The purpose of this study was to investigate the relationships among employee self-image/store image congruence, employee-store commitment, and employee intention to leave within the context of retail stores. Data were collected using a survey method. Usable questionnaires were completed by 276 retail store employees. Path analysis was used to test the hypotheses. Results revealed employee self-image/store image congruence was positively related to store image attractiveness. In turn, store image attractiveness was positively related to employee-store commitment both directly and indirectly through intrinsic job satisfaction. Lastly, both intrinsic job satisfaction and employee-store commitment were negatively related to employees' intention to leave.
Bibliographical noteFunding Information:
This work was partially supported by Hankuk University of Foreign Studies Research Fund of 2010.
- Employee-organization commitment
- Ideal self-image/store image congruence
- Intention to leave