(Luận văn) internal market orientation and customer oriented behavior a study of banking industry in ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ng hi ep w n lo TRAN VO ANH TUYEN ad ju y th yi pl ua al n INTERNAL MARKET ORIENTATION AND CUSTOMER-ORIENTED BEHAVIOR A Study of the Banking Industry in Ho Chi Minh City n va ll fu oi m at nh z z jm ht vb MASTER OF BUSINESS (MBUS) k om l.c gm an Lu n va ey t re HO CHI MINH CITY_2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ng hi ep w n lo TRAN VO ANH TUYEN ad ju y th yi pl ua al n INTERNAL MARKET ORIENTATION AND CUSTOMER-ORIENTED BEHAVIOR A Study of the Banking Industry in Ho Chi Minh City n va ll fu oi m at nh ID: 22120116 z z jm ht vb MASTER OF BUSINESS (MBUS) k om l.c gm SUPERVISOR: LE NGUYEN HAU an Lu n va ey t re HO CHI MINH CITY_2014 ACKNOWLEDGMENT t to ng First of all, I sincerely thank the board of school, professors in hi ep University of Economics Ho Chi Minh City, who spent effort and enthusiasm on teaching, communicating the precious knowledge about my major during w n the two years of study, as well as necessary specialized skills; so that I have full lo ad capital for performing this research y th ju Next, I would specially like to send deeply gratitude to supervisor Le yi Nguyen Hau, who has dedicated instructions, creates necessary and convenient pl ua al conditions, is always willing to help, gives suggestions, and advises me, in order to choosing topic, determining the correct direction for the study and n n va completed thesis in the best way fu ll Finally, to complete the perfect and full study, I would genuinely like to m oi thank for getting the attention and support of selected banks in survey They nh kindly cooperate to quickly finish for collecting the accurate data, and the at z model is used in study achieved high reliability Especially, I truly thank all z ht vb tellers and individual customer relationship officers working at SeAbank-Ho k information jm Chi Minh branch, who offer useful advices for research having practical gm om study l.c Again, faithfully thank all those who contribute to help me complete the an Lu Yours sincerely, n va Tran Vo Anh Tuyen ey t re ABSTRACT t to ng The customer orientation of service personnel is often regarded as a hi ep main determinant of service firms’ success Namely, front-line service employees are a primary contact point in banking settings and the way their w n behaviors are perceived by customers is a critical antecedent of customer lo ad satisfaction For this reason, purpose of the present study is to recognize how y th internal marketing orientation affects customer-oriented behavior of service ju personnel in banking industry In the paper, we have used a questionnaire with yi pl twenty-five main questions in order to survey two hundred and fifty tellers and ua al individual customer relationship officers at joint stock commercial banks in Ho n Chi Minh city Besides, a model has been designed to show the effect of va n components belonging to internal marketing orientation on customer-oriented fu ll behavior through employee commitment factor based on previous literature m oi review As well as, a theoretical framework has been developed to prove at nh empirically with an application of regression analysis Implications of the z findings for customers' overall satisfaction level replying on customer-oriented z behavior are discussed From creating the motivation, capacity building, and vb jm ht opportunity environment for employees show their performance, in order to bring organizational competitiveness, lead to customer satisfaction Finally, the k l.c gm expected contribution of this study is that will be able to gain extend knowledge about customer-employee interactions in banking industry in om Vietnam an Lu Keywords: Internal marketing orientation, Customer-oriented behavior, n va Employee commitment, Banking industry, Frontline service employees ey t re TABLE OF CONTENTS t to CHAPTER INTRODUCTION ng hi 1.1 Research Background ep 1.2 Research Problem w 1.3 Research Objective n lo 1.4 Scope of the Research ad 1.5 Structure of the Thesis y th CHAPTER LITERATURE REVIEW AND RESEARCH MODEL ju yi 2.1 Literature Review pl 2.1.1 Customer-Oriented Behavior (COB) al n ua 2.1.2 Internal Market Orientation (IMO) 11 va 2.1.2.1 Internal Information Generation (IIG) 13 n 2.1.2.2 Internal Communication (IC) 14 fu ll 2.1.2.3 Internal Responsiveness (IR) 15 m oi 2.1.3 Employee commitment (EC) 16 nh at 2.2 Hypotheses and Research Model 17 z 2.2.1 Hypotheses 17 z jm CHAPTER RESEARCH METHODOLOGY ht vb 2.2.2 Conceptual Model 20 k 3.1 Research Design 22 gm 3.1.1 Research Context and Method 22 l.c 3.1.2 Sample selection and data collection 24 om 3.2 Measurement of Constructs 25 an Lu CHAPTER RESULTS ey 4.1.2.1 Descriptive statistic for demographic variables 28 t re 4.1.2 Descriptive data in the questionnaire 28 n 4.1.1 Description of the survey data 27 va 4.1 Descriptive Statistic 27 4.1.2.2 Descriptive Statistics of the Constructs 31 t to 4.2 Results 33 ng hi 4.2.1 Reliability and Validity 33 ep 4.2.2 Hypotheses tests 36 4.2.3 Analysis of the causal relationships among the variables of the w n lo model 37 ad CHAPTER CONCLUSION y th 5.1 Discussions and implications 40 ju yi 5.2 Study Limitations and Future Research 43 pl 5.2.1 Limitations 43 al n ua 5.2.2 Recommendations for the future research 44 va 5.3 Conclusion 45 n References 47 fu ll Appendix 69 m oi Questionnaire 71 at nh z z k jm ht vb om l.c gm an Lu n va ey t re LIST OF TABLES AND FIGURES t to ng Table 3.1 Measures underlying the constructs 25 hi ep Table 4.1 Descriptive Statistics of the Constructs 31 Table 4.2 Meaning of Mean 32 w Table 4.3 Rating the Acceptance for Constructs of Banks 32 n lo Table 4.4 Reliability and Convergent validity 34 ad Table 4.5 The Correlation Matrix for Variables 35 y th ju Table 4.6 Summary of results 37 yi Figure 2.1 The proposed model of critical factors to customer-oriented pl ua al behavior 21 Figure 4.1 Gender Ratio of the Banks Participating in the Survey 28 n n va Figure 4.2 Education Level Ratio of the Banks Participating in the Survey ll fu 29 oi m Figure 4.3 Working Time Ratio of the Banks Participating in the Survey nh 30 at Figure 4.4 Results of causal relations of the model 39 z z Appendix 1: Total Variance Explained 68 vb ht Appendix 2a: Model Summaryb 68 k jm Appendix 2b: Model Summaryb 69 gm Appendix 3a: Coefficientsa 69 om l.c Appendix 3b: Coefficientsa 69 an Lu n va ey t re Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City t to CHAPTER INTRODUCTION ng hi ep 1.1 Research Background w In service organizations, many researchers have demonstrated that n lo customer preferences are influenced by interactions between employees and ad customers (Bowen, 1986; Kohli & Jaworski, 1990; Gremler, Gwinner & y th Brown, 2001) and have argued that an adequate focus on service personnel ju yi (Berry, 1995) is also considered to be the important element of the firm’s pl marketing mix (Nicoulaud, 1989) in an almost parallel research stream al n ua (Gronroos, 2006) The origin of this research stream can be found as the va internal marketing (IM) concept introduced by Berry, Hensel and Burke n (1976) They have suggested that the regulations that apply to the company’s fu ll external market are relevant for its internal market in similar way The center of m oi internal marketing efforts is the management of relationship between internal nh at customers and internal suppliers (George, 1990; Lings, & Brooks, 1998) for z service-mindedness and customer-oriented behavior (Berry, 1981; Gronroos, z ht vb 1989), and importantly for successful exchanges with external markets (Flipo, jm 1986) Based on this concept, not many companies succeed in implementing k IM, largely because of the inadequacy of unanimously-agreed upon definitions gm l.c and lack of clarity with respect to the operation of the IM concept (Gronroos, 1991; Greene, Walls, & Schrest, 1994) Towards this end, Lings and Greenley om (2005) have developed an instrument to measure internal market orientation an Lu (IMO) in a retail industry and suggested that the IMO has positive n ey t re settings va consequences in different service contexts and be examined in different cultural Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City t to Following the tendency of western counterparts, service organizations in ng hi fast developing countries, such as: India, China, are implementing marketing ep concepts and strategies towards increasing customer satisfaction and loyalty through improved service quality (Choudhury, 2008; Dutta & Dutta, 2009) w n Based on effects found empirically in developed countries (Wright, lo ad Filatotchev, Hoskisson & Peng, 2005), the adoption of internal market ju y th orientation of developing countries comes into question because of their various contexts: different cultural, social, economic and regulatory conditions yi pl (Lachman, Nedd & Hinings, 1994; Kirkman & Shapiro, 1997; Venkatesh, Bala al ua & Sykes, 2010) In this regard, rightly pointed out by Zinkhan and Hircheim n (1992), Sheth and Sisodia (1999) and more recently Sheth (2011), marketing is va n a contextual discipline, where context matters due to unique characteristics and fu ll existing practices and perspectives of emerging markets oi m at nh 1.2 Research Problem z The banking sector plays a very important role to the fortunes of the z ht vb country's economy (Alfaro, Chanda, Kalemli-Ozcan & Sayek, 2004), where jm coordinates currency supply and demand, is bridge, which supports activities k for the development of other industries (Herring & Santomero, 1995; Levine, gm l.c 1997; Tyler & Stanley, 2007) As we knew, banking industry has a lot of business operations, but raising capital and credit are traditional operations that om decide the existence of a bank (Grinblatt & Titman, 2002) Besides, banks in an Lu Vietnam are operating on the field: retail banking, because only with this ey increase competitive advantage t re Jayakody & Sanjeewani, 2006) when bank wants to sustainably develop and n who interact with customers are a key part of the bank (Jamal & Naser, 2002; va operation, they can raise capital (Vietnamplus, 2013) Therefore, employees Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City t to The survival of banks bases on capital raised by customers (Razzaque, ng hi 2009) If they can't attract capital inflows from market (Mishkin, 2006), banks ep will, of course be eliminated Meanwhile, as noted, the risk of bank is replaced in Vietnam, because of customers, is quite high With low switching costs, w n customers almost no loss what if they want to transfer their funds out of the lo ad bank and invest in another place (Finance Newspaper, 2013) y th ju On the other hand, at present, there are too many banks in Vietnam, but yi really there are not strong banks with international stature Banks are pl ua al scrambling to scale the network to raise capital (width development) This has n led to a situation that credit institutions compete fiercely with each other in va activities and forget credit products and services utilities attach with them (Viet n ll fu Capital Securities, 2008) m oi Moreover, the bank expands scale but lack of quality human resources; nh at thus, management activities haven't kept up the development scale Economic z crisis has lasted from 2008 to now, also bringing many difficulties for the z ht vb banking industry Some banks have been not able to maintain growth in the jm past year (Vietnam News Agency, 2013) This is the basis for many merger k experts stating the comment that the merger trend in the banking industry is gm l.c approaching Currently, the intrinsic difficulties in Vietnam’s banking system, is a major challenge for the economy Restructuring the 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10 640 3.554 81.786 11 591 3.282 85.069 12 549 3.049 88.117 13 498 2.767 90.885 14 411 2.283 93.168 15 383 2.130 95.298 16 367 2.042 97.340 17 304 1.691 99.031 18 174 969 100.000 Extraction Method: Principal Component Analysis ad ju y th yi Total % of Variance Cumulative % 2.631 2.476 2.173 1.906 1.813 14.615 13.754 12.071 10.589 10.070 14.615 28.369 40.440 51.029 61.099 pl n ua al n va ll fu oi m at nh z z jm ht vb k Appendix 2a gm Model Summaryb 335 39.211 Sig.F DurbinChange Watson 233 000 1.778 n va ey t re 579a 335 327 2.77624 a Predictors: (Constant), IC, IG, IR b Dependent Variable: EC df2 an Lu Model R R Adjusted Std Error of Square R Square R Square the Estimate Change F Change df1 om l.c Change Statistics Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 70 t to Appendix 2b ng hi Model Summaryb ep Change Statistics Adjusted Std Error of R Square R Square R Square the Estimate Change F Change df1 Model R w 574a 329 327 a Predictors: (Constant), EC b Dependent Variable: COB n 3.10985 329 115.411 Sig.F Durbindf2 Change Watson 235 000 1.755 lo ad ju y th Appendix 3a yi pl Coefficientsa Standardized Coefficients Beta VIF IIG 169 047 000 795 1.257 IC 101 068 1.477 141 648 1.544 385 5.618 000 608 1.646 098 oi 051 216 ll 926 fu (Constant) 11.888 t Sig 12.838 000 3.613 at nh IR 287 a Dependent Variable: EC Tolerance m Std Error Collinearity Statistics n B va Model n ua al Unstandardized Coefficients z z Appendix 3b vb B Beta Std Error 574 Sig Tolerance 6.194 000 10.743 000 1.000 VIF 1.000 om EC 643 060 a Dependent Variable: COB t l.c 7.994 1.291 Collinearity Statistics gm (Constant) Standardized Coefficients k Unstandardized Coefficients jm Model ht Coefficientsa an Lu n va ey t re Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 71 t to QUESTIONNAIRE ng hi ep Dear Sir/Madam, My name is Tran Vo Anh Tuyen, studying at University of Economics Ho Chi w n Minh City I am undertaking a research about topic: “Internal Market lo ad Orientation and Customer-Oriented Behavior A Study of the Banking ju y th Industry in Ho Chi Minh City” For this purpose, I kindly request you to complete the following short questions It should take you no longer than 10 yi pl minutes to finish this questionnaire However, your response is extremely al ua important I assure that your personal information will be kept confidentially n and not be disclosed without your permission If you have concerns or va n questions about this study, please contact me with email address: ll oi m Thanks & Regards, fu anhtuyentv@yahoo.com nh Which bank are you working at? at z Which department? z jm ht vb A Research Information k Instructions: please indicate the degree of your agreement or disagreement gm l.c with each statement by ticking a number from to using the scale below = “strongly disagree”, = “disagree”, = “slightly disagree”, 4= va ey t re n om Items Internal Information Generation (IIG) Bank conducts survey with employees at least once a year to assess the quality of employment Management frames questionnaires to identify your wants and needs Managers frequently talk with the staff about an Lu “undecided”, = “slightly agree”, = “agree”, = “strongly agree” Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 72 t to ng hi ep w their work Staff welfare is looked after satisfactorily by human resource development department Ample opportunities are available for informal talks among different depts Internal Communication (IC) n lo You are friendly with other employees in Bank ad ju y th Managers make sure that employees are happy with their jobs Keeping employees satisfied is as important as keeping customers satisfied Organization treats all employees in a way they are valued 10 Organization tries to accommodate different personal needs of employees Internal Responsiveness (IR) 11 Your salary commensurate with work 12 Manager develops mutual trust and respect with employee yi pl n ua al n va ll fu oi m nh at 13 Manager develops a work climate of helpfulness z 14 Employees are regularly sponsored for various need-based training courses 15 Employees have enough opportunities for advancement Employee Commitment (EC) 16 I understand how my work contributes to the organization's goals and objectives 17 I think this is a good place to work 18 Changing my career would be difficult for me to now 19 I feel I have the necessary skills to provide good customer service 20 I find that my values and the organization’s values are very similar Customer-Oriented Behavior (COB) 21 Achieve transaction goals by satisfying customers z k jm ht vb om l.c gm an Lu n va ey t re Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 73 t to ng hi ep w n lo 22 Counseling and offer products best suited to the customer’s needs 23 Answer customer's question about banking service correctly 24 Frequently calls to remind customers, get customers to discuss their needs 25 Figure out the right way to solve non related problem with our specialization when customers require ad y th ju B Personal Information yi pl What is your gender? F ll fu oi m Under College College – University Postgraduate n va Education Level Other n ua al M z z Thank you for your help! k jm ht vb Less than year – years More than years at nh How long have you been working at the bank? om l.c gm an Lu n va ey t re Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 74 t to BẢNG KHẢO SÁT ng hi Chào anh/chị, ep Tôi tên Trần Võ Anh Tuyền, học viên cao học trường Đại Học w n Kinh Tế-Tp.HCM Hiện tại, thực đề tài nghiên cứu ngân lo ad hàng nhân viên ngân hàng thành phố Hồ Chí Minh Chính vậy, tơi y th mong anh/chị dành 10 phút để trả lời câu hỏi sau giúp ju Tôi đảm bảo thông tin mà anh/chị cung cấp giữ bí mật yi pl xuất dạng thống kê chung Nếu anh/chị có mối quan tâm ua al thắc mắc nghiên cứu này, xin vui lịng liên hệ với tơi qua địa email: n anhtuyentv@yahoo.com n va ll fu Xin chân thành cảm ơn! oi m Hiện anh/chị làm việc ngân hàng nào? nh at Bộ phận nào? ………………………………………………………… z z Hãy tick vào ô tương ứng mà anh/chị cho phù hợp với câu trả lời vb jm ht anh/chị k 1= “hồn tồn khơng đồng ý”, 2=”không đồng ý”, 3=”không đồng ý gm phần”, 4=”khơng có ý kiến”, 5=”đồng ý phần”, 6=”đồng ý”, 7=”hoàn toàn l.c đồng ý” om ey t re Ngân hàng tiến hành khảo sát năm lần để đánh giá chất lượng làm việc nhân viên n Thông Tin Nội Bộ va an Lu A THÔNG TIN NGHIÊN CỨU Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 75 t to ng Bảng câu hỏi thiết kế nhằm xác định mong muốn nhu cầu nhân viên hi ep w Cấp quản lý thường xuyên có nói chuyện trao đổi với nhân viên công việc nhân viên n lo Phúc lợi nhân viên quan tâm, chăm sóc thỏa đáng phận nhân ad y th ju Ln có nhiều dịp phòng ban khác ngân hàng trò chuyện, trao đổi Giao Tiếp Trong Nội Bộ yi pl al n ua Tơi hịa đồng, thân thiện với nhân viên khác ngân hàng va n Cấp quản lý có hành động nhằm đảm bảo nhân viên vui vẻ/hứng thú với công việc ll fu m oi Theo tơi giữ hài lịng nhân viên công việc quan trọng giữ hài lòng khách hàng at nh z z om an Lu n va 12 Cấp quản lý tạo tin tưởng tôn trọng lẫn với nhân viên l.c 11 Mức lương tương xứng với công việc gm Sự Phản Hồi Bên Trong k 10 Tổ chức cố gắng để đáp ứng nhu cầu cá nhân khác nhân viên jm ht vb Tổ chức đối đãi với nhân viên theo giá trị người ey t re 13 Cấp quản lý phát triển môi trường làm việc giúp đỡ lẫn Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 76 t to ng 14 Các nhân viên thường xuyên tài trợ cho khóa đào tạo dựa nhu cầu khác hi ep 15 Nhân viên có đủ hội cho thăng tiến w n Cam Kết Của Nhân Viên 16 Tôi hiểu công việc đóng góp đến mục tiêu mục đích tổ chức lo ad ju y th yi 17 Tôi nghĩ nơi tốt để làm việc pl n ua al 18 Đối với tôi, việc thay đổi công việc thời điểm khó khăn n va 19 Tơi cảm thấy có kỹ cần thiết để làm tốt dịch vụ khách hàng ll fu oi m 20 Tôi thấy giá trị giá trị tổ chức tương tự at nh Hành Vi Định Hướng Khách Hàng k jm om l.c gm an Lu n va ey t re 25 Tôi cố gắng tìm cách để giải vấn đề không liên quan đến chuyên môn khách hàng có u cầu ht 24 Tơi thường xun gọi điện để nhắc nhở khách hàng, gặp gỡ khách hàng để thảo luận nhu cầu khách hàng vb 23 Tôi trả lời câu hỏi khách hàng dịch vụ ngân hàng cách xác z 22 Tôi tư vấn cung cấp sản phẩm phù hợp với nhu cầu khách hàng z 21 Tôi đạt mục tiêu giao dịch làm hài lòng khách hàng Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 77 t to B THÔNG TIN CÁ NHÂN ng hi Giới tính bạn: ep Nam Khác Nữ w n lo Trình độ giáo dục: ad ju y th Dưới Cao Đẳng yi Cao Đẳng – Đại Học pl ua al Trên Đại Học n Bạn làm việc Ngân hàng bao lâu: n va ll fu Dưới năm oi at nh Trên năm m Từ đến năm z z k jm ht vb XIN CẢM ƠN ANH/CHỊ Đà HỖ TRỢ! om l.c gm an Lu n va ey t re