Internal Branding Essay

1589 words - 7 pages

EMPLOYEE ENGAGEMENT: A STRATEGY FOR TODAYS RETAIL BUSINESS TO SUSTAIN WITH THE COMPETITION

Abstract
“The unseen world is more truly real than the visible world”
Recognizing and managing a single point by Indian retail sectors can provide a million ways for their success. Customer satisfaction, store outlook, advertisement etc., will add advantage to their business and employees’ also creates value to their business more than the above. One single and most needed point for today’s successful business is “engagement levels of their employees – towards the job, colleagues and finally with the company goals”.
Employee engagement and supportive behaviors are the most desirable employee ...view middle of the document...

Together, these three leads to a formation of an engaging work environment. Once created, the engaging work environment has a positive impact on employee behaviours and attitudes. In particular, an engaging environment builds loyalty in employees by meeting their personal and practical needs, encouraging them to stay with the organization. In addition, an organization work environment taps into employees’ motivation to try harder and put forth the extra effort that differentiates organizations from their competitors. Finally, when organizations have engaged employees, the long-term benefits appear in the bottom line. Organizations have more satisfied and loyal customers, increased profits, better quality products and services, greater growth potential. That is why companies should be looking at engagement as the major tool for their success.
In this context, it is critical to understand the level of employee engagement in retail sector. The primary objective of the study is to measure retail employee engagement in Hyderabad retail stores. The secondary objective is to identify the key drivers of employee engagement in retailing, its different attributes like emotions and feelings connected with recognition, commitment and ownership; understanding and beliefs about their organizational roles and its image; behaviours and behavioural intentions. It also tries to map the employee engagement with the characteristics of an engaged employee. The data will be collected through a structured questionnaire by adopting non-random sampling techniques for selecting 100 retail employees from retail stores in Hyderabad. The study will be focused on convenience stores such as More store, Reliance, Heritage which are more accessible to the general public. The study assumed that there is a significant difference in the level of retail employee engagement in Hyderabad retail stores. Retail Employee engagement will be measured by adopting Gallup Q12 survey instrument. The data will be classified, processed and analyzed by adopting suitable statistical methods such as Descriptive Statistics, Chi-Square, Analysis of Variance using SPSS.

Key words: Employee Engagement, Retailing, Emotions and feelings, Beliefs, Behaviours and Behavioural intentions, Characteristics of engaged employee.

Engagement
1. Do you know what is expected of you at work?
2. Do you have the materials and equipment you need to do your work right?
3. At work, do you have the opportunity to do what you do best every day?
4. In the last seven days, have you received recognition or praise for doing good work?
5. Does your supervisor, or someone at work, seem to care about you as a person?
6. Is there someone at work who encourages your development?
7. At work, do your opinions seem to count?
8. Does the mission/purpose of your company make you feel your job is important?
9. Are your associates (fellow employees) committed to doing quality work?
10. Do...

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