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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business



HOANG THI KIM KHANH

RELATIONSHIP BETWEEN

COMMUNICATION SATISFACTION AND

AFFECTIVE COMMITMENT

- AN EMPIRICAL STUDY

IN THE VIETNAMESE BANKS

MASTER THESIS OF BUSINESS ADMINISTRATION

SUPERVISOR: DR. NGUYEN THI NGUYET QUE

HO CHI MINH CITY – 01/2014

LUAN VAN CHAT LUONG download : add [email protected]

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business



HOANG THI KIM KHANH

RELATIONSHIP BETWEEN

COMMUNICATION SATISFACTION AND

AFFECTIVE COMMITMENT

- AN EMPIRICAL STUDY

IN THE VIETNAMESE BANKS

ID: 22110029

MASTER THESIS OF BUSINESS ADMINISTRATION

SUPERVISOR: DR. NGUYEN THI NGUYET QUE

HO CHI MINH CITY – 01/2014

LUAN VAN CHAT LUONG download : add [email protected]

Running head: Relationship between communication satisfaction and affective commitment – an empirical study in the

Vietnamese banks i

Relationship between communication satisfaction and affective commitment – an empirical

study in the Vietnamese banks

Hoang Thi Kim Khanh

19

th January, 2014

ISB Research Committee

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Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks ii

ACKNOWLEDGEMENTS

I would like to thank my supervisor Dr Nguyen Thi Nguyet Que for the guidance,

patience and support during my thesis’s writing period.

I am also grateful to all ISB members who helped me with necessary materials and

paper submission.

I would like to appreciate all my friends and responders for their contribution to my

survey.

Especially, I would like to give my special thanks to my family who always

encourage me throughout my life.

Hoang Thi Kim Khanh

Ho Chi Minh city, 20th December, 2013

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Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks iii

ABSTRACT

The main purpose of this study is figure out the relationship between communication

satisfaction’s factors (personal feedback, communication climate, horizontal communication,

supervisory communication) with affective commitment in Vietnamese banking industry.

These factors are tested in previous studied in the world, and the previous result indicated that

all of them have a positive impact to commitment. After conducting a research, collecting and

analysing 225 employees in many banks in Ho Chi Minh City, the result indicated that first,

the horizontal communication was divided into new components, horizontal formal

communication and horizontal informal communication. Second, only communication

climate, supervisory communication and horizontal formal communication affects to

affective commitment. Third, communication climate is a strongest factor contributes to

employee affective commitment. Personal feedback and horizontal informal communication

do not have influences on affective commitment in Vietnam banking industry.

Although having a few limitations, but this study highlights the importance of

communication satisfaction in workplace. It is necessary for banking managers to develop

good relationships with their employees to improve employee affective commitment. The

conclusion of this study discusses the practical implications for managers and the

recommendation for future research.

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Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks iv

TABLE OF CONTENT

ACKNOWLEDGEMENTS .............................................................................................ii

ABSTRACT ......................................................................................................................iii

LIST OF TABLES ..........................................................................................................vii

LIST OF FIGURES .......................................................................................................viii

CHAPTER 1: INTRODUCTION ....................................................................................1

1.1 BACKGROUND ..........................................................................................................1

1.2 RESEARCH OBJECTIVES AND QUESTIONS ........................................................3

1.3 SIGNIFICANT OF THE STUDY ................................................................................3

1.4 RESEARCH SCOPE AND METHODOLOGY ..........................................................4

1.5 THESIS STRUCTURE .................................................................................................4

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS ...................................6

2.1 COMMUNICATION SATISFACTION ......................................................................6

2.1.1 Definition of communication ...........................................................................6

2.1.2 Definition of communication satisfaction ........................................................6

2.1.3 Dimensions of communication satisfaction ......................................................7

2.2 ORGANIZATIONAL COMMITMENT AND AFFECTIVE COMMITMENT .........8

2.2.1 Definition of organizational commitment .........................................................8

2.2.2 Dimensions of organizational commitment.......................................................9

2.2.3 Affective commitment.....................................................................................10

2.3 COMMUNICATION SATISFACTION AND ORGANIZATIONAL COMMITMENT

...........................................................................................................................................11

2.4 PROPOSED MODEL AND HYPOTHESIS .............................................................12

2.4.1 Personal feedback and affective commitment.................................................13

2.4.2 Communication climate and affective commitment........................................14

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Relationship between communication satisfaction and affective commitment – an empirical study in the Vietnamese banks v

2.4.3 Horizontal communication and affective commitment ...................................14

2.4.4 Supervisory communication and affective commitment .................................15

2.5 RESEARCH MODEL AND HYPOTHESIS .............................................................15

2.6 CONCLUSION...........................................................................................................16

CHAPTER 3: METHODOLOGY .................................................................................17

3.1 RESEARCH DESIGN PROCESS..............................................................................17

3.2 QUESTIONNAIRE DEVELOPMENT .....................................................................18

3.2.1 Measurement scale .........................................................................................18

3.2.2 Questionnaire design ......................................................................................22

3.3 PILOT STUDY ..........................................................................................................22

3.3.1 Purpose of pilot study .....................................................................................22

3.3.2 Method of pilot study .....................................................................................22

3.3.3 Result of pilot study ........................................................................................23

3.4 MAIN SURVERY .....................................................................................................23

3.4.1 Sampling method ............................................................................................23

3.4.2 Sample size .....................................................................................................24

3.4.3 Questionnaire administration ..........................................................................24

3.5 DATA ANALYSIS TECHNIQUE ............................................................................24

3.5.1 Cronbach’s alpha ............................................................................................25

3.5.2 Exploratory factor analysis (EFA) ..................................................................25

3.5.3 Multiple regression analysis ...........................................................................26

3.6 CONCLUSION............................................................................................................26

CHAPTER 4: DATA ANALYSIS AND RESULTS ....................................................28

4.1 DESCRIPTIVE ANALYSIS ......................................................................................28

4.2 MEASUREMENT ASSESSMENT.............................................................................29

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