(LUẬN văn THẠC sĩ) the benefits of social networking professional groups for salespersons, social capital salespersons performance

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Minh Thien THE BENEFITS OF SOCIAL NETWORKING PROFESSIONAL GROUPS FOR SALESPERSONS: SOCIAL CAPITAL & SALESPERSONS PERFORMANCE MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Minh Thien THE BENEFITS OF SOCIAL NETWORKING PROFESSIONAL GROUPS FOR SALESPERSONS: SOCIAL CAPITAL & SALESPERSONS PERFORMANCE ID: 22110058 MASTER OF BUSINESS (Honours) SUPERVISOR Dr Le Nhat Hanh Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : skknchat@gmail.com ABSTRACTS Recently social networking professional groups (SNPG) are increasing and becoming popular in various social media sites such as Facebook, LinkedIn, Twitter, Google+, Pinterest, Forum, and Blog Many people using them as tools to share information together, acquire existing & new connections, and maintain relationships Typically, salesperson has demand to connect and maintain with customers every day, and the SNPG is a very useful tool for them to build up, develop, and nourish relationships with their business partners By drawing on the social capital theory, there are three kinds of benefits that salesperson can attain from SNPG, including SNPG bridging, SNPG bonding, and SNPG maintaining This study attempts to investigate the effects of these SNPG benefits on salesperson’s self-efficacy, which in turn influence salespersons performance The data were collected from 120 salespersons, and the result shows that among the social capital benefits of SNPG, only bringing is positively associated with self-efficacy of salespersons Besides, self-efficacy of salespersons is found to significantly increase salespersons performance These findings implies that, in order to improve salesperson performance, salespersons need to enhance their selfefficacy, and two sub-dimensions of SNPG bridging can help salespersons enhance this factor is bridging involvement and bridging devotion Keywords SNPG, Social Capital, Self- Efficacy of Salespersons, Salespersons Performance TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS Abstract List of tables Chapter 1: Introduction………………………………………………………….1 1.1 Research Background………………………………………………………….1 1.2 Research Problems…………………………………………………………… 1.3 Research Objectives……………………………………………………………4 1.4 Research Methodology and Scopes……………………………………………4 1.5 The Structure of Research…………………………………………………… Chapter 2: Literature Review and Hypothesis Development…………………7 2.1 Social Networking Professional Groups (SNPG)…………………………… 2.2 Social Capital Benefits: Bridging, Bonding, and Maintaining…………… .7 2.3 Self-Efficacy of Salespersons …………………………………………………9 2.4 Salespersons Performance……………………………………………………13 Chapter 3: Research Methodology………………………………………… 16 3.1 Research Process…………………………………………………………… 16 3.2 Measurement Scale………………………………………………………… 17 3.2.1 Measures of Social Capital…………………………………………………17 3.2.2 Measures of Self-Efficacy of Salespersons……………………………… 18 3.2.3 Measures of Salespersons Performance…………………………………….18 3.3 Data Collection Method………………………………………………………19 3.4 Qualitative Research………………………………………………………….21 TIEU LUAN MOI download : skknchat@gmail.com 3.5 Quantitative Research…………………………………………………… 22 3.6 Data Analyzing Method………………………………………………… 23 Chapter 4: Data Analysis and Results…………………………………… 25 4.1 Characteristic of Sample ………………………………………………….27 4.2 Reliability Analysis: Cronbach’s Alpha Testing……………………… 28 4.3 Exploratory Factor Analysis………………………………………………33 4.4 Revised Research Model…………………………………………………40 4.5 Multiple Regression Analysis…………………………………………… 41 Chapter 5: Conclusions, Implications and Limitations……………………54 5.1 Conclusion……………………………………………………………… 54 5.2 Managerial Implications………………………………………………… 56 5.3 Limitation and Future Research………………………………………… 58 References…………………………………………………………………… 59 Appendix A………………………………………………………………… 63 Appendix B………………………………………………………………… 71 Appendix C……………………………………………………………… …79 Appendix D………………………………………………………………… 82 Appendix E………………………………………………………………… 85 TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Table 4.1 Frequently of Salespersons using SNPG…………………………………….26 Table 4.2 Characteristic of Sample…………………………………………………… 27 Table 4.3 Reliability Statistics for SNPG Bridging…………………………………….28 Table 4.4 Item-Total Statistics for SNPG Bridging…………………………………….28 Table 4.5 Reliability Statistics for SNPG Bonding…………………………………… 29 Table 4.6 Item-Total Statistics for SNPG Bonding…………………………………….29 Table 4.7 Reliability Statistics after deleting Bonding3……………………………… 30 Table 4.8 Reliability Statistics for SNPG Maintaining…………………………………30 Table 4.9 Item-Total Statistics for SNPG Maintaining…………………………………30 Table 4.10 Reliability Statistics for Self-Efficacy………………………………………31 Table 4.11 Item-Total Statistics for Self-Efficacy………………………………………31 Table 4.12 Reliability Statistics for Salespersons Performance……………………… 32 Table 4.13 Item-Total Statistics for Salespersons Performance…………………………32 Table 4.14 KMO and Bartlett's Test …………………………………………………….33 Table 4.15 Total Variance Explained ………………………………………………….35 Table 4.16 Rotated Component Matrix ……………………………………………… 35 Table 4.17 Rotated Component Matrix …………………………………………………36 Table 4.18 Correlations………………………………………………………………….43 Table 4.19 Model Summary…………………………… …………………………… 44 Table 4.20 ANOVA…………………………………………………………………… 45 Table 4.21 Coefficients of multiple linear regression analysis in first running …………46 TIEU LUAN MOI download : skknchat@gmail.com Table 4.22 Model Summary…………………………………………………………….46 Table 4.23 ANOVA…………………………………………………….……………….47 Table 4.24 Coefficients of multiple linear regression analysis in second running…… 48 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER 1: INTRODUCTION 1.1 Research Background According to We Are Social, a new kind of globe agency combines an innate understanding of social media with digital, public relation, and marketing skills, entirely focused on innovative, creative and effective social media marketing and communications Following this agency’s report of South East Asia (SEA) consist of Vietnam in January, 2014: SEA has nearly 196 million internet users with 31% Internet Penetration and nearly 162 active social networks users with 26% social networking penetration (Kemp, 2014) For further details, Internet Live Stats (2014) show a report: there are about 40 million internet users in Vietnam as of July 01st , 2014 Internet users grow 9% compare with 2013 in the same period And internet penetration shares 1.28% country’s share of World Internet Users, and ranges at No.14 of Global rank And We Are Social has just updated the report of Vietnam in Jan , 2014 significant social indicators: social media penetration as of percentage of the total population is 38%, the average time that internet users spend using the internet each day through all devices: hours and 20 minutes While, the average time social media users spend on social media each day: 2hours and 23 minutes Specially, report also represent Vietnam situation in social media use: 97% of Vietnam internet users have any social network’s account: Facebook, Google+, Twitter, LinkedIn, Pinterest and 81% all of them use one of these social network in the TIEU LUAN MOI download : skknchat@gmail.com previous month With the more detail in percentage of social media usage: 67% Facebook, 34% Google+, 16% Twitter, 8% LinkedIn, 5% Pinterest Kemp (2014) also state that: communities or social networking professional groups (SNPG): we can categorise audience in the common group by instead, look for the interests, motivations and attitudes that the people we want to engage have in common, and use these commonalities to define your audience People are drawn to others whom they feel affinity for, and when it comes to the borderless internet, this affinity is far more dependent on passion than it is on place around their shared motivation Currently, in Vietnam now there are many groups or e-communities in social networking They are established everyday to invite the new members anytime whom have the common professional or interests or fan club So that, they can connect together, sharing experiences, new things or interesting topic From this report, we observe Vietnam internet user, typically the benefits of social network is very large The development of social networking in Vietnam very fast which make many organizations cannot overlook this opportunity This is the big chance for salespersons whom need to connect people, customer engagement, building new customer, approach new prospect or maintain relationship with customer for building customer service or simply for product warranty or new product introduction However, in order to understand in-depth SNPG in Vietnam, salesperson need to know what people think and feel when joining these professional groups Furthers detail, TIEU LUAN MOI download : skknchat@gmail.com salesperson need to understand what factor impact to salesperson when participate SNPG and from this salesperson can enhance their skill and improving their working performance when using SNPG 1.2 Research Problems SNPG in Facebook, Twitter, LinkedIn, Google Plus, Pinterest, Forum, Blog… are becoming an indispensable part of every societies, with many people using them as tools to share information together, acquire existing & new connections, maintain relationships online & offline SNPG not only facilitate individuals to connect together but also allow business organizations to find-out more customers and help generate new customers, identify potential customers, build customer relationship effectively, and even solve customer complaints on time As salespersons playing the role of boundary-spanners in business organizations, they can utilize SNPG for both personal and professional purposes which might improve the quality of their lives, and enhance their working capacity, thus leading to better performance in their job Besides, the reason of joining of salespersons in SNPG from different reasons, for instance, customer service for customer orientation, attracts and finding new customers, while company think about their business, some marketing campaign and public relation activities to pose on SNPG Depending on particular purposes and objectives, each subject will develop their account in right way TIEU LUAN MOI download : skknchat@gmail.com 73 Hồn tồn khơng đồng ý Hồn tồn đồng ý 23 Tơi quan tâm đến diễn nhóm mạng xã hội Hoàn toàn khơng đồng ý Hồn tồn đồng ý 23 Các nhóm mạng xã hội nơi tốt để tham gia Hồn tồn khơng đồng ý Hồn tồn đồng ý Tơi sẵn ang trả chi phí (phí member, plan, subscription…) cho việc tham gia nhóm mạng xã hội Hồn tồn khơng đồng ý Tương tác với người điều Hoàn toàn đồng ý ang nhóm giúp tơi cập nhật Hồn tồn khơng đồng ý Tơi sẵn Hồn tồn đồng ý ang dành thời gian hỗ trợ hoạt động nhóm mạng xã hội Hồn tồn khơng đồng ý Hồn tồn đồng ý Tơi liên lạc với thành viên nhóm lúc TIEU LUAN MOI download : skknchat@gmail.com 74 Hồn tồn khơng đồng ý Hồn tồn đồng ý Tương tác với thành viên khác nhóm giúp tơi thấy người kết nối với Hồn tồn khơng đồng ý Hoàn toàn đồng ý SỰ GẮN KẾT (BONDING) Tơi tin tưởng có nhiều người nhóm giúp giải vấn đề Hồn tồn khơng đồng ý Hồn tồn đồng ý 10 Tơi lấy lời khun cho định quan trọng từ thành viên nhóm Hồn tồn khơng đồng ý Hồn tồn đồng ý 11 Tơi khơng biết rõ nhóm mạng xã hội để nhờ họ cộng tác việc quan trọng Hoàn toàn khơng đồng ý Hồn tồn đồng ý TIEU LUAN MOI download : skknchat@gmail.com 75 SỰ NUÔI DƯỠNG/ DUY TRÌ (MAINTAINING) 12 Tơi tìm thấy kiện mà tơi quan tâm từ nhóm khác mạng xã hội Hồn tồn khơng đồng ý Hồn tồn đồng ý 13 Tơi trì liên lạc với nhóm tơi di chuyển đến thành phố/đất nước khác Hồn tồn khơng đồng ý Hồn tồn đồng ý 14 Tơi tìm thơng tin liên quan đến cơng việc hay thực tập từ nhóm Hồn tồn khơng đồng ý Hồn tồn đồng ý 15 Rất dễ dàng tìm mời người liên mạng xã hội ang ham dự nhóm Hồn tồn khơng đồng ý Hồn toàn đồng ý HIỆU QUẢ & ĐỘ TIN CẬY CủA NGƯỜI BÁN HÀNG/KINH DOANH (SELFEFFICACY) 16 Tôi dễ dàng làm cho khách ang hiểu TIEU LUAN MOI download : skknchat@gmail.com 76 Hồn tồn khơng đồng ý Hồn tồn đồng ý 17 Tơi tự tin lực bán hàng/kinh doanh Hồn tồn khơng đồng ý Hồn tồn đồng ý 18 Tơi cảm thấy tơi có khả thành cơng cơng việc Hồn tồn khơng đồng ý 19 Tơi người bán Hoàn toàn đồng ý ang/kinh doanh giỏi Hồn tồn khơng đồng ý Hoàn toàn đồng ý KếT QUẢ BÁN HÀNG CỦA NGƯỜI BÁN HÀNG/KINH DOANH (SALESPERSONS PERFORMANCE) Phần bạn tự đánh giá & so sánh với nhân viên khác làm việc phận tự so sánh với Quý gần or năm ngoái kinh doanh riêng (cá nhân hay doanh nghiệp) 20 Kỹ bán ang tốt so với người khác Hồn tồn khơng đồng ý Hoàn toàn đồng ý 21 Kết bán ang/kinh doanh tồn tơi Q tốt từ gia nhập nhóm mạng xã hội TIEU LUAN MOI download : skknchat@gmail.com 77 Hồn tồn khơng đồng ý 22 Kết bán Hoàn toàn đồng ý ang/kinh doanh toàn tơi năm ngối xuất sắc Bạn tự đánh giá khách quan bạn tự kinh doanh riêng cty/bộ phận không thực đánh giá Hồn tồn khơng đồng ý Hồn tồn đồng ý 23 Hiên tại, tơi xếp hạng xuất sắc phận bán ang/kinh doanh Bạn tự đánh giá khách quan bạn tự kinh doanh riêng cty/bộ phận không thực đánh giá Hồn tồn khơng đồng ý Hồn tồn đồng ý Phần 2: Thơng tin cá nhân Với câu hỏi, anh/Chị vui lòng lựa chọn phương án trả lời phù hợp đánh dấu chọn vào bên trái phương án Giới tính * o o Nam Nữ Tuổi * o o o o o 50 tuổi Học vấn * TIEU LUAN MOI download : skknchat@gmail.com 78 o o o Trung học phổ thông Cao đẳng/ Đại học Sau Đại học Vị trí * o o o o Nhân viên Trưởng nhóm Trưởng phòng Giám đốc Khác: Tổng thu nhập/tháng * o 40 triệu Anh/Chị làm lĩnh vực nào? * o o o o o o o Cơng nghiệp Xây dựng Tài chính/ Ngân ang/ Bảo hiểm Hàng tiêu ang nhanh (FMCG) Sản xuất Dịch vụ Khác: Anh/Chị làm việc lĩnh vực bán hàng/kinh doanh * o o o o o 20 năm Cảm ơn Anh/Chị nhiều tham gia khảo sát! TIEU LUAN MOI download : skknchat@gmail.com 79 APPENDIX C Table Reliability Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 834 N of Items 838 Table Item-Total Statistics Table Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Bridging1 21.4000 15.855 526 326 820 Bridging2 21.5583 15.879 568 428 814 Bridging3 21.6083 14.963 622 433 805 Bridging6 22.1250 14.547 667 478 798 Bridging7 22.6333 15.310 456 327 837 Bridging5 21.3167 15.025 677 504 798 Bridging8 21.7083 15.301 603 417 809 Table Reliability Bridging Involvement Reliability Statistics Cronbach's Alpha 737 Cronbach's Alpha Based on Standardized Items N of Items 738 Table Item-Total Statistics Bridging Involvement TIEU LUAN MOI download : skknchat@gmail.com 80 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Maintaining2 11.6083 4.459 408 186 742 Bridging1 11.5083 3.916 577 336 648 Bridging2 11.6667 4.022 600 366 638 Bridging3 11.7167 3.852 539 339 671 Table Reliability Bridging Devote Reliability Statistics Cronbach's Alpha 769 Cronbach's Alpha Based on Standardized Items N of Items 773 Table Item-Total Statistics Bridging Devote Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Bridging6 6.1667 3.098 663 463 628 Bridging7 6.6750 3.095 525 278 781 Bonding2 6.0250 2.999 630 439 658 TIEU LUAN MOI download : skknchat@gmail.com 81 Table Reliability Maintaining Reliability Statistics Cronbach's Alpha 807 Cronbach's Alpha Based on Standardized Items N of Items 807 Table Item-Total Statistics Maintaining Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Bridging5 14.7000 6.867 673 466 745 Bridging8 15.0917 6.958 618 413 762 Maintaining1 14.9083 7.849 514 279 792 Maintaining3 15.2000 7.119 570 329 777 Maintaining4 15.2000 6.750 597 359 770 TIEU LUAN MOI download : skknchat@gmail.com 82 APPENDIX D Figure Self-Efficacy of Salespersons TIEU LUAN MOI download : skknchat@gmail.com 83 Figure Self-Efficacy of Salespersons TIEU LUAN MOI download : skknchat@gmail.com 84 Figure Self-Efficacy of Salespersons TIEU LUAN MOI download : skknchat@gmail.com 85 APPENDIX E Figure Salespersons Performance TIEU LUAN MOI download : skknchat@gmail.com 86 Figure Salespersons Performance TIEU LUAN MOI download : skknchat@gmail.com 87 Figure Salespersons Performance TIEU LUAN MOI download : skknchat@gmail.com ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Minh Thien THE BENEFITS OF SOCIAL NETWORKING PROFESSIONAL GROUPS FOR SALESPERSONS: SOCIAL CAPITAL & SALESPERSONS. .. to improve their working performance Therefore, the purpose of the current research thesis is to investigate the relationships mechanism that three aforementioned benefits of social capital (i.e.,... Self-Efficacy of Salespersons: Self-Efficacy1, Self-Efficacy2, Self-Efficacy3, SelfEfficacy4  Salespersons Performance: SalesPerformance1, SalesPerformance2, SalesPerformance3, SalesPerformance4 All the