The Relationship of Personal Values and Organizational Engagement: A Case Study at Non-Public Universities in Ho Chi Minh City
Main Article Content
Abstract
In recent years, the volatility of lecturers in non-public university tends to increase. This inevitably worries educational managers at non-public universities. This study aims is to apply the VAB model and build a theoretical model and then test the model in which personal values affect organizational commitment. The survey sample of the study was collected from 5 non-public universities in Ho Chi Minh City with a total of 332 sheets. The mixed method was used in this study. Specifically, the qualitative research methods with focus group are used to assess and adjust the scales to suit the research context, while quantitative research is used to assess the reliability of the scale and to test theoretical modeling. Research results show that all research hypotheses are statistically significant at the level of 5%, such as Personal values affect satisfaction with the organization and organizational commitment with coefficients of 0.552 and 0.274; while organizational satisfaction has a positive impact on organizational commitment of 0.379. Unlike many previous studies in Vietnam, the behavioral outcome is considered with the “human value” instead of the “material factor” and is conducted in the context of non-public higher education. Results imply that non-public universitiy managers need to pay more attention to employees' personal values.
Article Details
Keywords
Organizational commitment, Organizational satisfaction, Personal values
References
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Anana, E.D.S. & Nique, W.M. (2007). professional category positioning: the role of personal values and their influence on consumer perceptions. Database Marketing and Customer Strategy Management, 14(4), 289-96. https://link.springer.com/article/10.1057/palgrave.dbm.3250061
Arman, F. (2009). Employees motivation at Areco India manufacturing private Limited. The MBA Degree Course of Bangalore University.
Bagozzi, R. P., Bergami, M. & Leone, L. (2003). Hierarchical Representation of Motives in Goalsetting. Journal of Applied Psychology, 88(5), 915–943. https://doi.org/10.1037/0021-9010.88.5.915
Cabauatan, R. R. & R. A. Manalo (2018). A Comparative Analysis on Selected Issues on Economics of Education in ASEAN Countries. Review of Integrative Business and Economics Research, 7, 68-78. http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s1_sp_h17-054_68-78.pdf
Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
Duflo, E., et al. (2012). Incentives work: Getting teachers to come to school. American Economic Review, 102(4), 1241-1278. https://www.aeaweb.org/articles?id=10.1257/aer.102.4.1241
Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brance Javanovich
Eisenberg, M., Gathy, K., Vincent, T., Rawls, J. (1990). Molecular cloning of the UMP synthase gene rudimentary-like from Drosophila melanogaster. Mol. Gen. Genet, 222(1), 1-8. https://link.springer.com/article/10.1007/BF00283015
Evans, P. & Rauch, J.E. (1999). Bureaucracy and Growth: A Cross-National Analysis of the Effects of "Weberian" State Structures on Economic Growth. American Sociological Review, 64(5), 748-765. https://doi.org/10.2307/2657374
Gerbing, W.D. & Anderson, J.C. (1998). An update pqradigm for scale development incorporating unidimensionality and its assessments. Journal of Marketing Research, 25(2), 186-92. https://www.scholars.northwestern.edu/en/publications/an-updated-paradigm-for-scale-development-incorporating-unidimens
Hansen, T. (2008). Consumer Values, the Theory of Planned Behaviour and Online Grocery Shopping. International Journal of Consumer Studies, 32(2), 128–137. https://doi.org/10.1111/j.1470-6431.2007.00655.x
Homer, P. M., & Kahle. L. R. (1988). A Structural Equation Test of the Value–Attitude–Behavior Hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646. https://doi.org/10.1037/0022-3514.54.4.638
Huynh Thi Xuan Mai & Svein Otta Olsen (2015) Consumer participation in virtual communities: The role of personal values and personality, Journal of Marketing Communications, 21(2), 144-164. https://doi.org/10.1080/13527266.2012.736086
Jain, R. & Kaur, S. (2014). Impact of work environment on job satisfaction. International Journal of Scientific and Research Publications, 4(1),1-8. https://www.ijsrp.org/research-paper-0114/ijsrp-p2599.pdf
Jeong, H. & Hmelo-Silver, C. E. (2010). Productive use of learning resources in an online problem-based learning environment. Computers in Human Behavior, 26(1), 84-99. https://www.academia.edu/39876840/Productive_use_of_learning_resources_in_an_online_problem_based_learning_environment
Khan, P. & M. Iqbal (2012). Overcrowded classroom: A serious problem for teachers. University of Science and Information Technology, 49, 162-165. https://www.semanticscholar.org/paper/%22Over-crowded-classroom%3A-a-serious-problem-for-Khan-Iqbal/3cb86ee0f1bcadcc2286c1bcb7f5197bc62cfc12
Lages, L.F. & Fernandes, J.C. (2005). The SERPVAL scale: a multi-item scale for measuring service personal values. Journal of Business Research, 58(11), 62-72. https://www.academia.edu/23931933/The_SERPVAL_scale_a_multi_item_instrument_for_measuring_service_personal_values
Liu, R., Ma, Q. & Zhao, X. (2009). SERPVAL construct validation in multi-service industries of Chinese context. working paper, The University or Arizona, Tucson, AZ.
Mahmood, K. (2011). Conformity to quality characteristics of textbooks: The illusion of textbook evaluation in Pakistan. Journal of research and Reflections in Education, 5(2), 170-190. https://ue.edu.pk/jrre/articles/52006.pdf
Mowday, R.T, Porter, L.W & Stress, R.M. (1979). The measures of rganizational commitment. Journal of Vocational Behaviour, 22(8), 90-96. http://dx.doi.org/10.1016/0001-8791(79)90072-1
Nguyễn Đình Thọ (2013). Giáo trình phương pháp nghiên cứu khoa học trong kinh doanh. Thành phố Hồ Chí Minh: Nhà xuất bản Tài chính.
Nguyễn Đình Thọ & Nguyễn Thị Mai Trang (2008). Nghiên cứu khoa học Marketing-Ứng dụng mô hình cấu trúc tuyến tính SEM. Hà Nội: Nhà xuất Đại Học Quốc Gia TPHCM.
Tho, N. D., Trang, N. T. M., & Olsen, S. O. (2015). Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. Asia Pacific Business Review, 22(2), 307 -324. https://doi.org/10.1080/13602381.2015.1076655
Ngo Vu Minh & Nguyen Huan Huu (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103 – 116. https://doi.org/10.7441/joc.2016.02.08
Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric Theory, 3rd ed, McGraw-Hill. New York.
Olson, J. & Reynolds, T. (1983). Understanding consumers’ cognitive structures: implications for advertising strategy. in Percy, L. and Woodside, A. (Eds), Advertising and Consumer Psychology, Lexington Books, Lexington, MA. https://www.econbiz.de/Record/understanding-consumers-cognitive-structures-implications-for-advertising-strategy-olson-jerry/10002586670
O’reilly, C. & Chatman, J. (1986). Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification on Prosocial Behavior. Journal of Applied Psychology. http://dx.doi.org/10.1037/0021-9010.71.3.492
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12-40. http://dx.doi.org/10.1037/0021-9010.71.3.492
Pham Ngoc Thu & Le Nguyen Hau (2020). Service personal values and customer loyalty A study of banking services in a transitional economy. International Journal of Bank Marketing , 28(6), 465-478. https://doi.org/10.1108/02652321011077706
Philip Kotler (2001). Những nguyên lý tiếp thị. Hà Nội: Nhà xuất bản Thống Kê.
Purc, E. & Laguna, M. (2019). Personal Values and Innovative Behavior of Employees. Frontier in Psychology, 10(865), 1-16. https://doi.org/10.3389/fpsyg.2019.00865
Schwartz, S. H., & Bilsky, W. (1987). Toward a Psychological Structure of Human Values. Journal of Personality and Social Psychology, 53(3), 550–562. https://doi.org/10.1037/0022-3514.53.3.550
Schwartz, S.H. (1994). Are there universal aspects in the content and structure of values?. Journal of Social Issues, 50(4),19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
Taylor, S.A. & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the information of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-78. https://doi.org/10.1016/0022-4359(94)90013-2
Trần Đức Thắng và Phạm Long (2013). Mối quan hệ giữa chất lượng dịch vụ ngân hàng điện tử với sự thoả mãn và lòng trung thành của khách hàng ở Việt Nam. Kinh tế phát triển, 26-33. https://dlib.neu.edu.vn/handle/NEU/36576
Trương Đức Thao (2018). Động lực làm việc của giảng viên trong các trường đại học ngoài công lập ở Việt Nam. Luận án Tiến sĩ: Đại học kinh tế quốc dân.
Xie, C., R. P. Bagozzi, & Troye, S. V. (2008). Trying to Prosume: Toward a Theory of Consumers as Co Creators of Value. Journal of the Academy of Marketing Science, 36(1), 109–122. https://doi.org/10.1007/s11747-007-0060-2
Young, S. & Feigi, B. (1975). Using the benefit chain for improved strategy formulation. Journal of Marketing, 39(7),72-74. DOI:10.1177/002224297503900315
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and values: a means-end model and synthesis of evidence. Journal of Marketing, 52(7), 2-22. https://doi.org/10.2307/1251446
Zeithaml, V.A. & Bitner, M.J. (2000). Services Marketing: Integrating Customer Focus across the Firm. 2nd Edition, McGraw-Hill, Boston. http://repository.vnu.edu.vn/handle/VNU_123/84988
Allen, N.J. & Meyer, J.P. (1990). The measure and antecedentsof affective continuuance and normative commitment to the organizationt. Journal of Ocupational Psychology, 63(1), 1-18 https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
Anana, E.D.S. & Nique, W.M. (2007). professional category positioning: the role of personal values and their influence on consumer perceptions. Database Marketing and Customer Strategy Management, 14(4), 289-96. https://link.springer.com/article/10.1057/palgrave.dbm.3250061
Arman, F. (2009). Employees motivation at Areco India manufacturing private Limited. The MBA Degree Course of Bangalore University.
Bagozzi, R. P., Bergami, M. & Leone, L. (2003). Hierarchical Representation of Motives in Goalsetting. Journal of Applied Psychology, 88(5), 915–943. https://doi.org/10.1037/0021-9010.88.5.915
Cabauatan, R. R. & R. A. Manalo (2018). A Comparative Analysis on Selected Issues on Economics of Education in ASEAN Countries. Review of Integrative Business and Economics Research, 7, 68-78. http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s1_sp_h17-054_68-78.pdf
Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
Duflo, E., et al. (2012). Incentives work: Getting teachers to come to school. American Economic Review, 102(4), 1241-1278. https://www.aeaweb.org/articles?id=10.1257/aer.102.4.1241
Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brance Javanovich
Eisenberg, M., Gathy, K., Vincent, T., Rawls, J. (1990). Molecular cloning of the UMP synthase gene rudimentary-like from Drosophila melanogaster. Mol. Gen. Genet, 222(1), 1-8. https://link.springer.com/article/10.1007/BF00283015
Evans, P. & Rauch, J.E. (1999). Bureaucracy and Growth: A Cross-National Analysis of the Effects of "Weberian" State Structures on Economic Growth. American Sociological Review, 64(5), 748-765. https://doi.org/10.2307/2657374
Gerbing, W.D. & Anderson, J.C. (1998). An update pqradigm for scale development incorporating unidimensionality and its assessments. Journal of Marketing Research, 25(2), 186-92. https://www.scholars.northwestern.edu/en/publications/an-updated-paradigm-for-scale-development-incorporating-unidimens
Hansen, T. (2008). Consumer Values, the Theory of Planned Behaviour and Online Grocery Shopping. International Journal of Consumer Studies, 32(2), 128–137. https://doi.org/10.1111/j.1470-6431.2007.00655.x
Homer, P. M., & Kahle. L. R. (1988). A Structural Equation Test of the Value–Attitude–Behavior Hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646. https://doi.org/10.1037/0022-3514.54.4.638
Huynh Thi Xuan Mai & Svein Otta Olsen (2015) Consumer participation in virtual communities: The role of personal values and personality, Journal of Marketing Communications, 21(2), 144-164. https://doi.org/10.1080/13527266.2012.736086
Jain, R. & Kaur, S. (2014). Impact of work environment on job satisfaction. International Journal of Scientific and Research Publications, 4(1),1-8. https://www.ijsrp.org/research-paper-0114/ijsrp-p2599.pdf
Jeong, H. & Hmelo-Silver, C. E. (2010). Productive use of learning resources in an online problem-based learning environment. Computers in Human Behavior, 26(1), 84-99. https://www.academia.edu/39876840/Productive_use_of_learning_resources_in_an_online_problem_based_learning_environment
Khan, P. & M. Iqbal (2012). Overcrowded classroom: A serious problem for teachers. University of Science and Information Technology, 49, 162-165. https://www.semanticscholar.org/paper/%22Over-crowded-classroom%3A-a-serious-problem-for-Khan-Iqbal/3cb86ee0f1bcadcc2286c1bcb7f5197bc62cfc12
Lages, L.F. & Fernandes, J.C. (2005). The SERPVAL scale: a multi-item scale for measuring service personal values. Journal of Business Research, 58(11), 62-72. https://www.academia.edu/23931933/The_SERPVAL_scale_a_multi_item_instrument_for_measuring_service_personal_values
Liu, R., Ma, Q. & Zhao, X. (2009). SERPVAL construct validation in multi-service industries of Chinese context. working paper, The University or Arizona, Tucson, AZ.
Mahmood, K. (2011). Conformity to quality characteristics of textbooks: The illusion of textbook evaluation in Pakistan. Journal of research and Reflections in Education, 5(2), 170-190. https://ue.edu.pk/jrre/articles/52006.pdf
Mowday, R.T, Porter, L.W & Stress, R.M. (1979). The measures of rganizational commitment. Journal of Vocational Behaviour, 22(8), 90-96. http://dx.doi.org/10.1016/0001-8791(79)90072-1
Nguyễn Đình Thọ (2013). Giáo trình phương pháp nghiên cứu khoa học trong kinh doanh. Thành phố Hồ Chí Minh: Nhà xuất bản Tài chính.
Nguyễn Đình Thọ & Nguyễn Thị Mai Trang (2008). Nghiên cứu khoa học Marketing-Ứng dụng mô hình cấu trúc tuyến tính SEM. Hà Nội: Nhà xuất Đại Học Quốc Gia TPHCM.
Tho, N. D., Trang, N. T. M., & Olsen, S. O. (2015). Brand personality appeal, brand relationship quality and WOM transmission: a study of consumer markets in Vietnam. Asia Pacific Business Review, 22(2), 307 -324. https://doi.org/10.1080/13602381.2015.1076655
Ngo Vu Minh & Nguyen Huan Huu (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103 – 116. https://doi.org/10.7441/joc.2016.02.08
Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric Theory, 3rd ed, McGraw-Hill. New York.
Olson, J. & Reynolds, T. (1983). Understanding consumers’ cognitive structures: implications for advertising strategy. in Percy, L. and Woodside, A. (Eds), Advertising and Consumer Psychology, Lexington Books, Lexington, MA. https://www.econbiz.de/Record/understanding-consumers-cognitive-structures-implications-for-advertising-strategy-olson-jerry/10002586670
O’reilly, C. & Chatman, J. (1986). Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification on Prosocial Behavior. Journal of Applied Psychology. http://dx.doi.org/10.1037/0021-9010.71.3.492
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1),12-40. http://dx.doi.org/10.1037/0021-9010.71.3.492
Pham Ngoc Thu & Le Nguyen Hau (2020). Service personal values and customer loyalty A study of banking services in a transitional economy. International Journal of Bank Marketing , 28(6), 465-478. https://doi.org/10.1108/02652321011077706
Philip Kotler (2001). Những nguyên lý tiếp thị. Hà Nội: Nhà xuất bản Thống Kê.
Purc, E. & Laguna, M. (2019). Personal Values and Innovative Behavior of Employees. Frontier in Psychology, 10(865), 1-16. https://doi.org/10.3389/fpsyg.2019.00865
Schwartz, S. H., & Bilsky, W. (1987). Toward a Psychological Structure of Human Values. Journal of Personality and Social Psychology, 53(3), 550–562. https://doi.org/10.1037/0022-3514.53.3.550
Schwartz, S.H. (1994). Are there universal aspects in the content and structure of values?. Journal of Social Issues, 50(4),19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
Taylor, S.A. & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the information of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-78. https://doi.org/10.1016/0022-4359(94)90013-2
Trần Đức Thắng và Phạm Long (2013). Mối quan hệ giữa chất lượng dịch vụ ngân hàng điện tử với sự thoả mãn và lòng trung thành của khách hàng ở Việt Nam. Kinh tế phát triển, 26-33. https://dlib.neu.edu.vn/handle/NEU/36576
Trương Đức Thao (2018). Động lực làm việc của giảng viên trong các trường đại học ngoài công lập ở Việt Nam. Luận án Tiến sĩ: Đại học kinh tế quốc dân.
Xie, C., R. P. Bagozzi, & Troye, S. V. (2008). Trying to Prosume: Toward a Theory of Consumers as Co Creators of Value. Journal of the Academy of Marketing Science, 36(1), 109–122. https://doi.org/10.1007/s11747-007-0060-2
Young, S. & Feigi, B. (1975). Using the benefit chain for improved strategy formulation. Journal of Marketing, 39(7),72-74. DOI:10.1177/002224297503900315
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and values: a means-end model and synthesis of evidence. Journal of Marketing, 52(7), 2-22. https://doi.org/10.2307/1251446
Zeithaml, V.A. & Bitner, M.J. (2000). Services Marketing: Integrating Customer Focus across the Firm. 2nd Edition, McGraw-Hill, Boston. http://repository.vnu.edu.vn/handle/VNU_123/84988