Tóm tắt Luận văn Factors affecting employee-based brand equity of Vietnamese commercial banks

Nội dung tài liệu: Tóm tắt Luận văn Factors affecting employee-based brand equity of Vietnamese commercial banks

1. MINISTRY OF EDUCATION AND TRAINING LAC HONG UNIVERSITY NGUYEN THI NGOC DUYEN FACTORS AFFECTING EMPLOYEE-BASED BRAND EQUITY OF VIETNAMESE COMMERCIAL BANKS SUMMARY OF ECONOMICS PH.D’S THESIS BUSINESS MANAGEMENT CODE: 9340101 Dong Nai - 2020
2. The project is completed at: Lac Hong University Science Instructor: Assoc. Prof. Nguyen Minh Tuan Prof. Nguyen The Khai Reviewer 1: ...................................................................................... Reviewer 2: ...................................................................................... Reviewer 3: ...................................................................................... The dissertation will be defended at the committee at the school level at: ...... ............ ...... ...... ...... time ...... day ...... month ...... year The thesis can be found at the library: - Lac Hong University - National Library
3. AUTHOR’S PUBLICATIONS International Journal 1. Nguyen Thi Ngoc Duyen (2020) “Enhancing the Brand Value of Commercial Bank”, International Journal of Science and Research (IJSR), Vol. 9 (3) pp. 1106-1109. 2. Nguyen Thi Ngoc Duyen (2020) “Branding Based On Employees in the Context of Commercial Banks in Vietnam Today”, International Journal of Science and Research (IJSR), Vol. 9 (4) pp. 649-653. National Journal 1. Nguyễn Thị Ngọc Duyên (2020) “Các nhân tố ảnh hưởng đến giá trị thương hiệu dựa trên nhân viên của các ngân hàng thương mại Việt Nam”, Tạp chí Công thương, 27, 292-299.
4. 1 CHAPTER 1: INTRODUCTION TOPIC 1.1 NECESSITY OF THE RESEARCH PROBLEM Overview of research related to the topic To clarify the novelty of the thesis, the previous studies related to the research topic, analyze in-depth the results and limitations of the previous study, thereby pointing out the gaps of previous studies. This content is also the basis for presenting new points of the thesis. 1.1.1.1 Related previous studies Employee-based brand equity is used in brand equity studies in many different fields. Each country's research results, each industry, and each enterprise will result in different results. These results largely depend on the characteristics of the research subjects. Also, operating in the same industry but with different sizes, organizational structures, and organizational culture (business culture) will lead to different EBBE for each business. Based on the research model of brand equity based on customers, such as the model to determine the factors affecting brand value of Aaker (1991), King et al (2010, 2012); Punjaisri et al (2009), have developed and implemented empirical evaluation of brand equity model based on employees in many different industries. Studies related to brand equity include King and Grace's (2005, 2009, 2010, 2012), Natarajan et al (2017), Youngbum Kwon (2013), Bataineh et al (2017), Awan. et al (2018). In particular, the study of Imoh Uford (2017), Sany et al (2018) has implemented brand equity based on employees in 2 different countries. In Vietnam, Nguyen Thanh Trung (2015) studies employee-based brand equity for the education sector with a research scope at University of Economics Ho Chi Minh City. 1.1.1.2 Research gap On the basis of the results achieved by domestic and foreign studies on employee-based brand value, the topic found that there are still the research gaps below:
5. 2 Firstly, the topics on employee-based brand equity approach but not much research on the role of organizational culture and internal branding in Vietnam. Secondly, the relationship between brand knowledge and employee-based brand equity in a number of studies has yet to be proven. Thirdly, studies have not shown a relationship between factors in employee- based brand equity, including role clarity, brand knowledge and brand commitment. Fourthly, there are no studies assessing the impact of organizational culture and internal branding on elements of employee-based brand equity including role clarity, brand knowledge and brand commitment in the banking industry. Practical necessity Commercial banks with 100% foreign capital appearing on the Vietnamese market and domestic banks have made the banking industry more and more fiercely competitive. Brand awareness can be one of the significant competitive advantages of banks. Compared to 2010, the number of banks operating in Vietnam has not changed significantly, but the number of Vietnamese banks has declined sharply. This point shows that many Vietnamese commercial banks are inefficient and rejected in fierce competition with foreign banks and domestic competitors. Besides, domestic, commercial banks do not have strong brands globally, which significantly affects the competitiveness of domestic banks. Bank staff play an essential role in selling and providing financial services to customers. In order for customers to be knowledgeable about financial products and services, understand the value of products and services that the bank offers, increase customer satisfaction and loyalty to the organization, banks require employees who are both brand ambassadors and internal customers to understand, perceive and be loyal to the brand of commercial banks. Therefore, enhancing employee-based brand value is important for service providers in general and commercial banks in particular. Through the current situation of Vietnam's banking industry in globalization and understanding the theory and practice of previous studies, the thesis “Factors
6. 3 affecting employee-based brand equity of Vietnamese commercial banks” is done. 1.2 RESEARCH OBJECTIVES Overall objectives The overall goal of the thesis is to determine the relationship between organizational culture factors, internal brands, brand commitment, role clarity & brand knowledge influencing brand values based on personality. We also measure the impact of these factors on brand equity based on the staff of Vietnamese commercial banks to propose some governance implications to enhance brand value based on members of Vietnamese commercial banks. Specific objectives The dissertation addresses several specific objectives, as follows: Determine the relationships between organizational culture factors, internal branding, brand commitment, and role clarity and brand knowledge that influence employee-based brand equity. Measuring the relationship between organizational culture factors, internal branding, brand commitment, role clarity & brand knowledge to brand value based on employees of commercial banks. Proposing the implications of governance to help Vietnamese commercial banks improve brand value based on their employees in the coming time. 1.3 RESEARCH QUESTION In order to achieve the research objectives, the thesis must answer the following specific research questions: What is the relationship between organizational culture factors, internal brands, brand commitment, role clarity & brand knowledge to brand equity based on employees? What factors influence brand equity based on employees of Vietnamese commercial banks?
7. 4 How is the relationship between organizational culture factors, internal brands, brand commitment, role clarity & brand knowledge to brand equity based on employees of Vietnamese commercial banks? Which governance implications help improve brand equity based on employees of Vietnamese commercial banks? 1.4 SUBJECT AND SCOPE OF THE STUDY Research subject Organizational culture factors, internal branding, brand commitment, role clarity & brand knowledge are related to brand equity based on the staff of Vietnamese commercial banks. Research scope Scope of content: Approaching brand value based on employees About research space: The study of brand value based on employees of Vietnamese commercial banks includes state-owned commercial banks, joint- stock commercial banks, foreign-owned commercial banks. About the study time: Secondary data used for the study was collected from 2006 to 2018. Official survey in 01 month from November 1, 2019 to December 1, 2019. 1.5 RESEARCH METHODS To achieve the research objectives, the thesis uses qualitative research methods and quantitative research methods, specifically: Qualitative research method: Descriptive statistical method, inductive interpretation method, group discussion method, expert interview method Quantitative research method: Cronbach Alpha reliability coefficient, EFA analysis, CFA analysis, SEM linear structure model 1.6 CONTRIBUTION OF THESIS Scientific contribution First, the topic is a pioneer in understanding the influence of factors on employee-based brand equity at Vietnamese commercial banks.
8. 5 Second, previous studies have not yet learned about the impact of factors to be able to make appropriate governance implications. Third, this study assesses the impact of internal branding and organizational culture on independent factors such as brand knowledge, role clarity, brand commitment, as well as interplay support between these factors in Vietnam in general and the banking industry in particular. Practical contribution The thesis provides experimental results as the basis for business leaders and managers to orient, build, perfect and enhance brand value based on employees in the unit. Besides, an important discovery of the topic is to prove that the primary skill is the direct result of the disabled and low skills. This result is significant because when the bank helps employees be aware of their roles in the organization, the bank has a stable staff and controls the employee's attitude and behavior. 1.7 STRUCTURE OF THE DISSERTATION The doctoral thesis is divided into 5 chapters with the following specific content: Chapter 1: Overview of research topics Chapter 2: Theoretical foundations and research models Chapter 3: Research methodology Chapter 4: Research results and discussion Chapter 5: Conclusion and management implications.
9. 6 CHAPTER 2: THEORETICAL BACKGROUND AND OVERVIEW OF PREVIOUS RESEARCH 2.1 BRAND VALUE BASED ON EMPLOYEES OF COMMERCIAL BANK Trademarks of commercial banks 2.1.1.1 Brand concept Branding is a popular concept but has many different approaches to suit the development of society and the marketing industry. Branding includes traditional perspectives and composite perspectives. 2.1.1.2 Commercial banking concept Commercial bank is a type of bank that directly transacts with entities in the economy, through receiving deposits and then using that capital to lend, discount, provide payment facilities and banking services to customers for profit purposes. 2.1.1.3 The role of brands for commercial banks With basic functions including: (1) identification and distinction, (2) information and guidance, (3) creating perceptions and reliability, branding helps banks increase competitiveness in the market. Brand value is based on an employee of the commercial bank 2.1.2.1 The concept of the brand value of a commercial bank The brand equity of an organization in general and a commercial bank in particular is a concept with many different approaches. Specifically, brand equity can be approached from a financial perspective or can also be defined based on the customer or from the employee's point of view. Inside: 1. Finance-Based Brand Equity - FBBE 2. Customer-Based Brand Equity - CBBE 3. Employee-based brand equity – EBBE
10. 7 2.1.2.2 The concept of brand equity is based on an employee of a commercial bank Employee-based brand equity of a commercial bank can be understood as all the behavior of the bank employee in accordance with the identity and brand commitment of the bank, and at the same time must be combined with attached values associated with the brand in the work, the duties that are in the charge of the employee. Through employee-based brand equity, a bank can influence brand equity based on customers and thereby generate more profits, increasing brand equity based on finance. 2.1.2.3 Benefits of brand equity are based on an employee of a commercial bank 2.2 THEORY RELATED TO FACTORS AFFECTING THE BRAND VALUE BASED ON EMPLOYEES Theory of Internal Marketing Cognitive theory Signal theory The theory of organizational culture The theory of internal brands 2.3 FACTORS AFFECT THE BRAND EQUITY BASED ON EMPLOYEES Brand knowledge, the exact role and brand commitment, and employee-based brand equity Organizational culture affects employee-based brand equity of commercial banks Internal branding affects employee-based brand equity of commercial banks 2.4 RESEARCH MODEL Explanation of variables and research hypotheses Hypothesis H1: Employee's apparent role positively affects brand value based on employees of Vietnamese commercial banks.