BUSINESS RESEARCH

METHODS
Factors Affecting Employee Loyalty through the
Mediation of Job Satisfaction: A Study in Marketing
and Sales Department in Ho Chi Minh City, Vietnam
Submit to
LECTURER: NGUYEN MINH TUAN
By
NGUYEN THI MINH THU
ID: BABAWE12067

15th Monday, JUN, 2015

BACKGROUNDS AND RATIONALE

In recently years, the state that employees resigned from one company only after a
few months of working to seek for other jobs, other companies, happened against most of
firms in Ho Chi Minh City. That was known as an unsolvable problem which made many
companies interfered with difficult situation in remaining the operation process and wasting a
large amount of management cost for recruiting new employees. Working in business, sales
and marketing fields requires young, educated, skilled, creative and active labors. As a result,
according to the survey, most of employees in these fields are young labors with university
diplomas. It is not very surprised that they almost have wishes to change jobs if they see more
opportunities in new occupations and positions. In fact, all employees work to earn money,
but salaries are not really the factor which affects job preferences and job loyalty most. So,
the most important key to keep the loyalty of employees and retain them is to make them
satisfy with their jobs.
In any industries, we should understand that finding and training freshmen must cost
several times more than remaining experienced and skilled employees. Therefore, the
companies should make the best efforts to create job satisfaction and keep their skilled and
experienced employees with them. This study was conducted to clarify which are important
factors that have most effect on employee job satisfaction and their loyalty. This research also
tried to explain the direct and indirect effects on employee loyalty through their job
satisfaction. Finally, base on the empirical findings, improvement and development
suggestions to organizations in fields business, sales and marketing will provided as practical
guidelines to enhance employees job satisfaction and their loyalty.

End