Authors : Urmila Itam and Sapna Singh
Abstract: Engaging the hearts and minds of service employees plays a vital role in the firm’s success. Engaged employees deliver passionate performance and develop strong intellectual and emotional attachment to the job and organization. The purpose of this study is to examine the mediation effect of employee’s engagement on internal branding and employee outcome variables such as job satisfaction, employee loyalty and employee performance. The hypothetical model is developed based on the premise of social exchange theory and is tested on front-line service employees of organized retail stores located in South India. The findings of the study reveal that the internal brand practices are critical for engaging the hearts and minds of service employees with the job and organization and employee engagement has full mediation effect on internal branding practices and outcome variables.
Urmila Itam and Sapna Singh, 2017. Examining the Mediation Effect of Employee Engagement on Internal Brand Practices and Outcome Variables in the Organized Retail Sector. International Business Management, 11: 673-682.