Analyzing the factors affecting the decision of individual customers to use ATM cards issued by Vietnam Bank for Agriculture and Rural Development - Tra Vinh Province Branch

This study is to find out the factors affecting the decision of individual customers to use ATM cards issued by Vietnam Bank for Agriculture and Rural Development – Tra Vinh Province Branch (Tra Vinh Agribank). The study’s results show that there are 8 factors affecting the decision of individual customers to use ATM cards issued by Tra Vinh Agribank. These factors are, in descending order of influence level, (1) the convenience of the card; (2) the system availability; (3) the staff; (4) the safety and security; (5) the expenses; (6) the bank image; (7) the subjective standards and (8) the marketing policy. Based on the study’s results, some solutions are proposed to encourage more individual customers to use ATM cards issued by Tra Vinh Agribank in the future.