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UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HOANG THI KIM KHANH RELATIONSHIP BETWEEN COMMUNICATION SATISFACTION AND AFFECTIVE COMMITMENT - AN EMPIRICAL STUDY IN THE VIETNAMESE BANKS MASTER THESIS OF BUSINESS ADMINISTRATION SUPERVISOR: DR NGUYEN THI NGUYET QUE HO CHI MINH CITY – 01/2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HOANG THI KIM KHANH RELATIONSHIP BETWEEN COMMUNICATION SATISFACTION AND AFFECTIVE COMMITMENT - AN EMPIRICAL STUDY IN THE VIETNAMESE BANKS ID: 22110029 MASTER THESIS OF BUSINESS ADMINISTRATION SUPERVISOR: DR NGUYEN THI NGUYET QUE HO CHI MINH CITY – 01/2014 Running head: Relationship between communication satisfaction and affective commitment – an empirical study in the i Vietnamese banks Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks Hoang Thi Kim Khanh 19th January, 2014 ISB Research Committee Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks ACKNOWLEDGEMENTS I would like to thank my supervisor Dr Nguyen Thi Nguyet Que for the guidance, patience and support during my thesis’s writing period I am also grateful to all ISB members who helped me with necessary materials and paper submission I would like to appreciate all my friends and responders for their contribution to my survey Especially, I would like to give my special thanks to my family who always encourage me throughout my life Hoang Thi Kim Khanh Ho Chi Minh city, 20th December, 2013 ABSTRACT The main purpose of this study is figure out the relationship between communication satisfaction’s factors (personal feedback, communication climate, horizontal communication, supervisory communication) with affective commitment in Vietnamese banking industry These factors are tested in previous studied in the world, and the previous result indicated that all of them have a positive impact to commitment After conducting a research, collecting and analysing 225 employees in many banks in Ho Chi Minh City, the result indicated that first, the horizontal communication was divided into new components, horizontal formal communication and horizontal informal communication Second, only communication climate, supervisory communication and horizontal formal communication affects to affective commitment Third, communication climate is a strongest factor contributes to employee affective commitment Personal feedback and horizontal informal communication not have influences on affective commitment in Vietnam banking industry Although having a few limitations, but this study highlights the importance of communication satisfaction in workplace It is necessary for banking managers to develop good relationships with their employees to improve employee affective commitment The conclusion of this study discusses the practical implications for managers and the recommendation for future research TABLE OF CONTENT ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF TABLES .vii LIST OF FIGURES viii CHAPTER 1: INTRODUCTION 1.1 BACKGROUND 1.2 RESEARCH OBJECTIVES AND QUESTIONS 1.3 SIGNIFICANT OF THE STUDY 1.4 RESEARCH SCOPE AND METHODOLOGY 1.5 THESIS STRUCTURE CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS 2.1 COMMUNICATION SATISFACTION .6 2.1.1 Definition of communication .6 2.1.2 Definition of communication satisfaction 2.1.3 Dimensions of communication satisfaction .7 2.2 ORGANIZATIONAL COMMITMENT AND AFFECTIVE COMMITMENT .8 2.2.1 Definition of organizational commitment 2.2.2 Dimensions of organizational commitment 2.2.3 Affective commitment 10 2.3 COMMUNICATION SATISFACTION AND ORGANIZATIONAL COMMITMENT 11 2.4 PROPOSED MODEL AND HYPOTHESIS 12 2.4.1 Personal feedback and affective commitment 13 2.4.2 Communication climate and affective commitment .14 2.4.3 Horizontal co mmunica t io n and affective commitment 14 2.4.4 Supervisory co mmun ica t io n and affective commitment 15 2.5 RES EARC H MODEL AND HYPO THESIS 15 2.6 CONCLUSION 16 CH APTER 3: M ETHODO LOG Y 17 3.1 RESEARCH DESIGN PROCESS 17 3.2 QUESTIONNAIRE DEVELOPMENT 18 3.2.1 Measurement sca le 18 3.2.2 Questionnaire design 22 3.3 PILOT STUDY 22 3.3.1 Purpose of pilot study 22 3.3.2 Method of pilot study 22 3.3.3 Result of pilot study 23 3.4 MAIN SURVERY .23 3.4.1 Sampling method 23 3.4.2 Sample size 24 3.4.3 Questionnaire ad minis tra t io n 24 3.5 DATA ANALYS IS TECHNIQUE 24 3.5.1 Cronbach’s alpha 25 3.5.2 Exp lo rator y facto r a na lys is (EF A) .25 3.5.3 Multiple regression analysis 26 3.6 CONCLUSION 26 CHAPTER 4: DATA ANALYSIS AND RESULTS .28 4.1 DESC RIP TI VE ANALYS IS 28 4.2 MEASUREMENT ASSESSMENT 29 4.2.1 Cronbach’s Alpha 29 4.2.2 Exploratory factor analysis 32 4.3 MULTIPLE REGRESSION ANALYSIS 37 4.3.1 Assumption testing .37 4.3.2 Result of regression analysis 38 4.4 CONCLUSION 40 CHAPTER 5: DISCUSSION AND CONCLUSION .42 5.1 DISCUSSION OF FINDINGS 42 5.2 CONCLUSION 43 5.3 PRACTICAL IMPLICATIONS 44 5.4 LIMITATIONS OF THE STUDY 46 5.5 RECOMMENDATIONS FOR FUTURE RESEARCH .46 REFERENCES 48 APPENDIX A .53 APPENDIX B .55 APPENDIX C .57 APPENDIX D .58 APPENDIX E .60 APPENDIX F 64 Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks LIST OF TABLES Table 01: Scale of personal feedback .19 Table 02: Scale of communication climate .19 Table 03: Scale of horizontal communication 20 Table 04: Scale of supervisory communication 20 Table 05: Scale of affective commitment 21 Table 06: Cronbach’s Alpha Reliability Coefficient 25 Table 4.1 Sample Description 28 Table 07: Reliability analysis 30 Table 08: Summary of Cronbach’s Alpha 32 Table 09: KMO and Barrtlett’s Test 33 Table 10: Total Variance Explained in EFA process 34 Table 11: Factors loading 35 Table 12: Model Summary 38 Table 13: ANOVA 38 Table 14: Correlations 60 Table 15: Model Statistics 61 Table 16: Coefficients .39 Table 17: Result of testing hypothesis .40 LIST OF FIGURES Figure 01: A conceptual model 16 Figure 02: Research design process 17 Figure 03: A new conceptual model 37 Figure 04: Overall regression plot 62 Figure 05: Histogram of Affective Commitment 62 Figure 06: Normal P-P Plot of Affective Commitment 63 Meyer, J P., & Allen, N J (1984) Testing the "side-bet theory" of organizational commitment: Some methodological considerations Journal of Applied Psychology, 69(3), 372-378 Meyer, J P., & Allen, N J (1990) The measurement and antecedents of affective, continuance and normative commitment to the organization Journal of Occupational Psychology, 63, 1-18 Meyer, J P., & Allen, N J (1991) A three-component conceptualization of organizational commitment Human Resource Management Review, 1(1), 61-89 Meyer, J P., & Allen, N J (1997) Commitment in the workplace: Theory, research, and application Thousand Oaks, Calif: Sage Publications Meyer, J P., Stanley, D J., Herscovitch, L., & Topolnytsky, L (2002) Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences Journal of Vocational Behavior, 61, 20-52 Meyers, L.S., Gamst, Glen, & Guarino A.J (2006) Applied multivariate research: Design and interpretation California: Saga Publications Inc Mowday, R T., Porter, L W., & Steers, R M (1982) Employee-organization linkages : the psychology of commitment, absenteeism, and turnover New York : Academic Press Mowday, Richard T., Richard M Steers, and Lyman W Porter (1979) The measurement of organizational commitment Journal of vocational behavior, 14, 224-247 Nancy, L L., Karen , C B., & George, A M (2005).SPSS for intermediate statistics: Use and interpretation (2 ed.) London: Lawrence Eribaum Associates, Inc Peters, T., & Waterman, R (1982) In search of excellence New York: Harper & Row Putti, J M., Aryee, S., & Phua, J (1990) Communication relationship satisfaction and organizational commitment Group & Organization Studies, 15(1), 44-52 Potvin, T C (1991) Employee organizational commitment: An examination of its relationship to communication satisfaction and evaluation of questionnaires designed to measure the construct Unpublished doctoral dissertation, University of Kansas, Lawrence, KS Ramaprasad, A (1983) On the definition of feedback.Behavioral Science, 26(1), 4-13 Redding, W C (1972) Communication within the organization: An interpretative review of theory and research New York: Industrial Communication Council Robbins SP (2001) Organizational Behavior, 9th ed NJ: Prentice Hall Sias, P M (2005) Workplace Relationship Quality and Employee Information Experiences Communication Studies, 56(4), 375- 395 Tabachnick, B.G., & Fidell, L.S (1991) Using multivariate statistics (3rd ed.) New York: Harper Collin Thayer, L (1968) Communication and communication systems (p 144) Homewood: Richard D Irwin Tucker, L R., & MacCallum, R C (1997) Exploratory factor analysis Unpublished manuscript, Ohio State University Varona, F (1996) Relationship between communication satisfaction and organizational commitment in three guatemalan organizations The Journal of Business Communication, 33(2), 111-140 APPENDIX A: ENGLISH QUESTIONNAIRE Dear Madam/Sir My name is Hoang Thi Kim Khanh I am a student of International school of Business University of Economic Ho Chi Minh city Currently, I am conducting a research “A relationship between communication satisfaction and affective commitment” Therefore, I make this survey to collect your valued idea I would appreciate your help if you spend a few minute to fill in this questionnaire All of yours answer are valuable for this research I commit that all of your information is used for this research only Everything that related to this research, please kindly contact my email goldbell1303@ gma il.co m Thank you very much! PART 1: AFFECTIVE COMMITMENT Please kindly circling only 01 number Rule: 1: totally disagree; agree; neutral; agree; totally agree I feel a strong sense of belonging to this organisation I feel “emotionally attached” to this organisation This organisation has a great deal of personal meaning for me I feel “part of the family” in this organisation I would be very happy to spend the rest of my career with this organisation I enjoy discussing my organisation with people outside it I reall y feel as if this organisation’s problems are my own I think I could easily become as attached to another organisation as I am to this one 1 1 2 2 3 3 4 4 5 5 5 5 PART 2: COMMUNICATION SATISFACTION Pa rt 2A: Please indicate how satisfied you are with the amount and/or quality of each kind of information by circling the appropriate number at the right Rule: very dissatisfied; satisfied; neutral; satisfied; very satisfied Information about how my job compares with others Information about how I am being judged Recognition of my efforts Reports on how problems in my job are being handled 1 1 2 2 3 3 4 4 5 5 Part 2B: Please indicate how satisfied you are with the following Rule: very dissatisfied; satisfied; neutral; satisfied; very satisfied 10 11 12 13 14 15 16 17 18 19 20 Extent to which the organization's communication motivates and stimulates an enthusiasm for meeting its goals Extent to which the people in my organization have great ability as communicators Extent to which the organization's communication makes me identify with it or feel a vital part of it Extent to which I receive in time the information needed to my job Extent to which conflicts are handled appropriately through proper communication channels Extent to which the grapevine is active in our organization Extent to which horizontal communication with other organizational members is accurate and free flowing Extent to which communication practices are adaptable to emergencies Extent to which my work group is compatible Extent to which informal communication is active and accurate Extent to which my superiors know and understand the problems faced by subordinates Extent to which my supervisor listens and pays attention to me Extent to which my supervisor offers guidance for solving job related problems Extent to which my supervisor trusts me Extent to which my supervisor is open to ideas Extent to which the amount of supervision given me is about right 5 5 5 1 1 2 2 4 4 5 5 5 1 1 2 2 Personal information: Kindly inform your gender: Female Male Kindly inform your age: lower than 18 18-25 26-33 34-40 higher than 40 How long have you been working in your current bank? Under year 1 year or greater What’s your average income per month? Lower than 5.000.000 VND From 5.000.000VND to under 10.000.000VND From 10.000.000 to under 1.5000.000 VND 15.000.000 VND or greater What’s yout current position in your bank? Staff Supervisor Manager Thank you very much! 3 3 3 3 4 4 5 5 APPENDIX B: VIETNAMESE QUESTIONNAIRE Kính chào Chị/Anh, Tơi tên Hồng Thị Kim Khánh Tôi học viên Viện đào tạo quốc tế ISB- trường Đại học Kinh tế TP HCM Hiện nghiên cứu đề tài “Mối quan hệ thỏa mãn giao tiếp gắn kết với tổ chức nhân viên công ty”, đó, tơi tiến hành khảo sát nhằm tìm hiểu ý kiến Chị/Anh vấn đề Rất mong Chị/Anh bớt chút thời gian trả lời số câu hỏi Tất ý kiến Chị/Anh có giá trị nghiên cứu Tôi xin cam kết thông tin Chị/Anh bảo mật dùng với mục đích phục vụ nghiên cứu Mọi thông tin liên quan đến đề tài này, xin liên hệ địa email goldbell1303@ gma il.co m Xin chân thành cám ơn giúp đỡ Chị/Anh PHẦN 1: SỰ GẮN KẾT VỚI TỔ CHỨC Chị/Anh vui lòng chọn 01 số để thể ý kiến Quy ước: Hồn tồn khơng đồng ý; Khơng đồng ý; Khơng có ý kiến; Đồng ý; Hồn tồn đồng ý Tơi có cảm giác vơ phấn khởi làm việc công ty Tôi cảm thấy gắn bó với cơng ty Cơng ty có ý nghĩa lớn cá nhân Tôi cảm thấy thành viên thực công ty Tôi hạnh phúc dành quãng đường nghiệp sau để tiếp tục gắn bó với cơng ty Tơi thích nói cơng ty với người ngồi cơng ty tơi Tơi cảm thấy vấn đề khó khăn cơng ty vấn đề khó khăn tơi Tơi cảm thấy tơi dễ dàng gắn kết với công ty khác giống gắn bó với cơng ty 1 1 2 2 3 3 4 4 5 5 5 5 PHẦN 2: SỰ THỎA MÃN TRONG GIAO TIẾP Phần 2A: Chị/Anh vui lòng chọn 01 số thể mứ c độ hài lòng củ a Chị /Anh chất lượ ng và/hoặc số lượ ng củ a loại thông tin mà Chị/Anh nhận Quy ước: Hồn tồn khơng đồng ý; Khơng đồng ý; Khơng có ý kiến; Đồng ý; Hồn tồn đồng ý Tơi hài lịng với thông tin cách thức mà cấp so sánh công việc với đồng nghiệp khác Tôi hài lịng với thơng tin cách thức cấp đánh giá tơi Tơi hài lịng với việc nỗ lực ghi nhận Tôi hài lòng với báo cáo cách xử lý vấn đề xảy công việc 1 5 5 Phần 2B: Chị/Anh vui lòng chọn 01 số để thể ý kiến Quy ước: Hồn tồn khơng đồng ý; Khơng đồng ý; Khơng có ý kiến; Đồng ý; Hồn tồn đồng ý Việc giao tiếp thúc đẩy tơi hồn thành mục tiêu công việc Mọi người công ty có khả giao tiếp, truyền đạt thơng tin tốt Việc giao tiếp giúp cảm thấy phần cơng ty Tơi nhận thông tin cần thiết cho công việc lúc Mâu thuẫn cơng việc giải hợp lý thông qua kênh giao tiếp thích hợp Tơi hài lịng với mức độ nhanh nhậy thơng tin ngồi lề 10 cơng ty Thông tin trao đổi thành viên cơng ty ln xác 11 tự Trong tình khẩn cấp, việc trao đổi thơng tin diễn 12 kịp thời để giải vấn đề 13 Các thành viên nhóm tơi phối hợp làm việc với tốt Kênh giao tiếp khơng thức (trao đổi ngịai cơng việc) nhanh nhậy 14 xác Cấp tơi biết hiểu vấn đề mà cấp phải 15 giải 16 Cấp biết lắng nghe ý đến Cấp đưa dẫn để giải vấn đề 17 công việc 18 Cấp tin tưởng Cấp sẵn sàng tiếp thu ý tưởng công 19 việc 20 Tôi theo dõi (kiểm tra, giám sát) mức độ hợp lý 10 5 5 5 5 5 5 5 5 Thông tin cá nhân: Vui lịng cho biết giới tính: Nữ Nam Vui lòng cho biết độ tuổi: dưới 18 18-25 26-33 34-40 trên 40 Vui lịng cho biết tính đến tại, anh chị làm việc Ngân hàng rồi? Dưới năm Từ năm trở lên Thu nhập trung bình hàng tháng anh chị? Dưới triệu Từ đến 10 triệu Từ 10 đến 15 triệu Từ 15 triệu trở lên Vui lịng cho biết vị trí Chị/Anh Nhân viên Giám sát/Kiểm sóat viên Quản lí Rất cảm ơn Chị/Anh hòan thành khảo sát ! APPENDIX C: LIST OF THE BANKS Name of the bank 10 11 12 Eximbank transaction office Eximbank Hoa Binh branch ANZ Phu My Hung branch Standard Charter Ho Chi Minh branch BIDV Ho Chi Minh branch Sacombank Binh Tay branch Indovina Bank Head Office Nam Viet Bank Head Office Nam Viet Bank Card Centre Maritime bank Ho Chi Minh branch Woori bank Ho Chi Minh branch Hua Nan bank Ho Chi Minh branch APPENDIX D: MEASUREMENT SCALE AND CODIFIED VARIABLES Name of variables Affective Commitment 01 Affective Commitment 02 Affective Commitment 03 Affective Commitment 04 Affective Commitment 05 Affective Commitment 06 Affective Commitment 07 Affective Commitment 08 Personal Personal Personal Personal Feedback 01 Feedback 02 Feedback 03 Feedback 04 Personal Feedback 05 Communication Climate 01 Communication Climate 02 Communication Climate 03 Communication Climate 04 Communication Climate 05 Horizontal Communication 01 Horizontal Communication 02 Horizontal Communication 03 Horizontal Communication 04 Horizontal Communication 05 Supervisory Communication 01 Supervisory Communication 02 Statement I feel a strong sense of belonging to this organization I feel “emotionally attached” to this organization This organization has a great deal of personal meaning for me I feel “part of the family” in this organization I would be very happy to spend the rest of my career with this organization I enjoy discussing my organization with people outside it I really feel as if this organization’s problems are my own I think I could easily become as attached to another organization as I am to this one Information about how my job compares with others Information about how I am being judged Recognition of my efforts Reports on how problems in my job are being handled Extent to which my superiors know and understand the problems faced by subordinates Extent to which the organization's communication motivates and stimulates an enthusiasm for meeting its goals Extent to which the people in my organization have great ability as communicators Extent to which the organization's communication makes me identify with it or feel a vital part of it Extent to which I receive in time the information needed to my job Extent to which conflicts are handled appropriately through proper communication channels Extent to which the grapevine is active in our organization Extent to which horizontal communication with other organizational members is accurate and free flowing Extent to which communication practices are adaptable to emergencies Extent to which my work group is compatible Extent to which informal communication is active and accurate Extent to which my supervisor listens and pays attention to me Extent to which my supervisor offers guidance for solving job related problems Measure Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Scale Supervisory Communication 03 Supervisory Communication 04 Supervisory Communication 05 AC PF CC HCinformal HCformal SC Extent to which my supervisor trusts me Scale Extent to which my supervisor is open to ideas Scale Extent to which the amount of supervision given me Scale is about right Affective commitment Scale (Mean of Affective commitment 01 to 07) Personal feedback Scale (Mean of Personal Feedback to 4) Communication climate Scale (Mean of Communication climate 01,03,04,05) Horizontal informal communication Scale (Mean of Horizontal communication 01 and 05) Horizontal formal communication Scale (Mean of Horizontal communication 02,03,04) Supervisory communication Scale (Mean of Supervisory Communication 01 to 05) APPENDIX E: RESULT OF ASSUMPTION TESTING AND REGRESSION Table 12: Model Summary Model Summaryb Model R R Square Adjusted R Square Std Error of the Estimate Durbin-Watson 541a 293 277 64870 a Predictors: (Constant), SC, HCinformal, HCformal, CC, PF b Dependent Variable: AC 2.053 Table 13: ANOVA Model ANOVAa df Sum of Squares 38.224 Regression Residual 219 224 Mean Square 7.645 421 F Sig 18.167 000b 92.157 130.381 Total a Dependent Variable: AC b Predictors: (Constant), SC, HCinformal, HCformal, CC, PF Table 14: Correlations Pearson Correlation Sig (1-tailed) N AC PF HCinformal HCformal CC SC AC PF HCinformal HCformal CC SC AC PF HCinformal HCformal CC SC Correlations AC PF HCinformal HCformal 1.000 346 203 408 346 1.000 297 403 203 297 1.000 356 408 403 356 1.000 456 465 381 498 421 655 309 413 000 001 000 000 000 000 001 000 000 000 000 000 000 000 000 000 000 000 000 000 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 225 CC 456 465 381 498 1.000 434 000 000 000 000 000 225 225 225 225 225 225 SC 421 655 309 413 434 1.000 000 000 000 000 000 225 225 225 225 225 225 Table 15: Model Statistics Model Model Statistics Number of Predictors Model Fit statistics Ljung-Box Q(18) Stationary R- Statistics squared ACModel_1 363 DF 13.944 Number of Outliers Sig 17 671 Table 16: Coefficients Model Coefficientsa Unstandardized Standardized Coefficients Coefficients B Std Error 883 (Constant) 277 -.001 074 PF HCinformal -.045 067 191 070 HCformal 317 082 CC 247 081 SC a Dependent Variable: AC t Sig Beta -.001 -.042 188 276 238 3.193 -.019 -.669 2.717 3.862 3.056 002 985 504 007 000 003 Collinearit y StatisticsVIF Tolerance 524 804 677 633 532 1.908 1.245 1.477 1.580 1.878 (where AC is dependent variable affective commitment; PF is personal feedback; HCinformal is horizontal informal communication; HCformal is horizontal formal communication; CC is communication climate; SC is supervisory communication) Figure 04: Overall regression plot Figure 05: Histogram of Affective Commitment Figure 06: Normal P-P Plot of Affective Commitment APPENDIX F: LIST OF TEN PARTICIPANTS IN THE PILOT STUDY Name of the participants 10 Name of the bank Đàm Hoàng Oanh Eximbank transaction office Lục Thế Bảo Vietcombank Phu Tho branch Đặng Thị Thanh Nga ANZ Phu My Hung branch Nguyễn Dương Nguyệt Minh Standard Charter Ho Chi Minh branch Nguyễn Trung Hậu BIDV Ho Chi Minh branch Đoàn Vạn Hậu HSBC Ho Chi Minh Nguyễn Ngọc Đan Thy Nam Viet Bank Card Centre Lương Ngọc Trâm Anh Maritime bank Ho Chi Minh branch Huỳnh Thị Hồng Nhung Woori bank Ho Chi Minh branch Phạm Thị Tuyết Mai Hua Nan bank Ho Chi Minh branch ... empirical study in the i Vietnamese banks Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks Hoang Thi Kim Khanh 19th January,... working in the same company and between company and other organization Communication includes written, oral and nonverbal Communication is used by management to direct and motivate employees and. .. reviews the organizational commitment and affective commitment Finally, after reviewing the relationship between communication satisfaction and organizational commitment, the new developing model and
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