Competitive differentiation of deposit products at Vietnamese commercial banks- Reality and Solutions

Abstract

In the retail banking market with a high level of competition, the bank deposit products are vulnerable to copying, the
customers’ demands are very diverse and customer loyalty is declining, therefore, building and maintaining competitive
advantage for commercial banks become more difficult. Preliminary research shows that very few Vietnamese
commercial banks create outstanding value and unique for their own customers. Their orientation, strategy, products
and services, technology, distribution methods and promotional advertising program are nearly the same. This article
with practical significance will contribute to increasing competitiveness capability for Vietnam commercial banks in
capital mobilization