OUM OPEN MALAYSIA UNIVERSITY RESEARCH PROJECT (BMBR5103) FACTORS AFFECTING THE JOB SATISFACTION OF SALES MARKETING STAFF IN HO CHI MINH CITY STUDENT FULL NAME : PHAM VAN HOANG STUDENT ID : CGS00064970 INTAKE : MAY, 2017 ADVISOR'S NAME AND TITLE : DR BUI PHI HUNG July, 2017 Contents I AN OVERVIEW OF THE RESEARCH PROBLEM I.1 Introduce I.2 Objectives of the study I.3 Scope and methodology: II Theoretical basis and research model: II.1 Agency theory II.2 Research concepts: ii.2.1 Job performance and job satisfaction II.2.2 Life satisfaction II.2.3 Efford II.2.4 Psychological hardiness II.2.5 Hope II.2.6 Job attractiveness II.3 Research models III RESEARCH DESIGN: 11 III.1 Research Methods: 11 III.1 Setting the scale: 11 IV RESEARCH RESULTS: 14 IV.1 Rating scale 15 IV.2 Analyzing the discovery factor 16 IV.2.1 Analytical factor for discovering independent variables 16 IV.2.2 Analyze the factor of dependent variables 18 IV.3 Multiple regression analysis 20 IV.3.1 Model testing (1) 20 IV.3.3 Model testing (3) 22 IV.3.3 Model testing (3) 24 IV.4 The results of hypothesis testing 27 V CONCLUSIONS: 30 LIST OF REFERENCES 32 Table 1: Cronabach's alpha coefficient values of concepts………………………… 15 Table 2: Rotational factor matrix 17 Table 3: Work Performance Factor Matrix 18 Table 4: Job satisfaction matrix 19 Table 5: Factor matrix on life satisfaction 19 Table : shows the suitability of the model 20 Table 7: Tests of suitability of the model 20 Table 8: Conformity assessment of the model 22 Table 9: Tests of suitability of the model 22 Table 10: Results received by enter method 23 Table 11: Conformity assessment of the model 24 Table 12: Tests of fit of model 24 Table 13: Results recommended by enter method 24 Table 14: Conformity assessment of the model 26 Table 15: Tests for the suitability of the model 26 Table 16: Results recorded by stepwise method 27 I AN OVERVIEW OF THE RESEARCH PROBLEM I.1 Introduce In the trend of economic development as well as towards the process of integration more and more, the emergence of many brands of products and services of many domestic and international enterprises make an emerging market such as Vietnam Men become more diverse, richer and more vibrant, so that consumer have more choices to suit their preferences as well as financial ability In addition, the competitive pressure between brands of product and services in all sectors and industries has become increasingly acute Therefore, we cannot deny the role and influence of marketing activities in different areas With Ho Chi Minh city, it can be said that marketing activities have only been noticed by enterprises for more than ten years Marketing staff is not focused on investment development, limited in quantity and quality Usually the job of brand management and development is done by direct managers or by some executives However, they not have a method and professional marketing process to ensure the consistency and consistency of the brand So the urgent need now is that every business needs to build a marketing staff and a marketing system appropriate for their own In order for businesses to become more and more attractive to passionate marketing talent, enabling them to leverage their dynamic, creative capabilities, the question is whether marketing at the enterprise brings one person harmony for their work, life? What element can create that one comedy? I.2 Objectives of the study Identify exactly the factors affecting the performance of sales staff in domestic and foreign businesses in Ho Chi Minh Clarify the relationship between performance factors and work satisfaction I.3 Scope and methodology: This study was conducted with marketing staff from enterprises in Ho Chi Minh City, by quantitative method through direct interview technique II Theoretical basis and research model: II.1 Agency theory There have been positive studies of organizational psychology which have paid much attention to the role a comedian to the role of a comedian in terms of work performance in relation work efficiency Similarly, job satisfaction is also a widely studied structure for sales force ( Brown and Peterson 1993, Markus Christen, Ganesh Iyer, & David Soberman 2006), the management team of retail stores (Lusch and Serpkenci 1990, from Markus Christer, Ganesh lyer, & David Soberman 2006), and service personnel (Boyt, Lush and Naylor 2001, from Markus Chriesten, Ganesh lyer, & David Soberman 2006) However, the discoveries in the literature on the relationship between one’s comedy of work and the premise of one’s comedy are unstable, sometimes contradictory For example, if the results of Brown and Peterson’s 1994 study show that there is a positive effect of one’s humor on the sales person’s work The study by Markus Christen, Ganesh lyer, & David Sonerman 2006 demonstrates the negative impact of one-man humor on the work of sales staff The contradiction in the results of this study demonstrates the need to test these correlations in specific economic settings and environments for appropriate perceptions II.2 Research concepts: ii.2.1 Job performance and job satisfaction It is easy to see that, for each person’s work, if we can always accomplish them in the best way, and the achievement is always appreciated, we will feel satisfied about the job dirty However, whether the above can be true for all types of work or not, for example for marketinga job that requires dynamism, creativity? The relationship between job performance and job satisfaction is the focus of organizational psychology studies (Markus Christen, lyer and Soberman, 2006) However, this connection is still controversial because of the contracdictory results For example, Brown and Peterson’s 1993 study, laffaldano and Muchinsky, 1985, show weak and inappropriate relationships Meanwhile, the Christen & GCG 2006 study shows a strong correlation between two components of job performance and job satisfaction So the question here is, is the marketing performance of a marketing professional having a positive impact on job satisfaction? Hypothesis H1: There is a positive correlation between job performance and job satisfaction of marketing staff II.2.2 Life satisfaction It is difficult to give an exact definition of the level of satisfaction of the life because it depends on each of us’s goals of work, of different needs However, it can be said that if someone is happy about their work, it also means that they have reached one of the highest criteria in the human needs pyramid, the need for communication and Social relations (Diener, 1984, from Don R Rahtz and M Joseph Sirgy, 2000) Research by Rahtz and Sirgy in 2000 in the field of community health marketing and many other studies has shown that there is a definite correlation between work achievement and satisfaction level of life So the question is, is there a definite correlation between job satisfaction and the satisfaction of the life of the marketing staff, while performance is not? Hypothesis H2: There is a definitive correlation between satisfaction and marketing satisfaction Hypothesis H3: There is a negative correlation between work performance and satisfaction on the lives of marketing staff II.2.3 Efford For any job, if we have the passion, the real effort, and the determination to so, then the result will certainly be adequate This argument seems to have nothing to argue But, with the changes in today’s economy, the increasing risks in all areas, are all efforts to succeed? The Christen & ctg study in 2006 found that “employee effort” was positively correlated to “job performance”, and therefore had a direct and definitive correlation for degree of “Heart on the job” Or even some studies refer to “employee effort” as a component of “work accomplishment” (Berhrman and Perreasult 1984, Lusch and Serpkenci 1990; Walker, Churchill and Ford in 1977, from Christen & ctg in 2006) However, efforts at work not always seem to bring satisfaction to employee This can be explained by the conflict of interest between the employer – always want his employees to work hard at high performance to maximize profits for business Employees – always want to achieve a certain level of income with the lowest level of effort That is also the basic contradiction of the theory of economic aout the relationship between the owner – agent( Hart and Holmstrom 1987, Holmstrom 1979, Chirsten & ctg 2006) But the fact it, will excessive efforts always reduce the level of employee satisfaction with the job? So, the question here is, is the marketing effort in the workplace really improving your work performance and reducing your job satisfaction? Hypothesis H4: There is a positive correlation between the efforts of the marketing staff and the results of the work Hypothesis H5: There is a negative correlation between the marketing staff’s efforts and the level of job satisfaction II.2.4 Psychological hardiness More and more research is being conducted on the relationship between consistency and performance of employees because in today's competitive economic growth and competitive environment, the pressure and job requirements for each employee The tablet is very large (Maddi, 2005, from S.Cole & ctg, 2006) This requires each employee to be persistent in his or her job, ready to face the hardships and work hard to achieve the goals of the job And so, those who work hard, persistently pursue the goal are also optimistic people, always find positive meaning in their work (S.Cole & ctg, 2006), effective Their work will surely increase According to Maddi (1999, S.Cole & ctg, 2006), persistence is reflected in the employee experience, the ability to analyze and respond to stressful events, the ability to successfully complete Work and professional ethics So in the real work of marketing staff, is there a positive correlation between work consistency and performance? Hypothesis H6: There is a positive correlation between job consistency and the performance of sales & marketing staff Hypothesis H7: There is a positive correlation between job consistency and the performance of sales & marketing staff II.2.5 Hope Perhaps none of us have no wishes, goals in life and in everyday work "Hope" can be viewed as a positive psychological force (Luthans & ctg, 2008) Snyder and colleagues (1996) have defined the term "hope" as a positive emotional state that arises from the desire for success based on specific goals and the way in which Achieve that goal Thus, the concept of "hope" can be seen as consisting of three different but complementary elements: motivation, process and goal (Luthans & ctg, 2008) Where "motivation" is the desire, the motivation of an individual to complete a specific task or a goal in a given situation, so it consists of direct or indirect energy Next to success The "process" is a different way to achieve a goal or accomplish a task In combination, they form the desires, goals and paths to achieve that goal Therefore, if we always identify the right target, pursue the goal and try to achieve it in many ways, the ability to complete the work will be high and can bring satisfaction to their work Research by Youssef and Luthans in 2007 shows that there is a correlation between the "hope" factor and the success of factory workers in China as well as the satisfaction of their work As for the work of marketing staff in Vietnam in this study? Is "hope" a factor that affects work performance and job satisfaction? Hypothesis H8: There is a positive correlation between "hope" and the performance of a sales & marketing employee Hypothesis H9: There is a positive correlation between "hope" and the level of satisfaction of the sales & marketing staff II.2.6 Job attractiveness Each job has its own characteristics, and each one has a passion for each job, but one can say that job attractiveness is important to the ability to fulfill a job Work success, and job satisfaction There have been many studies by authors around the world on the attractiveness of work Research by Coleman and Irving (2001) argues that jobs with many attractive or highly attractive characteristics will attract more applicants and the interest of students looking for work Franke and Mueschen.s (2001) identify the main factors that affect the attractiveness of a job as a career opportunity (reputation and income), creativity, and the effort that the job entails Harris and Fink (1987) found a strong and meaningful correlation between job attractiveness and job acceptance, in which job attractiveness was influenced by wage and salary mechanisms School of work and the nature of work Smith, Kendall and Hulin (1969, from Christen & ctg., 2006) have provided job descriptions including five factors, including job attractiveness Both have positive effects on job satisfaction and job satisfaction (Christen & ctg, 2006) So the question is whether, for the job of marketing staff, does attractiveness contribute to job performance and job satisfaction? Hypothesis H10: There is a positive correlation between the attractiveness of work and the performance of a sales & marketing employee Hypothesis H11: There is a positive correlation between job attractiveness and job satisfaction of sales & marketing staff II.3 Research models Figure 1: Research model Efford Job Performance Psychology cal hardiness Job attractive ness Hope Job satisfaction Life satisfaction According to the model illustrated in Figure 1, the efforts of the marketing staff, persistence, hope, and job attractiveness are all influencing factors However, the factors that influence job satisfaction are the factors: the marketing staff's efforts, the hopes and the attractiveness of the job, except the consistency factor In addition, the results of the work directly affect the level of satisfaction with the work; At the same time, these two factors (job satisfaction and job satisfaction have different effects on the satisfaction of marketing staff in life Hypothesis relationship Table1: Summary of hypotheses H1 Achievement + Satisfaction on the job H2 Satisfied about work + Satisfied about life H3 Work Out - Satisfying life H4 Employee Efforts + Work Outcomes H5 Efforts of staff - Satisfied about work H6 Consistency in work + Work achievement H7 Consistency in work H8 Hope + Work Out H9 Hope + Satisfied about the job H10 The attractiveness of the job H11 Job Satisfaction + Satisfaction on the job + The result of the work + Satisfaction with the job 10 factor Effort at work (Effort - EFFO) However, there are differences in theoretical models and the results of factor analysis when the two observed variables V05 and V06 converge on the Effort factor It is also quite logical to re-analyze the two questions in the questionnaire (V05 - No matter what the difficulty, I always commit to work at the company and V06 - When necessary I am ready to work Hard work to achieve the goals of work) is meaningful when asked about the efforts and efforts of employees while working IV.2.2 Analyze the factor of dependent variables After conducting factor analysis of independent concepts, our team analyzed the dependent concepts in the theoretical model The three concepts analyzed are (1) Job Performance, (2) Job Satisfaction, and (3) Job Satisfaction The analysis results are as follows: Job Performance (JOPE) Four observational variables were included in the analysis with high convergence and grouped into one factor Workload factor has load factors greater than 0.5 and total error variance is 69.978% and KMO coefficient is 0.718 and Bartlet test has Sig = 0.00 (p> 0.01) Table 3: Work Performance Factor Matrix observed variables factor V21 899 V20 865 V18 839 V19 734 Extraction Method: Principal Component Analvsis a.1 components extracted Job sastifaction factor (JOSA) Four analysis variables converged to the factor, the observed variables having a load factor greater than 0.5 and a total deviation of 63.893% The KMO coefficient is 0.752 and the Bartlet test has Sig = 0.00 (p> 0.01) 18 Table 4: Job satisfaction matrix observed variables factor 881 858 754 689 V24 V25 V23 V22 Extraction Method: Principal Component Analysis a.1 components extracted The Life Sastifaction (LISA) factor has four observed variables that are combined into one factor and have a load factor of greater than 0.7 with a total error of 72.498% The coefficient KMO = 0.818 (> 0.5) and Bartlet has Sig = 0.00 (p> 0.01) Table 5: Factor matrix on life satisfaction V28 V26 V27 V29 component 877 876 852 799 Extraction Method: Principal Component Analysis a.1 components extracted so, after analyzing the independent and dependent factors and from the theoretical model we will have four models included in the test as follows: JOPE = + 1*EFFO + 2*PSHA + 3*JACT + 4*HOP (1) JOSA = + 6*EFFO + 7*PSHA + 8*JACT + 9*HOP (2) JOSA = 10 + 11*JOPE (3) LISA = 12 + 13*JOPE + 14*JOSA (4) 19 IV.3 Multiple regression analysis IV.3.1 Model testing (1) Regression correlation analysis was performed with four independent variables including: Analyzes were performed by the Enter method Variables are included at the same time to see which variables are accepted This result shows that the regression model is quite consistent with significance level 0.05 The adjusted R2 coefficient = 0.548 means that there is about 54.8% variance The job performance is explained by four independent variables: Effort (EFFO), Work Reliability (PSHA) Attractive job (JACT), Hope (HOP) Table : shows the suitability of the model Model summaryb Model a b R 750 R Square 563 Adjusted 548 Std Error of 6777218762 Predictors: (Constant), HOP, JACT, PSHA, EFFO Dependent Variable: JOPE The F test used in the analysis of variance is the hypothesis test of the suitability of the overall linear regression model The idea of this test is the linear relationship between the dependent variable and the independent variable In the ANOVA analysis table, we see the sig value Very small (sig = 0.00), the regression model is consistent with the data set and can be used Table 7: Tests of suitability of the model ANOVA Model Regression Residual Total Sum of Squares df 68.683 53.317 118 122.000 122 Mean Square F Sig 17.171 452 38.002 000a 20 a b Predictors: (Constant), HOP, JACT, PSHA, EFFO Dependent Variable: JOPE Analysis of ANOVA for F = 38,002 (sig = 0.00) Multi-collinearity does not affect the interpretation of the model with the VIF of each variable equal to 1.00 (