Factors affecting brand strength within Vietnamese commercial banks - 15


Bank standards are not, .... So if KPI is used to evaluate the strength of the bank's brand among employees, it is also necessary to add qualitative indicators as I mentioned above.

Source: Excerpt from group interviews in the author's research

In my opinion, for customer management specialists, KPI is just a result and only partly reflects the actions of employees towards the bank brand and I do not agree to use it to measure the strength of the bank brand in employees. I think it will not be accurate.

As a credit manager for corporate clients, I think that completing KPIs is not a good indicator of whether or not an employee loves or is committed to the bank. Credit officers are under a lot of pressure and are heavily dependent on their clients, sometimes there are occupational accidents caused by clients that the clients themselves do not want. No matter how good a credit officer is or how much he or she loves the bank, if he or she encounters such occupational accidents, it will be difficult for him or her to complete KPIs.

As a manager in an indirect department, I think that completing the KPI targets assigned by my bank is not difficult and therefore using this indicator to measure does not demonstrate the strength of the bank's brand among employees.

Source: Excerpt from group interviews in the author's research

Evaluate the measurement items of the independent variables in the model

For example, with the statement “communication in the bank is very good”, I will somewhat disagree with the word “very”. For me, communication in my bank is good and if I say so, I will be able to give it a level of 5 completely agree, or a level of 4 relatively agree and at what level I give, you can feel the level of “goodness” of communication activities in my bank. However, if the statement is “communication in the bank is very good”, I will hesitate to choose from 1 to 5, and perhaps I will choose none. There are many similar statements.

Source: personal interview with a credit department manager at a large bank in Hanoi


3.10 Diagram of the credit institution system in the Vietnamese market



3.11. Number of survey forms at Vietnamese commercial banks (preliminary research)



Frequency

Percent

Valid Percent

Cumulative Percent

Vietnamese

28

11.3

11.3

11.3

SHB

12

4.9

4.9

16.2

Eximbank

15

6.1

6.1

22.3

PG bank

15

6.1

6.1

28.3

Agribank

9

3.6

3.6

32.0

Tien Phong Bank

7

2.8

2.8

34.8

Vietinbank

31

12.6

12.6

47.4

Lienviet bank

10

4.0

4.0

51.4

BIDV

16

6.5

6.5

57.9

VIB

11

4.5

4.5

62.3

Bac A

11

4.5

4.5

66.8

VP Bank

18

7.3

7.3

74.1

VCB

38

15.4

15.4

89.5

HD Bank

8

3.2

3.2

92.7

ACB

9

3.6

3.6

96.4

Maritime B

9

3.6

3.6

100.0

Total

247

100.0

100.0


Maybe you are interested!


APPENDIX CHAPTER 4

4.1. Number of survey forms at Vietnamese commercial banks (official research)


Frequency

Percent

Valid Percent

cumulative

Percent

Vietnamese

28

5.5

5.5

5.5

SHB

24

4.7

4.7

10.2

Eximbank

50

9.8

9.8

19.9

PG bank

30

5.9

5.9

25.8

Agribank

6

1.2

1.2

27.0

Tien Phong Bank

17

3.3

3.3

30.3

Vietinbank

48

9.4

9.4

39.6

Lienviet bank

16

3.1

3.1

42.8

BIDV

16

3.1

3.1

45.9

VIB

37

7.2

7.2

53.1

Bac A

47

9.2

9.2

62.3

VP Bank

51

10.0

10.0

72.3

VCB

46

9.0

9.0

81.3

HD Bank

5

1.0

1.0

82.2

ACB

19

3.7

3.7

85.9

Maritime B

20

3.9

3.9

89.8

GP Bank

27

5.3

5.3

95.1

Sacombank

25

4.9

4.9

100.0

Total

512

100.0

100.0



4.2. Cronbach' alpha analysis results from formal quantitative research

Scale: commitment to the brand

Reliability Statistics

Cronbach's

Alpha

N of Items


.862

6

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

CK1

20.20

13,038

.653

.840

CK2

19.91

13,556

.666

.838

CK3

20.05

13,907

.594

.850

CK4

20.39

13,620

.619

.846

CK5

20.34

13,011

.734

.825

CK6

20.41

12,649

.673

.837

Scale: brand-oriented actions

Reliability Statistics

Cronbach's

Alpha

N of Items


.892

7

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

HD1

23.68

19,458

.557

.894


HD2

23.62

19,453

.734

.872

HD3

23.59

19,179

.715

.873

HD4

23.79

19,381

.665

.879

HD5

23.53

18,637

.721

.872

HD6

23.50

18,845

.771

.867

HD7

23.57

19,084

.694

.876


Scale: Relationship orientation

Reliability Statistics

Cronbach's

Alpha

N of Items

.910

8


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

DHQH1

26.39

22,098

.699

.899

DHQH2

26.68

22,116

.638

.905

DHQH3

26.71

21,046

.782

.892

DHQH4

26.60

21,392

.749

.895

DHQH5

26.46

21,548

.744

.896

DHQH6

26.76

22,408

.675

.901

DHQH7

26.92

21,999

.678

.901

DHQH8

26.63

21,443

.709

.899

Scale: Luxury

Reliability Statistics

Cronbach's

Alpha

N of Items


.922

7

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

XHH1

23.12

17,724

.831

.903

XHH2

23.26

18,229

.641

.922

XHH3

23.01

18,448

.712

.914

XHH4

22.99

17,935

.783

.907

XHH5

23.00

17,898

.775

.908

XHH6

23.09

17,666

.742

.911

XHH7

23.08

17,152

.821

.903

Scale: Reception

Reliability Statistics

Cronbach's

Alpha

N of Items

.924

6

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted

TN1

19.88

15.155

.728

.917

TN2

19.70

14,390

.814

.906

TN3

19.73

14,503

.782

.910

TN4

19.65

14,344

.732

.918

TN5

19.71

14,461

.828

.904

TN6

19.81

14,484

.807

.906



Scale: Demand - response

Reliability Statistics

Cronbach's Alpha

N of Items

.779

9

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted

NS1

27.29

19,371

.554

.745

NS2

27.49

18,019

.680

.724

NS3

28.40

23,645

-.033

.829

NS4

27.24

18,928

.615

.736

NS5

27.24

18,246

.704

.723

NS6

27.38

19,031

.576

.741

NS7

28.26

23,467

-.008

.823

NS8

27.33

18,525

.654

.730

NS9

27.35

18,468

.644

.731


Scale: Demand - response 2

Reliability Statistics

Cronbach's

Alpha

N of Items

.892

7

Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

NS1

21.95

18,080

.657

.880

NS2

22.15

17,024

.740

.870

NS4

21.90

17,927

.676

.878

NS5

21.90

17,337

.753

.869

NS6

22.04

17,847

.662

.880

NS8

21.99

17,933

.653

.881

NS9

22.02

17,604

.683

.877


4.3. Exploratory factor analysis for independent variables – initial EFA results

head

Total Variance Explained

Factor

Initial

Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of

Squared Loadings a

Total

% of

Variance

cumulative

%

Total

% of

Variance

cumulative

%

Total

1

14,619

52,210

52,210

14,248

50,886

50,886

11,400

2

1,755

6,269

58,479

1,394

4,979

55,866

11,435

3

1,502

5,364

63,843

1,133

4,046

59,912

10,150

4

1,040

3,714

67,557

.652

2,329

62,240

11,196

5

.879

3.139

70,695





6

.783

2,797

73,492





7

.717

2,561

76,053





8

.601

2,146

78,199





9

.551

1,967

80,166





10

.541

1,934

82,099






11

.495

1,768

83,867





12

.461

1,646

85,513

13

.434

1,550

87,063

14

.427

1.525

88,588

15

.369

1,318

89,907

16

.336

1.201

91,108

17

.313

1,117

92,225

18

.291

1,039

93,264

19

.277

.988

94,252

20

.249

.889

95,141

21

.238

.848

95,990

22

.210

.749

96,738

23

.195

.697

97,435

24

.180

.642

98,077

25

.174

.622

98,699

26

.154

.550

99,249

27

.127

.454

99,703

28

.083

.297

100,000

Extraction Method: Principal Axis Factoring.

a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

Pattern Matrix a


Fa

actor

1

2

3

4

DHQH1

.102

.325

-.200

.562

DHQH2

-.029

.014

-.022

.752

DHQH3

-.094

.311

.112

.550

DHQH4

-.090

.380

-.050

.599

DHQH5

.057

.323

-.006

.435

DHQH6

.402

.140

.257

.052

DHQH7

.355

.016

.252

.212

DHQH8

.265

.186

.023

.370

XHH1

-.067

.694

.154

.121

XHH2

.017

.180

.198

.438

XHH3

.071

.769

-.052

-.022

XHH4

.093

.638

.021

.109

XHH5

.046

.781

-.080

.066

XHH6

.093

.678

.053

.001

XHH7

-.046

.790

.104

.050

TN1

.682

.015

.053

.053

TN2

.912

.089

-.045

-.143

TN3

.833

.077

-.004

-.107

TN4

.885

-.119

-.049

.006

TN5

.824

-.023

-.085

.164

TN6

.744

.139

.034

-.020

NS1

.291

.023

.265

.281

NS2

.010

-.180

.524

.487

NS4

.003

-.131

.618

.263

NS5

.016

-.022

.678

.176

NS6

.039

-.161

.620

.184

NS8

-.166

.184

.862

-.188

NS9

.087

.213

.817

-.322

Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization.

a. Rotation converged in 6 iterations.


4.4. Exploratory factor analysis for independent variables – final EFA results

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.

Approx. Chi-Square

Bartlett's Test of

.937

9385.702

253

.000

KMO and Bartlett's Test


Sphericity

df

Sig.

Total Variance Explained

Factor

Initial

Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of

Squared Loadings a

Total

% of

Variance

cumulative

%

Total

% of

Variance

cumulative

%

Total

1

11,934

51,887

51,887

11,583

50,361

50,361

8,865

2

1,733

7,535

59,422

1,366

5,941

56,302

9,574

3

1,449

6,300

65,722

1,084

4,711

61,013

8,231

4

1.001

4,353

70,075

.618

2,685

63,698

9,066

5

.797

3,464

73,539





6

.708

3,077

76,617





7

.570

2,478

79,095





8

.549

2,389

81,484





9

.493

2,144

83,628





10

.466

2,027

85,655





11

.427

1,854

87,509





12

.397

1.725

89,234





13

.322

1.401

90,635





14

.320

1,392

92,028





15

.281

1,220

93,247





16

.264

1,148

94,396





17

.258

1.124

95,519





18

.231

1.002

96,522





19

.210

.911

97,433





20

.200

.870

98,304





21

.170

.740

99,044





22

.134

.582

99,626





23

.086

.374

100,000





Extraction Method: Principal Axis Factoring.

a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

Pattern Matrix a


Fa

actor

1

2

3

4

DHQH1

.117

.196

-.162

.653

DHQH2

.026

-.095

.076

.717

DHQH3

-.080

.136

.154

.679

DHQH4

-.063

.222

-.006

.695

DHQH5

.047

.178

.015

.573

XHH1

-.045

.719

.154

.068

XHH3

.060

.730

-.078

.050

XHH4

.091

.690

.036

.045

XHH5

.038

.825

-.091

.039

XHH6

.073

.708

.051

-.014


XHH7

-.043

.809

.086

.042

TN1

.661

.012

.101

.048

TN2

.879

.112

-.020

-.130

TN3

.810

.066

.018

-.069

TN4

.828

-.082

-.009

.006

TN5

.790

-.041

-.035

.191

TN6

.696

.119

.049

.055

NS2

.043

-.103

.568

.210

NS4

.054

-.116

.681

.137

NS5

.057

.002

.748

.048

NS6

.075

-.110

.674

.049

NS8

-.153

.152

.800

-.105

NS9

.064

.189

.727

-.187

Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization.

a. Rotation converged in 6 iterations.


4.5. Exploratory factor analysis for dependent variables

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.905

Approx. Chi-Square

3822.525

Bartlett's Test of Sphericity df

78

Sig.

.000

Total Variance Explained

Factor

Initial

Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums

of Squared Loadings a

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Total

1

6,718

51,676

51,676

6,273

48,252

48,252

5,764

2

1,234

9,489

61,165

.796

6.120

54,373

5.175

3

.839

6,450

67,615





4

.786

6,043

73,658





5

.601

4,626

78,284





6

.544

4.181

82,465





7

.473

3,640

86,105





8

.436

3.355

89,460





9

.342

2,629

92,089





10

.330

2,539

94,628





11

.247

1,897

96,525





12

.230

1,773

98,298





13

.221

1,702

100,000





Extraction Method: Principal Axis Factoring.

a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

Pattern Matrix a


Fa

actor

1

2

CK1

-.172

.858

CK2

.025

.694

CK3

.248

.559

CK4

.238

.590

CK5

.040

.779

CK6

.190

.600

HD1

.519

.111

HD2

.699

.085

HD3

.688

.092


HD4

.731

-.035

HD5

.778

-.013

HD6

.816

.032

HD7

.807

-.062

Extraction Method: Principal Axis Factoring.

Rotation Method: Promax with Kaiser Normalization.

a. Rotation converged in 3 iterations.

4.6. CFA standardized weight table of internal brand strength concept

Standardized Regression Weights: (Group number 1 - Default model)


Estimate

var1.1

<---

commitment

.715

var1.2

<---

commitment

.727

var1.3

<---

commitment

.682

var1.4

<---

commitment

.686

var1.5

<---

commitment

.779

var1.6

<---

commitment

.767

var1.7

<---

Hanh Dong

.648

var1.8

<---

Hanh Dong

.765

var1.9

<---

Hanh Dong

.773

var1.10

<---

Hanh Dong

.724

var1.11

<---

Hanh Dong

.795

var1.12

<---

Hanh Dong

.830

var1.13

<---

Hanh Dong

.732


4.7 Unstandardized weight table of CFA concept of internal brand strength

Regression Weights: (Group number 1 - Default model)


Estimate

SE

CR

P

Label

var1.1 <--- commit

1,000




var1.2 <--- log

.926

.059

15,580

***

var1.3 <--- log

.901

.062

14,621

***

var1.4 <--- log

.856

.058

14,713

***

var1.5 <--- log

.997

.060

16,659

***

var1.6 <--- log

1,127

.069

16,413

***

var1.7 <--- hanhdong

1,000




var1.8 <--- hanhdong

1,018

.068

14,917

***

var1.9 <--- hanhdong

1,092

.073

15,049

***

var1.10 <--- hanhdong

1,021

.072

14,268

***

var1.11 <--- hanhdong

1,224

.080

15,379

***

var1.12 <--- hanhdong

1,186

.075

15,904

***

var1.13 <--- hanhdong

1,066

.074

14,399

***


4.8 Correlation coefficients between the component concepts of internal brand strength

Correlations: (Group number 1 - Default model)


Estimate

commitment <--> action

.885

4.9. Critical model normalization weight table

Standardized Regression Weights: (Group number 1 - Default model)


Estimate

var4.9

<---

need

.736

var4.8

<---

need

.724

var4.6

<---

need

.724

var4.5

<---

need

.813

var4.4

<---

need

.755

var4.2

<---

need

.781

var1.1

<---

commitment

.706

var1.2

<---

commitment

.727

var1.3

<---

commitment

.689

var1.4

<---

commitment

.686

var1.5

<---

commitment

.776

var1.6

<---

commitment

.771

var3.6

<---

contact

.837

var3.5

<---

contact

.869

var3.4

<---

contact

.738

var3.3

<---

contact

.791

var3.2

<---

contact

.805

var3.1

<---

contact

.697

var2.15

<---

XHH

.810

var2.14

<---

XHH

.799

var2.13

<---

XHH

.808

var2.12

<---

XHH

.830

var2.11

<---

XHH

.741

var2.9

<---

XHH

.825

var1.7

<---

Hanh Dong

.675

var1.8

<---

Hanh Dong

.789

var1.9

<---

Hanh Dong

.769

var1.10

<---

Hanh Dong

.713

var1.11

<---

Hanh Dong

.788

var1.12

<---

Hanh Dong

.816

var1.13

<---

Hanh Dong

.721

var2.5

<---

DHQH

.759

var2.4

<---

DHQH

.832

var2.3

<---

DHQH

.838

var2.2

<---

DHQH

.674



Estimate

var2.1 <--- DHQH

.734


4.10. Unstandardized weight table of critical model

Regression Weights: (Group number 1 - Default model)


Estimate

SE

CR

P

Label

var4.9 <--- needcaudapung

1,000




var4.8 <--- needcaudapung

.946

.058

16,218

***

var4.6 <--- needcaudapung

.954

.059

16,229

***

var4.5 <--- needcaudapung

1,071

.058

18,370

***

var4.4 <--- needcaudapung

.985

.058

16,967

***

var4.2 <--- needcaudapung

1,157

.066

17,596

***

var1.1 <--- commit

1,000




var1.2 <--- log

.937

.060

15,522

***

var1.3 <--- log

.921

.063

14,726

***

var1.4 <--- log

.865

.059

14,665

***

var1.5 <--- log

1,007

.061

16,538

***

var1.6 <--- log

1,148

.070

16,432

***

var3.6 <--- continue

1,000




var3.5 <--- continue

1,036

.042

24,698

***

var3.4 <--- continue

.934

.049

19,245

***

var3.3 <--- continue

.945

.044

21,287

***

var3.2 <--- continue

.953

.044

21,882

***

var3.1 <--- continue

.796

.045

17,776

***

var2.15 <--- XHH

1,000




var2.14 <--- XHH

.971

.047

20,779

***

var2.13 <--- XHH

.954

.045

21,129

***

var2.12 <--- XHH

.959

.044

21,953

***

var2.11 <--- XHH

.842

.045

18,775

***

var2.9 <--- XHH

.943

.043

21,763

***

var1.7 <--- hanhdong

1,000




var1.8 <--- hanhdong

1,008

.062

16,339

***

var1.9 <--- hanhdong

1,042

.065

15,974

***

var1.10 <--- hanhdong

.965

.065

14,927

***

var1.11 <--- hanhdong

1,165

.071

16,326

***

var1.12 <--- hanhdong

1,119

.066

16,832

***

var1.13 <--- hanhdong

1,008

.067

15,081

***

var2.5 <--- DHQH

1,000




var2.4 <--- DHQH

1.111

.056

19,712

***

var2.3 <--- DHQH

1.131

.057

19,879

***

var2.2 <--- DHQH

.913

.059

15,508

***

var2.1 <--- DHQH

.918

.054

17,055

***

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