Research On Influencing Factors Of Turnover Intention For Retailer Terminal Employees In ZDF Company And Countermeasures

Retail industry is one of the most important components of our socialist market economy,which plays an important role in activating the market and promoting social employment.Since the reform and opening up,the living standard of Chinese people has been continuously improved,so has the disposable income of citizens.The jewelry retail industry has also been booming under this background.With the continuous expansion of jewelry stores,enterprises need a large number of labor forces to support their development.However,the jewelry retail industry has been faced with the problems of poor stability and strong liquidity of store staff,restricting the high-quality development of jewelry enterprises.Based on this phenomenon,this thesis comprehensively reviews the relevant literature on turnover intention of retail employees at home and abroad.Taking ZDF Company as the main research object and combining the JD-R theory,this research deeply analyzes the specific influencing factors leading to turnover intention of the employees in the terminal stores and then constructs the influencing factors model of terminal employees’ turnover intention in ZDF stores.The questionnaire is designed based on the model.This study conducted a questionnaire survey and regression statistics to verify the influencing degree of various factors in the three modules of job demands,job resources,and personal resourcen employee turnover intention in the questionnaire,and further explored the specific factors leading to the emergence of turnover intention among employees in ZDF stores.The questionnaire data collection volume is 102,and the results show that the factors in the job resources and personal resources module are negatively correlated with the turnover intention of terminal employees as a whole,while the factors in the job demands module have no significant impact on the turnover intention of employees as a whole.Based on the survey results and on-site interview analysis,corresponding optimization strategies are proposed to help ZDF enterprises stabilize the store terminal team and achieve high-quality development.Meanwhile,it is hoped that this study can provide a practical case for human resource management of terminal employees in jewelry retail industry.