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Firm-specific marketing capital and job satisfaction of marketers Evidence from Vietnam

机译：公司特定的营销资本和营销人员的工作满意度来自越南的证据

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Purpose - Based on the resource-based view of the firm, this study aims to examine antecedents and outcomes of firm-specific marketing capital pool invested by marketers in a transition market, Vietnam. Design/methodology/approach - A sample of 528 marketers in Ho Chi Minh City was surveyed to test the theoretical model. Structural equation modelling was used to analyze the data. Findings - It was found that firm-specific marketing capital pool had positive impacts on both job attractiveness and job satisfaction. The impacts of human marketing capital and relational marketing capital pools on firm-specific marketing capital were significant. Finally, the relationship between job attractiveness and job satisfaction, and the relationship between human marketing capital pool and relational marketing capital pool were also significant. Research limitations/implications - A key limitation of this study is the examination of only two antecedents of firm-specific marketing capital pool: human and relational marketing capital pools. Practical implications - The results of this study suggest that firms should establish people management policies and practices that motivate marketers to invest more in firm-specific marketing capital to enhance job attractiveness and job satisfaction of marketers. Also, in order to improve firm-specific marketing capital, recruiting marketers with high levels of human and relational marketing capital pools is a priority. Originality/value - The study investigates the role of human resources at the marketing professional level in job attractiveness and job satisfaction in a transition market.
机译：目的-基于公司基于资源的观点，本研究旨在研究营销商在越南过渡市场中投资于公司的营销资本池的前提和结果。设计/方法/方法-对胡志明市的528个营销人员进行了抽样调查，以测试理论模型。使用结构方程建模来分析数据。调查结果-发现公司特定的营销资金池对工作吸引力和工作满意度都有积极影响。人力营销资本和关系营销资本池对公司特定的营销资本的影响很大。最后，工作吸引力与工作满意度之间的关系，以及人力营销资本池与关系营销资本池之间的关系也很重要。研究的局限性/含义-这项研究的主要局限性是仅考察公司特定的营销资本库的两个前提：人力和关系营销资本库。实际意义-这项研究的结果表明，公司应制定人员管理政策和做法，以激励营销人员在特定于公司的营销资本上进行更多投资，以增强营销人员的工作吸引力和工作满意度。此外，为了提高公司特定的营销资本，优先考虑招募具有高水平人力和关系营销资本池的营销商。独创性/价值-该研究调查了转型市场中营销专业人员级别的人力资源在工作吸引力和工作满意度中的作用。

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