Factors influencing individual customers' decisions to deposit savings at Vietnam Export Import Commercial Joint Stock Bank (Eximbank) - Tan Uyen Branch

In the context of intensifying competition for capital mobilization among commercial banks, individual customer savings deposits constitute a critical source of stable funding. This study investigates the determinants of individual customers’ savings deposit decisions at the Vietnam Export Import Commercial Joint Stock Bank (Eximbank) - Tan Uyen Branch, aiming to identify and quantify the effects of key influencing factors. Adopting a mixed-methods approach that integrates qualitative exploration and quantitative analysis, the findings reveal five principal factors shaping customers’ deposit decisions. The results provide empirical evidence on customer behavior in retail banking and contribute to a more nuanced understanding of capital mobilization dynamics at the branch level.