Improving internal communication the function of human resource in osstem implant vi na

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of Business ---Vo Ngoc Dung IMPROVING INTERNAL COMMUNICATION: THE FUNCTION OF HUMAN RESOURCE IN OSSTEM IMPLANT VI NA MA

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-Vo Ngoc Dung

IMPROVING INTERNAL COMMUNICATION:

THE FUNCTION OF HUMAN

RESOURCE IN OSSTEM IMPLANT VI NA

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City - Year 2020

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-

Vo Ngoc Dung

IMPROVING INTERNAL COMMUNICATION:

THE FUNCTION OF HUMAN

RESOURCE IN OSSTEM IMPLANT VI NA

MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: Dr NGUYEN THI MAI TRANG

Ho Chi Minh City - Year 2020

TABLE OF CONTENTS

1 Introduction 5

1.1 Osstem Implant Co., Ltd 5

1.2 Osstem Implant Vi Na Co., Ltd (Osstem) 5

2 Problem context 9

2.1 Global implant market 9

2.2 Vietnamese implant market 10

2.3 Osstem business result and the situation of the company 11

2.3.1 First symtomp: Mid-level managers left 12

2.3.2 Second symtomp: Decreasing of customer satisfaction 15

3 Problem Identification 15

3.1 The first possible problem: Lack of human resource department 15

3.2 The second possible problem: Ineffective internal communication 16

3.3 The third possible problem: Mid-level manager dissatisfaction cause of low salary 18

3.4 Problem validation: the main problem is ineffective internal communication 22

4 Possible causes 30

4.1 The first possible cause: Different languages between staffs and director 30

4.2 The second possible cause: Personal leadership weaknesses 30

4.3 The third possible cause: Poor employee relationship 30

4.4 The fourth possible cause: Demotivated mid-level managers 31

4.5 Cause validation: poor employee relationship 31

5 Alternative solutions 34

5.1 The first alternative solution: Building human resource department 34

5.2 The second alternative solution: Increasing working environtment 35

5.3 The third alternative solution: Increasing salary for mid-level manager 36

5.4 The fourth alternative solution: Team building activity 37

5.5 Solution justification 37

6 Action plan for solution 38

7.Interview transcripts 45

SUPPORTING INFORMATION 65

REFERENCES 73

LIST OF FIGURES

Figure 1 Osstem Customer line 8

Figure 2 Dental Implant Market 9

Figure 3 Global Implant Market Size Estimate 2015 - 2016 10

Figure 4 Vietnam Dental Implant Market Share 10

Figure 5 Osstem Sales Volumm 11

Figure 6 Osstem Organization Chart 13

Figure 7 Problem Mess 21

Figure 8 Internal corporate communications process (Source: Miller, 2012)37 25

Figure 10 Initial cause and effect tree 28

LIST OF TABLES Table 1 Osstem Product Lines 6

Table 2 Cost for hiring new HR manager 35

Table 3 Cost of increasing work environment 36

Table 4 Proposal for increasing salary 36

Table 5 Action Timeline for solution 39

Table 6 Survey 1: Frequency of checking employees' emails 41

Table 7 List of Interviewers 41

Table 8 Interview Guide 1 42

Table 9 Interview Guide 2 43

Table 10 Interview Guide 3 44

Table 11 Interview Guide 4 44

Table 12 Average wage in Vietnam labor marrket 65

Table 13 Average wages in Osstem 2019 66

Table 14 Viet Nam implamnt market share 66

Table 15 Basic Salary in Osstem 66

Table 16 Customer satisfaction survey 69

1 Introduction

1.1 Osstem Implant Co., Ltd

The origin of dental implants: in 1952 when Professor Branemark accidentally discovered the phenomenon of bone integration on rabbits, from which he developed the theory of

"Osseointegration" based on titanium material, a metal that has low cost and good bone compatibility with the human body This theory laid the foundation of the strong development

of dental implants industries Dental implant is an artificial root that inserted into the jawbone

of the human body to replace the lost root According to the world statistics, our tooth loss for many reasons, such as: aging, dental disease, accidents, etc Moreover, the number of people losing their teeth is increase every year The first and the current leading dental implant company is Straumann Osstem Implant Co., Ltd was born in 1997 based on the foundation of Professor Branemark’s bone intergration theory and Straumann's design techniques

Osstem Implant Co., Ltd is a leading dental implant company in Korea The company's major product lines stretches from Dental Implant, Dental Equipment (Dental Chair, Surgical machines in dentistry .) to Dental Materials (Bleaching, impression taking, treatment .) Since establishing in 1997, the Company has expanded its product distribution system in over

70 countries around the world In Korea and China, Osstem has already had 50% and 35% market shares respectively In Asia - Pacific, Osstem brand is the leading company in the middle and high-end segment In the global market, the company rank at No 5 after competitors from the US, Switzerland and other European countries Osstem is operating a total

of 28 branches in 26 countries Currently, Osstem has its own factories and R&D center in Korea In the United States, the Korean leading dental company also has a factory and a subsidiary under a new brand name called Hiossen focusing on competing in high-end market segmentation against competitors from Europe and the US Osstem’s R & D Center operates strongly and continuously with leading professors and doctors from all over the world to research and release new developed products that satisfy all demands of the market

1.2 Osstem Implant Vi Na Co., Ltd (Osstem)

OSSTEM IMPLANT VI NA COMPANY LIMITED (Osstem for short throughout this essay) were established in Vietnam with the principle activities are importing, wholesaling and retail distributing (without wholesale or retail facilities) products in the field of dental implant industry Osstem was invested 100% by Osstem Implant Co., Ltd in 2012 After 08 years of operation, up to December 31 rd 2019, Osstem is leading the market in Vietnam with 35% market share1 Osstem's main products include dental implants, medical equipments (dental chairs, X-ray machines) and dental materials

Table 1 Osstem Product Lines

(Source: Company data1)

Implant

World's leading surface

technology that promotes

osseointegration

Develop technologies

optimized for oral

environment

Outstanding quality control

World's leading in terms of

dental materials such as bone graft materials, impression materials and whitening materials; dental

Organize Osstem meeting/Osstem world conference

Dental IT

Develop and distributes software applications for insurance claims and Dental management

Develop and install software applications to set up a digital treatment environment

Dental Interior

Provide customer and patient-oriented interior design to create the optimal treatment environment

Provide a onestop service ranging from design to installation and warranty

service

Osstem has been maintaining a rapid growth rate since joining Vietnam dental market, the number of employees, thus, increase quickly with the total of 54 employees (as of December

31st , 2019) Osstem has 05 branches located in 05 major cities: Ho Chi Minh, Hanoi, Can Tho,

Da Nang and Hai Phong In the future, the expansion keeps going on other developing cities such as Vinh, Buon Ma Thuot to support customers quickly and easily The vision of Osstem

is to become "the trustworthy partner of Vietnamese dentistry" The Company’s head office is located at No.326/1 Nguyen Van Linh Street, Binh Thuan Ward, District 7, Ho Chi Minh City, Vietnam

Osstem business depend on directly sale to dental organization specializing in Oral surgery The dental specialties are oral surgery, orthodontics The others are periodontics, pedodontics, endodontics, radiology, prosthodontics, oral pathology and dental public health Each specialty requires extensive training All are there to treat and manage the oral cavity and surrounding areas2 These experts must be the owners of the dentist, the dean of the hospital or those who have the right to make a purchase They are people who work at:

• Hospitals from grassroots to central level;

• Dentists - Odin - Facial specialists working for public or private hospitals;

• Specialized teeth - jaw - facial clinic;

• Treatment facilities: doctors directly involved in treatment and management in public and private hospitals;

• Training institutions: lecturers at medical universities, medical colleges and medical secondary schools, training managers;

• Research institutes: experts in research institutes in the field of health sciences, teeth - jaw - face;

• Regulatory agencies: specialists from health regulators;

• Specialists in government and non-government organizations

Osstem Products

2 Problem context

2.1 Global implant market

Figure 2 Dental Implant Market

(Source: Global Market Insights) Based on a report from Global Market Insight3 in 2019, Dental Implants Market size exceeded

$3 billion in 2018 and expected to achieve over 5% CAGR from 2019 to 2025 Market size of dental implant in 2018 is 3 billion (USD) Forecast for 2019 to 2025 period will get 5 Billion USD Five dental implant brand name are Straumann, Nobel Biocare, Zimmer, BioHorizon and Osstem in order The aesthetic dentistry industry has been growing rapidly and expanding worldwide since people became more aware of health and beauty care

In 1952, Swedish professor Per-Ingvar Branemark4 discovered the bone integration phenomenon of titanium material Since then, dental implants have become more and more popular all over the world with the role of replacing lost tooth roots, improving chewing function with aesthetic assurance

Favorable economic and industrial conditions in Asia Pacific countries, especially the high proportion of working-age population, is a very good factor to attract foreign investors Ideal geography, high productivity growth rate, together with preferential policies make Vietnam one of the best destination for investors to widen their portfolio The development of Viet Nam industry has led to an increase in per capital income after joining the WTO, GDP per capital increased from USD 730 in 2006 to USD 2,587 in 2018 As a result, awareness and of health care as well as willingness to pay for health care treatment of Vietnamese customers increase Dental market3 Therefore, become portfolio health care investors cannot ignore and must massively invest their money

Figure 3 Global Implant Market Size Estimate 2015 - 2016

(Source: Fortune Business Insights) Fortune Business Insights5 said that dental implant market grow 5.1% to reach 5,725.7 Million USD by 2026 Since 2011, Osstem Implant Co., Ltd., has been ranked at 1st place in the Korean market, 1st in the Asia-Pacific market, and 5th in the global market for dental implants Osstem came to Vietnam after other domestic competitors, but it has achieved great milestones thanks

to lots of factors For instance, the perception of customers about oral care and dental implant

is slightly increase due to marketing activities from other competitors, the Korean origins of Osstem products has good impression in the mind of Vietnamese consumers, etc…

2.2 Vietnamese implant market

Figure 4 Vietnam Dental Implant Market Share (Ratio)

(Source: Osstem Marketing Department)

30

35 10

15

10

Strauman Osstem Dentium Nobel Others

According to research by Kenresearch6, Viet Nam Dental Market CAGR (Total Number of Clinics) is: 1.2% in 2013-2018 and will be 2.0% in 2018-2023 Beside, fasting development economics, from World Bank7 from 2002 to 2018, GDP of Vietnam has incresed 2,7 times, over 2.700 USD on 2019 Preliminary figures show that real GDP will increase by around 7%

in 2019, close to the 2018 growth rate and Vietnam is one of the countries with the highest growth rates in the region Since then, people's spending on health care in general and oral health in particular has increased

2.3 Osstem business result and the situation of the company

Osstem started there buisness in Viet Nam from 2012 By 2019, Osstem is holding 35% of dental implant market share with sales reaching 200 millions1 While other world leading brands from Europe and America such as Straumann (Switzerland), Nobel Biocare (Switzerland), Zimmer Biomet (USA), BioHorizon (USA) chose exclusive distributor as their dealer Osstem chose to invest directly in Vietnam under the name Osstem Implant Implant Vi

Na Co., Ltd Thanks to the direct and timely investment and management to catch up with the world and Vietnam trends together with appropriate policies in both products lines and sales strategies to meet market demand As a result, after 9 years of investing in Vietnam, Osstem has surpassed other competitors and led the market in terms of implant consumption and market share in consecutive years 2017, 2018, 2019

Figure 5 Osstem Sales Volumm

(Unit: Millions VND/Source: Company Data1)

In 2012, when Osstem first invested in Vietnam, Osstem had only four employees: one warehouse manager, one accountant, one marketing staff and one sales staff 1 After eight years

of operation, the company achieved a rapid growth rate and the number of employees increased correspondingly Number of staff in the current departments is from three to five, the sales department has five branches in five big cities including Ho Chi Minh, Hanoi, Can Tho, Da Nang and Hai Phong with nearly 30 employees

0 50 100

150

200

250

Rapid development is the goal of the business However, in addition to the rapidly increasing customer base, employee management and customer care are a major concern for Osstem Osstem’s customer survey results are showing signs of decline in recent years Specifically, from the data of the Marketing department, the scale of customer satisfaction on delivery time, maintenance information response time, and information delivery time are all low 1

2.3.1 First symtomp: Mid-level managers left

Figure 6 shows that the company does not has human resources department Conducting in-depth interview result that head of human resource manager and head of marketing department have finished working in Osstem In 2018, HR Director and Importing Manager suddenly quit his job, causing serious damage due to the large amount of work that has not been handing over and well instructed to newcomers In June 2019, the Head of Marketing - Customer Service resigned, although the staff handed over but the staff remained incapable of handling all the tasks, this problem greatly affected to work flow of this department

Director of Osstem – Mr Kim Han Sang said in in-depth interview that:

Personnel in this industry are difficult to find, because people need experience and expertise in the field of health The fact that middle managers quit their jobs is a big loss for the company This will affect customer care and personnel management of the company The company will continue

to expand the market to major provinces to reach and support customers But human resources are having problems because of the lack of experienced people to manage them

Figure 6 Osstem Organization Chart

Donaldson8 said that matrix structures are complex and conflict prone Specially, in Osstem, branches are spreaded across five major cities to provide maximum customer support and efficient sales However, the managerial burden was put on the back office departments due to the simultaneous management of the work of all five branches

Accounting Manager - Ms Oanh said that:

Every month, debt collection is carried out simultaneously in all five branches At this time, the accounting department must support sales in all areas contacting customers to collect debts Differences in regional culture and geographical differences make debt collectors face many difficulties when communicating with customers Communication between employees and sales staff in the provinces is also difficult when there is a geographical distance

Holá J9 stated that effective internal communication enhances the role of managers and gives more positive attitude to change within the company It also allows opportunities to solve problems before they become worse

At Ho Chi Minh City branch, sales staff and office workers meet regularly through monthly meetings to make the information exchange process more convenient and effective Ms Mai - accounting staff also said:

Debt management and customer care in Ho Chi Minh City and the Southern Branch are easier

to resolve due to frequent meetings and direct requests from the Director Information from the Director after the meeting is aggregated and emailed to other branches This makes executing orders from branches less efficient than in HeadQuarter Ms Nga – marketing staff said:

When there is an event in Ho Chi Minh, the marketing department will be easier to perform and make fewer mistakes than it is organized in other provinces and cities like Hanoi, Hai Phong or

Da Nang The reason is that the Marketing department in Ho Chi Minh City can prepare and survey the venue and meet related partners before the conference takes place The tools and supplies during the process can be quickly processed if there are deficiencies This is harder to control than in another city

Logistic department also has difficulty in managing goods and delivery due to geographical distance Mr Tam- Logistic manager said that:

Managing goods in Ho Chi Minh City is easier than other branches because warehouse staff can directly check goods monthly and report back to the director All management requirements are strictly enforced and updated regularly through meetings

Dawson10 said that the strategic capabilities of an organization depend on its ability to process rapid change on information and perspectives we its business environment or market

required Talking about the impact of business communication

Mr Nguyen Duc Ngan - Vice Director in Ho Chi Minh also said:

It is difficult to present and propose to the company for additional support or sales policy when needed The main reason is due to geography and difficult to communicate with Director due

to language problems The company does not have an interpreter, so it is also difficult to communicate with the Director because no one can speak Korean and only a few people can speak English

2.3.2 Second symtomp: Decreasing of customer satisfaction

Observing the customer care data of marketing departmentin table 12 shows that the level of customer satisfaction is decreasing over the years In particular, the reasons for reducing customer satisfaction cause of delivery, customer feedback and maintenance time Osstem's HeadQuarter is located in Ho Chi Minh so all business is directly controlled from Ho Chi Minh's office Therefore, the research will focus on solving the problem of the Back Office division in Ho Chi Minh City The interviews will still be done both inside back office and outsie one Because we need to find out an objective view from both side to have an objective two-way assessment

Based on secondary data, observing potential signs that exist in Osstem, in depth interview was conducted to find out the causes of mid-level employee resignation and customer satisfaction reduction Company scale is under 30 staffs in each department Therefore, indepth interviews were conducted to find the root of symptoms The interviewer incorporating secondary data under director’s permission to list out some potential problems during the interviewer

3 Problem Identification

3.1 The first possible problem: Lack of human resource department

A separate global study by Accenture11 of nearly 500 business leaders also found that human resource issues are the top concern for companies That study found that "changing organizational culture and employee attitudes" is the number one business issue on the executive agenda Also ranking near the top of the list were "reducing workforce-related costs" and "improving workforce performance."

Bollen et al.12 also said that Intellectual capital is an important source of an organization's economic wealth and is therefore to be taken into serious consideration when formulating the firm's strategy

Firstly, Osstem organization chart in figure 6 shows that company does not have human resource department Other department do not have deep knowledge and experiences in human management for international company So they can not conduct HR function as good as it should be

Varkkey13 stated that Human resource management will place the right person in the right job, employee orientation, train employees for new jobs, improve job performance for each employee, gaining cooperation & developing smooth relationships, interpreting the company’s policies & procedures, controlling labor costs, developing the abilities of each person, creating and maintaining departmental morale, protecting employees’ health and physical conditions Osstem lacks a human resources department which limits the collection of information on the company's personnel situation When an employee quits, there will not be an official portal to confirm where the resignation originated from where to take remedial measures in the future The connection of parts and personnel cost management will not be strictly controlled The company does not have an official report on tracking personnel costs, the level of salary difference between departments and regions

Mr Kim Han Sang also said that

I am very worried about personnel issues at the company Employees communicate ineffectively, erroneous information interferes with the business a lot

As Varkkey13 said, interpreting the company’s policies & procedures belong to HR Department The rhythmic coordination between departments needs the support of the HR department Ms Nga – marketing staff said that:

Each event needs coordination of all departments Because each event has a scale of 300 to 500 guests While the marketing department has only 3 employees, it cannot be handled But the announcement from the marketing department is not convincing enough to gain maximum support from all other departments

The company has no human resources department which makes it difficult to coordinate work and management in all departments

3.2 The second possible problem: Ineffective internal communication

Several authors14, 15, 16, 17 stated that the practice of internal communication can enhance an organizational culture by promoting employee engagement through open communication

Mr Ngan said:

The marketing department must be closely associated with the sales department in order to collect market information In addition, the sales department must also support the marketing department by providing information about competitors, market situation, customer comments, customer needs about quality, product design and trends

De Bussy et al.18 also said effective internal communication can improve the trust between employees and management within an organization

In Osstem, the language barrier between Vietnamese employees and Korean directors creates barriers that reduce the efficiency of working between superiors and employees Mr Hong Kien Tam said

Managers have difficulty reporting to the director due to language issues Both the staff and the manager were afraid to talk directly to the boss So every time a problem arises, employees try

to find a way to solve it themselves first, otherwise it's a serious problem that they won't report

to Director

Communication is not effective also make each department in Osstem can not implement their functions effective Back office can not collect the information from front office on time Front office department can not catch up new program in time to compete with rivals in the market They will have thoughts blame responsible for each other

De Vries et al19 showed that to become a successful leader, charismatic and humanoriented leadership are mainly communicative According Holá20, the comprehensive content of internal communication realized within leadership

In Osstem, Director encounter problems with communicating with employees in Vietnam due

to language, personal and cultural barriers Staffs cannot comunication with Director Ms Oanh said that:

Few people can understand The current job repeated in the company, so the director can use Vietnamese to explain because everyone understands what they are doing So they can guess However, when it is necessary to announce a new program or plan, or hire a new employee, the requirement for effective communication will require to be fulfilled At that time, it is imperative for the company to have interpreters or employees with appropriate language skills

to communicate with superiors

The differences in Korean - Vietnamese culture also cause many difficulties in business management Mr Kim said:

Koreans work collectively, and they obey the orders of their superiors absolutely, while Vietnamese employees work individually and have little communication I try to bring people closse to together to work in s group, but it's not easy The departments rarely exchange information, update the situation and often work independently rather than team work

He wanted and ordered employees to increase direct or indirect communication via email, personal messages but the results were not as expected as most emails sent to employees was not responded Osstem has not yet taken effective measures to exchange information, causing delayed and misleading information, causing poor performance of each department and affecting the whole company

Pelau et al.21 showed that the internationalization requires a complex coordination of the activities from the management of any company An advantage for these complex activities, are employees who are able to communicate in a foreign language

Employees in Osstem, whether working for a long time or newbies, do not have the advantage

of language, creating a difficult communication problem between employees and Director In cases where the transmission information is misleading, or failure to present the information fully to the Director will result in a decision being delayed or inaccurate Staff is limited in English communication Ms Pham Thi Kieu Oanh - Chief Accounting said that:

The most difficult is to talk to Director, due to the language barrier I could not speak English

or Korean, he heard Vietnamese only at the basic level Every time we need to report something new, we have to ask marketing support

Brannen et al.22 and Mughan23 stated that today’s international business scholars treat language

as an issue at the heart of their subject area

Mr Ngan said:

It is difficult to present and propose to the company for additional support or sales policy when needed The main reason is due to geography and difficult to communicate with the Director due to language problems

Different language between director and staff is effective on cummunication in the company There are no language assistants to support translating and forward exactly the notice and command from Director to Departments makes them hard to understand and the program can not be implemented consistently and high productivity Between departments, information system is not consistent make them hard to collaboratetogether to get result effectively The process of all transaction will be slow and render dissatisfaction of customer

Beside, Osstem does not have management information system There is no binding or bonding

of departments in a co-working manner, which makes it difficult for the company when they are not closely linked The responses from in-depth interviews clearly showed that

Thompson24 said that the goal of every management information system (MIS), in any organization is to improve job performance Management Information System is defined as a type of system that consist of people, equipment and procedure to gather sort, analyze, evaluate

and distribute timely, accurate, relevant and pertinent information for management decision making

Mr Nguyen Duc Ngan said:

The marketing department only works in the office, so it does not understand the market situation and does not understand the working process of sales staff and customers The marketing department does not coordinate well with the sales department to quickly capture market information

Mr Tâm also said:

Employees in the company rarely talk to each other For example, the warehouse department only talks with accountants when there is a job And the Marketing department, too, when to report anything new to the warehouse department for help and vice versa

The notices from Director need to transfer from back office to front office via email But, sale department rarely to check There are also do not have any specific system to transfer information for internal communication such as information transfer system

Checking the main approach to transfer information of company, we have the list of Meeting emails of Marketing department1, data showed that 90% staffs did not reply email, 70% did not read email Mr Ngan said:

They even opened but they do not care about the content of email, even we emphasis many times that all of new promotions, policies and important things will be notify in that emails

Mr Kim Han Sang also said:

I command them have to check and reply so many times but they are not, they do not care about

email So we have to had the information system management in near future

3.3 The third possible problem: Mid-level manager dissatisfaction cause of low salary

Dunne and Barnes25 showed that under such circumstances, employees become a critical resource with a vital role in long-term success, through their involvement and contribution in serving customers and achieving customers' satisfaction

Mr Lee – Vice Director at Ha Noi also said:

Office staff in Ho Chi Minh felt dissatisfied at work, so their working efficiency was low and they did not support their customers well Staff will also not provide customers with the best care For example, when customers have a complaint about a product or a damaged product requires maintenance from the company, the office staff receives information to notify the director instead of a skillful solution to appease customers when they are upset about goods and services

According to the company's data1, Osstem's products are sold only to a specific group of customers who are dentists working at the oral and dental clinic, the head of the dental clinic According to data from CRM software, Osstem currently has about 3000 customers on nationwide1 Thus, the market of dental implants is very narrow, the number of dentists and dentists using this group of products ranges from 9000 to 10000 dentists, dental clinics and hospitals

Therefore, if the employee's dissatisfaction in the job leads to poor customer care, not only makes the current sales decrease but also affects potential customers in the future by affecting

Dr Ung Viet Cuong – a loyal customer also showed that

The dentist community in Vietnam is very few so almost everyone knows each other If Osstem does poor customer service, doctors will spread this information to each other Currently, in terms of brand and product quality, Osstem's selling price is very good But in the future, when more and more companies are entering the market, along with good sales policies and good care, doctors will choose another company

Therefore, employees who are not satisfied with their jobs will care and support customers not well This will affect the quality of customer care of the company From there, affect the brand reputation of the company The customers will word of mouth Over time, the brand reputation

of Osstem decreased, affecting the business oerations of the company

Rowley26 said that loyalty is key in customer development and profitability It also stated customer base is a core business asset The essence and nature of relationships and their business value is encapsulated in the concept of customer loyalty, and its associated literature The benefits of customer loyalty to a provider of either services or products include: lower customer price sensitivity; reduced expenditure on attracting new customers; and improved organisational profitability

The re-purchase will help the company minimize marketing costs through individuals and the cost of organizing conferences and seminars Every year, the cost of organizing conferences to introduce new products and launching new branches consumes a lot of time and costs, human resources of the company Ms Oanh stated that:

Each year the company spends a lot on seminars Due to the peculiarities of the dental industry, company conferences are held at 5-star hotels in the city center, resulting in high costs The preparation of the seminar also cost a lot of human and capital resources

Ehrenberg and Goodhardt27 stated the benefits associated with customer loyalty are widely recognised within business These include lower costs associated with retaining existing customers, rather than constantly recruiting new ones especially within mature, competitive markets

As Dr.Cường- a loyalty customer said that:

Osstem supports a bit slower than other companies For example, when I call a Medent company, it's within an hour or a session, and Osstem sometimes takes a few days to a week,

or sometimes forgets Good product but if I keep supporting like this, I will lose customers forever The order process is a bit long, for example, if you have a 2-month prosthesis appointment, I will be with you for 1 month but you will not receive the goods near the date of prostitution Many times cannot contact with salesman, or waiting time for the company must notify the sale to handle it

The absence of an existing customer care and maintenance strategy is a disavantage of the compan causing much damage in the long run The company's director, Mr Kim also believes that:

Good customer care is one of the key factors that marketing and sale departments must coordinate to implement to increase sales efficiency and increase profits The current customer care process is based entirely on the sales department Customer care must be synchronized and done in all parts together

The sales department stretches across the country and each person is directly in charge of his

or her customers When customers need to buy goods will contact that sale The company does

not have an official information channel for customers to comment and record customer feedback

According to the company's customer data1, the re-purchase rate of more than 1,000 corporate customers is 30% General Director Kim Han Sang's remarks are as follows:

This market is very narrow, our goal is to become a companion of Vietnamese dentistry Therefore, the low re-purchase rate proves that we have not performed well customer care

In addition, middle-level managers such as head of human resources, marketing manager, and logistics manager take turns to leave jobs, making management extremely difficult Director of Osstem – Mr Kim Han Sang also said that:

Personnel in this industry are difficult to find, because people need experience and expertise in the field of health The fact that middle managers quit their jobs is a big loss for the company This will affect customer care and personnel management of the company The company will continue to expand the market to major provinces to reach and support customers But human resources are having problems because of the lack of experienced people to manage them Survey of labor wages market in Viet Nam 201928 show that salary plays a very important role

in retaining the current talent of the company Specifically, the survey showed that if the salary did not meet the expectations of employees, nearly 80% of employees would have certain reactions, of which nearly 26% decided to change jobs

Looking at Osstem1's HR department data, the Back Office head level salary is 16.1 millions / month, lower than the average of management in Ho Chi Minh at 25 millions / month Thus, the possibility of personnel leaving to switch to other companies with higher salaries is very large

Figure 7 Problem Mess

3.4 Problem validation: the main problem is ineffective internal communication

Andersen29 stated that the international firm management of subsidiaries abroad necessarily implies the question of how to manage language problems; Language is the single most important factor when we study how communication takes place between cultures Language

is not just a technical competence that added to communication; Language skills are absolutely

no guarantee for good communication, but language skills give the necessary background for solving communication problems

Ms Mai said

Language is the main issue that creates barriers, interpreters are needed to assist staff in communicating with the director Entire company cannot speak English Thats is one of the most difficult in this company Culture is an irreversible factor but can be overcome by increasing the communication between bosses and employees, between departments to understand and enhance work efficiency

Researches communication of Andersen28 also show that in international company conclude some approaches to deal with language problem such as: there is passive behaviour where problems of language are ignored or disregarded, or the use of language intermediaries -

“language node” or only recruiting English-speaking personnel

In Osstem, they did not hire person can speak English well So sometime, relationship

bewteen Director and employess is not very good It is hard to report for director cause of language

Ms Mai also showed that

In addition, employee need to explain their difficulties when they are working, but they cannot cause of lack language skill

But after 8 years operation, Osstem still have a good result of business Although mid-level manager left but employees still be hard to explain personal ideas with Director Hence, the lack of human resource function is just one of reasons make internal comunication is not effective When an employee in the company feels dissatisfied in the process of working on superiors, colleagues, or salary, they can hardly present directly to the director but need through human resource manager But, the company does not have this position In addition, hot-tempered personality of Director also creates a second barrier for employees to talk to the Director

Abugre32 said that if the organizational communication pattern is weak, it would result in a low commitment as a result of diminished satisfaction of the workforce, greater employee turnover, and less productivity

The management of the company quit due to dissatisfaction makes communication efficiency

in the company lower This will lead to reduced quality of work and ineffective customer care Deputy director of the company, Mr Nguyen Duc Ngan also said:

Experienced employees leaving are a great loss to the company, they are experienced, knowledgeable, and know the company's development process ever New hires will need time

to train and learn This will cost the business both time and money Besides, they are the bridge between employees Because they have long working experience, the Director will respect their opinions more On the contrary, new employees also need their guidance

Future career path and remuneration policies are the next factor affecting employee engagement time in Osstem

Ms Mai said

Compared to newly graduated students, the salary in Osstem seems higher, but for experienced people, salary is quite low comparing to the outside market, especially compared to the company with a capital investment from abroad

Miller 33 believe that customer satisfaction (CS) is an essential predictor of lasting customer behavior Mr Lee said:

Human resources managers are incompetent in managing employees and do not complete the assigned tasks Company need more activities to attach department and branches

According to the results of in-depth interview, there was no comment referring to the management skills of the Korean Director Instead, employees only emphasize communication issues within the company between employees and directors, between departments that make

When employees want to quit, the HR department is the main responsible part of the discussion

to find the cause and find suitable replacements In addition, finding the cause of employee leave will help the company to promptly improve and remedy this situation in the future Kowalski34 when there is a communication breakdown in the workplace, it is important to understand what went wrong and how you contributed to what did not work But, the barrier

of communication between the boss and employees makes problems exist and not resolved

Ms Mai said

The marketing department hindered by exchanging information with the sales department but

it is difficult to explain clearly to the director because of the language barrier

According Hunjet et al35, communication is crucial in all segments of company operations, as well as in everyday life An unresolved issues will grow and become harder to solve Conflicts

in small matters that accumulate will become big problems

Especially, in B2B trading company like Osstem, Ms Nga said

Every time there is a new program or regulation, back office employees must call and notify all sales staff It is time consuming and not applicable when the number of sales staff increases rapidly

Director's leadership and management skills are quite good because Mr Ngan said:

After eight years of operation, the company has gone from zero to capturing the leading market share in the country

But, in terms of people management, the ineffective communication problem has made many employees unhappy, Ms Nga said:

After a direct working time, most employees will find it difficult to balance the relationship with the Director and sale department

Spaho36 stated that a breakdown in communication between people can result in problems that can be unsolved

But due to ineffective information exchange at the company, there will be many problems in the future As Mr Lee said:

The departments work independently and do not exchange work with each other, only when it

is realy serious, such communication is not enough

Spaho36 said a breakdown in communication between people can result in problems that can

be unsolved This is the reason why communication is necessary in world of business for conducting business in efficient manner Frequent interaction helps to share knowledge and experience, how to work together

Figure 8 Internal corporate communications process (Source: Miller, 2012)37

Miller 37 stated that a process of internal communication in a business clearly through

three part such as informing employees, engaging staff in dialogue and obtaining feedback Herring 38 also stated that both research and experience tells us that when employees understand how the business operates, can connect their work to company financials, and know what has

to be done for the business to compete, they are likely to be more engaged

And Hunje et al.38 showed that communication is an exchange of information, ideas and feelings through verbal and non-verbal means

Miller37 demonstrates a process of internal communication in a business clearly through three part such as informing employees, engaging staff in dialogue and obtaining feedback

Dolphin40 said that internal communication (or internal marketing) is communication between the organization’s leaders and one of its key publics: the employees

Kalla41 asserted that it is “social interaction through messages” and Welch & Jackson42 reflects management’s ability to build relationships between internal stakehold-ers at all levels within

an organization Quirke43 noted that the role of internal communication is to “illuminate the con-nections between different pieces of information”, and its job is “to provide employees with the information they need to do their job”

An overview of the problems Osstem faces related to the internal communication of the business such as:

Firstly, communication between employees and subordinates is having difficulty due to the language and personality of the Director Therefore, cases where employees disagree with the opinions of superiors also cannot present opinions Ms Nga said:

It is not satisfactory for the marketing department to apply for the import license to support the logistics department, but no one presented this issue to the Director

De Vries et al44 showed that the communication styles were strongly and differentially related

to knowledge sharing behaviors, perceived leader performance, satisfaction with the leader, and subordinate’s team commitment Leadership style can lead to employee loyalty or performance Communication is one of the ways to demonstrate the leadership of superiors Secondly, inter-departmental communication is not effective Mr Lee said

Because the company does not have a common set of rules on unified workflow and proper information management channels This leads to a decrease in the efficiency of the entire company, customers who do not receive the best care, leading to reduced satisfaction Midlevel manager quit due to failure to present personal opinions and discontent during the course of employment

The research of Hola45 shows that internal communication and loyalty have closely relationship The interview found problems caused by ineffective internal communication created within the business Accordingly, the interview also suggests again the factors affecting communication efficiency in the business The influencing factors are: Different Culture, Different language, Leadership Weaknesses, Demotivated employee, poor co-worker relationship And poor internal communication efficiency is affecting the following: It affects the brand reputation of Osstem in the market Mr Dung said

Competitive companies are increasingly focusing on customer care, if we do not do well, we will gradually lose customers to competitors Staff should be more proactive and frank in presenting difficulties and urgent problems

In other hand, The issue of salary to discuss with the boss that we (employees) are very difficult

to raise, need a human resources department to solve these issues

Cassia et al46 said that goods-related and service-related B2B brand images coexist in customers' perceptions and impact customer loyalty in different ways

And beside, Mr.Kim also said

Employees do not communicate and do not proactively report the work, just wait until being asked to answer It will cause difficulties for other departments and for the Director Employees who do not interact well with colleagues will lead to poor work efficiency, not communicate well with the boss, and will lose teamwork and depression leading to quitting

Sheldon47 said that communication is the thread that ties organizations to the company vision

Poor working quality of employees will lead to a decrease in the quality of services provided

to customers of the company Over time, this will affect the decision to re-purchase of old customers, reducing the reputation affecting the brand will also affect the purchase decisions

of new customers

In the mean time, there are a lot new brandes are investing into Vietnam market, the variety of products together with the better and better service quality We sell goods through customer service If the company does not unite and aims to achieve the same goal of improving service quality, we will lose market share

Kurtkoti 49 for the services sector, products and services, the consumer behavior is driven by product prices, service offered, timely delivery, use of technology, etc

On the HR side, the lack of HR manager makes it difficult to manage and recruit However, Osstem employees still work and achieve good business results after a year of human resources director leaving Therefore, this is not the cause of the problem

In terms of salary and benefits, Osstem still has the same salary level for employees as the general labor market, only the management salary is slightly lower Besides, with the exception

of the mid-level manager quitting thier job, the remaining units and employees are still working stably at the company, so salaries and division of work are not the main cause of the problem

In leadership style, this is an irreparable factor Besides, after many years living and working

in Vietnam, he has also shown himself to lead the company successfully and dominate the dental implant market Therefore, this factor is not convincing enough for the existing problem Leadership style, this is an irreparable factor Besides, after many years living and working in Vietnam, he has also shown himself to lead the company successfully and dominate the dental implant market Therefore, this factor is not convincing enough for the existing problem Customer data shows that the percentage of customers who re-buy more than 50% and sales increase steadily every year, so customers are still satisfied with Osstem products and services except for the factors shown in the survey such as delivery time, complaint response time Hence, the rapid increase in staff and company size makes it difficult for the management within the scope to meet up, making it difficult to communicate and exchange information

Lack of company activities Lack of company regulations

Poor employee relationship Demotivated mid-level manager

Personal leadership weaknesses Different languages

Employees cannot speak English Director leadership skill

Mid - level manager leadership skill Individuals leadership skill

Salary and Insentive

Ineffective internal communication

The above four factors exist within the enterprise, contributing to the inefficient internal communication in organization

Thus, if it found late causes of damage to the development of the business, the problems will

be increasingly serious and lead to crisis According to Porter's value chain, the competitively advantage of businesses is formed from support activities, that is, from back office departments Ineffective communication will lead to the business not achieving the expected return

Booms and Bitner50 said that process is much more than lining people up in a queue, putting them through a delivery system, and having them emerge from the system with a service experience Process involves the design and control of the customer's experience during service delivery It includes the steps, tasks and mechanisms that are necessary for service delivery to occur

Eddy et al.51 said that trust is crucial to being productive at work, and it is created by strategies for leadership, employee participation and involvement, effective communication, equitable performance appraisal and incentive systems, and the sensible management of power, politics, and conflict within organizations

After doing a survey (table 12) to find out the reason why the customer satisfaction level is poor, we see the cause is the delivery time and service time The survey from was conducted with 250 random customers extracted from the company's customer list After summarizing the survey results, we have a graph that draws all the factors in the survey as follows:

1 Delivery time

2 Time of providing presale service

3 Time to provide on-sales service

4 Time of providing A / S

5 Overall satisfaction level

6 Quality of overall service

7 Types of services are according to the score bar

In addition to the division of management, the company has a customer system throughout the country, so a decentralized system by geographic area is also formed The branch system spread across the country actively supports the customer care and sales effectively and revenue increases continuously in terms of sales and market share However, the geographical distance leads to management disadvantages such as back office in Ho Chi Minh is responsible for the whole country and the rights of back office staff in Ho Chi Minh will be considered mind more than affiliates This is frustrating for branch staff, because employees there may have to work extremely more because they have to support the sales and customer service department in the area

Hunjetet al 52 stated that without effective communication, there would be no organizations Inefficient information exchange causes loss of information or deviations that will immediately affect the final outcome result of the task and the entire system It can be concluded that the work flow process of an entire enterprise must associate with the information exchange method and internal communication process

4 Possible causes

4.1 The first possible cause: Different languages between staffs and director

Tenzer53 said that number of researches presented that various language in company influences

on most of management decision of international enterprises

Mr Dung showed that

There are lot of suggestions that I want to present because the central area of Vietnam is struggling but there are no translators, I cannot speak English well, I cannot speak for my boss

to understand

Indeed, Piekkari et al.54 said that in today's multinational business, language determines organizational communication, constitutes the foundation of knowledge creation and is considered essential for the construction of organizational realities

In the office, Ms Oanh said:

There are many issues such as law, human resources, and customers complains That they need

to report to the boss, but every time they have to report to the marketing department to interpret,

it is very difficult

4.2 The second possible cause: Personal leadership weaknesses

Klagge 56 said that personal leadership is an important factor in today’s organizations This type

of trailblazing activity is the backbone of total quality management and team-based operations Personal leadership also can replace the middle management expertise lost through downsizing Presents a generalized process for defining, discovering and developing personal leadership in today’s organizations Summarizes the definition of personal leadership through the metaphor

of trailblazing Other cognates of the verb “to lead” defined and examined

Mr Kim said

I empowered for Mr Thang - human resource manager- but he did not receive it He did not dare to take responsibility and talk with staff or me when an error occurred So no body followed his command People do not take the initiative in reporting work, have to ask, I have to check every day, otherwise, nobody reports at all

Mr Dung said

People have to be proactive in their work and boldly report to their boss the current work situation Staff who just finishes requiring and not being proactive cannot achieve high results and the company cannot develop

4.3 The third possible cause: Poor employee relationship

Bertotto56 stated that each person is unique While that might seem too obvious to even mention,

we underestimate the dramatic impact that fact has on our daily workday - one that, if not fully understood, wreaks great havoc, creating resentment and lowered productivity

business, creating gaps between employees, between departments and between employees and bosses

In-depth interviewing shows that company does not have any teambuilding activities for improving teamwork skill Hence, staffs do not have chance to comunicate with together beside working Company also does not have any competitions and rewards to encourage employees

4.4 The fourth possible cause: Demotivated mid-level managers

Noor and Jamil57 said Employee's satisfaction is the factor that true contributor to the plan of organization goal achievement Employee's satisfaction has defined by many researchers in different context

Loyalty of the employees is the major factor for the success of an organization because as the organization will not have the loyal employees, the organization growth would not sustain due

to the fluctuation in the management

Observing secondary data shows that the back office1 division only receives a fixed salary even though the business results of the entire company grow strongly in 8 years of operation Only the Sales department receives an incentive bonus based on sales results and monthly payments

Ms Mai said

This makes internal companies unhappy cause of treated unfairly Hiring new employees is not difficult, but it is not easy to work with the sales department and the boss

And Mr Dung said

Working without recognition and sympathy, no reward makes people depressed and easy to quit

In addition, ineffective communication will cause internal conflicts within employees New employees are easily depressed because it is difficult to get used to the working environment

4.5 Cause validation: poor employee relationship

Observation of secondary data and results of interviewing personnel at Osstem, factors affecting the efficiency of internal communication in Osstem such as language, demotivated employee and weak personal leadership

Miller and Form58 in Anoraga states that motivation to work cannot be attributed only to the economic needs alone, because people will still work even if they already had no need of the material things This is for social rewards, such as the respect and admiration of their fellow workers Essentially, work is an activity that allows realization of social life and activity of friendship

The information exchange system is becoming increasingly necessary and actively supporting the value chain of enterprises Without the information system, the entire company apparatus will not be able to respond promptly to changes in the market and competitors In addition, the time lag in each process in each department will cause the company's campaigns to be late, directly affecting the company

Druley59 show that The rapid rate of information dissemination has resulted in reduced response time windows for organizations

From there, the importance of labor relationship is clear:

Firstly, good labor relationship will create an ideal working environment to engage employees and connect them with the company for a long time Mr Dung said

The two key personnel of the two divisions are urgent issues that the company needs to find out and deal with If not, the company will continue to lose long-term employees, lose people with

a deep understanding of the company and workflow

And Mr Kim also said

People do not talk, do not speak out the questions in their hearts answered and resolved In Korea, when an employee intends to quit, they will discuss with the superior in advance to find

a solution before applying for leave

McPhee60 showed that the purpose of the value-chain model is to assist companies to evaluate and select the optimum set of activities and methods of performing them to create the most value for the firm

Therefore, the relationship between superiors and employees is very important, it not only helps solve problems early but also identifies problems that are about to happen Every day, corporate leaders faced with the problem of defining which activities their firm should invest in

Sencondly, poor relationship will easily lead to conflict

Pondy61 said the traditional view of conflict is that it is dysfunctional, representing a breakdown

in the organizational control systems or a malfunction in the chain of comman Conflict will cause great consequences in many ways such as: employees do not support or cause difficulties for colleagues Internal employees do not support, share knowledge, information to each other, will affect both horizontally and vertically throughout the company, causing poor quality of information exchange

Mr Kim said

Working is to communicate, to talk, to be solved But, if it is only to think only is very dangerous Cosier62 said conflict is inevitable in organizational and social life But, we need to control it Thirdly, Kiron at al 63 stated that profiting from sustainability goes hand in hand with greater collaboration among many groups both internal and external to the operation

McPhee64 showed that but it helps to guide development of sustainable strategy and helped to shape the development of the sustainable activity model toward a structure that supports people working together to create value When the relationship is not good, people certainly do not want to talk and cooperate together even in life and at work

Finally, in order to resolve impulses and increase solidarity and motivation for employees, the company needs to build an effective human resource management process to create an ideal working environment It will keep a harmonious relationship with each other and with the company

Because, Mr Kim also said

HR is the second asset of the company after the capital, I am very fortunate to have met the good people who helped build the company successfully today

Lack of Human Resource Department

Low salaries of mid-level manager

Lack of team building activities Working environment is not good

Figure 10 Final cause-effect tree

Poor employee relationship

5 Alternative solutions

5.1 The first alternative solution: Building human resource department

The lack of personnel will lack all the important functions that bring operational efficiency in the business and increase competitive advantage

Mr Lee said

The lack of human resources, or the failure of the personnel to function fully, is the problem that causes disorganization, creates unexpected job results, and affects performance business activities

Lack of clear communication between internal and inter-departmental information causes discrepancies leading to delays in delivery and customer care

The need for health care organizations to focus on and devote resources to strengthen leadership

in all levels, develop a healthy culture, assure optimal work design, implement benchmark human resource processes, and grow the next generation of workers is stressed44 To improve the relationship status within the enterprise Mr Lee said

we need a set of common rules and standards to improve employee relationships, increase satisfaction and interpersonal engagement with each other

The company needs to be have the HR department and information communication system under management

Then, HR department need to rebuild the process of HR function, building hierarchy, clear and transparent salary Besides, it is necessary to modernize the information exchange system for business management software and CRM

Following Joseph at el 65 in dynamic organizations today, Human Resources' role is vital in contributing ideas for success and executing companies' business plans The functions that Human Resource Management will perform: job analysts, recruiters , EEO (Equal Employment Opportunity) representatives, compensations managers, training specialists, labor relations specialists A good HR strategy will meet the following requirements: Placing the right person

in the right job, employee orientation, training employees for new jobs, improving job performance for each employee

Mr Ngan said

Restructuring corporate personnel, building human resources departments with power and responsibility, capable of regulating employee relationships, between employees and directors

in the company is necessary today

In addition, using company email will help increase brand recognition and reputation, professionalism of employees when working with customers The company takes the initiative

in managing customer communication information When employees left the company will have a database to hand over in case of sudden

So company can request attendance by signing in to email send report daily emails

Julius and Gary dessler 66 stated that gaining cooperation & developing smooth relationships, interpreting the company’s policies & procedures, controlling labor costs, developing the

health and physical conditions, the essential purpose of a human resources function is to create value for the organization

Table 2 Cost for hiring new HR manager

Recruitment is difficult to foresee the benefits, but this is an indispensable factor due to the current business development needs of the company Therefore, this is the sulk cost

5.2 The second alternative solution: Increasing working environtment

Moh67 said job satisfaction is essentially an individual thing Each individual will have a variable level of satisfaction according to the value system that applies to him The more aspects

in the job that is in accordance with the individual's intentions, the higher the perceived level of satisfaction

Mr Ngan said

The company is the second home of each person because we stay at the company more than 8 hours per day Therefore, the company creates a friendly working environment, friendly colleagues, comfortable space to improve productivity

Anoraga68 also stated that if a person desires for something, then it means that he has a hope, and thus he will be motivated to take action towards the achievement of these expectations And if expectations are met, then he will feel satisfied

To improve employee satisfaction, the following measures proposed:

Mr Ngan said

The company has just moved to a new office to have a more comfortable and spacious working space, besides the division of the departmental area is necessary to improve the focus and professionalism There should be a shared tea break lounge for employees to have time to meet, enhance interaction and build relationships during the break

Krishnamoorthy 69 said the concern over indoor environment in the workplace and monitoring the effects of the work environment on employees can be important to managers Effects of poor indoor environment may be associated with poor health, absenteeism, morale, and productivity issues

A comfortable, quiet work space, breaks with interactive space and chatting with colleagues will help employees balance emotions, relieve strees At the same time, the interaction will help colleagues to become closer and closer

Lewis 70 found that If a company is taking the issue seriously, the physical work space should

be at the heart of promoting good physical and psychological health, providing motivation and

- in turn - making staff more productive

Proposal for improving the working environment for employees divided into 2 main jobs: afternoon tea for staff, dining room Specifically costly listed out:

Table 3 Cost of increasing work environment

Everyday teabreak

5.3 The third alternative solution: Increasing salary for mid-level manager

Oshagbemi 71 said that wage, salary or pay considered a significant reward to motivate the workers and their behavior towards the goals of employer

Comparing the general salary level of the whole company, the sales department is receiving incentive bonus and the office department is not While Osstem's performance is a value chain achieved through the coordination of all company employees

Muhammad72 et al said that âll other social factors are important for enhancing and to make job satisfactory for employees are significant but satisfaction from pay is must52 Therefore, there should be a reward for the back office based on the specific business results of each month, quarter and year to create fairness, motivate employees to work, engage and develop together Only in this way, the company can achieve the coherent cohesion of the entire company Since then, longtime office staff will stick with the company as a sales department Because, it is less expensive to pay a valued employee more money than to replace and train someone new

Mr Lee showed that

I have repeatedly proposed to the parent company about the bonus on business results for the office section and approved in the near future, and this will certainly approved

Basing on average salary scale of labor market on table 12 and company budget, we calculate the increasing salary level of managers

The salaries of the department managers are lower than the HCMC labor market (see Osstem's payroll) Proposal for an increase for the department to recruit talent and the specific level for the department is

Table 4 Proposal for increasing salary

Position Current/previous salary Proposal for increasing

Accounting Manager 14.500.000 20.000.000

Total cost for increasing salary per year: 198.000.000 VND

5.4 The fourth alternative solution: Team building activity

Building teamwork environment to boost relationship amongst co-workers:

Hamidullah73 said that teambuilding activities will bring individuals together through activities that require teamwork The most important thing is after teambuilding activities, coworkers take the lessons learned back to the office where teamwork and resourcefulness play ever important roles

Staffs will understand value of unity, understand how to work together We cannot move this boat upstream unless everyone paddles together Scarnati74 showed that Teamwork described

as a co-operative process that allows ordinary people to achieve extraordinary results

Just as the logistics department cannot place an order without receiving information from the sales department, the sales department cannot sell without the promotions from the marketing department The whole Osstem cannot operate without the combination of all the parts together

In each department, there is a need for the cooperation of many individuals Because a person,

no matter how good you are, cannot handle everything at the same time

Resolve conflict quickly as Scarnati76 said: Do not worry about holding high position; worry rather about playing your proper role Conflict that occurs between individuals within a collective is inevitable People can conflict about interests, positions, powers, even a compliment from superiors Therefore, enterprises should take timely measures to resolve conflicts and limit them to an appropriate level for them to develop truly in a "healthy" way In order for everyone in the company to be satisfied with their position and complete the best possible

5.5 Solution justification

Cooke78 stated that setting up a solid salary structure : while intangibles definitely affect job satisfaction, a fair salary program is a priority for attracting and keeping good employees

Looking at Osstem's payroll in table 15 and comparing it to the labor market wage, management's salaries are lower than the average Therefore, the increase in management salary

is a necessary requirement for recruiting good personnel and maintaining current personnel The coordination between human resources and management aims to unify the goals of the business, aligning the duties of the human resources department with the company business strategy Therefore, the first thing to do is to recruit the HR director and restructure the job description of the HR department

Then, the human resources department will carry out the work and propose further options such

as building human resource department, increasing work environment, increasing salary, team building But, we need to focus to build the HR department first to implement other functions via this department Beside, company need to improve the salary to attract talent people from labor market

6 Action plan for solution