EVALUATION OF INDIVIDUAL CUSTOMERS' TRUST IN BANKS

Abstract

Banks play an increasingly important role in mobilizing and regulating capital sources for the economy. However, with the increasingly competitive landscape and the current trend of technological innovation, many customer transactions have not been completed as expected, leading to a decrease in customer trust for banks. In Vietnam, customer trust in banks is also an issue of concern to society and regulators. What is worrying is the situation of legal violations of economic crimes in the banking sector in Vietnam in general and criminals violating regulations on banking activities and other activities related to banking activities in general. alone has caused a lot of damage to the assets and reputation of the system of credit institutions (Nguyen, 2023). This study was conducted with the aim of identifying, analyzing, and measuring individual customers' trust in banks in Hanoi by using qualitative and quantitative research methods. Quantitative research methods were carried out with SPSS software, including descriptive statistics, independent t-tests, and ANOVA analyses. On the basis of an overview of previous studies and after interviewing experts, the study identified and analyzed three scales (component attributes) of individual customers' trust in banks in Hanoi. Based on the research results, we propose some recommendations to improve individual customers' trust in banks in Hanoi, thereby contributing to improving business performance for banks in Hanoi.

Keywords: business performance, trust, commercial Bank, finance, customer, business administration

JEL codes: E58, G21, M10, F65