The effect of vision components and implementation on staff satisfaction: a case study of retail stores in Bangkok metropolitan region.

Abstract

The purpose of this paper is to examine the relationships between vision and staff satisfaction in Thai retail chains, by taking into account vision realization factors of vision communication, organizational alignment, empowerment of staff, and motivation of staff. Data were derived from store managers and staff of 144 retail chains, located in Bangkok Metropolitan Region, selling food, household, and consumer goods. The studied variables were tested for significant relationships through structural equation modeling (SEM). Vision, characterized by seven attributes of brevity, clarity, future orientation, stability, challenge, abstractness and ability to inspire; and embraced four content imageries of sales, leadership, consumer, and employee, was the indirect predictor of staff satisfaction. Empowerment of staff and motivation of staff were the direct predictors of improved staff satisfaction, while vision communication was the indirect predictor of enhanced staff satisfaction. Organizational alignment was removed due to low alpha value. Anyhow, with the existence of the three remaining vision realization factors, the relationships between vision and staff satisfaction were found strengthen than vision alone.