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Examining the factors affecting the performance of employees regarding the brand in the banking industry

Number of pages: 100 File Format: word File Code: 30809
Year: 2014 University Degree: Master's degree Category: Management
Tags/Keywords: bank - brand - Brand loyalty - branding - Commitment to the brand - Employee performance - Internal branding
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  • Summary of Examining the factors affecting the performance of employees regarding the brand in the banking industry

    Academic Thesis for Master's Degree (M.A.)

    Field: Business Administration

    Abstract

    After the start of private banks and the expansion of the competition between public and private banks and financial institutions for attracting resources from the money market as well as attracting and retaining customers, it has expanded. If they do not believe in its importance in the success of the bank, they will not be able to help strengthen the bank's brand. This research, with a quantitative approach and inspired by the theory of targeting and internal branding, seeks to identify factors affecting the performance of employees regarding the brand. The statistical population of this research consists of all the employees of Bank Mellat in Gilan province in 54 branches, and the total number of these employees in Bank Mellat branches in the province is 565 people. Non-probability (simple) sampling and a Likert scale questionnaire were used to collect data. Cronbach's alpha of all the variables of the research are acceptable and have good content validity. The number of sample size was calculated based on Cochran's formula of 229 people. About 300 questionnaires were distributed and 285 questionnaires were returned. The model test was done by structural equation method and using Lisrel software. The results show that the transparency of brand goals has a positive effect on employees' commitment to the brand (?=0.23; t=2.04). The brand has a positive effect on brand loyalty (?=0.41, t=2.082). The difficulty of achieving brand goals has a positive effect on brand commitment (?=0.23; t=2.02). The difficulty of achieving brand goals has no effect on loyalty. Internal branding has a positive effect on work commitment to the brand.

    Key words: brand, internal branding, employee performance, brand commitment, brand loyalty, bank

    Introduction

    After private banks began operating in the early 1380s and they paid attention to concepts such as customer orientation and creating value for customers, significant changes occurred in the way employees treat and provide banking services to customers compared to state banks. Strengthening the competitive environment of Iran's banking system and the trend of state banks towards concepts such as marketing, advertising, strategic management and recently brand management. In recent years, with the increase in the number of banks and financial and credit institutions and small and large private loan funds on the one hand and the privatization of state-owned commercial banks such as Mellat, Export, Trade, the competition for attracting resources from the country's money market has intensified. Noticed.

    In the banking system of Iran, with a top-down approach and relying on the two main tools of heavy advertising and training of human resources, efforts are made to attract valuable customers and retain them. In the meantime, other key factors in the field of brand management that are related to the bank's frontline body, i.e. employees active in the branches, such as feelings, identity, internal branding, job satisfaction, competitive atmosphere in the branch have been neglected. human and marketing has been raised. One of the main factors in choosing a bank by a customer is the good relationship and proper treatment of employees and especially employees at the branch level with customers. Therefore, until the bank employees believe in the bank brand and its importance in the success of the bank as a whole and they themselves as a part of that whole, they cannot and do not want to help strengthen the bank's brand. Therefore, in the marketing literature of service organizations, the issue of internal branding has been raised. It interacts with customers. This concept has recently been introduced as one of the success factors of the organization in fulfilling the brand commitment in order to meet the expectations of customers, which are regulated by various communication activities.

    One of these private banks active in the banking system of Iran is Bank Mellat.

    Bank Mellat was established on July 31, 1359 by the resolution of the General Assembly of Banks from the merger of Tehran, Dariush, International Iran, Imran, Iran Insurance, Iran and Arab, Pars, Cooperative Credits and Distribution, Foreign Trade and Farhangian Banks, and was registered with the Companies Registry under the number 38077, and the bank's operations have been operating since the same date. It started in 1384 as the first state-owned bank to be prepared for privatization.

    The main purpose of the research is to design and test a model to identify the factors affecting the performance of employees in relation to the brand with an internal branding approach in Bank Mellat.

    1-2) Statement of the problem

    Today, having a strong brand is one of the priorities of many organizations, so researchers in this field have always examined it from different aspects. Branding can be done in two ways. be done internally and externally. Branding approach outside the organization is a subject that has been the focus of countless researchers, and of course it targets customers. Therefore, it chooses methods for this work that are directly related to the customer, on the other hand, employees are very effective factors in the formation of the organization's brand in the minds of customers and consumers of goods and services. In this case, internal branding in order to promote the brand within the organization, i.e. the employees (Ahmed, 2003).

    The American Marketing Association defines a brand as a name, term, symbol, sign, design, or a combination of all of these that is used to identify and distinguish the goods or services of a seller or a group of sellers and differentiate these goods. A brand is a part of a trademark that is (Cutler and Armstrong, 2015).

    The undeniable role of employees regarding the brand has caused the human power to build the brand to become the focus of many scientific researches in the last few years, that is, paying attention to the commitment and loyalty of the employees towards the brand and the realization of its goals. It is the economic system of the country whose dynamics and ability can have significant effects on the macroeconomic and commercial environment. According to the principle 44 of the constitution regarding the empowerment of the private and cooperative sectors, private banks have found an important place in the country's banking system, and the presence of private banks with a modern structure promises to create a competitive environment in the country's banking system. (Rangebrian and Brari, 2018).

    On the other hand, this competition has highlighted the importance of attracting and retaining existing customers.

    Creating a suitable image for a brand is considered as a strategic tool to create customer loyalty. (Haqiqe et al., 2016).

    Usually, in Iran's banking system, a marketing policy and plan is formulated and communicated to the branches every year, but unfortunately, the employees at the branch level are either not properly informed about these goals and plans and their importance, or if they are informed, they lack sufficient motivation to implement those goals. One of the ways to fill this gap is to use the internal branding strategy in the bank. Branding is done at both internal and external levels, external branding is related to customers and internal branding is related to employees, and it is believed that strengthening the brand from the perspective of external customers first requires strengthening the position of the brand within the organization and in the eyes of the employees. Does the performance of the brand have an effect on the level of employees?

    1-3) The importance and necessity of research:

    Creating a competitive environment among banks shows the need for in-depth studies on the brand of banks. Therefore, it is necessary for banks to be aware of the status of their name and brand and their competitors and the mentality of the society towards them.

    In today's competitive environment, keeping customers and increasing their loyalty is becoming more difficult day by day. Internal branding has been proposed as a new approach in creating customer loyalty through the employee channel

  • Contents & References of Examining the factors affecting the performance of employees regarding the brand in the banking industry

    List:

    Table of Contents

    Title.. Page

    Chapter One: General Research. 1

    1-1) Introduction. 2

    1-2) statement of the problem. 3

    1-3) The importance and necessity of research. 5

    1-4) research objectives. 5

    1-5) The theoretical framework of the research. 6

    1-6) theoretical model of research. 7

    1-7) research questions. 7

    1-8) research hypotheses. 8

    1-9) Theoretical definition of research variables. 8

    1-9-1) Clarity of brand goals. 8

    1-9-2) The difficulty of realizing brand goals. 9

    1-9-3) internal branding. 9

    1-9-4) brand performance at the level of employees. 10

    1-9-5) Commitment of employees to the brand. 10

    1-9-6) Employee loyalty to the brand. 11

    1-9-2) operational definitions of variables. 11

    1-9-2-1) Clarity of brand goals. 11

    1-9-2-2) Difficulty in achieving brand goals. 11

    1-9-2-3) internal branding. 11

    1-9-2-4) brand performance at the employee level. 11

    1-9-2-5) Commitment of employees to the brand. 12

    1-9-2-6) Employee loyalty to the brand. 12

    1-10) research area. 12

    1-10-1) Subject area. 12

    1-10-2) spatial territory. 12

    1-10-3) Time domain. 12

    Chapter Two: Literature and background. 13

    2-1) First part: Brand name. 14

    2-1-1) Introduction. 14

    2-1-2) Brand history. 15

    2-1-3) Features of a suitable brand. 18

    2-1-4) The strength and value of the brand. 19

    2-1-5) branding. 20

    2-1-5-1-) Foreign branding. 20

    2-1-5-2) internal branding. 20

    2-1-6) Brand performance and its measurement criteria. 21

    2-1-7) brand performance at the level of employees. 22

    2-1-8) Employees' sense of belonging to the brand. 22

    2-1-9) Commitment of employees to the brand. 23

    2-1-10) Employee loyalty to the brand. 23

    2-2) Second part: Employee performance. 24

    2-2-1) Introduction. 24

    2-2-2) Definition of performance evaluation. 25

    2-2-3) Performance evaluation history. 26

    2-2-4) The necessity and importance of performance evaluation. 27

    2-2-5) Objective of performance evaluation. 28

    2-2-5-1) Objectives of performance evaluation in terms of clinical. 28

    2-2-5-2) Objectives of performance evaluation according to McGregor. 29

    2-2-5-3) Objectives of performance evaluation in terms of Abida. 29

    2-2-6) performance evaluation applications. 30

    2-2-7) evaluation steps. 32

    2-2-8) sources of performance evaluation. 35

    2-2-9) evaluation methods. 36

    2-2-9-1) Scaling methods. 37

    2-2-9-2) factorization method. 38

    2-2-9-3) Method of recording sensitive events. 38

    2-2-9-4) descriptive method. 38

    2-2-9-5) Deductive method. 39

    2-2-9-6) grading method. 39

    2-2-9-7) Mandatory distribution method. 40

    2-2-9-8) Forced selection method. 40

    2-2-9-9) behavioral scale method. 40

    2-2-10) research background. 41

    2-2-10-1) Internal sources. 41

    2-2-10-2) Latin sources. 43

    Chapter three: Method of conducting research/materials and methods. 46

    3-1) Introduction. 47

    3-2) The spatial area of ??research. 47

    3-3) Research method. 47

    3-4) Society and statistical sample. 47

    3-4-1) Statistical society. 47

    3-4-2) sample size. 48

    3-4-3) Sampling method. 48

    3-5) research variables. 49

    3-6) Type of questions related to research variables. 49

    3-7) Data collection method. 50

    3-7-1) Library and documentation method. 50

    3-7-2) field method. 50

    3-8) Validity and reliability of measurement tools. . 51

    3-8-1) Reliability (reliability) of measurement tools. 51

    3-8-2) Reliability (reliability) of measurement tools. 51

    3-9) Data analysis method. 52

    Chapter four: data analysis and research findings. 53

    4-1) Introduction. 54

    4-2-1) Description of respondents. 54

    4-2-2) Descriptive indices for the main research variables. 57

    4-3) Examining the research model. 59

    4-4-1) Basic research model in standard mode. 59

    4-4-2) Basic research model in the case of significant numbers. 60

    4-4-3) Examining significant indicators and fitting the model. 61

    4-4-4) Checking indirect routes. 62

    4-4-5) Test of research hypotheses. 62

    Chapter five: discussion, conclusions and suggestions. 65

    5-1) Introduction. 66

    5-2) Conclusion of the research. 66

    5-2-1) Descriptive statistics. 66

    5-2-2) Statistical results66

    5-2-2) Inferential statistical results. 67

    5-3) Suggestions based on research findings. 69

    5-4) research limitations. 70

    5-5) Suggestions for future research. 71

    Internal resources. 73

    Latin sources. 76

    Appendixes. 78

    Source:

    Internal sources:

    1. Afrin Abadeh, Shabnam, 1386, investigation of the effect of the quality of work life on the performance of employees in the executive bodies of

    Gilan province, master thesis of public administration, Islamic Azad University, Rasht branch.

    2. Ismaili Moghadam, Nasim, 1390, determination of factors related to the performance of the brand market Based on brand equity

    from the point of view of consumers of household appliances in Gilan province, master thesis in the field of management, Islamic Azad University, Rasht branch.

    3. Orei Yazdani, Badr al-Din, (1382), a critical review of performance evaluation and how to apply it in organizations

    with interaction on some organizations in Iran, Kamal Manzari magazine, second year, publisher of Tehran Shahid Beheshti University School of Management and Accounting.

    4. Berhani, Bahauddin, 1386, Basics of public administration 1 and 2, Tehran, Payam Noor, p. 230.

    5. Jazairi, Ahmed, 1387, The necessity of performance evaluation in organizations, Tadbir magazine, issue 98, pp. 41-36.

    6. Seyed Javadin, Seyed Reza, 1382, Basics and applications of human resource management, staff affairs Tehran, Negaresh Danesh.

    7. Hegiriti, Mohammad, Alavi, Mohammad Reza and Sarafi Amir, 2016, Presenting a model for customer loyalty in electronic markets, Knowledge Management, Volume 2, No. 79, pp. 15-32.

    8. Haddadi, Kobri, 2012, Evaluation of the insurance industry since the maturity of knowledge management and its impact on the insurance provider's satisfaction with service quality, Master's Thesis Management, Rasht Azad University.

    9. Khaki, Alireza, 2017, Research Methodology in Management, Tehran, Reklaf Publishing.

    10. Khushoghti, Armin, 2018, Employee Performance Evaluation www.harkat.com.

    11. Rahimi, Ghafoor, 2018, Performance Evaluation and Continuous Improvement of the Organization, Tadbir Magazine, No. 173.

    12.Rafizadeh, Aladdin, 2016, the appropriate model of performance management in the public sector, Tadbir magazine, number 205.

    13. Ranjabrian Bahram, Berari Mojtabi, 2018, the effect of relational marketing foundations on customer loyalty (comparison of public and private banks, publication in business management, period 1, number 2.

    14. Saadat, Esfandiar, 1385, Human Resources Management, Tehran, Organization for the Study and Compilation of University Humanities Books, 12th Edition.

    15. Seyed Saeed Mir Vahedi, 1378, Challenges of Brand Management in the Automotive Industry, Saipa Center for Strategic Planning and Studies.

    16. Sohrabi, Ruhollah and Khan Mohammadi, Hadi, Management Performance, 1386, 6th National Management Conference

    Performance, academic conference center of Tehran University Faculty of Management.

    17. Azizi, Shahryar, Jamali, Shahram and Sanae Iman, 1391, Presenting the model of factors affecting employee performance regarding brand in the banking industry (case study: Agricultural Bank) Business Management ,, 4(11). pp. 89-104.

    18. Azizi Shahyar, Ashana Ashri Massoud, 2013, internal branding and brand performance in the bank: the moderating role of competitive atmosphere and job satisfaction, Management Studies in Iran, round 170, number 3.

    19. Fazl Elahi Zanjani, Mehdi, (2015), employee performance evaluation, objectives and results of that publication. Iran Message

    Khodro, No. 60.

    20. Cutler, Philip, 1379, Cutler in Market Management, translated by Abdolreza Rezainejad, Fara Publishing House, Tehran.

    21. Philip Cutler and Armstrong Gray, 1385, Principles of Marketing, Foruzandeh Bahman, Tehran, Adebistan Publishing House.

    2. Kazemi Rad Shirin, 2018, investigating the effect of customer loyalty to the brand on brand value, master's thesis of Islamic Azad University, Rasht branch.

    23. Kamdideh, Alireza, 2019, investigating the relationship between the quality of life and the performance of employees in water and sewage company

    Fazalab District 5, Tehran, master's thesis in the field of human resource management, Institute of Research and

    Management Education.

    24. Kalantripour, Sara, 2013, Enhancing the strategic position of the brand and creating loyalty in customers, Islamic Sciences Research Center, (235), p. 50.

    25. Hadizadeh Moghadam, Akram, Jamali Kapek, Shahram and Rezaei, Morteza, 2014, The model of the effect of internal branding on brand citizenship in the hotel industry, management studies in Iran. 16(13). pp. 203-223.

     

     

    Latin sources:

    1. Ahmed, P.K. , Rafiq, M., (2003) ?Internal Marketing Issues And Challenges?, European journal of marketing, vol.37, n.9, p 1177-1186.

    2. Aker, D.

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