Researching Factors Affecting The Loyalty Of Individual Customers To Capital Mobilization Activities At Bank For Agriculture And Rural Development In Vung Tau

Abstract

Capital plays a decisive role in the growth and development of each country's economy. For the cause of industrialization and modernization in Vietnam today, which is an even more essential requirement. In order to meet the capital demand for the economy, Vietnam needs appropriate policies and measures to mobilize idle money among the people. The capital provided for businesses is mostly from banks and credit institutions. In particular, the bank plays a major role. Therefore, the bank's role in mobilizing capital for the economy is extremely important. Recognizing the important meaning of capital mobilization activities, the author chose to study: “Factors affecting capital mobilization activities of individual customers at Vietnam Bank for Agriculture and Rural Development - Vung Tau Branch”. The research methods used are mainly qualitative and quantitative methods. In particular, qualitative research methods are conducted by theoretical research and in-depth interviews with experts at the bank, the board of directors, the managers and long-term employees. Theory of service quality scale forming draft scale with 22 observed variables belonging to 5 factors which are independent variables (including: reliability, responsiveness, Empathy, Assurance and tangibles) and 1 element is the dependent variable (Loyalty). Using in-depth interview method, the author adjusted the draft scale into a preliminary scale with 24 observed variables belonging to 5 initial factors. Quantitative (preliminary) methodology is used on the preliminary scale (through a 115 observations ) to verify and adjust the scale. Next, quantitative (formal) research is used on a formal scale with a large sample size (425 observations) to test the model and research hypotheses. The results of the study showed that the responsiveness factor has a positive impact on the loyalty of individual customers with a factor of 0.127, followed by the assurance factor with the coefficient of 0.310. Tangibles means with a coefficient of 0.143, finally a level of empathy with the factor 0.121. Reliability factor has a coefficient of 0.270. Based on this result, the author gives some governance implications for bank managers, suggesting some implications for the Bank for Agriculture and Rural Development and local authorities. Finally, because of some objective factors that the study has limitations, it is also the reason why the author presents research directions for similar topics in the future.