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Nhóm 1 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY NGUYEN VINH LUAN THE RELATIONSHIP AMONG EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT AND EMPLOYEE PERFORMANCE BUSINESS ADMINISTRATI[.]
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY NGUYEN VINH LUAN THE RELATIONSHIP AMONG EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT AND EMPLOYEE PERFORMANCE BUSINESS ADMINISTRATION DOCTORAL DISSERTATION Ho Chi Minh City, 2021 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY NGUYEN VINH LUAN THE RELATIONSHIP AMONG EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT AND EMPLOYEE PERFORMANCE Major: Business Administration Code: 62 34 01 02 DOCTORAL DISSERTATION Supervisor: Professor, Nguyen Minh Ha, Ph.D Ho Chi Minh City Open University Ho Chi Minh City, 2021 STATEMENT OF AUTHORSHIP The thesis titled “The relationship among employer branding, employee engagement and employee performance” has been submitted for the degree of Doctor of Business Administration Except for the references cited in this dissertation, I hereby declare that the whole or parts of this dissertation have not been published or used to obtain the degree elsewhere No other person's work/research may be used in this thesis that is not properly cited This thesis has never been submitted for any degree at any other university or training institution Ho Chi Minh City, …/…/ 2021 Nguyen Vinh Luan ACKNOWLEDGEMENTS "The relationship among employer branding, employee engagement and employee performance" Doctoral Thesis has been completed at Ho Chi Minh City Open University To complete this thesis, I have received guidance, enthusiastic support and encouragement from teachers, family, colleagues, relatives and friends as follows: I would like to express my deep gratitude to Graduate Lecturers at Ho Chi Minh City Open University with their background knowledge provision for my study activities In particular, my most sincere thank is dedicated to my scientific supervisor, Prof Nguyen Minh Ha, Ph.D for his completely enthusiastic guidance towards my completion I appreciate my beloved Father, Mother and Family members for their lifetime support and encouragement Concurrently, I would like to thank Board of Directors and employees of DOMESCO Medical Import-Export Joint Stock Company and those of IMEXPHARM Pharmaceutical Joint Stock Company in creating favorable conditions towards my study period as well as my brothers and sisters at companies and organizations with their enthusiastic assistance during my research data collection process Last but not least, I would like to thank my classmates at PhD training courses at Ho Chi Minh City Open University for their accompanying with this thesis completion Ho Chi Minh City, … /…/2021 ABSTRACT The dissertation research on the relationship between employer branding (comprising 10 factors: Corporate social responsibility, Promotion, WorkLife Balance Satisfaction, Education, Behavior-based family interference with work, Travel opportunities, Time-based work interference with family, Teamwork, Supporting, Strain-based family interference with work), employer attractiveness (including factors: social value, developmental value, application value, safety value and economic value), employee engagement (consisting of factors: dedication, vigor and absorption) and employee performance (made up of factors: Teamwork, Innovator and Job) The dissertation uses a combination of qualitative and quantitative research methods (mixed method) in implementation process Qualitative research method is used in developing interview questionnaires through direct exchanges to get expert opinions and group discussion related to built scale content, supplementing the scales is complete and appropriate to Vietnamese context Quantitative research methods are used in the data analysis process Quantitative analysis steps are composed of analyzing scale reliability by Cronbach's alpha coefficient, exploratory factor analysis (EFA), SEM structural model analysis This dissertation uses convenient sampling method (non-probability) with the participants as employees working in enterprises and organizations in Vietnam, in which the official sample size is 937 samples The results of testing the hypotheses in the detailed research model are as follows: a) Employer branding has a positive impact on employer attractiveness; b) Employer branding has a positive impact on employee engagement; c) Employer branding has no impact on employee performance; d) Employer attractiveness has a positive impact on employee engagement; e) Employer attractiveness has a positive impact on employee performance; f) Employee engagement has no impact on employee performance Based on hypothesis testing outcomes in the research model, the dissertation discusses the results and proposes managerial implications to provide managers with measures towards the improved quality of employer branding besides employer attractiveness development so as to better employee engagement and employee performance Page i CONTENT CONTENT i LIST OF TABLES v LIST OF FIGURES ix CHAPTER 1: INTRODUCTION 1.1 PROBLEM STATEMENTS 1.1.1 Practical reasons 1.1.2 Literature review 1.1.3 From previous studies 1.1.4 Problem statements 1.2 RESEARCH OBJECTIVE AND RESEARCH QUESTIONS 13 1.3 RESEARCH SCOPE AND RESEARCH PARTICIPANT 14 1.3.1 Research Scope 14 1.3.2 Research Participant 14 1.3.3 Time of survey 14 1.4 NEW FINDINGS 14 1.5 STUDY SIGNIFICANCE 15 1.6 THESIS STRUCTURE 17 CHAPTER 2: LITERATURE REVIEW 19 2.1 CONCEPTS 19 2.1.1 Employer Branding 19 2.1.2 Employer Attractiveness 22 2.1.3 Employee Engagement 24 2.1.4 Employee Performance 25 2.2 MAIN THEORIES 27 2.2.1 Social exchange theory 28 Page ii 2.2.2 Person – Organization Fit Theory 36 2.2.3 Theory of Employer Branding 46 2.2.4 Theory of Employee Engagement 50 2.2.5 Theory of planned behavior and social cognitive theory 53 2.2.6 Reviewing previous studies 58 2.2.7 The research gap 119 2.3 RESEARCH HYPOTHESIS AND STUDY MODEL .120 2.3.1 Impact of employer branding on employer attractiveness .120 2.3.2 Impact of employer branding on employee engagement .129 2.3.3 Impact of employer branding on employee performance 133 2.3.4 Impact of employer attractiveness on employee engagement .136 2.3.5 Impact of employer attractiveness on employee performance 150 2.3.6 Impact of employee engagement on employee performance 163 2.4 PROPOSED RESEARCH MODEL 166 SUMMARY OF CHAPTER .166 CHAPTER 3: METHODOLOGY .169 3.1 RESEARCH DESIGN 169 3.2 SAMPLING AND DATA COLLECTION .171 3.2.1 Sampling 171 3.2.2 Data collection .172 3.3 SCALE MEASUREMENTS 175 3.3.1 From literature 180 3.3.2 Opinions of the expert interviews and groups discussions 180 3.3.3 The complete scale 186 3.3.4 Scale measurements .189 3.4 DATA ANALYSIS TECHNIQUE .207 3.4.1 Descriptive statistics .209 3.4.2 Internal consistency reliability .209 3.4.3 Convergent validity 210 Page iii 3.4.4 Discriminant Validity 211 3.4.5 Multi-collinear assessment 211 3.4.6 Path coefficients of the structure model 211 3.4.7 Determination coefficient (R² value) .212 3.4.8 Impact coefficient f² .213 3.4.9 Blindfolding and predict relevance Q² 213 SUMMARY OF CHAPTER .214 CHAPTER 4: RESULTS ANALYSIS 216 4.1 DESCRIPTIVE STATISTICS 216 4.1.1 Demographic 216 4.1.2 Scale descriptive 220 4.2 SCALE VALIDITY ASSESSMENT 242 4.2.1 Cronbach Alpha .242 4.2.2 Explore Factor Analysis (EFA) 262 4.3 MEASUREMENT MODEL VALIDITY ASSESSMENT 275 4.3.1 Employer Branding 275 4.3.2 Employer Attractiveness 279 4.3.3 Employee Engagement 282 4.3.4 Employee Performance 284 4.4 STRUCTURAL MODEL ASSESSMENT 287 4.4.1 Multi-collinear assessment .287 4.4.2 Determination coefficient (R² value) .288 4.4.3 Impact coefficient f² .288 4.4.4 Blindfolding and predict relevance Q² 289 4.4.5 Path coefficients of the structure model & Hypothesis Testing 290 4.5 RESULT DISCUSSION .293 4.5.1 Discussion the results of the research Scale 293 4.5.2 Discussion research model and hypothesis 304 Page iv SUMMARY CHAPTER 321 CHAPTER 5: CONCLUSION & POLICY IMPLICATIONS 322 5.1 CONCLUSION 322 5.2 NEW FINDINGS 323 5.3 MANAGERIAL POLICY IMPLICATIONS 327 5.4 LIMITATION & FUTURE RESEARCH 332 5.4.1 Limitation .332 5.4.2 Future research .333 REFERENCES 335 LIST OF THE ARTICLES RELATED TO THE THESIS 386 APPENDIX A: THE EXPERTS AND GROUP LIST A-1 APPENDIX B: THE INTERVIEW PROTOCOL SAMPLE A-4 APPENDIX C: THE ORGINAL SCALE A-33 APPENDIX D: THE EXPERT INTERVIEW RECORD A-45 APPENDIX E: THE EXPERT INTERVIEW RECORD A-68 APPENDIX F: THE EXPERT INTERVIEW RECORD A-89 APPENDIX G: THE EXPERT INTERVIEW RECORD A-111 APPENDIX H: THE GROUP INTERVIEW RECORD A-133 APPENDIX I: THE GROUP INTERVIEW RECORD A-155 APPENDIX J:THE SCALE AFTER QUANLITATVE RESEARCH A-178 APPENDIX K: THE SURVEY QUESTIONAIRE A-193 APPENDIX L: THE SURVEYED COMPANY LIST A-209 Page A-199 amount of time I must spend on work responsibilities WLTI4 The time I spend on family responsibilities often don’t interfere with my work responsibilities 5 The time I spend with my family often don’t WLTI5 causes me not to spend time in activities at work that could be helpful to my career. Teamwork: GRO (4 items) This factor reflects the level of friendliness and stress-free in the work environment as well as the teamwork spirit among employees The atmosphere of each organization is unique and can be used as an employee VIII value proposition (EVP) of the company to distinguish it from other companies (Tanwar and Prasad, 2016) In addition, this factor can be understood that the organization has warm cowokers who are people with social tendencies, warmth and friendliness (Lievens, 2005 cited from Turban et al, 1995) Besides, according to Chauhan and Mahajan (2013), this factor also presents an opportunity to have inter-departmental experiences with each other GRO1 GRO2 GRO3 GRO4 Teamwork is always encouraged in my organization 5 5 My organization offers the possibility to enjoy a group atmosphere My Organization offers the possibility to work together with different people My organisation offers opportunity to work in teams Appendix K Page A-200 Supporting: SUP (4 items) IX SUP1 The mutual support and difficulty sharing among the organization's members in the spirit of solidarity My organization always has a harmonious 5 other's work The team members are always united coordination among group members SUP2 SUP3 SUP4 Team members always share difficulties with each other All members of the organization support each 10 Strain-based family interference with work: WLST (3 items) X According to Carlso et al (2000), three forms of work-family conflicts have been identified in theory including time-based conflict, strain-based conflict and behavior-based conflict The strain-based conflict suggests that strain experienced in one role re-invades and impacts on taking on another role Although I am often stressed from family responsibilities, I have a hard time concentrating WLST1 5 on my work. WLST2 don’t weaken my ability to my job WLST3 Tension and anxiety from my family life often In spite of stress at home, I am not often preoccupied with family matters at work. B EMPLOYER ATTRACTIVENESS Employer attractiveness are the organizational benefits perceived from potential candidates including social, development, application, safety and Appendix K Page A-201 economic value According to you, what level of your organization's assessment is that your organization is working with the following factors: Social value (6 items): Code I This factor reflects the extent to which an individual is attracted to the employer through providing a fun, happy working environment, good working relationship and a team atmosphere Colleagues in the company always get along with Having a good relationship with your colleagues Supportive and encouraging colleagues SOC4 Having a good relationship with your superiors SOC5 Happy work environment SOC6 A fun working environment SOC1 SOC2 SOC3 each other Developmental value (5 items) II This factor reflects the extent to which an individual is attracted to the employer by providing recognition, confidence, engagement with professional experience, and a foundation for future growth You feel the desire to stick with the organization DEV1 because of the opportunities that come from 5 experience in a professional workplace DEV2 Feeling good about yourself as a result of working for a particular organization DEV3 Feeling more self-confident as a result of working for a particular organization Appendix K Page A-202 DEV4 A springboard for future employment DEV5 Gaining career-enhancing experience DEV6 5 My organization always implements decentralized employee Application value (4 items) III This factor reflects the extent to which an individual is attracted to the employer by providing an opportunity for employees to apply what they learn to teach others in an environment that is customer-oriented and humanitarian APP1 Opportunity to teach others what you have learned APP2 Opportunity to apply what was learned at a tertiary institution APP3 You have the opportunity to share your real experiences with everyone in the organization APP4 Acceptance and belonging 5 5 Safety Value: SAF (3 items) IV This factor reflects the extent to which an individual is attracted to job security SAF1 The organization I work with always ensures occupational safety during work activities SAF2 Job security within the organization 5 The organization I work with is always safe in the SAF3 work environment (without pressure, sexual harassment, etc.) V Economic value (3 items) Appendix K Page A-203 This factor reflects the extent to which an individual is attracted to the employer by providing an high average of salary, compensation package ECO1 An above average basic salary ECO2 An attractive overall compensation package 5 My ECO3 organization has good allowances for employees C EMPLOYEE ENGAGEMENT Thể thái độ tích cực, có ý nghĩa động lực làm việc người lao động Theo bạn tự đánh giá, bạn mức độ yếu tố liên quan đến gắn kết bạn tổ chức bạn làm việc Cụ thể theo yếu tố sau đây: Dedication: DED (7 items) Code I This factor reflects the ability to perceive significance, enthusiasm, inspiration, pride, and challenge (Schaufeli et al, 2002) DED1 For me, the job is interested DED2 To me, I am enthusiastic about my job DED3 To me, I am proud on the work that I DED4 To me, my job inspires me DED5 To me, I find the work that I full of meaning and purpose DED6 I feel happy when I am working intensely DED7 When I get up in the morning, I feel like going to Appendix K Page A-204 work Vigor: VIG (6 items) II This factor reflects a high level of energy and mental resilience at work At the same time, willing to invest effort in work and be persistent even when facing difficulties VIG1 At my job, I am mentally VIG2 I am ready to face challenges at work VIG3 At my work I always persevere, even when things not go well VIG4 I can continue working for very long periods at a time VIG5 At my job, I am very resilient VIG6 At my job I feel strong and vigorous Absorption: ABS (5 items) III This factor reflects the high level of concentration and deeply engrosses in work Therefore, employees feel that time passes quickly and easily to overcome difficulties when encountering (Schaufeli et al, 2002) ABS1 When I am working, I forget everything else around me ABS2 It is difficult to detach myself from my job ABS3 Time flies when I am working ABS4 I am immersed in my work ABS5 I get carried away when I am working Appendix K Page A-205 PRIVATE INFORMATION Could you please introduce yourself? Gender: Male Female Your monthly average income: Less than million VND/ month From to less than 10 million VND / month From 10 to less than 20 million VND / month Over 20 million VND/month Your Qualification Unskilled Intermediate Colleges University Graduate Your age:…………………………………………………… Your home town: The Mekong River Delta The Southeast The Central Highlands The Northern Your Job Production/Technical/RD Business Back Office Appendix K Page A-206 Your married status Single Married Type of your company: Private enterprise One member limited liability companies (100% government) One member limited liability companies (100% private) Joint venture company 10 Multinational company A limited liability company Shareholding companies Education Healthcare Others Appendix K Page A-207 PART 2: SECTION FOR MANAGERS D EMPLOYEE PERFORMANCE As a direct manager, you evaluate the employee's performance (answered the survey factors in part 1: A, B and C above) through factors such as work, What is your career, creativity, team spirit, and working for the organization? The form responds by rounding off a number on each line These numbers indicate the degree to which you agree or disagree with the following convention statements: Strongly Disagree Neutral Agree Strongly agree disagree Teamwork: TEA (8 items) Code I Working witb co-workers and team members, toward success of the firm Going above the call of duty in one's concern for the firm TEA1 Working for the overall good of the company TEA2 Doing things to promote the company TEA3 Making sure his/ber work group succeeds. TEA4 Helping so that the company is a good place to be TEA5 Seeking information from others in his/ber work group TEA6 Doing things that help others when it's not part of his/ber job TEA7 Working as part of a team or work group Appendix K Page A-208 TEA8 II Responding to the needs of others in his/her work group Innovator: INO (6 items) Creativity and innovation in one's job and the organization as a whole Working to implement new ideas Finding improved ways to things Creating better processes and routines. INO4 Coming up with new ideas. INO5 Seeking out career opportunities INO6 Developing skills needed for his/her future career INO1 INO2 INO3 III Job: JOB (3 items) Doing things specifically related to one's job description JOB1 Quantity of work output. JOB2 Quality of work output JOB3 Accuracy of work. Thank you for your supporting! Appendix K Page A-209 APPENDIX L: No THE SURVEYED COMPANY LIST Name IMEXPHARM DOMESCO DƯỢC HẬU GIANG Industry Address Pharmaceutical No.4, 30/4 Street, Ward 1, Cao Lanh City, Dong Thap Province Pharmaceutical Dong Thap Province Pharmaceutical (DHG) TRAPHARCO SHINE VIETCOMBANK SACOMBANK BIDV 66 Highway 30, My Phu Ward, Cao Lanh City, 288 Bis, Nguyen Van Cu Street, An Hoa Ward, Ninh Kieu District, Can Tho City Pharmaceutical 75 Yen Ninh, Ba Dinh District, Hanoi Pharmaceutical 7th Floor Nguyen Duc Linh Tower, 781/C1 Le Hong Phong Street, Ward 12, District 10 Banks 13th Floor - Vietcombank Tower - 198 Tran Quang Khai Street, Hoan Kiem District, Hanoi Banks 266 - 268 Nam Ky Khoi Nghia Street, Ward 8, District 3, Ho Chi Minh City Banks No 38, Hang Voi Street, Ly Thai To Ward, Hoan Kiem District, Ha Noi Appendix L Page A-210 10 11 12 AGRIBANK VIETINBANK PETIMEX PVOIL 13 Banks No 2, Lang Ha Street, Ba Dinh District, Ha Noi Banks No 108, Tran Hung Dao Street, Hoan Kiem District, Ha Noi Oil and Gas City, Dong Thap Province Oil and Gas Seafood PHAT TIEN 15 Floor 14-18 PetroVietnam Tower | - Le Duan, Ben Nghe Ward, Distrist 1, Ho Chi Minh City National Road 30, Ward 11, Cao Lanh City, Dong Thap Province VINH HOAN 14 No 140, Highway 30, My Phu Ward, Cao Lanh Seafood No.7, Nguyen Quy Canh Road, An Phu Ward, District 2, Ho Chi Minh City Seafood CO MAY No.186, National Road 80, Thanh Phu Hamlet, Tan Binh Commune, Chau Thanh District, Dong Thap Province 16 PILMICO Seafood Kiwalan Cove, Dalipuga, Iligan City 9200 Philippines Appendix L Page A-211 17 18 19 20 21 Food BIA SAGOTA No 08 Nam Ky Khoi Nghia Street, Nguyen Thai Binh Ward, District 1, Ho Chi Minh City Food VINASOY No 2, Nguyen Chi Thanh Street, Quang Ngai City, Quang Ngai Province Food BICH CHI 45x1, Nguyen Sinh Sac Street, Ward 2, Sa Dec City, Dong Thap Province Food PEPSICO No.88, Dong Khoi Street, District 1, Ho Chi Minh City Food VINAMILK No 10, Tan Trao Street, Tan Phu Ward, District 7, Ho Chi Minh City 22 Construction INSEE Floor 12th, E-Town Central Tower, No.11, Doan Van Bo Street, Ward 12, District 4, Ho Chi Minh City 23 Construction BUILDING No 03, Ton Duc Thang Street, May Chai Ward, District 1, Cao Lanh city, Dong Thap MATERIALS 24 CONSTRUCTION UNILEVER AND Cosmetic No.156, Nguyen Luong Bang Street, Tan Phu Appendix L Page A-212 Ward, District 7, Ho Chi Minh City 25 VIET – PHAP Cosmetic SUCCESSFUL 26 27 28 29 30 31 32 KIEM BEN VIETTEL VINAFONE MOBIFONE TAM TRI HOSPITAL THAI HOA HOSPITAL COMMUNITY COLLEGE No 110, Dien Bien Phu Street, My Phu Ward, Cao Lanh City, Dong Thap Province Cosmetic No 172, Nguyen Dinh Chieu Street, Ward 1, Cao Lanh City, Dong Thap Province Telecommunication No.01, Tran Huu Duc Street, Nam Tu Liem District, Ha Noi Telecommunication No.57, Huynh Thuc Khang Street, Dong Da District, Ha Noi Telecommunication No.5/82 Duy Tan Street, Cau Giay District, Ha Noi Healthcare 171/3, Truong Chinh Street, Tan Thoi Nhat Ward, District 12, Ho Chi Minh City Healthcare No.01, Le Thi Rieng Street, Ward 5, Cao Lanh City, Dong Thap Province Education No.259, Thien Ho Duong Street, Hoa Thuan Ward, Cao Lanh City, Dong Thap Province Appendix L Page A-213 33 DONG THAP Education City, Dong Thap Province UNIVERSITY 34 No.783, Pham Huu Lau Street, Ward 6, Cao Lanh UNIVERSITY OF POLYTECHNIC AT Education No 268, Ly Thuong Kiet Street, District 10, Ho Chi Minh City HO CHI MINH CITY 35 UNIVERSITY MEDICINE OF Education – No 217, Hong Bang Street, District 5, Ho Chi Minh City PHARMACY AT HO CHI MINH CITY 36 DONG THAP Contruction Lottery CONTRUCTION No 86/10, Sa Dec Bus Station, Ward 2, Sa Dec City, Dong Thap Province LOTTERY 37 BEN CONTRUCTION TRE Contruction Lottery No.303A4, Doang Hoang Minh, Phu Tan Ward, Ben Tre Province LOTTERY Appendix L