Abstract

This study aims to examine factors affecting decision to choose a bank for saving deposits by personal clients in Hue. In the first place, a qualitative method is used to build up the theoretical model which is subsequently tested on data from a survey on 267 personal clients in Hue. The findings show that there are six factors affecting the selection decision, in which Brand Prestige is the most powerful factor, followed by Financial Benefits, Influencers, Promotion, Staff, and Facilities.