Employee job satisfaction and service quality in organized retail sector of Punjab
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Date
2020
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Punjab Agricultural University, Ludhiana
Abstract
The study was carried out to measure employee job satisfaction and service quality in
organized retail sector of Punjab. It aimed at gaining insight into the level of job satisfaction
among employees of Punjab. It highlighted the service quality, customer loyalty and their
relationship with job satisfaction in organized retail sector in Punjab. Also the various
problems regarding service quality and job satisfaction in organized retail sector in Punjab
were discussed. Four district cities of Punjab namely Ludhiana, Amritsar, Jalandhar and
Patiala were randomly selected on the basis of highest population. Five organized retail
outlets were selected from each of these cities making the sample of 20 organized retail
outlets. From each outlet ten front end employees and twenty customers were taken making
the total sample size of 200 employees and 400 customers. From these respondents primary
data was collected through structured questionnaires separate for customers and employees.
The data was analyzed with the help of statistical tools like frequencies, percentages,
averages, one sample t-test, Analysis of Variance (ANOVA), chi-square test and multiple
linear backward step regression models. The analysis revealed that the employees in all the
cities experienced considerably good level of overall job satisfaction. It was observed that in
Patiala and Ludhiana enjoyed higher level of overall job satisfaction as compared to that in
Jalandhar and Amritsar. Service quality in these stores, as perceived by the employees as well
as customers, was considerably high. Similarly, customer loyalty in organized retail stores in
Punjab was of high level. Analysis revealed that, by and large, service quality parameters-
‘responsiveness’, ‘competence’, ‘addressing complaints’ and ‘customers’ intentions to
repurchase and recommend’ emerged as positive contributors towards employees’ job
satisfaction, while service quality parameter- ‘over-understanding with customers’ and
customer loyalty parameter- ‘over-trust in customers’ emerged in the inverse relationship with
employees’ job satisfaction. Employees and customers of organized retail sector in Punjab did
not face much problems. The problems were, by and large, at the low level.
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