FACTORS AFFECTING THE DECISION TO CHOOSE CREDIT CARD OF INDIVIDUAL CUSTOMERS AT THE JOINT STOCK COMMERCIAL BANK FOR FOREIGN TRADE OF VIETNAM – SOC TRANG BRANCH

Abstract

Cashless payments and e-commerce are rapidly developing in Vietnam, and credit cards are increasingly asserting their role as an essential financial instrument for consumers. By adopting a mixed-methods approach, this study aims to identify the factors influencing customers’ decisions to choose credit cards. The research findings indicate that factors such as convenience, consumer needs, attitudes toward risk, psychological factors, and consumption patterns all have significant impacts on customers’ credit card selection decisions, albeit with varying degrees of influence. Based on these findings, the study proposes that banks should enhance service convenience, reduce perceived risks, and develop customer-oriented strategies to better meet consumer needs and increase credit card usage.