Phân tích các nhân tố ảnh hưởng đến quyết định lựa chọn ngân hàng để gửi tiết kiệm của khách hàng cá nhân tại ngân hàng TMCP an bình chi nhánh thừa thiên huế

Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào MỤC LỤC   !"# $ 1.1. Cơ sở lý thuyết .10 1.1.1 Dịch vụ .10 1.1.2. Dịch vụ ngân hàng .11 1.1.3. Dịch vụ gửi tiết kiệm tại ngân hàng .12 %&'()*(+(,- %&'()*.(,- 1.1.4. Hành vi người tiêu dùng và hành vi lựa chọn ngân hàng 14 1.1.5 Mô hình lý thuyết .17 /'0123456 '07(8*9:;<*=> 1.1.7. Thái độ đối với chiêu thị 19 1.1.8. Mô hình nghiên cứu và các giả thuyết 20 Chương 2 .24 NỘI DUNG VÀ KẾT QUẢ NGHIÊN CỨU .24 ?<&%'()*-@0ABC?D;EF'6 2.2. Kết quả nghiên cứu định tính .37 ?8G*HI:JK> ?8/BG*HI:=3> ?8BG*HI:1$ ?8#BG*HI:-+@$ ?<#9:9;LF-+@70=3#M ?<NO2345P:(;0QC?RF(8F:PS#M ?<6O2345P:F:PS7J@0(;# ?<$T8*S3@3UV# ?<MT8*SB:RFW9C43F03X;1S# ?<T8*SB:RFW9C43F03X(<Y'3=# SVTH: Huỳnh Thị Hà 37 Khóa luận tốt nghiệp GVHD: TS. 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Nguyễn Đăng Hào PHẦN I: ĐẶT VẤN ĐỀ 1. Lý do chọn đề tài nS7m40^J3;8'4^2oF;=3:0:0Xp^J0 0*1%('PS7m-;^J3;870-;^JF3; 8^_ )F*LFqPS7m4+r4%7JXoF:^`*0 XoF:^`407+- 7=q(<Y3;8PS7mG:4Jq3-*7 :;P:F)3(F;703;8PS7m407+=%+ :GPS7m(;0:0<:s70F_07t(K-F*F K'4^2:;P:F)3n:.q;@0F-FF7%G 4^2PS7m<7%f*+3;8q%*4[7%7UqR%1)U*-4^Jq t^%9@+) 0G<;Ur.40u*70:*mKvF .;(;*mKUwoFP:F)3(QUr:0)* qG3PS7m:0<::(;040v :@0q'.7U[.409_K8O:-1( P:Fq40%%:9[(_X:-1(P:F7U14-. 7Fxo-::7)<*R<:9_0K70*_1:-1(P:FoF @0 4y.:F:-('1=3:0X^)Fq8;3 X7F7U00%oF;O('q+;17U-; @0F_0*m:-1R<^JRU<%(' 'JF70:(o:<X*Q@z{F40'^^J@.*1 `FP04s9G40+m-Fo'oFG<;@0^*- :RU<('^)F@*J40'U-F8|qL@ (;0oF;@0v@*J40'U8(;0f'S4[FQ *1@00@*&'()*“Phân tích các nhân tố ảnh hưởng đến quyết định lựa chọn ngân hàng để gửi tiết kiệm của khách hàng cá nhân tại ngân hàng TMCP An Bình chi nhánh Thừa Thiên Huế”7Q.8 40*}703@KLK*0(;0fF@*(4[FQ@08 &%70fF.3X0:|3P:F)3@F:(<Y3m7moF*U SVTH: Huỳnh Thị Hà # Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào 7J(;0t^@F:(<Y4[FQoF(;0U7J@ 0 2.Câu hỏi nghiên cứu và mục tiêu nghiên cứu  Câu hỏi nghiên cứu ~B;'U0:<^_'f'S4[FQ@0oF(;0; @&'()*-@0ABC?v ~B;'U.<^__*0:U7J(;0;@&'()*- @0ABC?v  Mục tiêu nghiên cứu Z;S-^2;*mm89F •€=P-@U<^_Jf'S4[FQ@08&' ()*oF(;0;@ •/€@K@U<^_Jf'S4[FQ@0&'()* oF(;0;@ •€A19U5('..3:;@0:7)P(;0t70 |(;0*J 3. Phạm vi nghiên cứu n:-'7%`Fq(3K70()*%0•PE4-_* ;(;0;@'&%-@0ABC?L ^`s70F9&PmPS7m'()*-@0 `F40EX;/:'LF;#Y*/M 4. Phương pháp nghiên cứu 4.1. Phương pháp nghiên cứu tài liệu thứ cấp B;04)7%@0:LY*fF70;R;:;: :-1@0C?RF(-S^`EF'Y*/MMq/M70/M/ n[F70:;04)s+RU^;(:FQq;%04fFq ;R07'-3K0q;+3:3|II8 40*04)F*(<::%00 4.2. Phương pháp nghiên cứu định tính Phỏng vấn chuyên gia&Pm3^3;33z7GF^?Ff< SoF@0q;<7-^`-QT'.8R'9@7%Z SVTH: Huỳnh Thị Hà  Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào ^J4[FQFZ^JPwoF(;0w7J9[^JPHoF ;:7^JPH88R'7%'3=3w237J^J Thu thập dữ liệu bằng bảng hỏi định tínhz7G(;0RuR<z SK8:0);K4[FQoF(;0 4.3. 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Công cụ phân tích &Pm3X*%*NM83@KPL4)=3^2 SVTH: Huỳnh Thị Hà 6