MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ NGUYEN XUAN PHUONG ANTECEDENTS AND OUTCOME OF EMOTIONAL SATISFACTION A STUDY OF HO CHI MINH CITY BANKING FRONT-LINE EMPLOYEES MASTER THESIS Ho Chi Minh City – 2011 2 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ NGUYEN XUAN PHUONG ANTECEDENTS AND OUTCOME OF EMOTIONAL SATISFACTION A STUDY OF HO CHI MINH CITY BANKING FRONT-LINE EMPLOYEES Major : Business Administration Code : 60.05 MASTER THESIS Supervisor Doctor Nguyen Thi Mai Trang Ho Chi Minh City – 2011 3 UNDERTAKING I certified that research word titled “Antecedents and outcome of emotional satisfaction – a study of Ho Chi Minh City banking employees” is my own work. I have myself studied and conducted the research process by the academic knowledge obtained from the MBA program and discussed with my supervisor. By this letter, I would like to undertake that this is my own research project. All information, data and survey results are true and never announced in any other research project.
Where material has been used from other sources it has been referred. Ho Chi Minh City, May 2011 Nguyen Xuan Phuong 4 ACKNOWLEDGEMENT Actually, this thesis is completed due to the contribution of many people. First of all, I would like to express my deepest gratitude to my supervisor, Doctor Nguyen Thi Mai Trang, for all she has done for me. The thesis could not been finished without her great encouragements and dedicate helps from idea to the thesis format and content.
What I have learnt from her is as much as what I used to learn before. Again, I would like to extend my sincere appreciation to her. I would like to express my thanks to ANZ Bank Vietnam Ltd. colleagues who help me to complete the qualitative research and all front line colleagues who helped me to complete the questionnaires.
Finally, I sincerely thank my parents, my younger sister and my little daughter to help me to overcome difficulties during time of attending the course as well as preparing the thesis. My heartfelt thanks to you all Ho Chi Minh City, May 2011 Nguyen Xuan Phuong 5 ABSTRACT The economy has been developing more and more strongly, the competition among banks is fiercer and fiercer. In order to run a bank’s business operation successfully, employees are like the blood of the bank. Nowadays, many researches have done to explore many aspects of employees’ satisfaction.
However, when economy reaches a higher level, people needs also reach a higher level. Not only physical needs are required, emotional needs are now an essential part. Although emotional satisfaction was explored by foreign authors in recent years, research on emotional satisfaction is hard to find. This is the reason why the purpose of this thesis is to explore antecedents and outcome of emotional satisfaction.
The research is conducted by organizing a survey and analyzing on 229 completed questionnaire. Base on the results, some discussion on management implication are introduced to help management team in banks to keep key staff and attract good front line employees to work for them.6 LIST OF TABLES. 9 LIST OF FIGURES.5 Scope and Limitation. LITERATURE REVIEW AND MODEL.2 Employee emotional satisfaction and employee-perceived service quality.3 Antecedents of employee-emotional satisfaction.4 Work‐family conflict.5 Task control stressors.6 Perceived‐fairness of performance appraisal.2 Quantitative Analysis Framework.2 Target Population and Sampling Method.3 Data Collection Methods and Analysis.
DATA ANALYSIS AND RESEARCH FINDINGS.1 Evaluation of the measurement scale by using Cronbach’s Alpha:.2 Evaluation of the measure scale by using exploratory factor analysis (EFA).3 Testing of hypotheses.1 The outcome of emotional satisfaction.2 The antecedents of emotional satisfaction:.3 Other model testing:.1 The effect of emotional satisfaction on employee‐perceived service quality.2 The effect of employee‐perceived fairness of performance appraisal on emotional satisfaction.3 The effect of role ambiguity on emotional satisfaction.4 The effect of role conflict on emotional satisfaction. CONCLUSION AND RECOMMENDATIONS.1 Summary of findings and Research contributions.3 Limitations and Future research. SCREE PLOT OF ANTECEDENTS OF EMOTIONAL SATISFACTION. EXPLORATORY FACTOR ANALYSIS.
TESTS FOR NORMALITY OF RESIDUALS. TESTS FOR HETEROSKEDASTICITY. TESTS FOR COLLINEARITY DIAGNOSTICS.87 9 LIST OF TABLES Table 3. Result of agreement in qualitative research.
Questions, factor and code of variables. Employee emotional satisfaction among organizations. Rotated Component Matrix. Linear Regression analysis of outcome of emotional satisfaction.
Linear Regression analysis of antecedents of emotional satisfaction.55 1 LIST OF FIGURES Figure 2. Outcome of emotional satisfaction. The adjusted model.52 1 ABBREVIATION Common Wealth : Common Wealth Bank – HCMC Branch Military Bank : Military Joint Stock Bank Saigonbank : Saigon Bank for Industry and Trade Joint Stock Bank Agribank : Vietnam Bank for Agriculture and Rural development ANZ : ANZ Bank Ltd. ACB : Asia Commercial Joint Stock Bank HSBC : The Hongkong and Shanghai Banking Corporate Ltd.
Indovina : Indovina Joint Venture Bank Ltd. VIB : Vietnam International Joint Stock Bank Sacombank : Saigon Thuong Tin Commercial Joint Stock Bank Standard Chartered : Standard Chartered Bank Ltd. Vietcombank : Vietnam Commercial Bank Prufinance : Prudential Finance Joint Venture Ltd. SPSS : Computer Statistic Package for Social Science EFA : Exploratory Factor Analysis HR : Human Resources 1 CHAPTER 1.1 Background Recently, the Vietnamese economy reached a higher level of growing.
The country has been one of the most impressive growth stories in the global economy over the last few decades. As a consequence, Vietnamese achieve higher living standards. Banking services just like any services industry now must improve their service quality to keep their business grow and make more profit. It means the bank would not only be a place to deposit and lend money, but also a place where customers could enjoy services and place their trust.
Moreover, it is easy to find that products of banks do not vary much between banks and it is not difficult to imitate banking products because there is no one can prevent the imitation of bank products. Banks come in all shapes and sizes and often exhibit more similarities than differences. But one factor common to all is that success is highly dependent on the skills, knowledge and experience of the employees within them. Nguyet Nguyen, Human Resources Consulting Director of Nhan Viet Management Group expressed her view: “Employees are core product of a business, main resource to improve competition ability because competitors can imitate business strategy, methods, and products but cannot copy excellent employees” Actually, many public publication such as Tuoi Tre newspapers, Doanh Nhan, Cong Nghiep newspapers impressed important role of employee satisfaction.
More and more services of investigating employee satisfaction for management purposes are offered by human resources companies in Vietnam. Keeping employees sweet will therefore go a long way to help any banks to provide a quality service to customers and achieve its business goals. Logically, a company business’ prospects depend on how it 1 organizes its internal activities in such a way that enhance employee satisfaction so that employees would provide high-quality services and bring more benefit from that. A survey throughout Vietnam hold by IBG, a consulting services company specializing in Human Resources and Management, in March 2011 found that 64% of interviewed employees would like to change their job.
While the survey by CareerBuilder found that for each four employees, there is one person felt his work frustrating, each 4 Vietnamese employees has more than 2.5 ones had negative feeling of their job. This result is a threat for leaders of instability of human resources which push them to change to adapt with new challenges. Among main reasons for quitting the job, wage just occupied 22% while others emotional factors such as justice feeling and relationship are occupied the remaining. Vietnam’s banking sector comprises five state-owned commercial banks, thirty-nine joint stock banks, forty foreign bank branches, five 100% foreign owner banks, five joint venture banks, and two development and policy banks (source://www.
According to the report in 2007 “The Dawn of Retail Banking in Vietnam” issue by RNCOS, A market research consulting Services Company specializing in BioPharma, IT & TELECOM, Retail and Services industries, there is a growing awareness among domestic banks about the crucial role of developing retail banking services. Retail banking requires large number of front office staffs and service quality depends much on them. A big question raised for all Vietnam banks is that how to make their front office staffs perform their best. They have attempted quite a lot of management styles and methods.
However, it would be a big failure if banks just focus on cognitive satisfaction of staff but abandon emotion of their staff. Some managers let their front line employee flexible working time, support them for their family role and design a flexible policy and procedure. They have thought of emotional satisfaction for staff. However, some systematic factors should be documented for management implication and practice.
1 Against above findings of threat and opportunities in Banking Services labor market, the idea for an in-depth study of employees’ emotional satisfaction emerged from Slatten (2008)’s model of effects and antecedents of emotional satisfaction.2 Problem Statement As per Maslow’s hierarchy of needs, after all physiology, safety and social needs are satisfied, higher level needs should be reached to satisfy employees for better services that they deliver to customers. Otherwise, it is more economic and sometimes more effective to control people by emotion than by physical things. Employee satisfaction research has been conducted on a range of related topics with limited advances in the understanding of emotional satisfaction. Lack of efficient ways to manage front line employees within organizations has discouraged their performance as an organizational phenomenon.
Although many organizations have paid a lot for their front line staffs and design a pay system depending on target sales, it is still not enough to encourage them. Studying cognitive satisfaction variables has proved so inadequate at explaining the intricacies of front office employees. Researchers are attempting more effective methods to control front line office employees’ behavior. The literature suggests relative agreement regarding effects and antecedents of emotional satisfaction.
Many organizations have deployed surveys to understand front line employees’ need to encourage their performance. Clearly there is more to an effective management method system than higher pay and well defined policies and procedures. Identifying important variables of effects and antecedents of emotional satisfaction have proved to be a challenging task to researchers and practitioners. Stressors are variables that have been indicated to be antecedents of emotional satisfaction.
1 Moreover, justice is also considered to be important factor which influence employee satisfaction. The research on the relationships between: role stressors, employee emotional satisfaction and employees’ perceptions of service quality made by Slatten, 2008 has developed a model of the relationships that exist between the construct of “emotional satisfaction” and its antecedents and effects. However, the study used a specific context and the correlations were relatively low because may be that there could be other factors that are either antecedents or outcome of emotional satisfaction. Moreover, Vietnam banks need more management methods on emotional control in replacement for the old method of controlling people by rules and regulations.
For this reason, this research discovers some factors considered to be antecedents and outcome of emotional satisfaction for Vietnam banking services.3 Research Objectives The aim of this research is to undertake an empirical examination of some of the antecedents and outcome of emotional satisfaction from employees’ perspective. Particularly, it investigates the relationships between: Role stressors (including role conflict, role ambiguity, role overload and work-family role conflict) and emotional satisfaction; Task-control stressor and emotional satisfaction; Employee-perceived fairness of appraisal system and emotional satisfaction; Employee emotional satisfaction and employees’ perceptions of service quality.4 Research Methodology Data required for this project will be collected from a survey of front line employees serving retail banking products from many state-owned commercial banks, joint stocks banks and foreign banks and branches in Vietnam To get the information, the research methods used in this project are: - The research is conducted in two steps which are qualitative and quantitative research.