This research determines factors affecting the loyalty of bank clerks. Through responses from 266 employees of 15 bank branches in Cần Thơ City and together with quantitative analytical methods, the paper shows that factors positively affecting the bank clerk’s loyalty include leadership style, working environment, job characteristics, salary and allowance, training opportunities, promotion opportunities. | 150 | Nguyễn Quốc Nghi Factors Affecting the Loyalty of Bank Clerks Factors Affecting the Loyalty of Bank Clerks NGUYỄN QUỐC NGHI Master of Economics, Cần Thơ University Email: quocnghi@ ABSTRACT This research determines factors affecting the loyalty of bank clerks. Through responses from 266 employees of 15 bank branches in Cần Thơ City and together with quantitative analytical methods, the paper shows that factors positively affecting the bank clerk’s loyalty include leadership style, working environment, job characteristics, salary and allowance, training opportunities, promotion opportunities, working conditions, learning and skill enhancement opportunities, working seniority, and monthly income. Meanwhile, negative factors consist of educational level and number of dependents. Of them, working environment and educational level are of the most profound impacts on the bank clerk’s loyalty. Keywords: loyalty, jobs, bank clerks, banks JED July 2012 | 151 1. PROBLEM Since Vietnam’s accession to the WTO, the foremost challenge facing Vietnam’s banking system has been the severe competition from foreign banks which possess an abundant financial resources, ample experience in risk management, and standardized and modern banking services. Yet above all, it is the competitive human resources that counts. The fact is, as St-onge et al. (2004) put it, successful banks often have a very good management of their human resources. Many banks are willing to pay a large sum to attract and retain competent employees. If organizing the staff well is not an easy task at all, to build their loyalty is even much harder. After officially becoming a municipality directly responsible to the central government in early 2004, Cần Thơ City has become a happy hunting ground for various foreign and local banking institutions. Consequently, the competition becomes more intense in terms of seeking customers and attraction of high-quality human resources; and thereby .
