UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business TRAN VO ANH TUYEN INTERNAL MARKET ORIENTATION AND CUSTOMER-ORIENTED BEHAVIOR A Study of the Banking Industry in Ho Chi Minh City MASTER OF BUSINESS (MBUS) HO CHI MINH CITY_2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business TRAN VO ANH TUYEN INTERNAL MARKET ORIENTATION AND CUSTOMER-ORIENTED BEHAVIOR A Study of the Banking Industry in Ho Chi Minh City ID: 22120116 MASTER OF BUSINESS (MBUS) SUPERVISOR: LE NGUYEN HAU HO CHI MINH CITY_2014 ACKNOWLEDGMENT First of all, I sincerely thank the board of school, professors in University of Economics Ho Chi Minh City, who spent effort and enthusiasm on teaching, communicating the precious knowledge about my major during the two years of study, as well as necessary specialized skills; so that I have full capital for performing this research Next, I would specially like to send deeply gratitude to supervisor Le Nguyen Hau, who has dedicated instructions, creates necessary and convenient conditions, is always willing to help, gives suggestions, and advises me, in order to choosing topic, determining the correct direction for the study and completed thesis in the best way Finally, to complete the perfect and full study, I would genuinely like to thank for getting the attention and support of selected banks in survey They kindly cooperate to quickly finish for collecting the accurate data, and the model is used in study achieved high reliability Especially, I truly thank all tellers and individual customer relationship officers working at SeAbank-Ho Chi Minh branch, who offer useful advices for research having practical information Again, faithfully thank all those who contribute to help me complete the study Yours sincerely, Tran Vo Anh Tuyen ABSTRACT The customer orientation of service personnel is often regarded as a main determinant of service firms’ success Namely, front-line service employees are a primary contact point in banking settings and the way their behaviors are perceived by customers is a critical antecedent of customer satisfaction For this reason, purpose of the present study is to recognize how internal marketing orientation affects customer-oriented behavior of service personnel in banking industry In the paper, we have used a questionnaire with twenty-five main questions in order to survey two hundred and fifty tellers and individual customer relationship officers at joint stock commercial banks in Ho Chi Minh city Besides, a model has been designed to show the effect of components belonging to internal marketing orientation on customer-oriented behavior through employee commitment factor based on previous literature review As well as, a theoretical framework has been developed to prove empirically with an application of regression analysis Implications of the findings for customers' overall satisfaction level replying on customer-oriented behavior are discussed From creating the motivation, capacity building, and opportunity environment for employees show their performance, in order to bring organizational competitiveness, lead to customer satisfaction Finally, the expected contribution of this study is that will be able to gain extend knowledge about customer-employee interactions in banking industry in Vietnam Keywords: Internal marketing orientation, Customer-oriented behavior, Employee commitment, Banking industry, Frontline service employees TABLE OF CONTENTS CHAPTER INTRODUCTION 1.1 Research Background 1.2 Research Problem 1.3 Research Objective 1.4 Scope of the Research 1.5 Structure of the Thesis CHAPTER LITERATURE REVIEW AND RESEARCH MODEL 2.1 Literature Review 2.1.1 Customer-Oriented Behavior (COB) 2.1.2 Internal Market Orientation (IMO) 11 2.1.2.1 Internal Information Generation (IIG) 13 2.1.2.2 Internal Communication (IC) 14 2.1.2.3 Internal Responsiveness (IR) 15 2.1.3 Employee commitment (EC) 16 2.2 Hypotheses and Research Model 17 2.2.1 Hypotheses 17 2.2.2 Conceptual Model 20 CHAPTER RESEARCH METHODOLOGY 3.1 Research Design 22 3.1.1 Research Context and Method 22 3.1.2 Sample selection and data collection 24 3.2 Measurement of Constructs 25 CHAPTER RESULTS 4.1 Descriptive Statistic 27 4.1.1 Description of the survey data 27 4.1.2 Descriptive data in the questionnaire 28 4.1.2.1 Descriptive statistic for demographic variables 28 4.1.2.2 Descriptive Statistics of the Constructs 31 4.2 Results 33 4.2.1 Reliability and Validity 33 4.2.2 Hypotheses tests 36 4.2.3 Analysis of the causal relationships among the variables of the model 37 CHAPTER CONCLUSION 5.1 Discussions and implications 40 5.2 Study Limitations and Future Research 43 5.2.1 Limitations 43 5.2.2 Recommendations for the future research 44 5.3 Conclusion 45 References 47 Appendix 69 Questionnaire 71 LIST OF TABLES AND FIGURES Table 3.1 Measures underlying the constructs 25 Table 4.1 Descriptive Statistics of the Constructs 31 Table 4.2 Meaning of Mean 32 Table 4.3 Rating the Acceptance for Constructs of Banks 32 Table 4.4 Reliability and Convergent validity 34 Table 4.5 The Correlation Matrix for Variables 35 Table 4.6 Summary of results 37 Figure 2.1 The proposed model of critical factors to customer-oriented behavior 21 Figure 4.1 Gender Ratio of the Banks Participating in the Survey 28 Figure 4.2 Education Level Ratio of the Banks Participating in the Survey 29 Figure 4.3 Working Time Ratio of the Banks Participating in the Survey 30 Figure 4.4 Results of causal relations of the model 39 Appendix 1: Total Variance Explained 68 Appendix 2a: Model Summaryb 68 Appendix 2b: Model Summaryb 69 Appendix 3a: Coefficientsa 69 Appendix 3b: Coefficientsa 69 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City CHAPTER INTRODUCTION 1.1 Research Background In service organizations, many researchers have demonstrated that customer preferences are influenced by interactions between employees and customers (Bowen, 1986; Kohli & Jaworski, 1990; Gremler, Gwinner & Brown, 2001) and have argued that an adequate focus on service personnel (Berry, 1995) is also considered to be the important element of the firm’s marketing mix (Nicoulaud, 1989) in an almost parallel research stream (Gronroos, 2006) The origin of this research stream can be found as the internal marketing (IM) concept introduced by Berry, Hensel and Burke (1976) They have suggested that the regulations that apply to the company’s external market are relevant for its internal market in similar way The center of internal marketing efforts is the management of relationship between internal customers and internal suppliers (George, 1990; Lings, & Brooks, 1998) for service-mindedness and customer-oriented behavior (Berry, 1981; Gronroos, 1989), and importantly for successful exchanges with external markets (Flipo, 1986) Based on this concept, not many companies succeed in implementing IM, largely because of the inadequacy of unanimously-agreed upon definitions 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 (2005) have developed an instrument to measure internal market orientation (IMO) in a retail industry and suggested that the IMO has positive consequences in different service contexts and be examined in different cultural settings Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City Following the tendency of western counterparts, service organizations in fast developing countries, such as: India, China, are implementing marketing concepts and strategies towards increasing customer satisfaction and loyalty through improved service quality (Choudhury, 2008; Dutta & Dutta, 2009) Based on effects found empirically in developed countries (Wright, Filatotchev, Hoskisson & Peng, 2005), the adoption of internal market orientation of developing countries comes into question because of their various contexts: different cultural, social, economic and regulatory conditions (Lachman, Nedd & Hinings, 1994; Kirkman & Shapiro, 1997; Venkatesh, Bala & Sykes, 2010) In this regard, rightly pointed out by Zinkhan and Hircheim (1992), Sheth and Sisodia (1999) and more recently Sheth (2011), marketing is a contextual discipline, where context matters due to unique characteristics and existing practices and perspectives of emerging markets 1.2 Research Problem The banking sector plays a very important role to the fortunes of the country's economy (Alfaro, Chanda, Kalemli-Ozcan & Sayek, 2004), where coordinates currency supply and demand, is bridge, which supports activities for the development of other industries (Herring & Santomero, 1995; Levine, 1997; Tyler & Stanley, 2007) As we knew, banking industry has a lot of business operations, but raising capital and credit are traditional operations that decide the existence of a bank (Grinblatt & Titman, 2002) Besides, banks in Vietnam are operating on the field: retail banking, because only with this operation, they can raise capital (Vietnamplus, 2013) Therefore, employees who interact with customers are a key part of the bank (Jamal & Naser, 2002; Jayakody & Sanjeewani, 2006) when bank wants to sustainably develop and increase competitive advantage Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City The survival of banks bases on capital raised by customers (Razzaque, 2009) If they can't attract capital inflows from market (Mishkin, 2006), banks 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, customers almost no loss what if they want to transfer their funds out of the bank and invest in another place (Finance Newspaper, 2013) On the other hand, at present, there are too many banks in Vietnam, but really there are not strong banks with international stature Banks are scrambling to scale the network to raise capital (width development) This has led to a situation that credit institutions compete fiercely with each other in activities and forget credit products and services utilities attach with them (Viet Capital Securities, 2008) Moreover, the bank expands scale but lack of quality human resources; thus, management activities haven't kept up the development scale Economic crisis has lasted from 2008 to now, also bringing many difficulties for the banking industry Some banks have been not able to maintain growth in the past year (Vietnam News Agency, 2013) This is the basis for many merger experts stating the comment that the merger trend in the banking industry is approaching Currently, the intrinsic difficulties in Vietnam’s banking system, is a major challenge for the economy Restructuring the banking system is a critical requirement, but also is an arduous route that banks have to undergo (Vietnamplus, 2013) In the nutshell, banks want to maintain the growth, survive and firmly develop They must change internal policies, robustly implement human resource reform, so that making increase competitive advantage from their own Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 63 Piercy, N F (1995) Customer Satisfaction and the Internal Market: Marketing Our Customers to Our Employees Journal of Marketing Practice and Applied Marketing Science, Vol.1, pp 22-44 Post, J E., Preston, L E., & Sachs, S (2002) Managing the extended enterprise: The new stakeholder view California Management Review, 45(41), 6–28 Rafiq, M., & Ahmed, P K (1993) The scope of internal marketing: Defining the boundary between marketing and human resource management Journal of Services Marketing, 14(6), 449–462 Rafiq, M., & Ahmed, P K (2000) Advances in the internal marketing concept: Definition, synthesis and extension Journal of Services Marketing, 14(6), 449–462 Ramaswami, S N (1996) Marketing controls and dysfunctional employee behaviors: A test of traditional and contingency theory postulates Journal of Marketing, 60(2), 105–120 Razzaque, M A (2009) A Proposed Model of Customer-Employee Interactions Leading to Overall Customer Satisfaction in the Banking Sector of Bangladesh University of New South Wales Rogers, J D., Clow, K E., & Kash, T J (1994) Increasing job satisfaction of service personnel The Journal of Services Marketing, 8(1), 14–26 Rosin, H & Korabik, K (1995) Organizational experiences and propensity to leave: A multivariate investigation of men and women managers Journal of Vocational Behavior, Vol.46, No.1, pp.1-16 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 64 Sahi, G K, Lonial, S., Gupta, M., & Seli, N (2013) Revisiting internal market orientation: a note Journal of Services Marketing Volume 27, Number 5, 2013, 385–403 Emerald Group Publishing Limited Sasser, W E & Arbeit, S P (1976) Selling Jobs in the Service sector Business Horizons, Vol 9, Issue 3, June, pp 61-65 Saura, I G., Contri, G B., Taulet, A C., & Velazquez, B M (2005) Relationships among customer orientation, service orientation and job satisfaction in financial services International Journal of Service Industry Management, 16(5), pp 497-525 Saxe, R., & Weitz, B A (1982) The SOCO scale: a measure of the customer orientation of salespeople Journal of marketing research, Vol 19, pp 343-351 Schneider, B., & Bowen, D E (1985) Employee and customer perceptions of service in banks: Replication and extension Journal of Applied Psychology, 70(3), 423–433 Schuler, R S., & Jackson, S E (1996) Human resource Management: Positioning for the 21st century, sixth ed New York: West Publication Company Sergeant, A., & Frenkel, S (2000) When customer contact employees satisfy customers? Journal of Service Research, Vol 3, August, pp 1834 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 65 Sheth, J N & Sisodia, R S (1999) Revisiting marketing’s law like generalizations Journal of the Academy of Marketing Science, Vol 27 No 1, pp 71-87 Sheth, J N (2011) Impact of emerging markets on marketing: rethinking existing perspectives and practices Journal of Marketing, Vol 75 No 4, pp 166-182 Siguaw, J A, & Brown, G (1994) The influence of the market orientation of the firm on sales force behavior and attitudes Journal of Marketing Research, Vol.3 No.1, pp 106-17 Sin, L Y., Alan, C B., Yau, O H., Lee, J S., & Chow, R (2002) The effect of relationship marketing orientation on business performance in a serviceoriented economy Journal of Services Marketing, 16(7), 656-676 Slater, S F., & Narver, J C (1995) Market orientation and the learning organization Journal of Marketing, 59(3), 63–74 Stauss, B., & Schulze, H S (1990) Internes marketing Market ZFP 1990, 3:149–58 Stauss, B (1995) Internal Services: Classification and Quality Management International Journal of Service Industry Management, Vol 6, Issue 2, pp 62-78 Steers, R & Porter, L (1987) Motivation and work behavior New York: McGraw-Hill Book Company Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 66 Stock, R M., & Hoyer, W D (2002) Leadership style as driver of salespeoples' customer orientation Journal of market-focused management,5(4), 355-376 Stock, R M & Hoyer, W D (2005) An attitude-behavior model of salespeople’s customer orientation Journal of the Academy of Marketing Science, vol 33, no 4, pp 536-552, 2005 Tannenbaum, S I., Beard, R L., Gueutal, H G (1994) Moving to a service focused, managed growth culture: the case of capital district physicians’ health plan’ Organizational Dynamics, 23(1):63–71 Tansuhaj, P., Wong, J., & McCullough, J (1987) Internal and external marketing: effects on consumer satisfaction in banks in Thailand International Journal of Bank Marketing, 5(3), 73-84 Tansuhaj, P., Randall, D., & McCullough, J (1988) A Services Marketing 398 Carter and Gray Relational competence Management Model: Integrating Internal and External Marketing Functions Journal of Professional Services Marketing, Vol 2, Issue 1, pp.31-38 Tortosa-Edo, V., Sanchez-Garcia, J., & Moliner-Tena, M A (2010) Internal market orientation and its influence on the satisfaction of contact personnel.The Service Industries Journal, 30(8), 1279-1297 Trochim, W M (2006) Qualitative measures Research Measures Knowledge Base, 361-9433 Trochim, W M., & Donnelly, J P (2005) Research methods: The concise knowledge base Atomic Dog Pub Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 67 Tyler, K., & Stanley, E (2007) The role of trust in financial services business Relationships Journal of Services Marketing, 21(5), 334–344 Van, H R, & Bekkers, M (1995) Marketing of change: the added value of internal marketing to change management 24th EMAC conference proceedings; 1243 – 61 Varey, R J (1995) Internal marketing: a review and some interdisciplinary research challenges International Journal of Service Industry Management, 6(1), 40-63 Venkatesh, V., Bala, H & Sykes, T N (2010) Impacts of information and communication technology implementations on employees’ jobs in service organizations in India: a multi-method longitudinal field study Production and Operations Management, Vol 19 No 5, pp 591-613 Vietnamplus (2013) Vietnam's banking system needs a new orbit Retrieved from:http://www.vietnamplus.vn/he-thong-ngan-hang-viet-nam-can-motquy-dao-moi/192229.vnp Vietnam News Agency (2013) Reality competitive environment and some measures to improve competition in the banking sector in Vietnam Retrieved from: http://www.vcad.gov.vn/Web/Content.aspx?distid=2456&lang=vi-VN Wigginton, J E., & Abecasis, G R (2005) PEDSTATS: descriptive statistics, graphics and quality assessment for gene mapping data Bioinformatics, 21(16), pp 3445-3447 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 68 Winsted, K F (2000a) Patient satisfaction with medical encounters a crosscultural perspective International Journal of Service Industry Management, Vol 11 No 5, pp 399-421 Winsted, K F (2000b) Service behaviors that lead to satisfied customers European Journal of Marketing, Vol 34 Nos 3/4, pp 399-417 Wright, M., Filatotchev, I., Hoskisson, R E., & Peng, M W (2005) Strategy Research in Emerging Economies: Challenging the Conventional Wisdom Journal of management studies, 42(1), 1-33 Yoon, M H., Seo, J H & Yoon, T S (2004) Effects of contact employee supports on critical employee responses and customer service evaluation Journal of Services Marketing, Vol 18 No 5, pp 395-412 Zinkhan, G A & Hircheim, R (1992) Truth in marketing theory and research: an alternative perspective Journal of Marketing, Vol 56, pp 80-88 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 69 Appendix Appendix Total Variance Explained Compo Initial Eigenvalues nent Total % of Variance Rotation Sums of Squared Loadings Cumulative % 6.050 33.609 33.609 1.566 8.702 42.312 1.353 7.514 49.826 1.110 6.166 55.992 919 5.108 61.099 897 4.984 66.084 793 4.406 70.490 730 4.053 74.543 664 3.690 78.232 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 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 Appendix 2a Model Summaryb Change Statistics Model R R Adjusted Std Error of Square R Square R Square the Estimate Change F Change df1 579a 335 327 2.77624 a Predictors: (Constant), IC, IG, IR b Dependent Variable: EC 335 39.211 df2 Sig.F DurbinChange Watson 233 000 1.778 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 70 Appendix 2b Model Summaryb Change Statistics Model R Adjusted Std Error of R Square R Square R Square the Estimate Change F Change df1 574a 329 327 a Predictors: (Constant), EC b Dependent Variable: COB 3.10985 329 115.411 Sig.F Durbindf2 Change Watson 235 000 1.755 Appendix 3a Coefficientsa Model Unstandardized Coefficients Standardized Coefficients B Beta Std Error Collinearity Statistics t Sig 12.838 000 Tolerance VIF (Constant) 11.888 926 IIG 169 047 216 3.613 000 795 1.257 IC 101 068 098 1.477 141 648 1.544 051 385 5.618 000 608 1.646 IR 287 a Dependent Variable: EC Appendix 3b Coefficientsa Model (Constant) Unstandardized Coefficients Standardized Coefficients B Beta Std Error 7.994 1.291 EC 643 060 a Dependent Variable: COB 574 Collinearity Statistics t Sig Tolerance 6.194 000 10.743 000 1.000 VIF 1.000 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 71 QUESTIONNAIRE Dear Sir/Madam, My name is Tran Vo Anh Tuyen, studying at University of Economics Ho Chi Minh City I am undertaking a research about topic: “Internal Market Orientation and Customer-Oriented Behavior A Study of the Banking 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 minutes to finish this questionnaire However, your response is extremely important I assure that your personal information will be kept confidentially and not be disclosed without your permission If you have concerns or questions about this study, please contact me with email address: anhtuyentv@yahoo.com Thanks & Regards, Which bank are you working at? Which department? A Research Information Instructions: please indicate the degree of your agreement or disagreement with each statement by ticking a number from to using the scale below = “strongly disagree”, = “disagree”, = “slightly disagree”, 4= “undecided”, = “slightly agree”, = “agree”, = “strongly agree” 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 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 72 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) You are friendly with other employees in Bank 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 13 Manager develops a work climate of helpfulness 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 Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 73 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 B Personal Information What is your gender? M F Other Education Level Under College College – University Postgraduate How long have you been working at the bank? Less than year – years More than years Thank you for your help! Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 74 BẢNG KHẢO SÁT Chào anh/chị, Tôi tên Trần Võ Anh Tuyền, học viên cao học trường Đại Học Kinh Tế-Tp.HCM Hiện tại, thực đề tài nghiên cứu ngân hàng nhân viên ngân hàng thành phố Hồ Chí Minh Chính vậy, tơi mong anh/chị dành 10 phút để trả lời câu hỏi sau giúp Tôi đảm bảo thông tin mà anh/chị cung cấp giữ bí mật xuất dạng thống kê chung Nếu anh/chị có mối quan tâm thắc mắc nghiên cứu này, xin vui lịng liên hệ với tơi qua địa email: anhtuyentv@yahoo.com Xin chân thành cảm ơn! Hiện anh/chị làm việc ngân hàng nào? Bộ phận nào? ………………………………………………………… Hãy tick vào ô tương ứng mà anh/chị cho phù hợp với câu trả lời anh/chị 1= “hồn tồn khơng đồng ý”, 2=”khơng đồng ý”, 3=”khơng đồng ý phần”, 4=”khơng có ý kiến”, 5=”đồng ý phần”, 6=”đồng ý”, 7=”hồn tồn đồng ý” A THƠNG TIN NGHIÊN CỨU Thông Tin Nội Bộ Ngân hàng tơi tiến hành khảo sát năm lần để đánh giá chất lượng làm việc nhân viên Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 75 Bảng câu hỏi thiết kế nhằm xác định mong muốn nhu cầu nhân viên Cấp quản lý thường xuyên có nói chuyện trao đổi với nhân viên công việc nhân viên Phúc lợi nhân viên quan tâm, chăm sóc thỏa đáng phận nhân Ln có nhiều dịp phòng ban khác ngân hàng trò chuyện, trao đổi Giao Tiếp Trong Nội Bộ Tơi hịa đồng, thân thiện với nhân viên khác ngân hàng Cấp quản lý có hành động nhằm đảm bảo nhân viên vui vẻ/hứng thú với cơng việc Theo tơi giữ hài lịng nhân viên công việc quan trọng giữ hài lòng khách hàng Tổ chức đối đãi với nhân viên theo giá trị người 10 Tổ chức cố gắng để đáp ứng nhu cầu cá nhân khác nhân viên Sự Phản Hồi Bên Trong 11 Mức lương tương xứng với công việc 12 Cấp quản lý tạo tin tưởng tôn trọng lẫn với nhân viên 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 14 Các nhân viên thường xuyên tài trợ cho khóa đào tạo dựa nhu cầu khác 15 Nhân viên có đủ hội cho thăng tiến Cam Kết Của Nhân Viên 16 Tôi hiểu công việc tơi đóng góp đến mục tiêu mục đích tổ chức 17 Tơi nghĩ nơi tốt để làm việc 18 Đối với tôi, việc thay đổi công việc thời điểm khó khăn 19 Tơi cảm thấy có kỹ cần thiết để làm tốt dịch vụ khách hàng 20 Tôi thấy giá trị giá trị tổ chức tương tự Hành Vi Định Hướng Khách Hàng 21 Tôi đạt mục tiêu giao dịch làm hài lòng khách hàng 22 Tôi tư vấn cung cấp sản phẩm phù hợp với nhu cầu khách hàng 23 Tôi trả lời câu hỏi khách hàng dịch vụ ngân hàng cách xác 24 Tôi thường xuyên gọi điện để nhắc nhở khách hàng, gặp gỡ khách hàng để thảo luận nhu cầu khách hàng 25 Tôi cố gắng tìm cách để giải vấn đề không liên quan đến chuyên môn khách hàng có yêu cầu Internal Market Orientation and Customer-Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 77 B THÔNG TIN CÁ NHÂN Giới tính bạn: Nam Nữ Trình độ giáo dục: Dưới Cao Đẳng Cao Đẳng – Đại Học Trên Đại Học Bạn làm việc Ngân hàng bao lâu: Dưới năm Từ đến năm Trên năm XIN CẢM ƠN ANH/CHỊ Đà HỖ TRỢ! Khác ... Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City overall understanding of the concept of market orientation in banking in particular and the service industry. .. Sivadas, & Internal Market Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 10 Garbarino, 2008) Our conceptualization of customer- oriented behavior. .. such as: SeABank, Kien Long Bank, SCB Bank, EximBank, and Vietcombank All Internal Market Orientation and Customer- Oriented Behavior: A Study of the Banking Industry in Ho Chi Minh City 25 branches