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Factors affecting brand strength within Vietnamese commercial banks - 15


No.

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

In my opinion, for customer managers, KPIs are just results and only a part of employees' actions towards the bank's brand, and I do not agree to use it to measure the strength of the bank's brand. row in staff. I think it won't be accurate.

As the manager of the credit department for corporate clients, I think that the completion of KPIs is not a good indicator of whether or not my employees love or stick with the bank. Credit officers are under a lot of pressure and depend a lot on their clients, sometimes there are occupational accidents brought about by clients that they themselves do not want. No matter how good a credit officer, no matter how much he loves the bank, it is difficult for him to meet such occupational accidents as KPIs.

As a manager in the indirect department, I think that it is not difficult to fulfill the KPIs assigned by my bank and so using this indicator to measure does not show the strength of the bank's brand. Where is the staff member?

Source: Extracted 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 this very word. For me, communication in my bank is fine and if I say that I would give it a 5 completely agree, or a 4 level strongly agree and to what extent I give it, you can feel it. get a “good” level of communication in my bank. However, if the statement is "communication in the bank is very good", I will hesitate to choose from 1 to 5, but I would probably choose none. There are many similar statements.

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


3.10 System diagram of credit institutions in Vietnam market


3.11. number of questionnaires at vietnamese commercial banks (preliminary study) frequency percent 1


3.11. Number of questionnaires at Vietnamese commercial banks (preliminary study)



Frequency

Percent

Valid Percent

Cumulative Percent

Ban Viet

28

11.3

11.3

11.3

SHB

twelfth

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

thirty first

12.6

12.6

47.4

Lienviet bank

ten

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

9

3.6

3.6

100.0

Total

247

100.0

100.0


Maybe you are interested!


APPENDIX CHAPTER 4

4.1. Number of questionnaires in Vietnamese commercial banks (official study)


Frequency

Percent

Valid Percent

Cumulative

Percent

Ban Viet

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

forty six

9.0

9.0

81.3

HD bank

5

1.0

1.0

82.2

ACB

19

3.7

3.7

85.9

Maritime

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: agreeable to understand

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: I really understand the action

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: The palace is beautiful

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 won

.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: Tip

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 - good measure

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 - application 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 – original 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

first

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





ten

.541

1,934

82,099






11

.495

1.768

83.867





twelfth

.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 yen

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 won

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

ctor

first

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

first

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





ten

.466

2.027

85.655





11

.427

1.854

87.509





twelfth

.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 won





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

ctor

first

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

first

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





ten

.330

2.539

94.628





11

.247

1.897

96.525





twelfth

.230

1,773

98,298





13

.221

1,702

100,000 won





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

ctor

first

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. Normalized weight table CFA concept of internal brand power

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


Estimate

var1.1

<---

camket

.715

var1.2

<---

camket

.727

var1.3

<---

camket

.682

var1.4

<---

camket

.686

var1.5

<---

camket

.779

var1.6

<---

camket

.767

var1.7

<---

action

.648

var1.8

<---

action

.765

var1.9

<---

action

.773

var1.10

<---

action

.724

var1.11

<---

action

.795

var1.12

<---

action

.830

var1.13

<---

action

.732


4.7 Unnormalized weight table CFA concept of internal brand strength

Regression Weights: (Group number 1 - Default model)


Estimate

SE

CR

P

Label

var1.1 <--- camket

1,000 yen




var1.2 <--- camket

.926

.059

15.580

***

var1.3 <--- camket

.901

.062

14.621

***

var1.4 <--- camket

.856

.058

14,713

***

var1.5 <--- camket

.997

.060

16,659

***

var1.6 <--- camket

1.127

.069

16.413

***

var1.7 <--- action

1,000 yen




var1.8 <--- action

1.018

.068

14,917

***

var1.9 <--- action

1.092

.073

15,049

***

var1.10 <--- action

1.021

.072

14,268

***

var1.11 <--- action

1.224

.080

15.379

***

var1.12 <--- action

1.186

.075

15,904

***

var1.13 <--- action

1.066

.074

14,399

***


4.8 Correlation coefficient between the component concepts of internal brand strength

Correlations: (Group number 1 - Default model)


Estimate

camket <--> action

.885

4.9. Critical Model Normalized Weight Table

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


Estimate

var4.9

<---

Nhucaudapung

.736

var4.8

<---

Nhucaudapung

.724

var4.6

<---

Nhucaudapung

.724

var4.5

<---

Nhucaudapung

.813

var4.4

<---

Nhucaudapung

.755

var4.2

<---

Nhucaudapung

.781

var1.1

<---

camket

.706

var1.2

<---

camket

.727

var1.3

<---

camket

.689

var1.4

<---

camket

.686

var1.5

<---

camket

.776

var1.6

<---

camket

.771

var3.6

<---

tiephan

.837

var3.5

<---

tiephan

.869

var3.4

<---

tiephan

.738

var3.3

<---

tiephan

.791

var3.2

<---

tiephan

.805

var3.1

<---

tiephan

.697

var2.15

<---

Socialization

.810

var2.14

<---

Socialization

.799

var2.13

<---

Socialization

.808

var2.12

<---

Socialization

.830

var2.11

<---

Socialization

.741

var2.9

<---

Socialization

.825

var1.7

<---

action

.675

var1.8

<---

action

.789

var1.9

<---

action

.769

var1.10

<---

action

.713

var1.11

<---

action

.788

var1.12

<---

action

.816

var1.13

<---

action

.721

var2.5

<---

DHQH

.759

var2.4

<---

DHQH

.832

var2.3

<---

DHQH

.838

var2.2

<---

DHQH

.674



Estimate

var2.1 <--- DHQH

.734


4.10. Unnormalized weight table of critical model

Regression Weights: (Group number 1 - Default model)


Estimate

SE

CR

P

Label

var4.9 <--- nucaudapung

1,000 yen




var4.8 <--- Nhucaudapung

.946

.058

16.218

***

var4.6 <--- Nhucaudapung

.954

.059

16,229

***

var4.5 <--- Nhucaudapung

1.071

.058

18,370

***

var4.4 <--- Nhucaudapung

.985

.058

16,967

***

var4.2 <--- Nhucaudapung

1.157

.066

17,596

***

var1.1 <--- camket

1,000 yen




var1.2 <--- camket

.937

.060

15.522

***

var1.3 <--- camket

.921

.063

14,726

***

var1.4 <--- camket

.865

.059

14.665

***

var1.5 <--- camket

1.007

.061

16.538

***

var1.6 <--- camket

1.148

.070

16,432

***

var3.6 <--- tiepnhan

1,000 yen




var3.5 <--- tiepnhan

1.036

.042

24.698

***

var3.4 <--- tiepnhan

.934

.049

19,245

***

var3.3 <--- tiepnhan

.945

.044

21.287

***

var3.2 <--- tiepnhan

.953

.044

21,882

***

var3.1 <--- tiepnhan

.796

.045

17.776

***

var2.15 <--- XHH

1,000 yen




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 <--- action

1,000 yen




var1.8 <--- action

1,008

.062

16,339

***

var1.9 <--- action

1.042

.065

15,974

***

var1.10 <--- action

.965

.065

14,927

***

var1.11 <--- action

1.165

.071

16,326

***

var1.12 <--- action

1.119

.066

16.832

***

var1.13 <--- action

1,008

.067

15,081

***

var2.5 <--- DHQH

1,000 yen




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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