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164 This chapter presents the various literature and studies conducted in
165 relation with the present undertaking. Also included in this chapter are the
166 synthesis of the state-of-the-art, the gap bridged by the study, the theoretical and
170 deposits and loaning out of funds. Banking as a business is termed as one that
171 makes money with other people’s money. Banking business itself involves credit
172 and credit transactions involves three basic elements; Trust and confidence, risk
173 and futurity. With this, depositors trust banks for and these deposits in turn is
174 given out as loans. By giving out loans the bank receives the safekeeping of their
175 deposits interest in which it becomes income.1 This holds true as the General
176 Banking Law of 2000 defines the role of banks as entities that lend funds
177 obtained in the form of deposits.2 Banking institutions play a key role to helping
180 corruptions and misuse of their client’s deposits. Such policies have been strictly
181 implemented through the years since the 2007 and early 2009 Global Financial
182 Crisis. Since then, the banking industry has grown and will grow rapidly for the
183 next ten years, especially now with the integration of e-banking and other
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185 Visa and MasterCard. It is also apparent that because of the widespread of
186 Overseas Filipino Workers, money transfers through interbank transactions has
187 also grown for the past 5 years. Such money transfers are also monitored closely
190 The Bangko Sentral ng Pilipinas is not the first bank, the Philippines had. It was
191 only during the Commonwealth Period that plans to establish a Central Bank was
192 formed. In 1948, with the proclamation of the Central Bank Act, the Central Bank
193 was formed.3 Banking in the Philippines started with Banco Filipino and from then
194 on, the industry grew rapidly servicing many Filipinos. Due to the increase in the
195 number of depositors per bank and with higher amounts deposited, the risk in
196 loss of money invested grew, hence the government formed the Philippine
198 As of March 18, 2018, there are over 47 universal and commercial member bank
199 PDIC. These banks offer a wide range of bank products that would suit the
201 Legazpi City, the capital of Albay Province is also home to these banks
202 both universal and rural. Legazpi is home to 2 large rural banks namely, Camalig
203 Bank and Legazpi Savings Banks. Universal banks on the other hand have many
204 branches in Legazpi alone to more than 30 branches from different banking
206
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208 China Bank was established on August 16, 1920 as the first privately
209 owned local commercial bank in the Philippines. It initially catered to the Filipino-
211 an in-depth understanding of the Chinese way of doing business called the
213 In 1942, during the invasion of the Japanese, China Bank had to be
214 liquidated by the Japanese military authorities. On July 23, 1945, China Bank
215 reopened and play the key role in direct construction and economic recovery by
217 pioneered their lead into corporate governance and social responsibility.
218 Since then, China Bank has steered itself in the center stage of modern
219 banking. It was the first local bank listed on the Manila Stock Exchange in 1927,
220 the first in Southeast Asia to process deposit account online in 1969, and the first
223 expansion in the number of branches from 148 in 2006 to 596 in 2017, including
224 160 branches from its subsidiary, China Bank Savings. This was complemented
225 by electronic banking generals that provided secure and reliable 24/7 banking
226 services such as, ATMs, China bank tellerPhone, China bank online, and China
228 Through 2009 to 2012, China Bank has received a number of awards and
229 was recognized both nationally and internationally. They became top 100 ASEAN
231 Firm Stern Stewart Company in 2009. In 2011, they were awarded the best
232 wealth management house in the Philippines by the asset magazine. Since 2011
233 until present, corporate governance has been the flagship of China bank,
234 receiving the Bell Awards of the Philippine Stock Exchange twice from 2012 to
235 2013 as one of the best governed companies in the Philippines and is the only
236 bank in the top 5 publicly listed companies’ category. Also, receiving the Institute
237 of Corporate Director’s Gold Award for Corporate Governance through 2011 and
238 2012. At present, China Bank is part of the top 50 ASEAN publicly listed
240 China Bank opened its doors to the banking industry of Legazpi, City in
241 1980 and since then grew stronger through the years. It was one of the first
242 universal banks established in the city along with Development Bank of the
243 Philippines and Bank of the Philippine Islands. The number of Filipino-Chinese in
244 Legazpi, City made China Bank more successful compared to its competitors in
245 the area especially with its reputation of having a high corporate governance
246 status.
249 corporation is controlled and directed and involves balancing the many interest of
254 by sound judgment leading to sound decisions that will produce sound
256 rate that clients and employees could avail and these business entities should
257 uphold the law with thorough judgment to end up on its best result as possible.
258 Such practices may include honesty, integrity, loyalty and fairness that can
259 be trained in programs such as teambuilding and leadership workshops that are
261 is also part of corporate governance as it adheres with the ethical practices of a
262 business. Corporate governance does not only involve seminars and workshops
263 but it also involves policy making, rules and policies, set to dictate corporate
264 behavior and such can either lead to good or bad corporate governance.
266 integrity or obligation to stakeholders that can have major implications on the
267 firm’s financial health. On the other hand, good corporate governance creates a
268 transparent set of rules and controls which shareholders, directors and officers
271 science of decision-making and the exercise of power and authority so that
272 society is able to manage its development processes and resolve social conflict. 9
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273 Social conflict and interest in the local setting affects the use of control by
274 mangement primarily because of the goal to balance such conflicting interest and
276 Most companies strive to have a high level of corporate governance. For
277 many shareholders, it is not enough for company to be merely profitable but to
279 corporate governance should take into account sustainability which is the ability
280 of the company to meet needs of the present thus resulting to the company’s
281 ability to survive in the long run. According to Kaplan and Norton the concept of
283 customer satisfaction, internal business process and learning and growth. These
288 organizations use. It was developed by Dr. Robert Kaplan and David Norton and
289 was published in a 1992 Harvard Business Review article. Kaplan and Norton
290 took previous metric performance measures and adapted them to include
293 governance paves the way to long term sustainability to meet the goals of the
295 satisfaction, Internal business process and Learning and growth. This type of
297 concentrate on the total effect of their positive and negative actions.
298 The ultimate goal of any business is to earn profit. Business operates with
299 more concern on the financial aspect because they want to minimize cost and
300 maximize income. However, this brings more risks as it may lead to more losses.
301 This is why organizations especially businesses should not only be focusing on
304 most powerful institution in a capitalist society and its role will continue to
305 become increasingly important in global development. In order for business and
306 society to gain long term sustainability it needs to focus also on the non –
307 monetary variables such as customer satisfaction and learning and growth. This
308 will lead to enhanced sustainability in the future, with a motivated workforce,
309 satisfied customers, comfortable place to work with and enough earnings to
312 Bottom Line Approach of SEDCEN,” they stated that every business is different
313 and one approach won’t suit all organizations. Every organization must develop
314 tools and strategies matched for their business, which is independent from
315 competitors.12 Entities engaged in banking would most likely use tools and
316 strategies to stay ahead from the competition. In every strategy or tool they
317 create, it is necessary for the company not to disregard other aspects so that it
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318 can achieve its long term goal on sustainability. Thus, it is regarded as a
319 necessity that a company should measure their level of performance that
322 ultimate success or well-being should be measured not just by the financial
323 perspective but also on the learning and growth of the business and its
324 customers and internal business process. It also contains to recognize the
325 strengths and weaknesses of the competitors and focus on improving the quality
329 most effective when it is able to tell the story of the organization’s strategy
331 understandable operational strategies, and help focus on key measures useful in
334 used by many organizations to evaluate the performance of the different aspects.
335 The model considers not only the organization’s performance internally, but
336 externally many of the investors and shareholders, are able to monitor the results
337 of this organization, assess and ensure. This model really helped the
338 organization to improve its operation in its financial, learning and growth,
341 Financial measures convey the economic consequences for the actions
342 already taken by the organization, and focus on the market value and profitability
343 among others, as indicators of how well the firm satisfies its owners and
344 shareholders.14
345 Profit has been the primordial goal of a business. It is used by the
346 business to improve its products and services. It is generated by adding value to
347 a product more than the cost to procure. Through profit companies may be able
349 According to Lawler, many organizations still have the “profit – above –
350 all” mentality. The Balanced Scorecard Approach tells that profit being the only
351 basis of performance won’t help sustain an organization in the long run. They
352 must understand that considering the learning and growth of the business and its
353 customers and environment will help them produce more income. Avoiding costs
355 provide them absolute return from operations, rather than spending on those
356 mentioned costs for not considering them in their evaluation.15 Profit is only a part
357 and does not constitute success individually for every organization. With learning
358 and growth of the business and its customers and environment perspective, it
360 Moreover, the study of Cleo Regilme et. Al “The Perceived Social,
361 Economic and Environmental Impacts of Balogo Farm Resort, Oas Albay,”
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362 shows that employment opportunities were rate having the highest percentage in
363 regards to economic impact perceived by the respondents. This means that one
364 of the factors that one has to consider is the availability of job for people in the
365 community where it will be built. In terms of community economic growth, job
366 opportunities will not only benefit the development project builders, but also the
367 people in the community while at the same time promoting how to save, protect,
372 financial perspective alone creates higher risks especially for companies that rely
373 not only on profit, but also on the learning and growth of the business and
376 This key area of Balanced Scorecard provides a view on how customers
377 perceive the organization. The customer perspective should be considered the
378 central element of any business strategy that provide the unique mix of products,
379 price, relationships, and image that the company offers to its customers.17
381 private or public. A company’s first task is to create and keep a customer. Thus,
382 corporate executives are always reminded that in any organizational setting, the
383 customer is the king or queen and therefore decides any future business.
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384 In the Balanced Scorecard model, Kaplan and Norton states that an
385 organization must create differentiated and sustainable value to satisfy targeted
386 customer segments. Managers need to identify the targeted customer segments
387 in which the organization or a particular business unit competes and must
388 recognize suitable measures of the business unit’s performance for customers in
389 these targeted segments. Once the organization understands who its targeted
390 customers are, it is able to identify the objectives and measures of the company’s
392 Raciles and Ramirez study stressed that SEDCen hires an external
393 consultant to gather relevant outputs and remarks regarding how the clients are
395 and over-all assessment of how their clients perceive the programs are being
397 programs.19
399 corporate performance and are a possible standard of excellence for any
400 organization. The customer perspective includes also several common measures
404
405
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407 Customer-based measures are important but they must be translated into
408 measures of what the company must do internally to meet its customers’
411 Raciles and Ramirez states that the organization focuses on outcome
412 evaluation to learn how their programs have made impacts on program
413 participants and to the society. SEDCen implements a tool that will focus on all
414 the activities of the programs and key processes which are required in order for
416 customers.20
417 The internal business process perspective also measures the efficiency
418 and effectiveness with which the firm produces the product or services. This
419 perspective looks to address what companies must excel in order to meet
420 customer and shareholder expectations. Efficiency is important here. It’s all about
421 reducing waste and speeding things up, and doing more with less.21
422 These internal measures of the balanced scorecard should stem from the
423 business processes that have the greatest impact on customer satisfaction,
424 factors that would affect cycle time, quality, employee skills and productivity.
425 Companies should also concentrate and measure their core competencies, the
427 There are two kinds of business processes may be identified first is the
429 oriented processes are the special functions of government offices. The support
430 processes are more repetitive in nature hence easier to measure and benchmark
433 The learning and growth perspective addresses if companies can continue
434 to improve and create value. This performance indicator focuses to the
435 employees of the organization, and it measures the extent to which the
436 organization exerts efforts to provide its employees with opportunities to grow
438 Norton states that business that uses a Balanced Scorecard will provide
439 fair wages towards their employees, fair working hours and fair annual leave and
440 holidays. Also, some of the generated profit over the year will be invested back
441 towards their producers. Business practices should be fair to the labor
446 according to the principles of fairness and honesty in mutual relations, creating
447 the best working conditions in terms of safety, ensuring satisfactory terms of
449 Berce et. Al study stressed that the range of resource utilization under
450 social aspect of Bacacay Municipal Women Federation ascertains the behavior
451 of employees towards his work and the degree of satisfaction of customers. It
452 can therefore conclude that employees are skillful and are dedicated in their line
453 of work.24
454 Furthermore, Segovia states that the learning and growth perspective
455 serves as foundation of the Balanced Scorecard which accordingly affects the
456 other three perspectives. Therefore, it can be concluded that the effects of the
457 activities at the L & G produce a chain effect in which the ultimate goal is
460 company to the people is important. The source of labor is primarily from the
461 community in which the company either directly or indirectly influence. If such
462 relation fails, the company will be short of manpower hence the effectivity of the
463 organization would decrease, resulting to more losses. A company does not
464 merely exist without the skills of professionals and the human factor of ethics in
467 This chapter focused on Banking institutions, specifically China Bank. That
468 China Bank a universal commercial bank follows ethical based set of rules and
469 decisions that will guide the company to its goal called corporate governance.
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470 That corporate governance may be measured through many tools such as the
472 The balanced scorecard was developed by Drs. Kaplan and Norton that
473 combines both the financial and non-financial perspectives of a business in order
474 to achieve long term sustainability. The balanced scorecard has four
475 perspectives which a company has to consider and these are; Financial
476 Perspective, Customer Satisfaction, Learning and Growth and Internal Business
477 Process. All of these components when aligned with the companies’ goals, will
478 help the company to grow sustainably through future ethical and sound
479 decisions.
481 The review of related literature established the foundation of the present
482 study. The present study proved to be similar to the other studies and yet there
484 The studies Cleo Regilme et.al and Berce et.al were about the application
485 of the Triple Bottom Line. They tackled on their activities that help improve the
486 corporate performance of the businesses in line with the environmental, social
487 and economic aspect. The previous and present study was found to be different
488 since the previous study used another kind of performance measurement tool
491 Maybank Legazpi found out that the utilization of the Balanced Scorecard as a
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492 tool for measuring corporate performance may not be 100% effective at all times
494 The previous and present study was found out to be related since both
495 studies focused on the same performance measurement tool which is the
496 Balanced Scorecard. However, the study of Barrios et, al. focused on the
497 accuracy of the Balanced Scorecard as performance measuring tool and not the
498 actual outcome of Maybank Legazpi’s initiatives that would affect their overall
500 institution.
501 The study of Raciles and Ramirez on the Integration of the Balanced
502 Scorecard in Social Enterprise Development Center (SEDCEN), found out that
503 the entities strategies aligned with the application of the Balanced Scorecard as a
504 measurement tool that helped improve their overall corporate performance.
505 It was found out that both the previous and present study were related
507 tool, however, in the previous study, focused on a non-profit organization while
511 Legazpi Inc. concluded that the learning and growth component of the Balanced
512 Scorecard serves as the foundation which accordingly affects the other
513 perspectives.
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514 In the previous study, they focused on one of the perspectives of the
515 Balanced Scorecard, which is learning and growth and seeks its importance to
516 be the foundation and its relation to the other perspectives. However, in the
517 present study it will seek an equal utilization of the four components on its
519 With the studies reviewed, it was found out that no study concentrated on
520 assessing the corporate governance of a universal bank, more specifically China
521 Bank. The study focused on the current status and level of effectiveness of the
523 measurement tool in order for them to attain, maintain or even surpass there
524 current ranking in the top ten (10) banks in the Philippines. This was the gap
527 This study was anchored on the theory of the balanced scorecard
528 developed by Dr. Robert Kaplan and Dr. David Norton in 1992. The balanced
530 measure by adding measures from the perspectives of the customers, internal
531 processes, and learning and growth. In this way, it enables organizations to
534 into a comprehensive set of performance measures that provides the framework
536
537
538
539
540 Figure 1
543
544
27
545 The measures are arranged in four measures and each measure should
546 contain both outcome measure that indicate excellent prior performance, along
547 with the performance drivers that will create a successful future performance and
548 governance.
550 important focus areas from which to measure performance and ensure that they
554 evaluate past events and support the management in the implementation of a
557 Banks are for-profit service oriented institutions and, like any other for-
558 profit establishments, banks exist to earn profit and to maximize the wealth of
559 their shareholders. However, banks must establish a sustainable business which
560 includes concerns for their customer satisfaction, learning and growth and
563 governance of China Bank was the focus of this study. The initiatives undertaken
564 by the bank relative to financial perspective, customer satisfaction, learning and
566
28
567
568
569
570
571
Initiatives
572
Recommendations
573
Current status
574
575
Level of Effectiveness
576
577
Strategies
578
579 Figure 2
581
582
583
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584 After identifying such, this study sought to know the current status of the
585 above cited variables using the balanced scorecard as the measurement tool
586 together with the assessment of the level of effectiveness of China Bank’s
587 corporate governance as perceived by the clients. Also, this study sought the
589 governance.
590 The identified initiatives by the company’s management were the factors
591 that helped China Bank grow into becoming one of the Philippines leading
592 banking institution. The company can generate from the findings, the factors that
593 can be used to maintain the company’s value and image and ways of improving
596 To have a clear overview of the things discussed and to facilitate clear
597 understanding, the following terms were conceptually and operationally defined:
599 and controlled.27 In this study, corporate governance is the ethical decision and
600 actions taken into action by the corporation that would lead to its long term goals.
602 helps organization to identify strategies and make it executable.28 In this study, it
603 is the measurement tool that helps identify the current corporate governance of
606 improve a situation.29 In this study, initiatives are the strategies, programs,
607 projects and activities undertaken by the company to achieve its targets per
608 perspective.
612 an entity directed to the customer.31 In this study, it is the overall satisfaction of
617 Learning and Growth refers to the skills and knowledge acquired by the
618 internal management through skills training and seminars.33 In this study, it is the
619 ability of the employee adapts new practices that would further improve the
621
622
623
624
625
31
626 Notes
2 Dizon, E.L. and Dizon, E.V.M. “Banking Laws and Jurisprudence.” Rex Book
Store, Inc., 2013.
8 Ibid.
SEDCEN.” 2012.
18 Ibid
20 Ibid
22“Process
perspective.” Sourced from www.balancedscorecard.org,accessed
on November 17, 2018.
33
29
Initiative. Sourced from en.oxforddictionaries.com, accessed on April 1,
2019
30 Ibid.
31 Ibid.
32 Ibid.
33 Ibid.