6. Understanding customers' needs
  • Various Service Factor:

In the increasingly fierce competition environment, in addition to improving service quality, improving, innovating and providing a variety of products is essential for the success and development of businesses.

Today, modern technology has helped companies create more and more new types of services. The more diverse the service is, the more customers will come to the company. Newly launched services are often applied with high-tech science and technology, thus they often reduce costs, high efficiency, encourage customers to learn and use. Therefore, in this research topic, the diverse service factor is an indispensable factor in the selection of securities companies by individual investors, leading to the following hypothesis to be established:

Hypothesis H3: Group of various service factor has a positive influence on customers' securities company selection behavior.

This factor was selected from three studies by Nguyen Hoang Giang (2016), Kamran Eshghi and colleagues (2011) and Siddique (2012).

Diversified service factors are measured by the following factors:

  1. EzMarginPro - Margin Trading on Buying Power
  2. Custody
  3.  Cash and Dividend Advance
  4. Buying/Selling Securities at Predetermined Prices
  • Costs factor:

Cost plays an important role in the purchasing behavior of customers, customers are increasingly aware of the price determination when participating in buying and selling goods and services. Cost is an attribute of efficiency that directly affects the satisfaction, intent and purchase decisions of customers. Therefore in this research topic, the cost factor is an indispensable factor in the selection of securities companies by individual investors, leading to the following hypothesis to be established:

Nguyen Thi My My