Effects of Retail Store Image Attractiveness and Self-Evaluated Job Performance on Employee Retention

Abstract

The purpose of this research was to investigate the effects of store image attractiveness and self-evaluated job performance on internal job satisfaction and organizational commitment. A total of 317 retail store employees at 8 regional malls in Arizona, Illinois, and Iowa completed a self-administered questionnaire. Employees who find the store’s image attractive and/or positively evaluate their job performance in the organization are likely to exhibit a high level of both internal job satisfaction and organizational commitment. Employees who are satisfied with and/or committed to their current job tend to be less likely to voluntarily leave from their current position which in turn, tends to increase employee retention in the store. In this way, turnover can be considered a positive occurrence for retailers because, if managed well, the better performing employees are likely to stay employed within the organization while, conversely, the poorer performing employees are more likely to leave. Although the relationships between store image attractiveness, self-evaluated job performance, internal job satisfaction, organizational commitment, and intention to leave have been examined in past research, the specific direct and indirect relationships examined in this study have not yet been previously investigated using a sample of retail sales associates.