... sector in general and mobile banking services in particular, the choice and use of customer is also comply the basic principles of psychology and behavior, but specific expression of consume behavior ... friends, and society. According to Kotler and Armstrong (1996), the factors affecting the consumer behavior are cultural, social, personal, and psychological. • Cultural factors have the greatest ... BANKING SERVICES IN HANOI, VIETNAM A RESEARCH PROPOSAL PRESENTED TO THE FACULTY OF GRADUATE SCHOOL SOUTHERN LUZON STATE UNIVERSITY, PHILIPPINES THAI NGUYEN UNIVERSITY, S.R. VIETNAM IN...