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Investigating determinants of competitiveness of the retail banking service  in Vietnam: a customer approach

By In Archives, 2020, Vol. 20 No. 01, 2020 On May 15, 2020

Nguyen Dac Thanh[1]

Thuongmai University, Hanoi, Vietnam

Luu Thi Thuy Duong

Thuongmai University, Hanoi, Vietnam

Nguyen Huu That

Foreign Trade University, Hanoi, Vietnam

Paper No:Vol.20 No.1, March, 2020

Received: 26 February 2020; Revised: 20 April 2020; Accepted: 22 April 2020


This study is conducted to clarify the impact of thefactors on the competitiveness of retail banking services inVietnam’s commercial banks from the customer’s approach. The hypothesis in this paper is proposed that the competitiveness of retail banking services is related to the following factors: service quality, fees, distribution channels, promotion activities, and brand. The data is used from the survey conducted by 438 individual customers who have been using retail banking services in Vietnam’s big cities. This paper shows that the specific factors which are positively impact the competitiveness of retail banking services in Vietnam can be seen as prices (service fees), promotion activities, brand and distribution channels and service quality. The findings in this research could be an academic basis towards the improvement of the policies for retail banking services in Vietnam.

Keywords: Competitiveness, Commercial bank, Customer approach, Retail banking service, Vietnam

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[1] Corresponding author: thanhnd@tmu.edu.vn

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