FACTORS AFFECTING THE DECISION TO USE E - BANKING SERVICES OF PERSONAL CUSTOMERS AT AGRIBANK - HAIPHONG BRANCH
In the development trend of the digital banking model, Agribank has
continuously improved service quality to launch many useful products for customers.
Many of Agribank”s e-banking products and services, after being put into
application, actually become Agribank”s own branded products and services that are
trusted by a considerably large number of customers. The study combines expert
methods with quantitative methods applied to a research sample of 120 individual
customers who have registered to use Agribank”s e-banking services in the first
quarter of 2023 in Hai Phong. Results from regression analysis using SPSS software
have shown that there are 3 factor groups: fee, security, and composite factors
including trust, easy of use, usefulness, development of e-banking platforms. Based
on these results, the author gives management implications to attract individual
customers to use e-banking services at Agribank - Hai Phong Branch.