Factors affecting brand value based on employees of Vietnamese commercial banks

Variable	Expert comments
1	I have been involved in different groups within the same department at different times.	Experts agree with the scale built from the original scale. However, suggest the following changes: “I feel comfortable working in a team” in sentence order (2)
2	I feel more comfortable working in a group than working alone.
3	The departments always cooperate with me when I need help.
4	Colleagues in the same department are always willing to cooperate with each other.
Rewards and recognition
1	The bank always encourages the contribution of departments and individuals to the development of the bank by rewarding them.	Experts agree with the scale constructed from the original scale. Suggested replacement: "The bank always encourages everyone's contribution by rewarding" with sentence order (1)
2	Reward and punishment policies are all transparent.
3	Employee rewards are based on each individual's performance.
4	I feel the rewards I receive are commensurate with the results of my work.
Encourage employee participation
1	All employees in the bank are involved in decision making and provide ideas and suggestions related to work.	Experts agree with scales constructed from the original scale. However, it is suggested to replace: "All employees in the bank are involved in decision making" with sentence (1).
2	Employees in the bank are always given the opportunity to perform their jobs well and participate in developing the bank's business strategies and plans.
3	Bank rituals and traditions create unity among employees which helps increase work efficiency.
4	I believe my involvement has a positive impact on the bank.
5	I see the connection between myself and the bank's goals.
Focus on training and development
1	All employees are trained in effective working methods.	Experts agree on the scale constructed from the original scale
2	I am able to participate in training programs as required by the job.

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Variable	Expert comments
3	I am trained in the necessary skills to perform well in the assigned work.	No additional comments
4	I know the requirements for career advancement.
5	I have many opportunities to develop my career in banking.
Encourage innovation and risk taking
1	I am encouraged to come up with ideas and innovations in improving the bank's products and services.	Experts agree on the scale constructed from the original scale No additional comments
2	Bank leaders like to work towards innovation and take risks
3	I am encouraged to take initiative and innovate work processes.
4	Bank leaders always acknowledge my initiatives and innovative suggestions.	There were 8/8 opinions agreeing on adding a scale related to encouraging innovation and acceptance. take risks
5	I was rewarded and commended for my contributions to innovation and creativity at work.
V. Internal branding
Train
1	I was trained by the Bank in appropriate communication skills so that I can uphold the Bank's brand based on published standards.	Experts agree on the scale constructed from the original scale However, it is suggested to replace “I was trained in appropriate communication skills by the Bank” with the following sentence (1)
2	My bank always uses attractive tools and materials to convey messages to employees.
3	My bank disseminates relevant information to employees in the best possible ways.
4	I am encouraged by the Bank to keep up with the reforms and innovations in my work.
Orientation
1	The orientation program inspired me to keep the brand relevant.	Experts agree on the scale developed

Variable	Expert comments
2	The annual quality and target program helps me to successfully perform my role and responsibilities.	built from the original scale No additional comments
3	I like this quality, targeted program and the material is geared towards the brand of the bank I work for.	built from the original scale No additional comments
Meeting
1	During the group meeting, I was clearly informed about each person's responsibility in preserving the Bank's brand.	Experts agree on the scale constructed from the original scale No additional comments
2	After attending the department/team meeting, I have a clear understanding of my role in relation to brand stewardship.
3	The briefing contained all the information I needed to perform my job in accordance with the Bank's brand expectations.	Experts agree on the scale constructed from the original scale
4	The responsibility to maintain the Bank's brand and trademark is often mentioned during the meeting.
5	I am provided with full information related to banking activities to fulfill my responsibility to preserve the brand.	8/8 opinions agree on adding a scale for meetings

APPENDIX 6: DRAFT AND OFFICIAL SCALE

Status

Draft

Encryption

Official

BRAND KNOWLEDGE

I am well aware of the brand goals of the bank I work for.

KTTH1

I am well aware of the brand goals of the bank I work for.

I am familiar with what

which the bank brand represents

KTTH2

I am familiar with what

banking brand represents

I understand the commercial vision

the brand of the bank i work for

KTTH3

I understand the commercial vision

the brand of the bank i work for

I know the attributes of the employee bank brand that differentiate

bank with competitors

KTTH4

I know the attributes of the employee bank brand that differentiate the bank from competitors

I learned the importance of banking goals in delivering on promises.

trademark

KTTH5

I learned the importance of banking objectives in delivering the commercial promise.

effect

KTTH6

I understand my bank's GTTH development strategy.

CLEAR ROLES

I know exactly what is expected of me in

my job

VTRR7

I know exactly what is expected of me at work.

mine

I feel confident about my level of authority.

in current job

VTRR8

I feel confident about my level of authority in

current job

I know how to handle unusual situations while working.

VTRR9

I know how to handle unusual situations while working.

I know what I will

achieve in one's work

VTRR10

I know what I will achieve in my work.

I know responsibility

of ours when customers are interested in our services.

VTRR11

I know my responsibility.

me when customers are interested in the service

I know exactly where I should be.

how to behave at work

VTRR12

I know exactly how I should behave.

how to go to work

VTRR13

I know how to sympathize and share with customers during the service provision process.

Draft

Encryption

Official

BRAND COMMITMENT

I am proud to tell people

other i am employee of my bank

CKTH14

I am proud to tell people

other i am employee of my bank

The reason I like working at the organization I am working for compared to other banks is

by the values that the bank represents

CKTH15

The reason I prefer working at my current organization over other banks is because of the values the bank represents.

I feel a part

of the bank family where I work

CKTH16

I feel part of

the bank family where i work

My values are similar

with the bank value i am working

CKTH17

My values are similar to

the value of the bank i work for

What the bank stands for is important to

with me

CKTH18

What the bank stands for is important to

I feel like I belong to the bank I work for.

CKTH19

I feel like I belong to the bank I work for.

CKTH20

I do not do it for personal gain.

negative impact on bank brand

CORPORATE CULTURE

Teamwork

I was involved in different groups within the same

one department at different times

LV21

I was involved in different groups within the same

departments at different times

I feel comfortable working in a team.

LV22

I feel more comfortable working in a group than working alone.

work alone

The departments always cooperate with me when I need help.

LV23

The departments always cooperate with me when I need help.

Colleagues in the same

The department is always ready to cooperate with each other.

LV24

Colleagues in the same department

always ready to cooperate with each other

Rewards and recognition

The bank always encourages contributions from

people by rewarding

CN25

The Bank always encourages contributions from departments and individuals.

contribute to the development of the bank by rewarding

Equal reward and punishment policy

be transparent

CN26

Equal reward and punishment policy

be transparent

Status

Draft

Encryption

Official

Employee rewards are based on actual results.

show each person's work

CN27

Employee rewards are based on each individual's performance.

I feel the rewards I receive are commensurate with the performance of my work.

my job

CN28

I feel the rewards I receive are commensurate with the results of my work.

Encourage employee participation

All employees in the bank are involved in decision making.

TG29

All employees in the bank are involved in decision making and giving opinions.

ideas, suggestions related to work

Employees in the bank are always given the opportunity to perform their jobs well and participate in developing business strategies and plans.

of the bank.

TG30

Employees in the bank are always given the opportunity to perform their jobs well and participate in developing the bank's business strategies and plans.

Bank rituals and traditions create unity among employees which helps increase

work efficiency

TG31

Bank rituals and traditions create unity among employees which increases efficiency.

work

I believe that the participation of

I have a positive impact on the bank.

TG32

I believe that my participation

have a positive impact on banking.

I see the relationship

between yourself and the bank's goals.

TG33

I see the relationship between

yourself and the bank's goals.

Focus on training and development

All staff are trained in the methods of

effective work

PT34

All employees are trained in effective working methods.

fruit

I was able to participate in training programs according to

job requirements

PT35

I was able to participate in training programs as required by the company.

job

I am trained in the skills necessary to perform

good job assigned

PT36

I am trained in the skills necessary to perform well.

assigned work

I know the requirements for career advancement.

PT37

I know the requirements for career advancement.

Status

Draft

Encryption

Official

I have many opportunities to develop my career in banking.

PT38

I have many opportunities to develop my career in banking.

Encourage innovation and risk taking

I am encouraged to come up with ideas and innovations in product and service improvement.

of the bank

DM39

I am encouraged to come up with ideas and innovations in improving the bank's products and services.

row

Bank leaders love to work towards innovation

and take risks

DM40

Bank leaders love to work towards innovation and

accept risk

I am encouraged to take initiative and innovate work processes.

DM41

I am encouraged to take initiative and innovate work processes.

DM42

Bank leaders always remember

accept my innovative ideas and suggestions.

DM43

I was rewarded and commended for my contributions.

Contribute to innovation and creativity at work.

INTERNAL BRANDING

Train

I was trained in appropriate communication skills by the Bank.

DT44

I was trained by the Bank in appropriate communication skills to keep my brand intact.

of the bank based on published standards.

My bank always uses attractive tools and materials to convey information.

Message for NV.

DT45

My bank always uses attractive tools and materials to convey messages to customers.

NV.

My bank disseminates relevant information to employees by

best ways

DT46

My bank disseminates relevant information to employees in the following ways:

best food

I am updated with knowledge by the Bank to keep up with reforms and innovations in the industry.

job.

DT47

I am encouraged by the Bank to keep up with the reforms and innovations in my work.

Orientation

The orientation program inspired me in

DH48

The orientation program inspired me to keep

Status

Draft

Encryption

Official

keeping the brand in the most appropriate way.

round the brand in the most appropriate way.

The annual quality and target program helps me to successfully perform my role.

and my responsibility.

DH49

The annual quality and target program helps me successfully perform my role and responsibilities.

my duty

I like this quality, targeted program and the branding materials of my bank.

collaborate.

DH50

I like this quality, targeted program and the material is geared towards the brand of the bank I work for.

Meeting

In the group meeting, I was clearly informed about each person's responsibility in the work.

preserve the Bank's brand.

HH51

During the group meeting, I was clearly informed about each person's responsibility in preserving the Bank's brand.

After attending the department/team meeting, I have a clear understanding of my role in relation to brand stewardship responsibilities.

effect

HH52

After attending the department/team meeting, I have a clear understanding of my role in relation to brand stewardship.

The briefing has all the information I need to do my job in a way that is consistent with brand expectations.

Bank.

HH53

The briefing contained all the information I needed to perform my job in accordance with the Bank's brand expectations.

The responsibility for maintaining the Bank's brand and trademark is often

reminders during the meeting

HH54

The responsibility to maintain the Bank's brand and trademark is often mentioned during the meeting.

HH55

I am provided with full information related to banking activities to perform well.

brand responsibility

BRAND VALUE

I work hard to enhance brand value.

for the bank i work for.

GTTH56

I actively work to enhance the brand value of the bank I work for.

I still enjoy working for my current bank regardless.

GTTH57

I still enjoy working for my current bank despite the

Factors affecting brand value based on employees of Vietnamese commercial banks - 24

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