UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - NGUYEN HONG PHUOC THE EFFECTS OF SERVANT LEADERSHIP ON JOB SATISFACTION, EMPLOYEE COMMITMENT TO A SUPERVISOR AND ORGANIZATIONAL CITIZENSHIP BEHAVIORS IN ELECTRONIC RETAILING INDUSTRY MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - NGUYEN HONG PHUOC THE EFFECTS OF SERVANT LEADERSHIP ON JOB SATISFACTION, EMPLOYEE COMMITMENT TO A SUPERVISOR AND ORGANIZATIONAL CITIZENSHIP BEHAVIORS IN ELECTRONIC RETAILING INDUSTRY MASTER OF BUSINESS (Honours) SUPERVISOR: LUU TRONG TUAN, PhD Ho Chi Minh City – Year 2014 The effects of servant leadership on job satisfaction, employee commitment i ACKNOWLEDGMENTS The completion of this study represents a milestone in my life It has been a long time and demanded a lot of effort and time Many people's patience, support and constant encouragement helped bring this work to life First of all, I would like to thank with gratitude Sir Luu Trong Tuan, PhD, who provided guidance and encouragement in his own unique way I feel extremely blessed to have him as my supervisor His passion for research has been exceptionally inspirational Working under his supervision has been an extremely rewarding experience which has contributed significantly to the completion of the thesis I would like to take this opportunity to thank my friends for their input and, most importantly, for their friendships I am so grateful to all of you Last, but not least, my warm and heartfelt thanks go to my wife, to my parents for their everlasting love and support which sustained me in the years it took to bring this work for completion Without the blessings and support of my whole family, this thesis would not have been possible Thank you for giving me your strength I love all of you! The effects of servant leadership on job satisfaction, employee commitment ii ABSTRACT The purpose of this study is to investigate empirically the effects of servant leadership on job satisfaction, employee commitment to a supervisor and organizational citizenship behaviors The effect of organizational citizenship behaviors on employee commitment to a supervisor, and in turn the effect of employee commitment to a supervisor on job satisfaction were also investigated This research framework was tested through a survey on Vietnamese sales staffs from electronic retailing companies in Vietnam The findings of this study showed significant and positive effects of servant leadership on job satisfaction, employee commitment to a supervisor and organizational citizenship behaviors Additionally, the study found that organizational citizenship behaviors positively affected on employee commitment to a supervisor, as well as employee commitment to a supervisor had a positive effect on job satisfaction The study provides managerial implications for sales managers who should identify the experiential needs of their staff and properly adopt the servant leadership as well as suggests directions for future research Keywords: servant leadership; job satisfaction; employee commitment to a supervisor; organizational citizenship behaviors; Vietnam The effects of servant leadership on job satisfaction, employee commitment LIST OF ABBREVIATIONS AMOS Analysis of Moment Structures CFA Confirmation Factor Analysis EC Employee Commitment to a supervisor JS Job Satisfaction OCB Organizational Citizenship Behaviors SEM Structural Equation Modelling SL Servant Leadership SPSS Statistical Package for the Social Sciences iii The effects of servant leadership on job satisfaction, employee commitment iv TABLE OF CONTENTS Acknowledgement .i Abstract ii List of Abbreviations iii Table of Contents iv List of Tables viii List of Figures ix CHAPTER INTRODUCTION 1.1 Statement of the research problem 1.2 Research objectives and research questions 1.3 Research methodology 1.4 Thesis structure 1.5 Chapter summary CHAPTER LITERATURE REVIEW AND HYPOTHESES DEVELOPMEMT 2.1 Literature review 2.1.1 Leadership 2.1.1.1 Leadership theories 2.1.1.2 Servant leadership 16 2.1.2 Job satisfaction 18 2.1.3 Employee commitment to a supervisor 20 2.1.4 Organizational citizenship behaviors 21 2.2 Hypothesis development 23 The effects of servant leadership on job satisfaction, employee commitment v 2.2.1 Servant leadership and job satisfaction 23 2.2.2 Servant leadership and employee commitment to a supervisor 24 2.2.3 Servant leadership and organizational citizenship behaviors 25 2.3.4 Organizational citizenship behaviors and employee commitment to a supervisor 29 2.3.5 Employee commitment to a supervisor and job satisfaction 30 2.3 Research model 31 2.4 Chapter summary 31 CHAPTER METHODOLOGY 33 3.1 Research Design 33 3.2 Research participants and sample design 34 3.3 Questionnaire structure 36 3.4 Measure instruments 36 3.5 Data collection 38 3.6 Data analysis techniques 39 3.6.1 Preliminary data analysis 39 3.6.1.1 Handling missing responses 40 3.6.1.2 Assessing of the normality 40 3.6.1.3 Detecting outliers 40 3.6.2 Structural Equation Modelling (SEM) 41 3.6.3 Stage 1: Measurement model 43 3.6.3.1 Unidimensionality 43 3.6.3.2 Reliability 43 The effects of servant leadership on job satisfaction, employee commitment vi 3.6.3.3 Validity 44 3.6.3.4 Evaluating the Fit of the Model 46 3.6 Stage 2: Structural model 49 3.7 Chapter summary 50 CHAPTER DATA ANALYSIS 52 4.1 Coding procedure 52 4.2 Data screening and characteristics of sample 54 4.2.1 Missing data analysis 54 4.2.2 Testing the normality assumption 54 4.2.3 Detecting outliers 56 4.3 Demographic characteristics 56 4.4 Structural Equation Modeling 57 4.4.1 Stage 1: The measurement model 58 4.4.1.1 Unidimensionality 58 4.4.1.2 Reliability 69 4.4.1.3 Validity 70 4.4.2 Stage 2: Structural model evaluation 73 4.5 Results of testing the hypotheses 75 4.6 Chapter summary 77 CHAPTER DISCUSSION AND CONCLUSION 78 5.1 Discussion of the hypotheses tests 78 5.2 Implications of research findings 80 The effects of servant leadership on job satisfaction, employee commitment vii 5.2.1 Theoretical implications 80 5.2.2 Managerial implications 81 5.3 Limitations and future research 83 5.3.1 Limitations of research 83 5.3.2 Future research 84 5.4 Conclusion 85 REFERENCES 87 APPENDICES 101 Appendix A: English Questionnaire 101 Appendix B: Vietnamese Questionnaire 107 Appendix C: Missing Value 114 The effects of servant leadership on job satisfaction, employee commitment viii LIST OF TABLES Table 3.1 Summary of goodness fit indices 46 Table 4.1 The constructs, its measurements and its codes 52 Table 4.2 Descriptive statistics 55 Table 4.3 Demographic profile of sales staffs 57 Table 4.4 The first AVE of servant leadership’s items 60 Table 4.5 The second AVE of servant leadership’s items 60 Table 4.6 The AVE of job satisfaction 62 Table 4.7 The first AVE of employee commitment to a supervisor 64 Table 4.8 The second AVE of employee commitment to a supervisor 65 Table 4.9 The first AVE of OCB 68 Table 4.10 The second AVE of OCB 68 Table 4.11 The results of the reliability test 69 Table 4.12 Constructs correlation 72 Table 4.13 ASV and MSV 72 Table 4.14 Results of testing the hypotheses 75 \ The effects of servant leadership on job satisfaction, employee commitment 101 APPENDICES Appendix A Questionnaire Part A: Cover letter Dear Sir/Madam, I am Nguyen Hong Phuoc, a student of Master Program of University of Economics Ho Chi Minh City I am undertaking a research to explore the effects of Servant Leadership on Job satisfaction, Employee commitment to a Supervisor and Organizational Citizenship Behaviors among the Vietnam population For this purpose, I kindly request you to complete the following short questionnaire regarding your attitude about your supervisor and yours It should take you no longer than 10 minutes to finish this questionnaire Although your response is extremely important to my research, your participation in this survey is entirely voluntary Your personal information will be kept confidentially and not be disclosed without your permission If you have concerns or questions about this study, such as scientific issues, how to any part of it, please contact me with email address: nghongfuoc@gmail.com Have a nice day, Nguyen Hong Phuoc The effects of servant leadership on job satisfaction, employee commitment 102 Part B Measure Instrument Servant Leadership My department manager spends the time to form quality relationships with department employees My department manager creates a sense of community among department employees My department manager’s decisions are influenced by department employees’ input My department manager tries to reach consensus among department employees on important decisions My department manager is sensitive to department employees’ responsibilities outside the workplace My department manager makes the personal development of department employees a priority My department manager holds department employees to high ethical standards My department manager does what he or she promises to My department manager balances concern for day-today details with projections for the future 10 My department manager displays wide-ranging knowledge and interests in finding solutions to work problems strongly disagree disagree uncertain/ not applicable agree strongly agree Please complete the following questionnaire with specific regard to the above, by placing a stick in the appropriate box  11 My department manager makes me feel like I work with him or her, not for him or her 12 My department manager works hard at finding ways to help others be the best they can be 13 My department manager encourages department employees to be involved in community service and volunteer activities outside of work 14 My department manager emphasizes the importance of giving back to the community Job Satisfaction 15 I feel fairly satisfied with my present job 16 Most days I am enthusiastic about my work 17 Each day at work seems like it will never end 18 I find real enjoyment in my work 19 I consider my job to be rather unpleasant Employee commitment to supervisor 20 When someone criticizes my supervisor, it feels like a personal insult 21 When I talk about my supervisor, I usually say “we” rather than “they” 22 My supervisor’s successes are my successes 23 When someone praises my supervisor, it feels like a personal compliment strongly disagree 103 disagree uncertain/ not applicable agree strongly agree The effects of servant leadership on job satisfaction, employee commitment 24 I feel a sense of “ownership” for my supervisor 25 If the wishes of my supervisor were different, I would not be as attached to my supervisor 26 My attachment to my supervisor is primarily based on the similarity of my values and those represented by my supervisor 27 Since starting this job, my personal values and those of my supervisor have become similar 28 The reason I prefer my supervisor to others is because of what he or she stands for, that is, his or her values Organizational citizenship behavior 29 Show pride when representing the organization in public 30 Express loyalty toward the organization 31 Willingly give your time to help others who have workrelated problems 32 Defend the organization when other employees criticize it 33 Help others who have been absent 34 Share personal property with others to help their work 35 Assist others with their duties 36 Show genuine concern and courtesy toward coworkers, even under the most trying business or personal situations strongly disagree 104 disagree uncertain/ not applicable agree strongly agree The effects of servant leadership on job satisfaction, employee commitment strongly disagree 105 disagree uncertain/ not applicable agree strongly agree The effects of servant leadership on job satisfaction, employee commitment 37 Keep up with developments in the organization 38 Take action to protect the organization from potential problems 39 Demonstrate concern about the image of the organization 40 Adjust your work schedule to accommodate other employees’ requests for time off 41 Attend functions that are not required but that help the organizational image 42 Go out of the way to make newer employees feel welcome in the work group 43 Offer ideas to improve the functioning of the organization 44 Give up time to help others who have work or nonwork problems Part C Demographic information Please answer the following questions by stick provided Example of how to complete this part: Your gender? If you are female: Male  Gender Male Female  Female  the relevant block  in the space The effects of servant leadership on job satisfaction, employee commitment 106 Age (in complete years) 18-24 25-34 35-44 45-54 >55 How would you describe your economic status? ≤5 mil  5-10 mil >10-18 mil  >18-32 mil  > 32 mil  Your highest educational qualification? Below high school  High school  Bachelor’s degree  Master’s degree or higher  How long have you worked for the current company? One year or lower  1-4 years  > years  Type of your company Private company   Limited company   Stock company  State owned company  Joint venture company 100% foreign company  Size of your company Small (300 people)  Corporate Age (in complete years) years or lower  5- 20 years  > 20 years  The effects of servant leadership on job satisfaction, employee commitment 107 Appendix B Bản câu hỏi Phần A: Thư đầu trang Kính chào Anh/Chị, Tôi tên Nguyễn Hồng Phước, học viên cao học Viện đào tạo quốc tế ISB trường Đại học Kinh tế TP Hồ Chí Minh Tôi thực đề tài nghiên cứu "Những tác động lãnh đạo phụng đến hài lòng công việc, cam kết đến người quản lý trực tiếp hành vi công dân tổ chức" Việt Nam Tôi mong Anh/Chị dành chút thời gian trả lời phiếu khảo sát bên Sự tham gia Anh/Chị có giá trị trình phân tích góp phần thành công cho nghiên cứu Xin yên tâm thông tin Anh/Chị bảo mật có thông tin tổng hợp báo cáo công bố Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lòng liên hệ với qua email: nghongfuoc@fmail.com Xin chân thành cám ơn giúp đỡ Anh/Chị Trân trọng, Nguyễn Hồng Phước The effects of servant leadership on job satisfaction, employee commitment 108 Phần B Thang đo Lãnh đạo phụng Người quản lý phận dành thời gian để xây dựng mối quan hệ sâu sắc với nhân viên phận Người quản lý phận tạo nên ý thức cộng đồng nhân viên Ý kiến nhân viên phận tác động đến định người quản lý phận Người quản lý phận cố gắng đạt đồng thuận nhân viên định quan trọng Người quản lý phận quan tâm đến trách nhiệm nhân viên bên công việc Người quản lý phận đặt phát triển cá nhân lên hàng đầu Người quản lý phận giữ tiêu chuẩn đạo đức cao nơi nhân viên Người quản lý phận thực cam kết Rất không đồng ý Không đồng ý Trung lập/ không ý kiến Đồng ý vào ô vuông  sau câu Rất đồng ý Bạn vui lòng trả lời câu cách đánh dấu Người quản lý phận cân quan tâm cho hoạt động hàng ngày định hướng tương lai 10 Người quản lý phận thể hiểu biết rộng quan tâm tìm kiếm giải pháp cho vấn đề công việc 11 Người quản lý phận làm cho cảm thấy làm việc “với” / cô ta, làm việc “cho” / cô ta 12 Người quản lý phận cố tìm cách để giúp người khác hết khả 13 Người quản lý phận khuyến khích nhân viên tham gia vào hoạt động phục vụ cộng đồng hoạt động tình nguyện công việc 14 Người quản lý phận nhấn mạnh tầm quan trọng việc cống hiến cho cộng đồng Sự hài lòng công việc 15 Tôi cảm thấy hài lòng với công việc 16 Hầu hết ngày làm việc, nhiệt tình với công việc 17 Mỗi ngày làm việc dường không kết thúc 18 Tôi thấy thích thú thực công việc 19 Tôi thấy công việc là buồn chán Rất không đồng ý 109 Không đồng ý Trung lập/ không ý kiến Đồng ý Rất đồng ý The effects of servant leadership on job satisfaction, employee commitment Cam kết nhân viên người quản lý 20 Khi trích người quản lý phận tôi, cảm thấy xúc phạm nhân 21 Khi nói người quản lý phận tôi, thường nói "chúng tôi" "anh ta / chị ta" 22 Thành công người quản lý phận thành công 23 Khi khen ngợi người quản lý phận tôi, cảm thấy lời khen 24 Tôi có cảm giác người quản lý phận “thuộc về” 25 Nếu người quản lý phận có “ước muốn” khác với tôi, mối gắn bó với người quản lý 26 Mối liên hệ người quản lý phận chủ yếu dựa tương đồng giá trị 27 Kể từ bắt đầu công việc này, giá trị trở nên tương đồng 28 Lý thích người quản lý phận người khác / chị ta luôn ủng hộ thực giá trị Hành vi công dân tổ chức Rất không đồng ý 110 Không đồng ý Trung lập/ không ý kiến Đồng ý Rất đồng ý The effects of servant leadership on job satisfaction, employee commitment 29 Tôi thể niềm tự hào đại diện cho công ty nơi công cộng 30 Tôi thể lòng trung thành công ty 31 Tôi sẵn sàng dành thời gian để giúp người khác giải vấn đề liên quan đến công việc 32 Tôi bảo vệ công ty nhân viên khác trích công ty 33 Tôi giúp đỡ người vắng mặt 34 Tôi chia sẻ vật dụng cá nhân để giúp người khác công việc 35 Tôi hỗ trợ người khác nhiệm vụ họ 36 Tôi thể mối quan tâm nhã nhặn thật đồng nghiệp, tình công việc hay cá nhân mà thử thách 37 Tôi song hành với phát triển công ty 38 Tôi hành động để bảo vệ công ty tránh vấn đề có khả xảy Rất không đồng ý 111 Không đồng ý Trung lập/ không ý kiến Đồng ý Rất đồng ý The effects of servant leadership on job satisfaction, employee commitment 39 Tôi thể quan tâm đến hình ảnh công ty 40 Tôi điều chỉnh lịch làm việc để giúp nhân viên khác có thời gian nghỉ 41 Tôi tham dự công việc không yêu cầu làm, song lại giúp xây dựng hình ảnh công ty 42 Tôi làm cho nhân viên cảm thấy chào đón nhóm làm việc 43 Tôi đưa ý tưởng để cải thiện hoạt động công ty 44 Tôi bỏ thời gian để giúp người khác gặp khó khăn công việc công việc Phần C Thông tin cá nhân Hãy trả lời câu hỏi sau cách đánh dấu Ví dụ: Giới tính bạn gì? Nếu bạn nữ đánh dấu: Nam  Giới tính Nam  Tuổi Nữ  Nữ  vào ô vuông  Rất không đồng ý 112 Không đồng ý Trung lập/ không ý kiến Đồng ý Rất đồng ý The effects of servant leadership on job satisfaction, employee commitment The effects of servant leadership on job satisfaction, employee commitment 18-24  25 – 34  35 – 44  45 – 54  ≥55 Tình trạng thu nhập bạn? ≤ triệu Trên đến 10 triệu Trên 18 đến 32 triệu Trên 32 triệu Trên 10 đến 18 triệu Trình độ giáo dục cao bạn? Dưới PTTH  PTTH-TH nghề Cử nhân ĐH CĐ Cao học  Bạn làm việc cho công ty bao lâu? ≤ năm  Trên 1năm đến năm  > năm  Loại công ty mà bạn làm việc Cty tư nhân Cty TNHH Cty Cổ Phần Cty nhà nước – HTX Cty liên doanh Cty 100% vốn nước ngoài Quy mô công ty mà bạn làm việc Cty nhỏ (300 người) 113 The effects of servant leadership on job satisfaction, employee commitment 114 Appendix C Univariate Statistics No of Extremesa,b Missing N Mean Std Deviation Count Percent Low High SL1 239 3.81 826 0 SL2 239 3.76 799 0 SL3 239 3.64 863 0 SL4 239 3.79 946 0 SL5 239 3.13 1.004 0 0 SL6 239 2.93 1.083 0 0 SL7 239 3.82 808 0 SL8 239 3.85 874 0 SL9 239 3.594 8688 0 SL10 239 3.90 867 0 SL11 239 3.83 982 0 SL12 239 3.70 948 0 SL13 239 3.44 1.043 0 12 SL14 239 3.26 975 0 12 JS1 239 3.80 733 0 0 JS2 239 3.97 715 0 JS3 239 3.48 956 0 JS4 239 3.75 885 0 JS5 239 3.81 933 0 EC1 239 3.35 953 0 13 The effects of servant leadership on job satisfaction, employee commitment 115 EC2 239 3.29 998 0 11 EC3 239 3.67 910 0 EC4 239 3.57 950 0 EC5 239 2.95 980 0 0 EC6 239 2.94 901 0 13 EC7 239 3.44 822 0 EC8 239 3.50 824 0 EC9 239 3.39 951 0 12 OCBO1 239 3.99 695 0 OCBO2 239 4.02 719 0 OCBI1 239 3.96 676 0 OCBO3 239 3.82 756 0 OCBI2 239 3.88 666 0 OCBI3 239 3.94 725 0 OCBI4 239 3.95 789 0 OCBI5 239 3.91 648 0 OCBO4 239 4.00 645 0 OCBO5 239 3.92 726 0 OCBO6 239 4.05 663 0 OCBI6 239 3.61 857 0 OCBO7 239 3.68 784 0 OCBI7 239 4.15 671 0 OCBO8 239 3.78 822 0 OCBI8 239 3.67 842 0 ... servant leadership effects on job satisfaction, employee commitment to a supervisor and organizational citizenship behaviors in Vietnamese electronic retailing industry Furthermore servant leadership. .. promotion and salary Then Kennerly (1989) indicates the relationship between job satisfaction, leadership behaviors and organizational culture More specifically, organizational behaviors, like warmth... defines leadership as the process of influencing others to understand and agree about what needs to be done and how to it, and the process of facilitating individual and collective efforts to accomplish