The relationship between internal market orientation, external market orientation, employee commitment and job satisfaction in Vietnamese joint-stock commercial banks

Abstract

This thesis examines the relationship between internal market orientations, external market orientations, employee commitment, and job satisfaction in Vietnamese joint-stock commercial banks. This quantitative research examined six research questions: "¢ What is the relationship between internal market orientation and external market orientation? "¢ What is the relationship between internal market orientation and employee attitudes? "¢ What is the relationship between employee attitudes and external market orientation? "¢ What is the relationship between different employee attitudes? "¢ How are different employee attitudes related to external market orientation? "¢ Are there any differences in employee attitudes and external market orientation across the four banks? The first phase of the research conducted three pilot tests to verify and confirm the clarity and consistency of the questionnaires. Following the pilot study, 29 managers and directors, and 256 staff from four leading joint-stock commercial banks were surveyed. The collected data were analyzed and hypotheses were tested using simple linear regression, multiple regression and one- way ANOVA. The primary contribution to marketing theory arising from this study is the integration of job satisfaction, employee commitment, and external market orientation in a single research model. This approach enabled the study to provide insights into how employee commitment, job satisfaction, and external market orientation are related. It suggests that if banking employees are committed, they are likely to be more willing and more able to implement and/or adopt an external market orientation. From a managerial perspective, an external market oriented bank has to respond rapidly to the future needs and preferences of its customers. This could result in high levels of commitment to the service process and in doing so, provide Vietnamese joint-stock commercial banks with a competitive advantage. The finding is important for the banking service sector in general and the Vietnamese banking industry in particular.

Date of Award	2015
Original language	English