FACTORS EFFECTING JOB SATISFACTION AND EMPLOYEE'S LOYALTY: AN EMPIRICAL STUDY IN MEDIA AND ENTERTAINMENT ENTERPRISES IN HO CHI MINH CITY

Abstract

Promoting the development of the media and entertainment industry, businesses in the media and entertainment sector in Vietnam need to improve the quality of all resources, especially human resources. Therefore, the media and entertainment enterprisees increasingly focus on creating employee’s job satisfaction in order to positively affect employee’s loyalty and work performance. This research investigates and testing factors affecting employee’s satisfaction and loyalty at media and entertainment enterprises. It uses both qualitative and quantitative research. The qualitative research is carried out through focus group discussions with 10 employees. The quantitative research is conducted through interviews with 345 employees at media and entertainment enterprises in HCMC through a questionnaire survey by convenient survey method. The research results are analyzed by SEM indicate that: Working environment; training and promotion opportunities; and income have a positive impact on job satisfaction. In addition, working environment and income also positively affects employee’s loyalty. The research results also show that job satisfaction has a positive influence on employee’s loyalty. Female employee’s satisfaction and loyalty is higher than male. Married employee is higher job satisfaction and loyalty than single employee.