INFLUENCING FACTORS ON CUSTOMER SAVING BEHAVIOR IN UNITED AMARA BANK (UAB)

This study emphasizes on customer saving behavior in United Amara Bank (UAB). This study is done to identify the saving behavior of customers at United Amara Bank and to examine the influencing factors on customer’s saving behavior at United Amara Bank. To get the primary data, 150 customers are surveyed at the United Amara Bank in Twmae Township. All independent variables have positive relationship with saving behavior. Those variables include financial literacy, parental socialization, peer influence, self-control and bank reputation/image. According to the finding, UAB bank should educate people in order to evaluate their income and expense. The bank should promote children account by targeting parents. Besides, the bank should regularly give intensive training to have skills and polite at all time. However, the most important factor to saving behavior is self-control. A person who is determined to save whatever the situation is by means of self-control can also develop the saving behavior. UAB should make advertisements that motivate the self-control habits. UAB needs to pay more attention to self-control behavior since it mostly affects on saving behavior of the respondents