This study aims to identify the factors influencing individual customers’ loan decisions at LienVietPost Joint Stock Commercial Bank (LPBank) – Hue Branch. It was designed with a sample size of 325 respondents, the study reveals that the independent variables—namely service quality, lending policies, loan interest rates, convenience, interpersonal influence, and bank reputation and image—as well as the customer’s loan intention, exert direct and positive impacts on the dependent variable (individual loan decisions). Based on these empirical findings, the author proposes targeted managerial implications to enhance credit service delivery, thereby retaining existing clients and effectively expanding LPBank Hue’s individual customer base.

Keywords: Convenience, interest rate, lending policy, reputation, image.