THE INFLUENCE OF CULTURAL

FACTORS TO EMPLOYEE
PERFORMANCE IN THE
STARBUCK COMPANY

Submitted in partial fulfillment of the requirements for the

degree of
BSc BUSINESS MANAGEMENT

Student Full Name : Nguyen Thanh Thuong

Student Number: 1708960

OFF CAMPUS DIVISION

, 2018

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Student Declaration

The author is certain that this dissertation has finished and written by her own words

and efforts. All the ideas and information from other authors mentioned in this work are

clearly in text cited and referenced. The author also acknowledges that this dissertation

will be evaluated by TurinitinUK software.

Student’s Signature: Date , 2018

Name: Nguyen Thanh Thuong Student ID: 1708960

Course code: BAM6001 Course title: Dissertation

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Abstract

In the trend of globalization, developing human resource management in multinational

companies has become an important element to the success of global business. Culture

plays an important role in deciding the development of business working environment in

the future. In around the world, recruitment field which is based on the factors in the

value (matching the culture) is useful than it’s based on competences. This theory helps

managers to recruit suitable staff to bring successes to the organization.

in 2013 ,the first official Starbucks store opening on February in Ho Chi Minh City,

presenting the leading coffee brand in the world .Now they has had 34 stores in HCMC,

Hanoi, and Hai Phong. The aim of the research is determining the cultural elements that

impact on employee performance in organization.

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Acknowledgement

Being able to study a Bachelor programme under the control of University of Bolton is

an hour for me. This opens opportunities to gain new experience and knowledge, make

more friends and study with experienced lecturers. I am thankful for the knowledge and

effort that Ms. Shanthi Rajan (lecturer for International Human Resource Management

module), Mr. Matthew Shafaghi (lecturer for Strategic Management module) and Mr. Bill

Burke (lecturer for Financial Reporting for Management module) put into me.

In the process of doing this dissertation, firstly, I am grateful to have a chance to work

with Mr. David Ratcliffe as he is the lecturer for Global Marketing module and my

supervisor at the same time. Secondly, I also appreciate all the effort that Mr. Vinh An,

who is my local tutor for dissertation module, put into me. I want to say thank to both of

you for helping me finish this dissertation.

Thirdly, I want to send my special thanks to the people working at Starbucks

Corporation in Vietnam for helping me collect related data and information.

Finally, I want to say thank to my family and friends for assisting and inspiring me to

finish this dissertation on time.

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Contents
Abstract.......................................................................................................................... 3
Acknowledgement......................................................................................................... 4
Chapter 1: Research Proposal ........................................................................................ 8
1.1. Introduction ...................................................................................................... 8
1.2. Company Profile ............................................................................................... 8
1.3. Background and Literature Review ................................................................ 9
1.4. Research Questions ...................................................................................... 10
1.5. Research Ethics ............................................................................................. 10
1.6. Research Objectives ...................................................................................... 11
1.7. Research Significance ................................................................................... 11
1.8. Structure of the Dissertation ......................................................................... 11
Chapter 2: Literature Review ......................................................................................... 13
2.1 Chapter Introduction ...................................................................................... 13
2.2 Literature Review ........................................................................................... 13
2.3 Definition of Culture: ..................................................................................... 16
2.4 Definition of Recruitment: ............................................................................. 17
2.4.1 Employee recruitment ................................................................................ 17
2.4.2 Types of Recruitment................................................................................. 20
2.5 Culture of organization in recruitments. ...................................................... 21
2.6 Conceptual Framework ................................................................................. 23
Chapter 3: Research Methodology ................................................................................ 27
3.1 Introduction .................................................................................................... 27
3.2 Research Philosophy..................................................................................... 27
3.2.1 Positivism .................................................................................................. 27
3.2.2 Realism...................................................................................................... 28
3.2.3 Interpretivism ............................................................................................. 29
3.2.4 Pragmatism ............................................................................................... 30
3.3 Research Approach ....................................................................................... 30
3.4 Research Strategies ....................................................................................... 31
3.5 Research Method ........................................................................................... 33
3.6 Data collection................................................................................................ 36

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 3.6.1 Data sources ............................................................................................. 36
3.6.2 Sample technique ...................................................................................... 37
3.6.3 Sampling characteristics ............................................................................ 37
3.6.4 Questionnaire ............................................................................................ 40
3.7 Data analysis technique ................................................................................ 42
3.8 Research ethics.............................................................................................. 42
3.9 Limitation of the chosen Methodology......................................................... 42
Chapter 4: Finding & Analysis – Critical Analysis .......................................................... 43
4.1 Introduction .................................................................................................... 43
4.2 Conceptual Framework ................................................................................. 46
4.3 Methodology ................................................................................................... 46
4.4 Data Analysis.................................................................................................. 47
4.4.1 Descriptive Analysis .................................................................................. 47
4.4.2 Employee perception of Recruitment Dimensions ..................................... 55
Chapter 5: Conc lusion and Recommendations ............................................................ 66
5.1 Conclusion...................................................................................................... 66
5.2 Recommendations ......................................................................................... 66
References .................................................................................................................... 68
Appendix - Questionnaire .............................................................................................. 76
For the employees at Starbuck Company in Vietnam .......................................... 76
For recruitment staff at Starbuck Company in Vietnam ....................................... 79

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Table of Figures
Name of Figures Page

Figure 2.3: The three layers of culture

17

Figure 2.5: Development off cross-cultural competence

23

Figure 2.6: Organizational Culture

26

Figure 3.6.3: The process of organizing sample surveys

38

Figure 4.4.1.1: Gender Distribution of candidates wishing work at Starbuck

48
Company in Vietnam

Figure 4.4.1.2: Age Distribution of candidates wishing work at Starbuck

49
company in Vietnam

Figure 4.4.1.3: Marital Status of candidates wishing work at Starbuck

51
company in Vietnam

Figure 4.4.1.5: Positional Level

54

Figure 4.4.2.4.1: The selection process

60

Figure 4.4.2.4.2: The recruitment process

61

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 Chapter 1: Research Proposal

1.1. Introduction

In the beginning of this dissertation, the author will briefly refer to the overview of

Starbuck in Vietnam and discuss the persuasion techniques that the company has been

currently applying to attract new customers and retain customer’s loyalty. Furthermore,

in this study, the issues relating to persuasive techniques which the organization has

been encountering will be assessed as well. This chapter describes research objectives,

questions, ethics and the structure that are applicable for the purpose of this particular

piece of work.

1.2. Company Profile

Starbucks Corporation of multinationals specializing in retail, roasting, and marketing of

coffee in the world. According to Starbucks Company Profile (2012), the company has a

fortune in the stock market up to 51.6 billion dollars. Starbucks’ Headquartered is

located in Seattle, Washington, United States. Additionally, the airline has more than

20,000 retail outlets in 65 countries worldwide. At 2000 Western Avenue (Seattle,

Washington), on 30 March in 1971 the earlier Starbucks Coffee Store was established

by three people: English teacher Jerry Baldwin, history teacher Zev Siegl and Gordon

Bowker.

Starbucks is not only selling only teas and coffees but they also have other special tea

in order to diversify their menu. They are currently offering their customers Tazo teas

and other types of food such as sandwiches and pastries. The company is also

providing online orders on their website (starbucks.com). They sell their coffees to

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businesses such as restaurants, educational institutions, healthcare, hotels and airlines.

Starting from a single small shop opened in 1971 to a giant 21 Century delicious coffee

brand name, Starbucks has led a coffee revolution in the United States and beyond.

The company is building more Office and retail store expansion to their customers that

can be accessed easily and conveniently with the services of the company. Starbucks

Corporation, understand that the performance of the staff will majorly affect consumer

loyalty (Bondarenko, 2018). Along these lines, they continually focus on building up their

workplace to give their representatives the most ideal work space. Combined with more

investment in personnel recruitment issues consistent with the company helped

Starbuck kept large numbers of their loyal customers. That shows that the recruitment

of staff efficiency and they will take good care of the customers of the company.

1.3. Background and Literature Review

Business situation is more volatile and ever-changing as businesses always face

challenges from outside and quickly adapted to it nowadays. According Filella (1992),

businesses need to invest and focus on issues of human talent recruitment, which is an

effective way to have a competitive advantage on the international market. Recruitment,

training and staff development consistent with the organization brings many benefits to

businesses. Recruitment manpower plays a key role in building and supporting capacity

to work in a collective help achieve work efficiency is high, so it shows its direct

influence on the development as well as the changes of an organization (Valle, Martin

Romero & Dolan 2000). Moreover, if recruited manpower talent suited to organizations,

it would help businesses to reduce the cost of recruiting, maintaining morale and

increase the productivity of employees (Shaw, Delery, Jenkins & Gupta 1998). We can

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say that it is an essential step of recruitment platform for companies that contribute to

improving the work environment more colorful, collecting works food ideas to help

saving a lot of time. Besides, recruitment and training of human resources matching

functionality will help to collect the creative ideas and plans and solve the problem

become quicker. In other words, it is a motivation for the development of employees in

the organization.

Markos & Sridevi (2010) suggested that the recruitment of appropriate personnel would

help businesses to add value to the market and gained position in the business market,

a significant contribution in promoting the working capacity of staff. Further recruitment

of appropriate helps to shape the attitudes of staff adaptive behavior in the environment

where there are many different cultures. Working in multicultural environment helps to

increase the ability to improve the confidence of staff to help employers with more

options. The combination of these benefits brings many competitive advantages to

enterprises (Youndt, Snell, Dean & Lepak 1996).

1.4. Research Questions

The main objective of this study is to find out the cultural the factors affecting the

problem of recruiting staff and job satisfaction of the employees to work in a

multicultural environment in an organization. Research questions are: “Why cultural

factors played an important role in the issue of recruitment of the company Starbuck?”

1.5. Research Ethics

The strategy of creating this examination comprises of gathering and evaluating data.

The comprehension and clarification in this bit of work are satisfying of the University of

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Bolton's necessities and moral arrangements. The total ethic shapes (RE1), which are

made of moral principles and strategies, will be additionally be introduced toward the

finish of this paper.

1.6. Research Objectives

To affirm the importance of the recruitment of a business, within the scope of this thesis

study author focusing on the following major issues:

 Determine the importance and impact of the recruitment problem affecting to job

performance in multicultural environments

 Study about recruitment strategies aimed at developing and enhancing the

performance of the work of the individual in the organization.

1.7. Research Significance

Today many people think that factors such as salary, bonus, the remuneration policy or

working environment are important issues directly affecting work performance of

employees. According to Lisa Mooney (2018), productivity and profitability of companies

depend heavily on the quality of staff. In it, there are five factors that should be

considered include education and credentials, work experience, possessing self-

confidence, personality compatibility and skills.

1.8. Structure of the Dissertation

There are five significant parts in this thesis which is obtained on a scholastic structure:

 Chapter 1: In this part, the creator presents the territory, questions and targets of

the examination. The investigation morals and structure will also be referenced.

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 Chapter 2: Theories that are important to the field of this thesis will be examined

in this Literature Review part

 Chapter 3: The picked strategies which are utilized to deliver this exploration will

be analysed.

 Chapter 4: This part is called Findings and Discussion which will demonstrate the

aftereffects of this exploration acquired from surveying data and information from

polls and perceptions.

 Chapter 5: The substance of this work will be deduced in this section and a few

suggestions for further advancement will also be given in this part.

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 Chapter 2: Literature Review

2.1 Chapter Introduction

The author suggest the key theory of this thesis field on the issue of recruitment of

human resources for the company. Every business has different ways to let customers

know about their brand and especially the products that they sell in the market.

Therefore, the author found that the research based on recruiting issues will help the

company to select the suitable candidates to help them take care of their customers

better. Furthermore, this helps maximize efficiency loyalty access through employees

making the bridge between the client and the company are shorter. Make the approach

and solve customer requirements more rapidly decrease the negative response.

2.2 Literature Review

According to MBA Knowledge Base (2018), recruitment is based on factors "cultural fit"

is extremely important. In Vietnam, enterprises often recruit based on the assessment of

professional qualifications match the job requirements. Recently, companies have

turned to the factor "cultural fit" but still very few companies take this factor into the

major search talent. For years, companies often recruit by qualitative methods (based

on the profile, reference from a referring source, via chat, contacts, and interviews ...).

With this approach, companies are difficult to find people who have the capacity, in

accordance with work and long-term commitment to the company. So far, though no

statistics official rate successful recruitment of personnel abroad or personnel have

studied at foreign businesses in Vietnam, especially for HR High levels, experts said

that not much senior personnel from the multinational corporation is the company

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Vietnam recruitment success and long-term work. In truth, 92% of staff claim that their

satisfaction at work depends on having the innovation important to carry out their

responsibility effectively (Dinnen, 2017). Labor turnover rate for senior personnel in the

company in Vietnam is very high, with very short working time (only from a few months

up to one year). The departure soon of personnel may be due to authentication error (of

both employers and persons employed) the ability to meet the job and the ability to fit

the company culture to mount and Sustainable Development. Because in reality, those

who stick with a job for a period of 2 years and a priority on the meaning of work rather

than the elements of wages, as well as enjoy working with the company matching own

values they (Phillip & Gully, 2013). Professional capability and corporate culture fit are

two inseparable factors to select the right people. Because when personal values

cannot match the cultural values of the organization, the individual will not be able to

work in a love or excitement to promote all the capacity and hard to engage with the

organization, and vice versa organizations cannot tolerate this as a staff member totally

reliable.

Once the culture of the organization has been identified, all actions, strategies, decision-

making and communication shall be supported by cultural faiths including mechanisms

staff from recruiting team and hiring procedure to the performance assessment system.

Hiring inconsistent with current company culture or desire will lead to poor quality of

work, reduced job satisfaction, and potentially harmful environment. This leads to a

higher cost of revenue - both hard and soft.

On the other hand, recruitment cultural fit and shared strong beliefs in values will very

likely develop. An excellent research on this topic suggests that the appropriate

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personnel organizations, colleagues and supervisors their job satisfaction greater, are

more likely to stay with their organizations more and showed higher job performance.

Therefore, the major challenges of recruitment in companies is how to assess and

choose someone capable and suitable for businesses with no more candidates on the

market human resources in Vietnam with recruiting methods now only qualitative.

Bentley (2008) mentioned about Richard Lewis, a founder of cross-cultural language

training company called Richard Lewis Communications. Cross-cultural training is being

used in many different situations. The author referred to ensure multicultural teams to

work well together by preparing them to work and live overseas in order to help their

leaders to recruit, retain the best foreign employee as well as to spread messages

across global workforce.

In the other hand, culture can become a burden if organizations are not consistent with

the elements which have an impact on promoting effectiveness of their organizations.

This circumstance often takes place when the working environment is changing

constantly. When the organizational environment is having a rapid change, the cultural

capital could be irrelevant. Nevertheless, when two or more different organizational

cultures merge together, finding a way to maintain the operation of the combined

company effectively is also an issue that leaders should concern.

In this context, IHRM (International Human Resource Management) has an imperative

impact in forming the key and turning the fate of a business, adding to help

organizations to evaluate the skills, abilities, and choices in relevant to the expansion of

the company's business to other countries in the world.

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 2.3 Definition of Culture:

Culture is all material values created by man on the background of the natural world.

The cultural connotation is the wide idea with various understandings, which are

identified with all parts of material life and the human soul. Culture consists of all the

product of man. It includes two aspects: immaterial society for example language,

ideology, values and material such as housing, clothing, vehicles, etc. (Rothman, 2014).

Both aspects are essential and used to make the product and which is part of the

culture.

One of the difficulties of the "culture" is hard to define precisely because of its layers of

meaning. In each country, region, or a company that has the multiple cultural, it involves

many factors such as customs, food, clothing, history, etc. (Javidan & House, 2002).

One way to understand more easily illustrated Figure 2.3, represents the culture that the

circle has many layers of different meaning. Apart from the cultural layer also forms as

the "Onion" it helps us to understand the culture through a series of classes in order to

move from the outside to the inside. These layers include surface or culture clearly

(outer layer) is describing things visible such as clothing, architecture, language, rites, ...

Next class culture hidden (middle tier ) refers to the value of religion, philosophy, the

views of right and wrong in society. Finally the intangible culture or implicit (central

layer) is the overarching culture. It helps to understand the approach of culture is

thorough and it as a preparation site for international employees understand the work in

its country.

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 Surface culture

Hidden culture

Invisible culture

Figure 2.3. The three layers of culture.

Sources Briscoe, D. R. Based on Hofstede, G. (1991), Cultures and Organizations,

Maidenhead: McGraw-Hill; Trompenaars, F. (1992/1993), Riding the Waves of Culture,

Burr Ridge, IL: Irwin; and Schell, M. S. and Solomon, C. M. (1997), Capitalizing on the

Global Workforce, Chicago: Irwin.

2.4 Definition of Recruitment:

2.4.1 Employee recruitment

Today, Human resources is very important for business because organization cannot

operate without the staff. Competition in complex times such as now, choosing the right

people in the workplace brings many advantages in the operation to achieve high

17
efficiency of a company. This shows that the HR (human resources) department is a

strategic part of the company.

Recruitment is expected vacancies to suitable arrangements for the selection and

appointment as desired by the organization. The recruitment process is understood as

simply looking for candidates for the job, which can choose the right people (Das,

2018).

Nowadays, we can understand the basic recruitment is a recruitment process, and

attract people to work to build a team to work effectively, This process now includes five

stages respectively implemented as follows established Planning, Strategy

development, Searching, Screening, Evaluation and control (Gugesh & SheelaRani,

2012).

The first stage in the recruitment process is also one of the most important steps that

are planned to recruit. This phase requires employers to prepare information material,

and the need to choose the candidates for interview. In addition, the arranged time and

place accordingly to achieve the best results. The employer can choose one or a

combination of many different recruitment methods such as written exams, interviews,

or both on the way. About the examinations written here is a basic exam form for this

method to quickly check the basic knowledge of the candidates. The advantage of this

approach is not to take more time because the can contest online, at the same time can

evaluate many candidates at the same time (Ekwoaba, Ikeije & Ufoma, 2015). However,

this way also has many limitations such as not able to assess the candidates ' overall

attitude, personality, communicate, etc. This is followed by the method of recruitment

through a direct face-to-face interview with chew for answers with the employers.

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Through this method, the recruit can observe and evaluate the candidate's expression

of attitude. In addition, the interview brings many opportunities for candidates to work

specifically on the ability, knowledge, and experience of the self with the employers.

The second stage in the recruitment process is strategy development. Their position on

the leader should provide direction and strategy of the company to be the basis for the

selection of potential candidates. Operation of this process is that the company will use

to decide what types of recruitment. Such as should decide to hire a professional staff of

skilled and experienced high or invest in the training of existing staff (Olatunji, & Ugoji,

2013). Basically, the decision to rent or additional training for the available human

capacity are own drawbacks. For example, if companies choose to rent outside skilled

employees will have to pay a lot of money for them, or if the company chooses to train

existing staff then spent a lot of time and money.

When the set was planned recruitment and strategy development have been

implemented, the next is the stage of searching personnel achieves the criteria in the

two steps above.

The fourth step is screening the appropriate profile for the recruitment criteria of the

company, this can be considered an essential part of the recruitment process. This

screening gives more sense of human decision new but major challenges of this

process volume of candidates. Basic screening criteria meet the following work

experience, academic achievement, ability, skills and working style (Adeyemi, Dumade

& Fadare, 2015).

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The final stage of the recruitment process is evaluated and controlled. In this step

assures the employers to reach the goal of candidates matching the original criteria.

2.4.2 Types of Recruitment

Most businesses have a hiring process and selection criteria are stipulated available.

Proper employment policy will help the company choose the best candidate for any

position in the organization it as an advantage for promoting growth for our employees.

There are various types as well as different ways to find the appropriate human

resources to the corporate environment. We have two types of recruitment is the most

basic Internal Recruitment and External Recruitment.

The first, Internal Recruitment is often open when the current position of an employee in

the organization becomes redundant or intentions of managers want to promote existing

staff. We can understand than Internal Recruitment is the way of the transit department

in an organization. How to recruit in this manner will inform internal and not public.

Benefits of this job are that it saves time and money for the organization for not losing

too much time training new employees and runs all recruitment advertising. Moreover,

ability and ethics the staff was aware of the time working in the organization. Besides,

this method has several disadvantages such as current employees do not fit the new

job or bring not bring creative ideas than the old job.

Next, External Recruitment is the way that organizations notify their recruitment needs

on the media or the message boards to work at locations open to find the favorite

candidates work them choose. In addition, the staff is currently doing in the organization

can introduce external candidates wishing to interview. This method does spend quite a

20
lot of time in the selection and training of staff from the beginning. Besides expanding

advertising to increase computer access for candidates to make the organization spend

much money. Although the recruiting application for new members can bring many new

ideas and ways of handling the problem is richer diversity.

Overall though, the choice of which method the recruitment process could make

organizations take more time and resources in the selection of suitable candidates. But

it ensures that the candidates can bring development to the company in the future.

2.5 Culture of organization in recruitments.

Organizational culture can speak as a master between beliefs, experiences, and

behavior of people in a group. That culture was established to determine the ideal,

objectives, strategic actions based on cultural beliefs. It plays an important role in the

recruitment process and training of personnel for directly affects the performance of the

success of an organization (House, Javidan, Hanges & Dorfman, 2002). The employee

does not match the current company culture or the orientation of the company after this

makes quality and poor job performance. Moreover, it causes other negative issues

such as reduced satisfaction in the work leading to the work environment became

strained. According to Laurent (1986), if the recruitment of employees consistent with

the Organization's culture help for performance and quality of work be advanced,

shorten the completion time of jobs, help the charges, ... Another study showed that

staff match the organization with satisfaction in the work with colleagues and his

superior, have the ability to stay committed to the company and have higher job

performance.

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This method helps people easily develop the ability to do their job in the best way with

different cultures. In addition, the approach helps employees easily Awareness,

Respect and Reconciliation (Figure 2.5) for international understanding through cultural

values that quickly adapt to the cultural differences. That makes them easy integration

with the different countries and different organizational culture. All three stages are the

great challenge for the personnel because it requires maturity from the basic elements

of education and training on the culture of the Organization and of other people through

the knowledge experience with the different cultures. So help the employee retain the

cultural identity of the individual organization but still mingle with the foreign culture (the

culture of the other organization). Finally, one can see the steps in Education,

Experience, Reflection, Openness and Feedback (Figure 2.5) is very important in the

development of cultural competence of staff in a multinational environment.

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Figure 2.5 Development of cross-cultural competence

Source Biscoe, D. R., developed

2.6 Conceptual Framework

The model characterizes four perspectives including Organizational Level, Individual

Level, Departmental Level or Internal Environment and External Environment. Look

through these points, at Organizational dimension boss needs to expect a very basic

23
part who bestows about Mission, Vision and Values of the affiliations. Since, the

individual enters to a relationship with mixed feelings whether he will have the ability to

confine himself to nature and prosper his capacity or necessities to fight for making his

character. This individual is in like manner not careful about the past of affiliation and in

this manner, must be imparted by his quick supervisor and companions. This influences

him to build up a picture of the association he is working with. Numerous organizations

nowadays experience an introduction which may reach out to multi month or point of

confinement to one day where another participant is routed to the association's main

goal, vision and qualities. This encourages them understanding the work culture of the

association and sets them up to work in a similar situation.

The part of administrator ought to be with the end goal that he imparts the thought

process of association and direct the workforce to facilitate exercises to achieve the

general goal of the association. In any case, at Individual Level, a man is impacted by

different qualities that guide his conduct in the hypothesized period. An association is

worked of these person which conveys differing qualities, convictions and shape the

supposition relating to their convictions which control their standard of conduct. For

instance two people can shape distinctive perspectives about their supervisor. To one,

supervisor is by all accounts strong and despite what might be expected a similar

administrator resembles a Hitler to other person. Subsequently, both individual carries

on contrastingly with a similar director, one can consider administrators guidelines as

his direction for making the progress and dependably seems to act naturally

coordinated and inspired though alternate perspectives his directions as requests which

24
if not satisfied makes the subordinate obligated to discipline. Along these lines, this

individual demonstrates the negative mentality.

Manager should center to adjust the exercises by understanding the social elements of

individual and spur them to exhibit aggregate conduct with a specific end goal to help

work environment participation to fabricate Organizational Culture. Looking over the

Departmental Level or Internal Environment it ends up important to persuade a person

to work collegially in a group. In this manner, spurring work environment participation

which has been conceptualized as the obstinate commitment of representatives to

prevail in the consummation of associated undertakings. Aggregate and individualistic

practices are formed through air (Liebrand and McClintock, 1988). A man with high

personality to show his aggregate conduct and coordinate with others partners him to

common advantage, shared objectives, shared advantages and a cooperative person,

while a man with low disposition towards aggregate conduct will put needs to self-

objective, claim benefits and along these lines, demonstrates individualistic conduct.

Chief as a powerful communicator and a cooperative person needs to devise best

practices to create working environment participation among people. The association

isn't just affected by previously mentioned sources however encounters an

extraordinary effect because of External Environment which is administered by

Economic issues. Any precariousness experienced in business results in emergency for

instance worldwide economy endured, because of the emergency in US economy

bringing about various hierarchical conduct among people compelling them to look for

occupations or low execution. The environment represents certain behavior which

makes it important to maintenance in a focused domain. Supervisor requires supporting

25
the conduct that is affected by such financial issues and helping subordinates to adjust

the change but then remain aggressive in the market

Figure 2.6. Organizational Culture

26
 Chapter 3: Research Methodology

3.1 Introduction

In this chapter refers to the application of research methods appropriate to propose and

make rational Research Strategy. In addition, the program will set out the methods by

which the author used to reach in the study. To help authors achieve the best value, the

step Research Method, Data collection and analysis technique plays an important role

in making the final comment. Last chapter Research ethics and Limits of the chosen

Methodology selected will be mentioned.

3.2 Research Philosophy

According to Galliers (1991), Research Philosophy is a very broad definition covering

many different topics and research on issues with the platform language, spiritual,

cognitive, and. The philosophy of research also has another definition is how we collect

data, analyze and correct use of the data on the issue should be the basis of knowledge

to reinforce it. The "research onion" model in the study of philosophy first class out of

the same including Positivism, Realism, Interpretivism and Pragmatism. There is the

four most basic philosophy reflected the key issues and also the essential facility affects

the proposals in making the research strategy.

3.2.1 Positivism

Positivism can understand socialism is the philosophy of the natural science knowledge

is empirical. Its task is to point out the knowledge which is the true scientific knowledge,

knowledge is the knowledge of normal (or traditional knowledge) (Saunders, Lewis &

27
Thornhill, 2015). Scientific knowledge is true objectivity, accuracy, usefulness, etc. of

knowledge. According to Mack (2010), Positivism applied methods and natural science

to predict the trend of events objectively. This very useful market tool to check and

validate a hypothesis. Highlights of this study are to use the methods of collecting

information, statistics, and analysis to the general result.

In the development of information technology at present, employers easily accessible to

those wishing to find work through the website or the mass media differently.

Companies can post their recruitment table at the social networking sites and the

potential candidates will thereby easily afford to hire survey items. Candidate thereby

selects the desired item and then register online tables for employers. Research related

to the issue through various channels organization can filter out using statistical

methods to resume consistent with its objectives of the organization. Next based on a

common cultural background to make strategic, placement and distribution appropriate

to develop a multicultural environment of the company. Therefore, Positivism is the best

choice for the aforementioned assumption of issues raised in the research.

3.2.2 Realism

According to Bhaskar (1989), there are 2 kinds of basic realism is direct realism and

Critical realism. The first is Direct realism is defined as what you see, feel and

experience directly by the senses of the body. What you really feel or see it as the

expression of what is real. Next is Critical realism that the feeling we experience in

reality is not really accurate. This concept indicates that our initial feeling is because the

body senses mislead or in other words, it is the illusion that we have imagined. Such as,

we call too much in a long time when we do something any other occasion would hear

28
the phone rings but in fact, it has no calls or messages to both, it is called illusion.

Actually what we call illusion is caused by seeing or exposed to a problem we do not

have enough information about its full right then follow many different perspectives.

The most visible difference between the two is this realism critical realism when

receiving the problem message receptor that it would like to transmit then process it

based on the perceived in many different directions. But in direct realism simply

message from receptor problem based on the first sense when receiving it do not need

to worry or think about the case from different angles that matter can bring (Robson,

2002).

Therefore, we can see that both types of realism are important in the study of the

information to be found in all income at the stage of data. The author found that views

on critical realism bring the relativity of every problem when receiving the first

pharmacy. This shows the external factors are constantly changing with the purpose of

research should require managers to judiciously view in different directions from the

same problem.

3.2.3 Interpretivism

Interpretivism help researchers understand the differences and the role of man in

society. This approach aims to understand and describe social actions mean. According

to Cargan (2008), the nature of the society in the form of this concept is the flexible

definition of situations are created from human interaction. Moreover, human nature in

approaches here is social beings create meaning and understanding of their world.

Interpretivism approach shows sympathy and shares the benefits with the object being

29
studied. In this method shows no value is wrong, only different values only. That shows,

obviously this has implications for the study. The average sermon is the process to

comprehend. In the social sciences, Researchers themselves cannot fully measure and

understand social phenomena, simply because there is so much contained in it.

Therefore a review of other studies, the different understanding of the phenomenon that

is needed.

3.2.4 Pragmatism

Research philosophy has important determinants for the study question is Pragmatism.

Pragmatism isn't focused on staying with an arrangement of lasting reasoning.

Therefore, researchers can combine different methods based on the quantitative and

qualitatively different. When using this method, the researcher can choose many

methods and research process that they feel fit their purpose. Those who adopt this

approach usually only follow a unique path for the entire research process. According to

Tashakkori & Teddlie (1998), the researchers believe that practical we need to stop

asking questions about reality and the natural law because simply they just like to

change the object. So pragmatism opens the door for many methods, the views see the

world in different directions.

3.3 Research Approach

Research approach are diverse and the issues or topics of study have been and will be

implemented is much that cannot count, type of research on nature is limited and can

be classified into two main types of the following approach. The first is the Inductive

approach is observed from the start of a study. Then discover the new concept, this way

30
does not focus on the information available which is Learn and expansion of the

information collected (Goddard and Melville, 2004). The next approach is the Deductive

approach. The process of implementing a study through the selection of important

information on the facts and apply them to real-world environments to produce a final

result (Schadewitz & Jachna, 2007).

From the perspective most objective in this research, the author will use the inductive

approach to investigate the effects of recruitment issues in a multicultural environment

at company Starbucks. Through this approach, the author will make a strategic

assessment by learning and gather information as well as evidence of theories from

different sources.

3.4 Research Strategies

The selection of the research strategy is the basis of a research design and can be a

most important work that the researcher must decide. Research technique must

incorporate the meaning of the populace concerned, the definition of variables (the

characteristics of individuals in the population), the status and the relationship between

these variables together (Donald & Pamela, 2014). Examples of theory testing, a

researcher can appoint autonomous variable or factors of introduction to various

subjects in the examination and not doled out to different subjects (control group) and

control variables external or confounding variables. Build a strategy very important role,

researchers must think to choose appropriate research methods and how to perform.

Then, the researchers plan on time. Researchers prepare everything necessary to

conduct research (such as laboratory equipment, printing questionnaires, interview

schedule ...).

31
According to Collins (2010), many research methodologies for decision are study, try,

activity examine, contextual analysis, grounded inquire about, ethnography, authentic,

and so on. In this investigation, the authors used mainly Illusion qualitative research

methods. So research strategy will be a combination of the two methods is based on a

questionnaire survey and interview to collect the necessary data.

Inside and out meetings in the examination as one of the research methods are

important to all industries today. This method is the most appropriate and most effective

in studies to clarify the nature of the problem, the engine of the action (Tesch, 1990).

According to conventional understanding, the interview is the contact exchange

between the subject (the interviewer) and object (person being interviewed, the

respondents) (Mike & Gill, 2002). However, respondents in other anthropological

research with interviews in the press or interviews exchanged between doctors and

patients. It is not purely the question - simple answer, but the interview content must be

prepared in advance, must comply with the research goals, the object has been

recognized in the research program. According Carolyn & Palena (2006), researchers

need to be prepared carefully at the level of skills and expertise, records also need to

take a systematic program to be prepared in advance to create the best conditions for

processing the information later. Sources of information in the interview are not merely

answers reflect a sense, the view of the object, but also including other factors such as

behavior, gestures, body language of the respondents that the interviewer observed

during exposure (Marshall & Rossman, 1999).

Surveys help researchers save time and costs while studying. The easily collect

comments from the mass of the population that this method is the choice of leading

32
researchers. In addition, this method ensures the validity and quickly get results and

have access to many surveys. Surveys also several types of the author will discuss

further in the next section of this study.

3.5 Research Method

The difference between scientific research and answer common questions that

researchers should use scientific evidence to answer the question. To do this,

researchers need to use scientific research methods. This is seen as important for you

to research design appropriate way to obtain the best results. This part, the author will

discuss the law on two main methods are quantitative approach and the qualitative

approach.

Qualitative research is a method of making a summary, conclusions not by numbers,

but by the comments and notes describing the scene through interviews (Biggam,

2008). According to Boxill, Chambers and Wint (2009), this method allows the study on

a deeper understanding of certain issues and the results are often quite independent. In

addition, results obtained after the research process when applying qualitative research

methods often to answer the question "Why?" not "How?". This method is based on the

analysis of information in the form of unstructured, such as records, interviews, the

answers to these questions are as open (Creswell, 1994). The main tools used in this

method interviews, surveys and observations.

Quantitative research is mainly based on surveys, experiments and analyzes the

content to gather quantifiable information or may be expressed through quantitative

figures (Berg and Latin, 2004). This method enables the researcher can perform rating

33
attitudes, opinions, behavior etc. of the object of study and generalization (generalized)

results... In addition, this approach also uses of models, theory and the statistical

hypothesis are related to the phenomenon studied to analyze the survey results,

experiments, observations etc (Vanderstoep and Johnston, 2009). The method of

collecting data primarily qualitative research methods including personal meetings,

phone interviews, site interceptor surveys, longitudinal investigations and deliberate

perceptions (De Vos et al., 2002).

Like a coin has two sides shape and number, despite the application of any method that

it has its advantages and disadvantages. Almost no method is absolute perfection. In a

research project, researchers need to combine multiple methods of data collection

together. That helps bring much-needed resources to the best effect for all studies.

According to Silverman (2007), with the research methods of quantitative so it also has

strengths and limitations of its. The advantages that this method offers allows

researchers collected abundant statistical sources from reaching large numbers of

people participating in the survey. Moreover, this method allows researchers easy

measurement as well as evaluation of the results obtained. That makes the

investigation process easier and fast, and the results obtained after implementation of

good wishes of the research. However, quantitative research methodology has some

disadvantages and should be used with caution. Most notably are not due to sampling

error, ie Survey participants can answer the question incorrectly is in place, possibly

because not remember the answer, do not understand the question or deliberately lied

(Newman, 1994). The two most serious problem is the translation of cultural and

contextual errors (Fliwk, 2006). Next, the context error are factors related to the

34
interview itself. According to Creswell (2003), mainly quantitative research using

statistical methods to measure the quantifiable, measurable, reflect and interpret the

relationship between these factors together. When applying the method of this study

also have certain drawbacks. Not clarify the phenomenon of man and easily influenced

by many factors sometimes not objectively. Quantitative research methods often used in

business as evaluation of labor within the organization or research of customer

satisfaction.

Other than method quantitative studies (using data and specific measurement to reach

the object to be studied), methods of qualitative research data collection in the form of

qualitative (text, not measured by the number data) (Wolcott, 1990). According Patton

(2002), the use of qualitative research methods helps researchers to restrict the context

of errors when using the interview techniques. Moreover, qualitative research is the

exploratory approach, described and explained in view of the methods for looking over

understanding, discernment, inspiration, planned, conduct, frame of mind (Gibbs, 2007).

Data in qualitative research is qualitative data. According to Mason (1996), Qualitative

methods when applied to obtain the data in order to respond to the types of questions

such as "how", "what" and "why". Answering three questions will shape based on the

digital data as evidence. However, this method only receives support analyzes and

arguments. After reviewing the features as well as advantages and disadvantages of

both methods. Based on the research targets of this investigation the creators chose

subjective research techniques to investigate and review the impact of recruitment

problems in the multicultural environment of the company Starbuck in Vietnam.

35
 3.6 Data collection

Market research has many purposes and many methods of data collection for each is

served that purpose. Data collection methods that researchers use in market research

process depends very much on the specific information they are seeking to understand.

Data collection process is a very important phase for the research project. This phase

usually takes more time and effort and the costs incurred in the process of collecting the

necessary information. Therefore, researchers need to understand the data collection

methods and is based on research that targets select the appropriate method.

There are many different methods to collect data:

3.6.1 Data sources

In the income approach, there are two type of information is an essential and optional

information key (Stevens, et al., 2006). According to Green (1993), Secondary data

which consists of two stages in the order shall be made as follows. The first researcher

to identify the type of data needed to find a presence in the form of secondary data or

not. Then, if the information found in the form of secondary data exists, it needs

accurate positioning data elements needed for research. There are several ways to

researcher access to secondary data, such as in newspapers prestigious government

approved textbooks on topics of specific indications on sources of existing data in the

field need study, a direct member of the prestigious organization, etc. (Dillon et al.,

1994).

In addition, we also have many primary data collection methods vary. But generally,

when collecting data for a study researchers need to coordinate multiple methods

36
together to achieve high results (Creswell, 2009). According to Stevens, Loudon and

Wrenn (2002), the primary method of data used as observation, mail interview,

telephone interview, personal interview, focus, group, etc. In the above methods, the

authors found that the survey is based on the question of the supply of data simple and

fast for this study. The survey was conducted by direct interview and combined with

online interviews via email or social networking sites in Vietnam market. In the above

methods, the authors found that the survey is based on the question of the supply of

data simple and fast for this study. The survey was conducted by direct interview and

combined with online interviews via email or social networking sites in Vietnam market.

In the above methods, the authors found that the survey is based on the question of the

supply of data simple and fast for this study. The survey was conducted by direct

interview and combined with online interviews via email or social networking sites in

Vietnam market.

3.6.2 Sample technique

In the research, samples technique is information that researchers could statistically

and on the basis of statistics which draw comments and analyze the problems that

result given (William, 1977). Thus, the sampling is indispensable in gathering data. In

other words, sample technique is how to collapse about an object or research units. In

particular, the sampling is gathering objects systematically surveyed to estimate the

specificity of the number of people who need to survey the wishes of the people studied.

3.6.3 Sampling characteristics

37
The main advantage of the sampling method is time-saving and cost ensures real

information, so we will have information is of a higher quality. Information to ensure

representativeness.

But how to choose form research results obtained with representative and high reliability

is a difficult problem. Need to determine how much the sample size representative.

Usually, more complex overall sample size is greater, and vice versa, but not as much

as large but it always depends on the overall diversity.

The procedure of sorting out example overviews typically includes 6 stages

Determine Identify
the Choice of indicators Check
Determine sampling Determining to identify
the overall frame or sampling sample size patterns in sampling
list of method the actual process
sampling unit

Figure 3.6.3: The process of organizing sample surveys

Source: made by the author

Stage 1: This is an important step for the researchers will sample based on it.

38
Stage 2: the sampling frame is defined as a list of objects in the population from which

we want to sample. Examples of populations we care about are that all students in the

school. The sample frame was the proceedings of students (or a list of registered

students).

Stage 3: Based on the importance of the purpose of research, time and costs when

conducting research, to decide to conduct appropriate tool.

Stage 4: To determine the sample size, the accuracy is very important. What is crucial

here is the assumption that it brings can help researchers assess which projects.

Researchers can weigh the probability samples and non-probability samples for both

sampling methods so that every instance of the study population

Stage 5: Representative properties are guaranteed by the use of probability sampling

method, in which each member of the population has a percentage chance of certain

selected. By these methods, it is possible to acquire the index is relatively accurate

estimates of the general population studied by only a very small part of the entire

general population.

Stage 6: To make sure the chosen object of study, the responses to the survey, test

content will survey questionnaires, etc. While the survey results will be unsatisfactory or

not obtained answers. For example, when interviewed via email format will be the case

as the survey did not receive an email or reply to an insufficient number of questions to

interview.

In the sampling method, we have two basic sampling methods commonly used

probability and non-probability testing techniques inspecting strategies (Rao, 1973).

39
First, probability sampling methods are the method most widely used to allow me to

reach the high representation of information. In fact, this method is considered the best

method in the sampling method. According Lahiri (1951), sampling the wrong way or the

wrong template will affect research results. Therefore, researchers need to apply

statistical methods and check carefully the figures in order to obtain the most general

result. However, the application of this method in fact really is not easy because it

consumes a lot of time, money and manpower for collecting data in different places.

There are ways to probability examining techniques, for example, straightforward

arbitrary testing, deliberate inspecting, cluster sampling, stratified sampling and multi-

stage sampling (Horvitz and Thompson, 1952). Next, non-probability sampling methods

(or non-probability sampling) is the sampling that the units in the overall equal inability

to be selected in the sample (Stuart, 1954). For example, I interviewed mothers in milk

bars at the supermarket or the market at a certain time (the time selected is at the

highest of buyers). Then we will easily collect the number of answers after the interview

very high. Projected on the experience, skills, and understanding of the methods of

random sampling will bring results is subjective to the study. However, the method for

estimating statistics difficult to apply in this case because it will love to bring probability

sampling.

3.6.4 Questionnaire

There are many different ways to collect data for the study. However, the survey is the

most common form and the easiest. With this, researchers will design a survey

(questionnaire), then taken to send as many people to their answer, then take this

answer as data for analysis. Through the survey, researchers can identify the universal

40
truth of the matter based on the questionnaire. A questionnaire is a tool frequently used

in quantitative methods (Regensteiner, Steiner, Panzer & Hiatt, 1990). Because it helps

researchers determine the types of questions in writing and the answer you want, then

give to the survey group. It is important that the questionnaire should be constructed

clearly the understandable and honest answer. Based on the responses received after

the survey, researchers can draw conclusions about the issues to be studied. However,

this method has the disadvantage of not necessarily those surveyed gave the answer

seriously and accurately to the questions given (Gault, 1907). Moreover, who asked not

to conduct drawn another attitude that is necessary to explain.

Overall, we can understand that the survey questionnaire is a process and a tool for the

survey. Although the survey questionnaire always uses the new survey process is the

decisive factor for the accuracy and usefulness of earnings information is through a

questionnaire (Moser, Claus & Graham, 1971). There are two types of the survey is

self-administered basic survey questionnaires and in-depth interviews or interviews

(Bramabilla & McKinlay, 1987). According to Saris and Gallhofer (2014), the difference

between the two types of the survey by survey interview is designed in the form of a

questionnaire presented to the respondents afford an identical. The purpose is the

interview must be repeated, in order to quantify and compare. The in-depth interview

also possible before the questions or topics, but the interview was taking place between

the impulse to ask and answer. Besides, the In-depth interview can arise more deed

new owners during the survey. In addition, there are two types of questionnaire are the

question closed and open questions. The closed questions outlined plans to answer

(e.g approval or disapproval), the respondents just select one of the plans. Open

41
questions allow respondents can answer in your own ideas, not bound, therefore, open

questions matching stage exploratory study to see if people surveyed thought and for

the reviews is personal. Based on the above theory suggests compiling an appropriate

questionnaire is an important issue in data collection methods.

3.7 Data analysis technique

The selection and use of appropriate tools for analyzing research data to help reduce

load complex processing steps and save time in the process of analysis. For example,

you can use Excel, or Libre calc to handle the data form small, the software has built

many analysis tools help you verify faster model or brainstorming idea for the analysis

step next. Moreover, the researchers use the database language SQL to query and

analyze larger data or use the tools of statistical analysis more complicated to answer

complex questions as models predict trends development.

3.8 Research ethics

In the process of conducting research and data collection are applied standards of

ethical rules in research. That rules researchers must respect the rights of the subjects

involved in research and honesty in research. Such as no discount or change data. The

ethical aspects are present in all steps of the scientific research cycle. The personal

information of those surveyed committed absolute privacy and the feedback from the

questionnaire is used for the research purposes of this article.

3.9 Limitation of the chosen Methodology

In this research, the author encountered many limitations when applied qualitative

methods. The first is the limited survey period, funding for survey activities are limited

42
and small sample size. Thus, the survey results are only generalizable to form similar

research topics.

Chapter 4: Finding & Analysis – Critical

Analysis

4.1 Introduction

For research articles, the author will use the resources Illusion collected in the previous

sections will be analyzed in this chapter. To meet the research objectives, the

knowledge and the comment will be addressed in order to expand knowledge to clarify

the writer's argument.

Recruiting is a suitable personnel, as well as attracting talent in a business is seen as

the first step of success and create opportunities for the business development of the

company (Sangeetha, 2010). This means the employer has to find suitable candidates

with the values of the iceberg visible culture. According to Cloete (2007), at the stage of

selection of candidates, employers will prefer to choose who can support, adaptation or

compliance guidelines and the motto of the company. The most critical component of

corporate culture since culture organizations can bigly affect the achievement of the

43
recently enrolled staff, even for employees who have the skills and experience are

similar. For example, an employee has the ability to work independently and highly can

succeed in a company less emphasis on teamwork form. However, if companies

encourage decisions based on the collective opinion, this person will probably fail.

In addition to the products of the company, recruiting culture also contributed to the

company's reputation. Imagine a well-known company but recruitment department "bad"

cannot attract talent, the company will lose its position compared to competitors. In

addition, candidates are not comfortable with the recruitment process, especially with

senior candidates - they usually have certain particular requirements.

There are companies in Vietnam when hiring also distinguishes the household, house,

residence. With this distinction, obviously, those with little downside in appearance, age,

marital status or place of residence is sure to be disadvantaged. That's not to mention

the case of the unfortunate case of a disability, divorce, slightly older or residence in the

province, it is difficult to find employment opportunities. The fact that people with defects

such awareness must always endeavor than normal people, and so they often

hardworking, diligent than others. And those who do not have the permanent city

(candidates in small towns) are often those who are willing to accept more difficult to do

things just to get a better income; they do not require much and are very resistant

majority injured, hard. For example, defects. However, the problem does not just stop at

the discrimination when posted.

There have been many businesses recognize the importance of evaluating culturally

appropriate level but why many places do not evaluate or use quantitative methods to

44
achieve more positive results? That's because of those directly recruited largely

incapable of evaluating candidates' cultural fit ".

Although recruiters who fit the corporate culture, the better, sometimes you also have a

little flexibility. When your goal is to recruit staff to carry out a specific project within a

predetermined time, the compatibility with the corporate culture of the candidates

cannot be the criteria most important to consider. Cultural factors also not very critical

when individuals will work in a domain that is generally separated from whatever is left

of the organization (Boxall, Purcell & Wright, 2007). In this case, we just focus on the

team's own culture working group that he or she will become a member. However,

businesses need to keep in mind is not to establish many different types of cultural

contradictions in their company.

When candidates are selected according to the tendencies fit the company culture, they

will soon integrate, can apply the knowledge, ability, and experience in a new

environment almost instantly. In contrast, the candidate will be hard to promote 100%

ability with passion in their work. This is why employers are very interested in the

selection of suitable candidates with the company culture. Although in order to find the

right person is not easy, the employer can establish yourself an effective recruitment

plan

Many companies rely on the interviewer to assess the suitability of candidates, but it is

difficult to provide accurate results. Therefore, employers should implement this step:

Create an opportunity for candidates to speak with key personnel in the company. Here

are steps to help employer better overall picture of the suitability of candidates through

collective opinions. Some people believe that the candidate does not fit with the

45
company's normal, but if the majority along with that view, the candidates may not form

whom the company is heading. Employers can find qualified candidates world level, but

if corporate culture does not fit, they will not stick for long.

4.2 Conceptual Framework

Talented people tend to stick with the corporate culture consistent with personal values

and can help them achieve success in their careers. When choosing a company to

apply, candidates are often interested in the degree to which the policies and values of

the company consistent with its values and its interests. For example, some companies

defined the financial rewards are more important than the form of recognition of other

achievements, such as the praise of their superiors. Some candidates may prefer style

corporate culture attaches great importance to this matter, but others may find it

impersonal or contain the threat to their jobs. At the stage of selection of candidates,

recruiters will be preferred who can support, adapt or adopt the motto & company - the

most important element of corporate culture. Corporate culture can majorly affect the

achievement of the recently enrolled staff even for employees who have the skills and

experience are similar. For example, an employee has the ability to work independently

and highly can succeed in a company less emphasis on teamwork form. However, if

companies encourage decisions based on the collective opinion, this person will

probably fail.

4.3 Methodology

This paper is based on the theory of HRM perspective and to show scenes IHRM

effects of corporate culture in the recruitment problem. As discussed in Chapter 3, in

this study the author will use qualitative methods to collect data. The collection of this

46
data can incorporate many different methods mainly in this article the author uses two

main methods are surveys, questionnaires, and interviews. According to Yin (2013), the

questionnaire should be the simple design with familiar language, to limit unwanted

answers.

4.4 Data Analysis

Based on joint research purposes, in this chapter, the author will analyze the results

based on the answers to the survey process of the questions in the questionnaires.

Questionnaires will be the questions proposed is based on the department's comments

on the issue of recruitment company culture at Starbuck in Vietnam. Authors will

prepare two different sets of questions for the two subject survey for employees working

at the company and who are in need of finding a job in this company. The common

thread of both sets of questionnaires is the first part will be about the personal

information of those surveyed.

4.4.1 Descriptive Analysis

Part personal information including issues such as gender, age, marital status,

educational status, the tenure of work and positional level. Based on the information the

individual authors easily scaled analysis range into smaller groups to facilitate the study

and devise appropriate strategies for different groups. For example, gender groups

including men and women. The results will be presented in pie chart, sample size

selected authors in the data collection phase is 20 people. In which feedback is

obtained primarily from the candidates who wish to work for the company.

4.4.1.1 Gender

47
From the pie chart shows the gender of those who participated in the survey above. We

can see that 60% of those surveyed were women, while only 40% are men. This data

shows quite significant differences in the interest of gender on the survey topic. Can say

the development as well as the future direction of a very large company to influence its

existence. Therefore issues like human labor efficiency have a great impact on the

company. More specifically gender issues in the Vietnamese market as gender issues

in recruitment remain as an invisible wall. The recruitment advertisements put out

requests for sex, according to which men are favored for good paying jobs and highly

skilled. So, the candidates were women tend to work in an international environment to

confidently express their own ability. General name based platform derived from the

results shown in Figure 4.4.1.1., researchers in general and managers, in particular, can

develop common goals consistent with male and female employees. Because the job

satisfaction of employees plays a huge role in retaining customers, especially in the

service business.

48
 Gender Distribution of Candidates Wishing Work at
Starbuck Company In Vietnam

Male
40%

Female
60%

Figure 4.4.1.1: Gender Distribution of Candidates Wishing Work at Starbuck

Company in Vietnam

4.4.1.2 Age

Based on the results shown in Figure 4.4.1.2, shows the age group under 25 have

higher recruitment needs expressed the interest of the young labor force within the

company. It shows that the recruitment policy of the company is to attract young,

dynamic workforce.

49
 Age Distribution Of Candidates Wishing Work at
Starbuck Company in Vietnam
under 25 25 - 30 30 - 35 over 35

10%

20% 40%

30%

Figure 4.4.1.2: Age Distribution of Candidates Wishing Work at Starbuck

Company in Vietnam

The chart above shows the main age group of study participants, of which 40% under

25 age group account for this is the percentage of most age groups. Age groups 25-30,

30-35 and over 35, respectively accounting for the rate of 30%, 20% and 10%. Based

on the Literature Review that the author learn are in Chapter 2, shows the aspiration

apply depends heavily on the company's policies as well as aspects of the job

description. All the members in the enterprise usually consists of people with many

different ages, diversity systems can be of great help to the company but not avoid

unwanted troubles. Such as in Vietnam, the age difference in a collective work will make

every age group to think and recognize a problem in different directions. The staff of the

50
same age will be easy to find a common voice, to feel more comfortable in exchanging

and sharing. Therefore, they tend to form separate groups and limited communication

with colleagues in other ages. This is largely hinders the development of enterprises.

Therefore, to be able to blend in with the environment many differences and challenges

thus forcing individuals to be flexible and adapt quickly. Combining examples and

survey results show that the age group under 25 apply if participation in the company is

expected to bring the young labor force, full of enthusiasm, talent and desire to learn.

This is largely hinders the development of enterprises. Therefore, to be able to blend in

with the environment many differences and challenges thus forcing individuals to be

flexible and adapt quickly. Combining examples and survey results show that the age

group under 25 apply if participation in the company is expected to bring the young

labor force, full of enthusiasm, talent and desire to learn. This is largely hinders the

development of enterprises. Therefore, to be able to blend in with the environment

many differences and challenges thus forcing individuals to be flexible and adapt

quickly.

Combining examples and survey results show that the age group under 25 apply if

participation in the company is expected to bring the young labor force, full of

enthusiasm, talent and desire to learn.

4.4.1.3 Marital Status

51
 Marital Status of Candidates Wishing Work at
Starbuck Company in Vietnam
90

80
70
60
50
40
30
20

10
0
The company’s employees Employees of the company applying
Single Married

Figure 4.4.1.3: Marital Status of Candidates Wishing Work at Starbuck Company

in Vietnam

According to the survey results about the marital status of the two respondents showed

like Figure 4.4.1.3. In the surveyed group of employees working at the company,

Starbucks has had the family status of 55% and 45% single. That suggests companies

will lack full-time human resources. Therefore quantities may apply 80% of celibacy is a

good sign for the company.

In Vietnam, if candidates want to have a job-specific level or move more, work more

than 12 hours/day, or outside working hours, frequent travel to meet clients or work

abroad. For the above work, the majority of the salary will be higher but it is appropriate

only if they are single. But if she married apply the majority of employers will consider

whether to contact them or not and of course they will risk being excluded from the

interview.

52
 4.4.1.4 Education Level

THE EDUCATION LEVEL OF THE PARTICIPANTS IN THE

SURVEY
Master, 5%
Internship, 15% High school,
34%

Bachelor, 56%

Figure 4.4.1.4: The Education Level of the Participants in the survey

Based on the results in the chart above, we can see the staff in the company Starbuck

in Vietnam, as well as the candidates, are reaching levels of education such as

Bachelor accounted for the highest 56%, followed high school is 34%. That shows all 4

types are the foundation on English basic and it with a high percentage in 2 forms

Bachelor and high school. It shows the need to find part-time employment at the

company attracting large number of students who want work-study or inexperienced

Entry. Work environment with multiculturalism from an international company like

Starbucks are attracting large amounts of child labor is evident. According to current

trends in Vietnam, the majority of young people who wish to experience based on the

theory learned in class, they will be eager to find a part-time job with the desire to have

more income. Also, with the psychological extroverted international companies with

53
language requirements (such as English) will sagas human groups like good

communication and diplomacy. This is the potential employees that employers want to

navigate to for they will easily persuaded as well as take care of the loyal customers of

the company. On the other hand with the results shown in Figure 4.4.1.4, the remaining

2 format respectively master's degree 5% and 15% internships meant that employees

wishing to develop in parts company . This is the potential employees that employers

want to navigate to for they will easily persuaded as well as take care of the loyal

customers of the company. On the other hand with the results shown in Figure 4.4.1.4,

the remaining 2 format respectively master's degree 5% and 15% trainees meant that

employees wishing to develop in parts company . This is the potential employees that

employers want to navigate to for they will easily persuaded as well as take care of the

loyal customers of the company. On the other hand with the results shown in Figure

4.4.1.4, the remaining 2 formats respectively master's degree 5% and 15% internship

meant that employees wishing to develop in parts company.

4.4.1.5 Positional Level

From the documents in chapter 2 and the results as figure 4.4.1.5 shows more level job

positions in companies Starbuck. The author only offers 3 levels of the most commonly

used position to survey employees, managers, and top managers. While a large

proportion of employees is 56%, the remaining two positions respectively 28% and

management of top management is 16%. Shows that the number of recruitment

affecting the level of job positions in the company. Because it can predict the number of

staff shortage or excess in a division in the company. That helped the company can

make decisions work distribution and rational organization for their employees.

54
 Positional Level
Top Manager
16%

Employee
Manager 56%
28%

Figure 4.4.1.5: Positional Level

4.4.2 Employee perception of Recruitment Dimensions

4.4.2.1 Recruitment Needs Assessment

The market in Vietnam, the company will not run according to the number of recruitment

that will focus more on the quality of recruitment. Employers will not only require

candidates to have professional skills but also need to have the skills to serve the work

program. In addition, businesses will also not willing to trade off higher wages to get

people in the short term, they will have instead recruitment strategy and training of the

overall and long-term. There is the source of recruitment needs arising often seen as

Recruitment replacement: Here is the scenario that applies to emergency situations to

ensure continuity for the job. Such as a contract employee is absent or ill. Because of

55
pressure to ensure continuity and stability in the jobs where recruitment will not be able

to achieve good quality for substitute staff. Best recruitment activities need to be

prepared before the former employees leave because they can guide the work for

replacing staff.

Recruitment Response: This activity happens when a business gets a vast volume of

work in a specific timeframe. To guarantee generation plans, organizations will enlist

temporary staff forms to complete the work on time. But this brings many risks such as

cost cap if hiring skilled and time-consuming to guide staff.

Recruitment projects: this movement combined with a venture or a strategy to make

interest for work. For instance, an advertising plan for remote markets or cutting edge

ventures.

4.4.2.2 Recruitment Commitment

Many companies talk about the concept of "employer of choice", however, on the

economic arena is growing as the current fierce competition among employers to attract

talented candidates. To do that the company should have the attractive benefits and

commitment to retain the most talented employees.

Today, thanks to the development of the internet strong, employees can also access

various information about the company as well as customers seeking information to

compare prices and products. They can instantly search for information to discover the

value of ourselves, of our company and various job opportunities.

Operations personnel management commitment to benefit and improve productivity for

all companies:

56
Construction work environment: whether through an internal survey to know what needs

to be adjusted in the environment the company's work. A safe environment and

comfortable, making employees happy will create the motivation and engagement of

employees.

Manage open: it is the sharing of all the policies, operations, information about

customers, contracts, corporate objectives... Parallel to share, to encourage employees

to contribute ideas to change and consolidation of business activities is also very

important.

Offer and Bonus: there are numerous structures to recognize people and gatherings

with high performance as a reward, a compliment, a sum of money or a promotion.

However, you should not offer incentives or reward without reason, unless it's

mandatory payments as assessment, annual salary increases.

Encourage opinions and share knowledge: do rich repository of company ideas with the

contribution and creativity of the staff. That may be the opinion of HR activities, mode of

health care, to how to manage projects, workflow... The company can create a

database center, where people can information about the work, share experiences or

new ideas. In this way, employees can learn the knowledge and learning, sharing with

each other. Also, be held many discussions between the leaders and their staff to be

grasped ideas, discussion and look towards implementation. To maintain this culture,

each month you should spend an encouraging gift for the best idea.

Evaluation of staff: this is a process closely linked to the business activities of the

company. Assessment to help employees overcome these disadvantages, and to

57
acknowledge the contributions and their achievements. Through staff assessment, you

can measure the performance of the whole enterprise.

Many companies believe that their competitive advantage is the different culture of the

individual companies. However, if companies cannot attract and retain the right people

for the development and culture will soon no longer be an advantage too.

4.4.2.3 Recruitment Approach

Recruitment for the company organization, now the most important aim is to find one or

more suitable candidates for one or more placements in a given time. On the other

hand, this is also one of the ways to establish relationships with potential candidates.

Depending on the extent of the organization, the reason for enrollment and procuring

controls, each organization will have distinctive enlistment techniques as needs be

Three universal recruitment methods often companies use the most are Direct

Recruitment, Indirect Recruitment, and Recruitment indirectly through a unit / other

businesses (Mooney, 2018).

The first is the Direct Recruitment. In this mode, the company will select the candidates

directly from the place of training, namely universities, colleges, professional secondary,

vocational school, ... They build relationships with candidates looking for work through

the understanding of the specialized training and links with schools in order to quickly

obtain suitable candidates with expertise as soon as the company needs and students

eligible to work. Currently, for greater efficiency, the recruitment company can contact

directly with faculty, college-information and selective of the students have excellent

performance to recruit. They moved the recruitment information through seminars,

58
creating direct recruitment sessions at schools, direct interview, and recruitment. If you

need large quantities, they can co-organized festival of companies recruiting on campus

and use the mobile office to be able to contact directly with job seekers. This method is

generally applicable to companies recruiting staff requires high capacity and recruitment

expertise often.

The next method is Indirect Recruitment in this method companies can clearly see this

method through newspaper ads, radio, on TV or in magazines expertise, the recruitment

website and so on. This is the technique for enlistment through enrollment instruments.

Most organizations have this kind of enrollment in the recruitment process of company.

However, the risk is not guaranteed all of professional and work experience of the

candidate filing. To ensure the employment records, the best companies should clarify

the job description, know the exact type of candidates that companies desired search

ads before and receiving records. This type of recruitment is often used when the

company needs a large number of candidates. In addition, the company wants to

expand the recruitment area or not find enough candidates expect to management

positions or demanding professional. Experience from employers now shows, get

enough suitable candidates, especially for positions demanding expertise and

experience, the use of this method will help inform your employer is more widely

distributed and can be quickly accessed with suitable candidates.

Finally Recruitment methods through a unit / other businesses. This method the

company needs to recruit personnel through private recruitment companies, HR

management consulting ... in order to get suitable candidates. Ideally, this method

should be applied to ensure that applicants have enough skills and experience to work

59
in positions of senior management of the company. The headhunter's curve is currently

very effective in this type of recruitment.

Each company has its own recruitment methods to obtain the desired candidate.

Depending on company’s regulation, vacancies and cooperative agreement between

the applicant and employer, general standard procedures will be executed for each

method (Das, 2018). The biggest goal is still to find the most suitable candidates for

their company.

4.4.2.4 Recruitment Evaluation

The selection process should also be considered as a process to evaluate recruitment.

According to figure 4.4.2.4, most methods are often used in combination with brief

interview job applicants, tests and interviews referral personally by many people in the

company. Some activities in the selection process more expensive than others.

60
Figure 4.4.2.4.1: The selection process

Source: made by the author

A business always comes with headaches and difficulty of finding a way to select and

recruit the best employees. It is like going shopping for families. If you choose the goods

with high quality and reasonable price, the durability of the goods will be longer and the

chance of maintenance and replacement will be lower. However, if the goods with

wrong quality and costly in terms of time, effort are chosen then the performance and

61
efficiency of the goods will be replaced sooner. Therefore, recruitment is an essential

factor in the treadmill of enterprises. Developing enterprises are depended heavily on

the process of recruiting and evaluation.

Figure 4.4.2.4.2: The recruitment process

Source: made by the author

62
In terms of personnel administration that says we do not need to say more because the

stars have to build processes. The requirement of recruitment process is to save costs

while working with departments as well as to avoid mistakes. In recruitment process, it

has to follow the proposed normative samples of requirements for personnel, modes,

and time (Mooney, 2018. ... Based on two models form of recruitment and selection

figure 4.4.2.4.1 and 4.4.2.4.2 above figure can be seen to evaluate recruitment process

based on multiple combinations together. Perhaps the authors found that the main

problem of employee turnover is less choice. Even with the meticulous selection

process, a company is also a tendency faced when hiring mistakes. Those who need to

be removed will be hired while some people need to be hired will be removed. Kind of

person is very clear before and kind who never noticed especially, the trend of those

selections are possible "screening process" to reduce the risk of choosing the wrong

people. The screening process to reduce the cost of money directly collaborating with a

"bad tenant". Unfortunately, it can also ignore the average person on paper but can be a

great salesperson. Both faults could be lowered if the company set an organized

approach to the selection process. An organized approach requires a careful

consideration of the selection method used and a proper process in which the method is

applied.

4.4.2.5 Employee Performance

People are the most important element of an organization. To these resources are used

and effective development, management level required methods of management and

personnel performance evaluation accordingly. However, reality shows, "HR

management by performance" remains the difficult problem of many Vietnamese

63
businesses. The assessment of work performance is a norm procedure to evaluate

one’s job performance in terms of entrusted objectives and tasks. The main purpose of

this technique is to convey personal goals, encourage effective implementation as well

as provide and receive feedbacks to prepare for a development plan Performance

evaluation is an excellent opportunity to promote the good employees and improve staff

capabilities poorly.

Not everyone appreciated the performance assessment work. These employees often

expect capacity in this assessment because the people know this is the time they will

get granted on recognition that they deserve. Nevertheless, most staffs often feel shy

and uncomfortable with this assessment. They are afraid to hear unwanted comments

from their bosses although they know that their job performance is not satisfactory.

Particularly, busy managers do not like to evaluate the performance of this work for two

reasons: (1) they are not willing to talk directly to their employees that the employees do

not work as they expected; (2) the realization of this evaluation for multiple-level direct

reports will take time for preparation, administration, documentation, and tracking. Time

is the extremely valuable asset for managers. Imagining the situation of ten managers

who report directly, the evaluation for ten people is a time-consuming activity.

In fact, the performance assessment is sometimes inconvenient and taking a lot of time.

However, if it is applied by the right thinking and effective implementation, this

evaluation will be worth the effort spent. As the primary task of a manager is to achieve

results through staff work, a systematic approach to assess human assets is required

(Robertson & Cooper, 2010). Evaluate the performance of employees is one of the

utmost importance to help managers and employees to recognize what has never been

64
done in the past year, from which to make adjustments and improve for years next.

Instead of bearing the tension and judgment, the position is superior, you should create

for the evaluation of an atmosphere of openness and constructive. Since then the

assessment will be fair, accurate and more efficient.

65
 Chapter 5: Conclusion and Recommendations

5.1 Conclusion

Corporate culture plays an important role in attracting and retaining employees as well

as boost productivity. Corporate culture helps employees clearly see the objectives,

orientations and the nature of their work. It also creates good relationships between

staff and builds a comfortable work environment, healthy. Appropriate corporate culture

helps employees feel their work has meaning, proud to be a member of the business.

Hence the selection process who fit the company culture is very important because this

is the stage of input. First, employees must have the skills and knowledge appropriate

to the nature of the work of the company. Second, employees must have character,

moral values ... in accordance with the company's overall value.

5.2 Recommendations

In most large corporations around the world, company culture and business strategy are

two extremely different categories. The managers are always aware of the corporate

culture less will affect business results, but they are often not respected it, or just

launched several campaigns clichés like "Together We Build work environment-friendly.

"And that makes the company more and more costly impasse but not effective. Based

on the theoretical analysis in Chapter 2 and Chapter 4, shows the company Starbuck

policies as well as strategies to attract groups of young workers. Here are the opinions

and information that the author gathered at companies, Starbuck.

66
Starbucks culture so special because it is associated with the business strategy of the

company. Feel comfortable entering a Starbucks store is not merely based on the

interior design, but also depends on how the sales staff understand the importance of

his grasp to bring good experience for customers will help both corporate developers.

Through years of expanding and developing, Starbucks has created a work culture

focused on morale and working environment of employees, encouraging them to build

relationships friendly even in groups and always see people Park is the "God" should

take care of their best. All companies in the world are intended to build an environment

of diversity and cohesion between employees, Starbucks is not only intent but also aims

to build a staff of diverse languages, ethnicity, and culture to create an environment

familiar to any guest who does. All to build a "space experience" for customers. And

when it comes to improving the work culture, other companies often focus only on the

negative side to overcome. This seems reasonable, but Starbucks is completely

reversed when managers focus on the positive points in the workplace now, consider

whether it is tied to the vision of the company or not and strive to promote it. This

approach has become extremely efficient in comparison with the "cultural reform" when

every employee feels like he is part of the organization, they will wholeheartedly to

make the objectives of companies realized.

The company's employees always receive the full knowledge and skills, from Starbucks

to the product service rules, especially how to greet customers and create a special

environment Starbucks. Starbucks is proud to be the company to invest in skills training

staff than invest in communication, and it has brought a working culture characterized

Starbucks and give customers an experience Starbucks perfect

67
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 Appendix - Questionnaire
For the employees at Starbuck Company in Vietnam

Question 1: Please select your age range:

 under 25

 25 – 30

 30 – 35

 over 35

Question 2: Please select your gender

 Female

 Male

Question 3: Please select your marital status

 Single

 Married

Question 4: Please choose your position in the company

 Employee

76
  Manager

 Other: ………………………….

(Please write your answer in details).

Question 5: Please choose your educational qualification:

 High school graduated

 Bachelor

 Master

Question 6: To what extent do you agree or disagree with the methods in the

recruitment process in the current company?

 Agree

 Neutral

 Disagree

Question 7: How effective do you think the current approaches are?

 Very effective

 Effective

 Not effective

77
  Not useful

Question 8: Are you happy with the working environment?

 Agree

 Neutral

 Disagree

Question 9: Do you think there is any weaknesses existing in the current approaches?

 No

 Yes:

……………………………………………………………………………….

(Please write your answer in details).

Question 10: Do you have any suggestions for the current approaches to the improved

better?

 No

 Yes:

………………………………………………………………………….……

(Please write your answer in details).

78
For recruitment staff at Starbuck Company in Vietnam

Question 1: Please select your age range:

 under 25

 25 – 30

 30 – 35

 over 35

Question 2: Please select your gender

 Female

 Male

Question 3: Please select your marital status

 Single

 Married

Question 4: Please choose your educational qualification:

 High school graduated

 Bachelor

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  Master

Question 5: Please select your occupation:

 Student

 Office employee

 Teacher

 Other:

……………..……………………………………………………...............

(Please give your answer in details).

Question 6: Please choose your educational qualification:

 High school graduated

 Bachelor

 Master

Question 7: What do you think about the employees working at Starbuck in Vienam?

 Friendly

 Enthusiastic

 Trusty

 Easy to talk

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  Other:

……………………………………………………………………...............

(Please give your answer in details).

Question 8: What is job position that you wish to apply at company?

 Employee

 Manager

 Top manager

 Other:

………………………………………….…………………………………..

(Please give your answer in details).

Question 9: Do you have any suggestions for the current approaches to the improved

better?

 No

 Yes:

………………………………………………………………………….……

(Please write your answer in details).

Question 10: Why you want to recruit into the company Starbuck in Vietnam?

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………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………

(Please give your answer in details).

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