Luận văn thạc sĩ UEH low job satisfaction at b o b coffee

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Nguyen Hong Yen Van

LOW JOB SATISFACTION

AT B.O.B COFFEE

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City – Year 2018

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Nguyen Hong Yen Van

LOW JOB SATISFACTION

AT B.O.B COFFEE

MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: Dr. Nguyen Phong Nguyen

Ho Chi Minh City – Year 2018

LUAN VAN CHAT LUONG download : add [email protected]

TABLE OF CONTENTS

Executive Summary........................................................................................................1

CHAPTER 1 : BACKGROUND INFORMATION.......................................................2

1.1 Company background ...........................................................................................2

1.2 Symptoms..............................................................................................................3

1.3 Initial cause-effect map .........................................................................................6

1.4 Updated cause-effect map ...................................................................................10

CHAPTER 2: PROBLEM JUSTIFICATION ..............................................................15

2.1 Problem definition...............................................................................................15

2.2 Problem existence ...............................................................................................16

2.3 Problem importance ............................................................................................19

CHAPTER 3: CAUSES VALIDATION AND SOLUTIONS .....................................20

3.1 List of real causes................................................................................................20

3.2 The set of solutions .............................................................................................25

3.3 Change plan design .............................................................................................28

REFERENCES .............................................................................................................35

APPENDICES ..............................................................................................................42

TABLE OF FIGURES

Figure 1. Organizational structure of B.O.B Coffee.......................................................3

Figure 2. Initial cause-effect map (Source: In-depth interview).....................................7

Figure 3. Updated cause-effect map (Source: In-depth interview and literature review).

.......................................................................................................................................13

Figure 4. Final cause-effect map...................................................................................23

TABLE OF TABLES

Table 1. Sales from January to June in 2017 and 2018 (million VND)..........................4

Table 2. Profit from January to June in 2016 and 2017 (million VND).........................4

Table 3. Number of negative feedback and complaint ...................................................4

Table 4. Turnover rate of some coffee shops in Dong Thap and average turnover rate

of hospitality in Vietnam (https://business.linkedin.com/talent-solutions/blog/trends￾and-research/2018/the-3-industries-with-the-highest-turnover-rates)............................5

Table 5. Result of survey ..............................................................................................17

Table 6. Initial list of potential causes (Source: reference) ..........................................20

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1

Executive Summary

Job satisfaction of employee and their attitude have become the important foundation

of any business. Especially in the globally dynamic business environment these days,

enterprises have begun to realize that their most precious asset is the employees (1-4).

According to Robbins (1996), job satisfaction is one of the most vital merits in today’s

workforce, “generation X” (5). Job satisfaction has a close relationship with employee

performance and translates into the company success because happy employees bring

happy customers. In the studying company B.O.B Coffee, despite an extreme focus

into the daily operation of the coffee shops within the chain with the purpose of

enhancing customer satisfaction and the company performance, the company has

witnessed a large number of complaints from customers, a decrease in sales, profit as

well as a high turnover rate of employee. Starting by investigate these symptoms, we

have figure out the central problem is low job satisfaction. The result indicates that the

actual causes of this central problem are pay, promotion, supervision, contingent

reward, and communication. Accordingly, basing on the context of the organization,

the research proposes some solution in terms of supervision, contingent reward

(recognition) and communication so that the job satisfaction of employee can be

improved and consequently the business performance can be enhanced. It is estimated

that the company could benefit 5 times greater than its cost.

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2

CHAPTER 1 : BACKGROUND INFORMATION

1.1 Company background

B.O.B (Best of Best) Coffee, which was established in 2014, was the very first modern

coffee chain with 3 stores throughout Dong Thap province and on its way to become

one of the reputable brands. The organization has 7 full-time employees and more than

40 part-time employees.

- Full name: Bi O Bi Private Company

- Established: 01/12/2014

- Address: 20 Ly Thuong Kiet, Ward 1, Cao Lanh City, Dong Thap Province

- Main products and services: food and beverage

The organization has six full-time employees (one HR manager, one marketing

manager, one accountant, three store managers) and more than forty part-time

employees who are mostly students at university and colleges in the province.

Corresponding to the growth of Dong Thap province, the consumers become more

affluent, they are seeking a comfortable place to drink and relax. Coffee has appeared

and played a vital role in daily life of Dong Thap citizens for a long time ago, and

coffee shops can be considered as the third place beside home and office. Therefore,

there are more and more coffee shops with modern styles which provides air

conditions, professional service, western drinks… This means customers have many

choices and the market becomes more competitive.

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