FACTORS INFLUENCING CUSTOMER’S UNSCURED BORROWING DECISIONS AT FINANCIAL COMPANIES IN TRA VINH CITY, TRA VINH PROVINCE, VIETNAM

This case study investigates the factors influencing customers’ unsecured loan decisions at financial institutions in Tra Vinh City. By collecting primary data from 224 customers in need of loans in Tra Vinh City and usingquantitative data analysis methods, the study discovered five factors influencing customers’ unsecured loan decisions at financial institutions in Tra Vinh City: service quality, lending policy, consumer behavior, financial situation, and subjective standards, respectively. The authors propose policy implications based on the researchfindings to improve credit quality in Tra Vinh City.