CHAPTER 3. RESEARCH RESULTS
This chapter will introduce the research results through the processing and analysis of collected data. As presented in this chapter, it will include frequency analysis and descriptive statistics, correlation analysis and reliability assessment of the scale using Cronbach's alpha coefficient, exploratory factor analysis and multivariate regression analysis to test the model and hypotheses. However, before being able to process the data using SPSS 20.0 software, the collected data needs to be filtered, cleaned and coded.
3.1. DATA ENCRYPTION
This section introduces the coding and data entry method. The observed variables in the Brand Awareness factor are coded into variables from BAW1 to BAW6. The observed variables in the Brand Association factor are coded into variables from BAS7 to BAS13. The observed variables in the Perceived Quality factor are coded into variables from PQ14 to PQ22. The observed variables in the Brand Loyalty factor are coded into variables from BL23 to BL29. The observed variables in the Agribank Brand Equity factor are coded into variables from BE30 to BE33 (see Appendix 3 for details).
For qualitative variables such as time transacted with Agribank, gender, age, education level, occupation, monthly income of each individual, each choice will be encoded with a number.
3.2. DESCRIPTIVE STATISTICAL ANALYSIS
3.2.1. Descriptive statistics on the survey subjects
With the number of survey questionnaires issued to 300 individual customers, however, the results obtained were only 236 valid questionnaires included in the analysis.
Transaction time with Agribank
The survey subjects in this study include: 40 customers transacting with Agribank for less than 1 year, accounting for 16.9%; from 1 to less than 3 years: 89 customers,
accounting for 37.7%; from 3 to 5 years: 67 customers, accounting for 28.4% and 40 customers who have been with the Agribank brand for over 5 years, accounting for 16.9%.
Figure 3.1: Transaction time with Agribank
Gender
Regarding gender, the subjects surveyed in this study included 103 male cases, accounting for 43.6% and 133 female cases, accounting for 56.4%.
Figure 3.2: Gender
Age
Agribank's customers are mostly young people, 58% of customers are under 36 years old, including: 14 cases under 23 years old, accounting for 5.9%; 123 cases from 24 to 35 years old, accounting for 52.1%; 76 cases from 36 to 55 years old, accounting for 32.2% and 23 cases over 55 years old, accounting for 9.7%.
Figure 3.3: Age
Education level
Regarding educational level, the subjects surveyed in this study included 20 cases of high school, accounting for 8.5%; 56 cases of intermediate and college, accounting for 23.7%; 127 cases of university, accounting for 53.8%; 33 cases of post-graduate, accounting for 14%.
Figure 3.4: Education level
Occupation
Among the surveyed subjects, the group of customers who are civil servants and public employees accounts for the highest percentage of 44.9% (106 cases); followed by 40.3% of customers who are in business (95 cases); 6.8% of customers who are retired (16 cases); 5.9% of customers who are students (14 cases) and 2.1% of customers who are in other occupations (5 cases).
Figure 3.5: Occupation
Personal income
Regarding personal income, the subjects surveyed in this study included 26 cases with monthly income under 5 million, accounting for 11%; 113 cases from 5 to under 10 million, accounting for 47.9%; 66 cases from 10 to 15 million, accounting for 28% and 31 cases with income over 15 million, accounting for 13.1%.
Figure 3.6: Personal income
3.2.2. Descriptive statistical analysis of independent and dependent variables
The quantitative variables include 29 independent variables and 4 dependent variables. The descriptive statistical results are presented in detail in Table 3.1 and Table 3.2.
Table 3.1: Descriptive statistics of independent variables
Variables
Sample size | Min | Max | Medium | Standard deviation | |
Brand awareness | 3.36 | ||||
I can recognize the Agribank logo | 236 | 1 | 5 | 3.67 | 1,252 |
I can read the slogan of Agribank. | 236 | 1 | 5 | 3.03 | 1,248 |
I can recognize the characteristic color of Agribank. | 236 | 1 | 5 | 3.28 | 1,280 |
I can recognize the Agribank sign. | 236 | 1 | 5 | 3.73 | 1,231 |
I can distinguish Agribank from other bank brands | 236 | 1 | 5 | 3.64 | 1,245 |
When it comes to banks, Agribank is the first brand that comes to mind. | 236 | 1 | 5 | 2.83 | 1,235 |
Brand association | 3.28 | ||||
Agribank brand image is different from other bank brands | 236 | 1 | 5 | 3.00 | 0.858 |
Agribank is a bank focusing on agricultural and rural development. | 236 | 1 | 5 | 4.02 | 1,023 |
Agribank brand leaves a good impression in customers' minds | 236 | 1 | 5 | 3.02 | 1,070 |
Agribank is a bank with a widespread transaction network. | 236 | 1 | 5 | 4.29 | 0.837 |
Agribank is a bank that provides high quality services. | 236 | 1 | 5 | 2.75 | 1,211 |
Agribank is a bank with competitive fees and interest rates. | 236 | 1 | 5 | 2.92 | 0.986 |
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Agribank is a bank with beautiful and polite transaction uniforms.
236 | 1 | 5 | 2.97 | 1,139 | |
Perceived quality | 2.95 | ||||
Agribank's products and services are diverse. | 236 | 1 | 5 | 3.06 | 1,142 |
Agribank's products and services are very convenient. | 236 | 1 | 5 | 2.88 | 1,133 |
Agribank always fulfills its commitments to customers. | 236 | 1 | 5 | 3.17 | 1,061 |
Agribank always puts customer interests first | 236 | 1 | 5 | 3.02 | 1,103 |
Agribank's working environment is professional. | 236 | 1 | 5 | 2.86 | 1,193 |
Agribank answers customer questions and complaints quickly and reasonably. | 236 | 1 | 5 | 3.00 | 1,058 |
Agribank staff is always ready to support customers. | 236 | 1 | 5 | 2.93 | 1,039 |
Agribank staff are always polite and courteous to customers. | 236 | 1 | 5 | 2.98 | 1,052 |
Compared with other bank brands, Agribank's service quality is more outstanding. | 236 | 1 | 5 | 2.69 | 1,131 |
Brand loyalty | 2.80 | ||||
I am satisfied with Agribank's products and services. | 236 | 1 | 5 | 2.70 | 1,223 |
Agribank is a trusted brand | 236 | 1 | 5 | 3.31 | 1,027 |
Agribank brand is my first choice | 236 | 1 | 5 | 2.64 | 1,207 |
I do not want to switch to another bank's services because Agribank meets my requirements. | 236 | 1 | 5 | 2.68 | 1,128 |
I will continue to use Agribank products and services in the future.
236 | 1 | 5 | 2.89 | 1,189 | |
I will introduce Agribank brand to my friends and relatives. | 236 | 1 | 5 | 2.77 | 1,177 |
I am a loyal customer of Agribank. | 236 | 1 | 5 | 2.58 | 1,163 |
(Source: SPSS processing results)
From Table 3.1, it can be seen that the mean values of the independent variables range from 2.8 to 3.36, which means that there are different assessments of the importance of the independent variables. The observed variables in the groups with mean values arranged from high to low are presented specifically as follows:
Brand awareness : has an average value ranging from 2.83 to 3.73, the results in Table 3.1 show that customers evaluate the observed variables as follows: I can recognize the Agribank signboard (average: 3.73), I can recognize the Agribank logo (average: 3.67), I can distinguish Agribank from other bank brands (average: 3.64), I can recognize the characteristic color of Agribank (average: 3.28), I can read the slogan (commercial slogan) of Agribank (average: 3.03), When mentioning banks, Agribank is the first brand I think of (average: 2.83) is rated lowest by customers in the brand awareness group.
Brand association : has an average value ranging from 2.75 to 4.29, the results in Table 3.1 show that in general, customers do not highly appreciate this factor, including observed variables such as: Agribank is a bank with a wide transaction network (average: 4.29), Agribank is a bank focusing on agricultural and rural development (average: 4.02), Agribank brand leaves a good impression in the minds of customers (average: 3.02), Agribank brand image is different from other bank brands (average: 3.00), Agribank is a bank with beautiful and polite transaction uniforms (average: 2.97), Agribank is a bank with competitive fee and interest rates (average: 2.92), in which the important variable