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18/06/2023 08:15:07 AM

FACTORS INFLUENCE THE CHOICE OF SERVICE DEBIT CARD AT VP BANK

1.  PREVIOUS RESEARCH MODELS ON THE FACTORS INFLUENCING THE CHOICE OF SERVICE

1.1 Research on factors affecting individual customers' decision to use ATM cards at Vietnam Bank for Agriculture and Rural Development

Pham Thi Thu Hien 2021 - Research on factors affecting individual customers' decision to use ATM cards at Vietnam Bank for Agriculture and Rural Development - Tra Vinh branch (Agribank Tra Vinh). The author collected data through a survey of 220 individual customers. The research results show that there are all 8 factors affecting the decision of individual customers to use ATM cards at Agribank Tra Vinh in descending order as follows: (1) The convenience of the card; (2) the system availability; (3) the staff; (4) safety and security; (5)the expenses; (6) the bank image; (7) the subjective standards and (8) the marketing policies. 2 Research on factors affecting the decision of students of universities in Hanoi to choose to use Vietcombank domestic debit cards Luong Mai Hang, Nguyen Thi Thuy Hang, Phung Thi Xuan Thuy, Phan Hai Cam Tu, Nguyen Thi Thuy Van ( 2022) - Study on factors affecting students' decision to use Vietcombank domestic debit in Hanoi. The research results show that the decision of students to use Vietcombank international debit cards in Hanoi city is influenced by 5 factors: (1) Perceived usefulness, (2) ease of use, (3) Level of security, (4) Perception cost and (5) Perception risk.

1.2. Research on factors affecting customers' decision to use domestic payment cards at Vietnam Technological and Commercial Joint Stock Bank – An Giang branch Huynh Kim Thía (2019) –

 The study was conducted towards the goal of identifying factors affecting customers' decision to use domestic payment cards at Vietnam Technological and Commercial Joint Stock Bank – An Giang branch. The quantitative research method was used with survey data from 240 customers participating in the translation at Techcombank. The results show that the decision to use a domestic payment card is explained by 06 factors including: (1) Utility of the card, (2) Safety and security, (3) Availability of ATM system, (4) Cost , ( 5 )Bank image , (6) Staff

1.3. Research the factors influencing the decision to choose a domestic debit card.

Hoang Thuy Linh (2013) - Research on factors influencing the decision to choose a domestic debit card. The study's theoretical study looked at consumer behavior and debit card usage. The quantitative study involved 168 people. The results showed that there are more than 6 factors that influence the decision to choose a debit card: (1) service attitude of bank employee, (2) reputation of the bank, (3) safety to use the debit card, (4) ease of use, (5) ATM and POS network and the factor, (6) introduce of friends and relatives to use debit cards.

1.4. Factors affecting ATM card usage in India

Shariq Mohammed (2012) – Factors influencing the use of ATM cards in India – article published in Journal econmics. This study aims to identify factors affecting customers' demand for ATM services. The author collected feedback samples from 450 customers. Results from this study show that 8 factors affect customers' ATM usage: (1) Gender, (2) education, (3) occupation, (4) income, (6) account, (6) convenience, (7) Service, (8) the expenses

1.5. Proposed model:

Decision on choosing debit card service at VPBank Da Sunny Bank

Individual customers' debit card choices can depend on a lot of factors, which can dependon the customer's perception of the product. Therefore, choice is the most predictive factor for customer usage behavior. Therefore, the choice survey will help us know whether consumers will use or not use their services. On the basis of synthesis, reference, development, and selectionof the above research works, the project proposes a proposed research model with 5 factors as follows: CARD'S

UTILITY, SAFETY, COST, STAFF BANK, IMAGE, EASY TO USE.

1.6 Hypothesis:

Hypothesis H1: The utility factor of the card has a positive influence on customers' decision to open a domestic debit card at VPBank.

Hypothesis H2: Staff factors have a positive influence on the decision to choose to open a domestic debit card at VPBank.

Hypothesis H3: Safety and security factors have a positive influence on the behavior of deciding to open domestic debit cards at VPBank.

Hypothesis H4: The cost factor has a positive influence on the decision behavior to open a domestic debit card at VPBank, .

Hypothesis H5: The bank's image factor has a positive influence on the decision to open a domestic debit card at Vpbank.

Hypothesis H6: The ease of use factor has a positive influence on thebehavior of deciding to open a domestic debit card at Vpbank.


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