A Research On Front-line Employee Satisfaction In Popularity Casual Wears Retail Enterprises

The flow of people, logistics and information support the normal operation and development of each enterprise, among which the flow of people takes the initiative to connect the three factors. So management experts have proposed that the current enterprise competition in the final analysis is the competition for talent. In the fierce competition for talent, to attract and retain employees gradually become a topic of concern for enterprises. With the development of China’s apparel retail, there is a lot of demand for frontline employees, but due to the large amount of front-line staff turnover of the enterprise itself and the asymmetry of labor market supply and demand, leading a large gap in the frontline employees of the clothing retail business. Companies cannot control external environment, but only through improving employee satisfaction, enhancing the cohesion and solidarity of the employees to the enterprise, cultivating a sense of belonging and loyalty of employees, so as to better retain frontline employees.This study bases on the review of employee satisfaction research status at home and abroad, carries on a satisfaction survey among the retail front-line employee in Shanghai popularity casual wear brand such as Jeanswest, Semir, Metersbonwe, Giordano, Tonlion with a self-designed questionnaire. Through statistical analysis software, analyze factors affect front-line employee satisfaction, demographic variables’ differences in employee satisfaction, work-related factors and overall satisfaction, while the relationship between employee satisfaction and employee turnover tendency is also studied. Based on the analytical results, management measures to improve front-line employee satisfaction are proposed. The results show that:the popularity of casual wear retail enterprises frontline employees overall satisfaction is low; the employees have a strong turnover intention. Gender, age, level of education, work experience, job post have significantly affect on employee satisfaction. For frontline employees in the clothing retail business, work return, work, business management, working groups significantly affect the overall satisfaction while the influence of the working environment is smaller. There is a significant negative correlation between the frontline employees job satisfaction and turnover intention, the work itself, work return, the enterprise as a whole, the work environment, work groups satisfaction have a significant predictor of ability to explain on employee turnover tend, among which the strongest explanatory power are the work itself and work return.According to the analysis results, we propose relevant recommendations to improve apparel retail front-line employee satisfaction:take incentives differentiated according to the different properties of individual employees; improve the pay system, to improve the working enthusiasm; rich job content, improve enthusiasm; perfect training plans and content to provide a fair opportunity for promotion; establish harmonious interpersonal relationships, to create a good working atmosphere; strengthen internal management, improve the management system to improve the quality and ability of managers.