Examining the structural relationship between employee branding, TQHRM and sustainable employability outcome in Indian organized retail

Abstract

Purpose

The purpose of the study is to examine the structural relationships of employee branding (EB), total quality human resource management (TQHRM) and sustainable employability outcome variables (employee performance, satisfaction and loyalty) by identifying the suitable measurement scale which captures the service employee perceptions in selected Indian organized lifestyle retail stores.

Design/methodology/approach

The four hypotheses given in this study were evaluated using data gathered from employees in chosen retail shops operated in India. In addition, the structural equation modelling has been used to study the link between the variables suggested by evaluating the measurement and the structural models.

Findings

The study revealed that robust measurement techniques were used to measure EB, TQHRM and sustainable employability outcome variables. The initial findings of the investigation showed that three of the hypotheses suggested were supported. Furthermore, the study concluded that TQHRM partially mediates the EB effect on sustainable employability outcomes.

Research limitations/implications

Consultants, practitioners and management can leverage the results of this research for sustainable employability through the integration of TQHRM and employee branding strategies.

Originality/value

The study explored the dynamics of employee quality management practices (EB and HRM) on service employee attitudes and behaviours through a mediating variable (TQHRM) practices. This is a unique contribution to the organized retailers in increasing the level of implementation of TQHRM practices, which can balance the attrition rates.

Citation

Itam, U.J. and Swetha, M. (2021), "Examining the structural relationship between employee branding, TQHRM and sustainable employability outcome in Indian organized retail", The TQM Journal, Vol. 34, pp. 5-28. https://doi.org/10.1108/TQM-03-2021-0093