The study aims to find out factors affecting the decision to continue bank loans of individual customers at Agribank O Mon, Can Tho City. The research data were gathered from 161 individual customers who have loans at Agribank O Mon. The study has identified seven impacting factors to the decision on bank loans of individual customers by applying exploratory factor analysis and multivariate linear regression. The descending influence level of each factor is as follows: customer trust, assurance, bank brand, tangibility, responsiveness, understanding, and accessibility.
bank loan, decision, individual customer
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