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International Journal of
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Open Access | Rapid and quality publishing Research Article | Volume 10, Issue 1 | Pages 6-18 | e-ISSN: 2347-4696
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Website: www.ijbmr.forexjournal.co.in Impacts of Employee Engagement and Workforce Productivity
░ ABSTRACT: Employee disengagement has become a big concern for retail companies to increase productivity. In the
United States, retail companies lose at least $96 billion in revenue every year. Using transformational leadership theory, the
purpose of this qualitative multiple case study was to explore strategies needed by retail companies to improve employee
engagement and increase workforce productivity. From data collected using face-to-face open-ended interview questions with 4
retail business leaders located in the eastern region of the United States and who have experienced this phenomenon; three major
themes emerged. The primary themes that emerged were professional development, collaboration, and work-life balance. Based
on the tenets of transformational leadership, the findings indicated that the 3 major themes were strategic to promote employee
engagement, improve workforce productivity and financial stability. The findings also reveal that potential leaders could use
transformational leadership strategy to improve workforce productivity and financial stability, thereby improving the quality of
life for the employees, economic independence, and wellbeing in the local community.
KEYWORDS: Job Satisfaction, Workforce Engagement, Business Productivity, Professional Development
░ 1. INTRODUCTION
The retail industry is among business sectors that are rapidly
growing. Per Nakate [1], the retail industry is the second
largest sector industry in the United States and recommends
retail leaders to meet customers’ expectations because of the
market challenge, change customer behaviors, and economic
forces. Rahman [2] added that employee engagement may
influence employee intention to leave the organization which
may affect productivity. Moreover, factor such as
technological advances which makes easier work tasks may
also have an impact on employee engagement and workforce
productivity [3]. Olubiyi et al. [3] added that employee
retention is an endless concern and may cost on average
$10,000 for employee replacement which may affect
negatively the financial wealth of the organization. According
to Rao [4], only 21% of employees are globally engaged.
Leaders should have effective strategies to increase employee
engagement and retention; therefore, reduce the risk of
employee turnover in the workplace because motivated and
engaged employees increase annually by twice the net income
profits.
░ 2. BACKGROUND
The role of business leaders to improve employee engagement,
productivity, and organizational performance is crucial for
business sustainability [5]. Many organizations have invested
in improving employee engagement and productivity;
however, some of them lack managerial tools to sustain their
strategies. Researchers warned that disengaged employees
could affect workforce productivity and sustainability of retail
businesses Consiglio et al. [6] because disengaged employees
cost the United States industries upwards of $345 billion of its
GDP [7]. Retail leaders’ inability to engage employees might
erode profits, expand opportunities, or produce other adverse
business-related outcomes [8]. Then, retail leaders should
apply effective leadership skills to develop strategies in
improving the level of employee engagement and employee
performance to foster a collaborative working environment for
organizational development [9].
░ 3. PROBLEM STATEMENT
Despite the effort of some business leaders to promote
employee engagement and productivity, disengaged
employees often have low self-esteem and unsatisfactory
performance, which can negatively impact organizational
productivity [6]. Results of Gallup research for 2015 and 2016
indicated that employee engagement has reached levels as low
as 15% worldwide [10, 11]. This aspect has been analyzed by
many researchers and the results on business are negative.
Since employee engagement and workforce productivity are of
interest to investigate and analyze low self-esteem and low
performance on sales associates to increase workforce
productivity.
░ 4. RESEARCH OBJECTIVE
The purpose of this qualitative multiple case study was to
explore strategies leaders of retail businesses use to engage
Impacts of Employee Engagement and Workforce
Productivity on Retail Companies
Dr. Sada H. Jaman1, Dr. Kevin C. James2 and Dr. Desire S. Luamba3
1Doctor in Business Administration (Information Systems), Instructor at LaGuardia Community College (CUNY), Queens, NY-USA
2Doctor in Business Administration (International Business Management), Subcontracts Manager, L3Harris Technologies Inc.,
Palm Bay, FL-USA
3Doctor in Business Administration (Finance), Star Light Consulting LLC, Manassas, VA-USA
*Correspondence: Dr. Sada H. Jaman, Email: sada.jaman@gmail.com
ARTICLE INFORMATION
Author(s): Dr. Sada H. Jaman, Dr. Kevin C. James and Dr. Desire S.
Luamba
Received: 19 Dec, 2021; Accepted: 07 Jan, 2022; Published: 28 Jan, 2022 ;
e-ISSN: 2347-4696;
Paper Id: BMN-IJBMR-2021-80;
Citation: doi.org/10.37391/IJBMR.100102
Webpage-link:
https://ijbmr.forexjournal.co.in/archive/volume-10/ijbmr-100102.html
International Journal of
Business and Management Research (IJBMR)
Open Access | Rapid and quality publishing Research Article | Volume 10, Issue 1 | Pages 6-18 | e-ISSN: 2347-4696
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Website: www.ijbmr.forexjournal.co.in Impacts of Employee Engagement and Workforce Productivity
sales associates and increase workforce productivity. To
respond to this question, this research explored effective
strategies retail businesses need to increase employee
motivation and then promote employee engagement and
workforce productivity.
░ 5. LITERATURE REVIEW
The concepts of employee engagement and workforce
productivity are used in different contexts and contribute to
sustaining organization viability. In the following literature
review, we explored the use of transformational leadership
theory as the conceptual framework in the retail industry.
The additional analysis included a synthesis of employee
engagement, job satisfaction, and workforce productivity to
explore strategies retail business leaders use to engage
employees and increase workforce productivity. When leaders
demonstrate the characteristics of transformational leadership,
employees are motivated and workforce productivity improves
[12].
5.1 Transformational Leadership Theory
The conceptual framework chosen for this study was the
transformational leadership theory. Bass introduced the
transformational leadership theory in 1985 to outline how
leaders could use their leadership abilities to motivate
followers, build trust, promote creativity, engage employees,
increase productivity, reduce turnover, and enhance
professional development for organizational success [13].
Using 228 employees with a multifactor leadership
questionnaire (MQL), Bass [13] also unfolded the relation
between leaders and followers, which included followers’
performance and leaders’ approach for the wellbeing of the
organizations. In concert with Bass [13], Moriano et al. [14]
tested 186 employees in Spain and claimed that the
transformational leaders’ behavior influenced followers to
produce extra effort by sharing an organizational vision and
promoting opportunities for employees to grow in the
workplace. Therefore, exploring Bass’s [13] transformational
leadership theory could help the leaders to improve the
development and efficiency of employees in the organization.
Leaders may learn to use transformational leadership tenets to
enhance their skills in fostering the quality of employee
performance. Bass [13] identified the concepts of
transformational leadership theory to assist leaders in
understanding its effectiveness, which comprises four
dimensions: (a) idealize influence, (b) inspirational
motivation, (c) individualized consideration, and (d)
intellectual stimulation. Bass [13] further added that these four
dimensions helped leaders communicate their vision, achieve
organizational goals, engage followers, display confidence,
address followers’ needs, and involve followers in the
decision-making process. Seemingly, Breevaart et al. [15]
posited that these characteristics empower leaders to stimulate
thought, gain trust, buy-in, and provide mentorship to
followers in the workplace. Moreover, Getachew and Zhou
[16] confirmed that a leader’s competence to improve
employees’ performance coincides with Bass’s reference to
the tenets of transformational leaders. Business leaders' use of
these four tenets might help facilitate strategies to improve
employee engagement, increase workforce productivity,
enhance employee performance, and change the organizational
culture to foster organizational sustainability.
5.1.1 Inspirational motivation
Leaders with inspirational motivation could seek ways to
create a positive work environment. Inspirational motivation
results in self-confidence among employees [13]. In the 2017
study, Nguyen et al. [17] believed that inspirational motivation
incrementally exerts effort through collaboration, which
enabled followers to go beyond the call of duty. Other authors
argued that a safe environment is crucial for employees to
improve performance. Researchers Barling et al. [18] found
that leaders used inspirational motivation to encourage
employees to work beyond their needs by assuring a safe
climate in the workplace. Barling et al. [18] concluded that a
significant relationship exists between transformational
leadership and occupational safety because leaders with
transformational tenets could focus on climate safety and
reduce occupational injuries. While evaluating the variables
related to a worker’s safety, Schulte et al. [19] learned about
the legislation implemented in the organization to sustain
employee safety, such as Occupational Safety and Health Act,
Toxic Substances Control Act, and the Mine Safety and Health
Act. Hence, leaders assuring a safe environment in the
workplace could assure employees to feel positive about their
work environment. Nonetheless, leaders should also focus on
factors that help their followers to fit in the workplace which
will be beneficial for employee engagement and workforce
productivity.
5.1.2 Idealized influence
The concept of idealized influence originates from Bass [13],
and he defined the term as role model tactics, which leaders
could use to create a sense of purpose for employees that may
create organizational commitment. In another study conducted
by Khan et al. [20], the authors defined idealized influence as
a sense of purpose, which is inspirational and embodies the
charismatic attributes of a role model. To better understand
how the use of idealized influence is critical to an
organization, Shaw et al. [21] investigated 12 employees in
Canada to examine whether their behavior aligned with
transformational leadership. The authors essentially showed
that idealized influence enabled leaders to deliver corporate
missions allowing employees to understand the expectations
and thrive to achieve organizational commitment.
Consequently, participants in the study shared how leaders
acted as role models, and because leaders cared about their
wellbeing, employees were inspired to follow their leaders and
remain committed to the organizational objectives. In concert
with Shaw et al. [21], Quintana et al. [22] echoed that leaders
using idealized influence sought to encourage work
commitment by inspiring employees to work with extra effort.
Conducting a series of statistical analyses in hotels located in
Canary Island, Quintana et al. [22] further posited that leaders
with idealized influence encouraged employees to perform
beyond expectations by demonstrating a positive role model.
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Involving 144 teachers, Andinasari et al. [23] conducted a
quantitative study in schools of higher learning and learned
that principals with high expectations enhanced the
commitments of teachers, which influenced the teachers to
demonstrate their best performance and act responsibly.
Hence, the significance of idealized influence within the tenets
of transformational leadership indicated that leaders who
demonstrated attributes of a positive role model tend to
enhance employees’ dedication and commitment to the
workplace.
5.1.3 Individualized consideration
Leaders using the concept of individualized consideration
could help employees bring out their potential. Individualized
consideration is one of the tenets of transformational
leadership theory, which means leaders are addressing the
specific needs of each employee [13]. Other researchers have
further defined individualized consideration as a leader’s
ability to help employees grow professionally by
understanding their employees’ concerns and treating
everyone in accordance with their uniqueness [16, 24].
Leaders who focus on the individual needs of employees may
find that the results of an approach vary.
By empowering employees, leaders could accomplish
organizational goals [25]. When employees find that their
organizational goals are achievable, they are more likely to
work hard for the organization [26]. For example, Cote [27]
evaluated leadership styles and concluded that when
transformational leaders empowered their followers by
focusing on their needs, they eliminated the intrinsic and
extrinsic incentives required by transactional leaders.
Moreover, Nohe and Hertel [26] surveyed 761 employees to
expand on the idea of transformational leadership and found
that transformational leaders help employees to achieve
organizational citizenship behavior (OCB) by making
connections between employees’ roles and organizational
goals. The authors found that OCB enhanced the
organizational environment to achieve extra-role behavior that
leads to improved employee performance that, in turn,
positively impacted the organization [26]. Hence, leaders
should use the attributes of transformational leadership to
empower employees to achieve organizational goals.
5.1.4. Intellectual stimulation
The final dimension of transformational leadership is
intellectual stimulation that varies in the literature. Intellectual
stimulation is leaders’ ability to increase awareness [17],
engender creativity [13, 20], challenge followers to test
assumptions [28], and encourage followers to become
innovative [29]. In a similar study, Choi et al. [30] noted
transformational leaders use intellectual stimulation to build
trust with employees, promote creativity and innovation, and
foster critical thinking. Jena et al. [31] reported that
intellectual stimulation was an important managerial practice
in India within the retail industry as they account for more
than 10 % of the country’s global domestic product. Studying
teachers in the Netherlands, Breevaart and Bakker [15] found
that the school principal had considerable influence on
teachers’ work engagement when leaders approached with
intellectual stimulation. The authors further added that the
school principal demonstrated intellectual stimulation by
listening to the teachers’ problems and guiding teachers to
attend workshops for professional development [15]. The
levels of empowerment granted to employees using
intellectual stimulation may help employees to grow
professionally, enhance creativity, and come up with
innovative solutions to organizational issues.
Researchers have found that transformational leadership is
effective because it may inspire employees, provide
incentives, and motivate employees to maximize work
performance. As evidenced with much of the findings in the
literature, leaders’ ability to exhibit transformational
leadership traits influenced employees to achieve more than
beyond. The tenets of transformational leadership facilitate
business leaders to improve the quality of employee
performance, which might lead employees to remain active in
the workplace. Business leaders who use these tenets might
provide numerous opportunities to improve the quality of
employee performance that may lead to organizational
success.
5.2 Employee Engagement
The success in engaging employees could depend on how the
leader defines what constitutes engagement. Holland et al. [32]
stated much debate exists behind defining employee
engagement. Anitha [33] defined employee engagement as the
levels of commitment, and involvement employees have in an
organization, while Besieux et al. [29] defined employee
engagement as the vigor, dedication, and absorption an
employee has into their work. According to Vorina et al. [34],
leaders must ensure employees invest time in understanding
the organization’s goals and values. Vorina et al. [34]
supported the rationale by surveying 594 employees of public
and nonpublic sectors in Slovenia using the Gallup
questionnaire, which concluded with a suggestion that
enthusiastic employees bring favorable results for the
organization. Vorina et al. [34] further concluded that leaders
must focus on their needs that make the employees satisfied at
work, which resulted in employee engagement. To further
understand employee engagement, Anthony-McMann et al.
[35] examined 472 information technology professionals
working in community hospitals and concluded that the
success of employee engagement in organizations depends on
three attitudinal factors: identification, involvement, and
loyalty. The three factors highlighted the level of care and
commitment, as well as employees’ emotional investment
towards organizations [35]. Moreover, using a sample of 109
managers in the technology industry, Yaakobi and Weisberg
[5] conducted a quantitative study to evaluate how they kept
employees engaged and argued that transformational leaders
addressed both organizational and individual needs for
positive employee engagement. Each of these approaches by
the researchers indicated that the level of engagement varies
based on leadership tactics. However, leaders should become
aware of other factors to foster employee engagement in the
workplace. Nonetheless, Rao [4] warned leaders that
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disengaged employees could become liabilities of the
organizations.
5.3 Job Satisfaction
Job satisfaction is an essential component for employees to
remain active in the workplace. Several researchers have
explored the effect of job satisfaction and employees’ role
within an organization. Job satisfaction is the fulfillment of a
rewarding performance, which provides security to those
engaged in the workplace [6, 36, 37]. While Prabowo et al.
[38] surveyed 78 employees of Hotel Kartika Graha Malang in
Indonesia and discovered that transformational leaders have no
positive influence on employee performance but promote job
satisfaction. Moreover, Bošković [39] surveyed 250
employees and found satisfied employees work harder when
their income could cover the necessary living expenses. To
further explore job satisfaction, Wu et al. [40] surveyed 424
employees from the media sector in Pakistan and concluded
that work and life-related wellbeing influenced job
satisfaction, and a worker’s intention to stay engaged in the
workplace. Additionally, Lindblom et al. [41] tested 208
frontline employees in the retail industry and confirmed that
charismatic leaders, as an aspect of transformational
leadership, promoted job satisfaction by helping them to
understand the jobs and guide them with challenging goals.
Though the findings revealed the significance of job
satisfaction in the workplace, employees may need the
availability of job resources which is crucial to increase
engagement and productivity.
5.4 Workforce Productivity
Multiple methods exist to measure worker productivity. Dal
Maso et al. [42] described the term productivity as the
sustainability of human performance that leads to higher
profitability. Oliver [43] suggested measuring productivity by
subtracting expenses from revenues and then dividing that
number by the number of employees. Oliver further argued
that this sort of assessment of workforce productivity would
provide an analysis of how well leaders are managing human
resources to sustain superior performances over an extended
period.
Several authors have examined factors that influence
workforce productivity [44, 45]. Suhartanto and Brien [46]
argued that psychologically engaged employees delivered high
work productivity, which subsequently enhanced the overall
performance of the organization. Ghosh [47] used methods of
Lean Six Sigma (LSS) to determine if financial incentives
enhance productivity. The author found that the variance of
leadership style is the primary reason for fluctuation in
employee engagement, which can affect low workforce
productivity especially if there is a lack of financial incentives
offered to employees. Dirani et al. [48] also added that
communication, recognition, and involvement in decision-
making could help employees to increase workforce
productivity and the overall success of the organizations.
Moreover, Yaakobi and Weisburg [5] studied employee self-
efficacity to enhance productivity and concluded that
regardless of the leadership style, all leaders should
continuously seek ways to improve workforce productivity.
Employee motivation and retention are ideal strategies to
promote sales. Leading or managing retail organizations may
be challenging to enter new markets and compete efficiently
[49]. Transformational leadership theory revealed that
promoting job satisfaction enables managers to achieve their
mission with success and prevent failure. Per Bass [13], the
lack of engagement and satisfaction are among the primary
factors that decrease productivity. Lantara [50] used a
sampling method of data analysis to examine organizational
factors that affect the human resources information system and
engagement of South Sulawesi gubernatorial office staff. In
his conclusion, Lantara [50] found that the human resources
information system positively affected the motivation and
engagement of the office staff. Tasoulis et al. [51] added that
the role of real leaders should be to promote leadership
integrity and compliance with the organization’s culture which
plays a crucial role in increasing productivity. Retail business
leaders should be aware of using transformational leadership
theory to promote the organization’s culture and employee
engagement to increase productivity.
░ 6. METHODOLOGY AND DESIGN
In this study, we used the qualitative research method to
explore strategies leaders of retail businesses used to engage
sales associates and increase workforce productivity. A
qualitative research method was appropriate for this study
because the goal was to explore what leaders of retail
businesses are doing in engaging the sales associates and
increasing workforce productivity. In a qualitative research
method, researchers explore the participants’ experiences in
detail by examining the collected data from the interview
responses [52]. A qualitative research method was effective in
collecting data about participants’ actions, strategies, and
manners about the phenomenon [53, 52].
In a quantitative research method, researchers examine
empirical evidence to test a hypothesis [52]. The quantitative
research method was not appropriate for this study because we
did not examine empirical evidence to test a hypothesis [52].
Researchers used mixed methods to combine both qualitative
and quantitative methods [52]. The mixed-methods approach
was not appropriate for this study, as quantitative components
were not applied.
The design of this study was a multiple case study. Yin [52]
recommended using the case study design because it requires
direct observations and interviews of more than one individual
involved in the phenomenon. Using a multiple case study gave
us a better understanding of the strategies that leaders used to
engage employees and increase workforce productivity. Other
designs such as phenomenological design, which involves
describing people’s lives, or narrative which elicits stories
using conversational interviews prompting a process of
reflection of a person’s experience were not appropriate for
this study.
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░ 7. METHOD
7.1 Population and Sampling
The population sample of this study included a purposeful
sampling of four retail leaders in the eastern region of the
United States who have used successful strategies to engage
employees and increase workforce productivity. The purposive
sample was useful to select participants according to the needs
of the study, and their knowledge and experience to obtain a
rich understanding of the phenomenon [52].
We ensured the sample size was large enough that we could
obtain data saturation to enhance the reliability of the study.
In qualitative studies, there are no set rules to determine the
number of participants; however, selecting the appropriate
number improves the reliability and validity of a study [53,
52]. The participants’ eligibility criteria were (a) be 18 years
or older, (b) have 2 years of leadership experience in the retail
industry located in the eastern region of the United States, (c)
having supervised at least 500 employees in the retail industry,
and (d) knowledge of successful strategies used to engage
sales associates to increase workforce productivity. By
selecting appropriate participants, we expected the participants
to provide valuable and diverse perspectives.
7.2 Procedures
The research question for this qualitative study was: What
strategies do leaders of retail businesses use to engage sales
associates and increase workforce productivity? And the six
interview questions were: (a) What strategies have you used to
engage sales associates and increase workforce productivity?
(b) How did sales associates respond to the different strategies
you used to increase productivity? (c) Which strategies were
most effective and why? (d) What leadership skills did you use
to increase employee engagement? (e)What are your key
measures and indicators of employee engagement and
workforce productivity? (f) What other information would
you like to add regarding strategies to increase employee
engagement?
We organized interviews with participants within 45 minutes
in their chosen locations. We used the interview data and the
company’s documents to obtain data saturation. We also used
the methodological triangulation methods, member checking
process, and enhanced the reliability of the research findings.
We ensured validity and reliability to establish credibility by
mitigating bias and ensuring trustworthiness in the data
analysis. As stated by Yin [52], validity is the integrity that the
researchers can apply to ensure the findings, and reliability is
the consistency of the research analysis in which researchers
use the research method repeatedly to check the credibility of
the findings. Per Yin [52], member checking enhances the
reliability of the research by confirming the data accuracy with
the participants.
░ 8. DATA ANALYSIS
The data analysis includes collection, examination,
categorization, tabularization, and testing [52]. Yin mentioned
in case study research that findings are likely to be more
convincing and accurate when researchers triangulate the data
from multiple sources. Researchers use triangulation to
provide detailed information about additional sources of the
organizations [55, 53]. Using the methodological triangulation
process, we were able to apply multiple types of methods that
included the data gathered from the interview and review of
companies’ documents. The appropriate data analysis process
for this study was methodological triangulation because
methodological triangulation includes multiple methods to
examine the phenomenon [54, 55]. Researchers also use
methodological triangulation to enhance the reliability and
validity of the data analysis [54].
For data analysis, we used the NVivo software to transcribe
and treat the data. NVivo software is the data analysis software
that allows the researchers to analyze data gathered from
interviews and organize the data with the emerging themes and
code and analyze the data by counting and sorting [56]. For
data protection, we assigned the code X1,…, X5 to protect
research participants’ information, as suggested by Yin [52].
Transformational leadership theory provided a lens for
understanding the findings that might assist the leaders in
retail organizations to rely on the strategies to increase
employee engagement and workforce productivity. The results
might provide useful information to improve the lack of
leadership strategies in the retail organization.
░ 9. FINDINGS
Using a thematic analysis, three major themes emerged from
NVivo 12: (a) professional development, (b) collaboration,
and (c) work-life balance.
Theme 1: Professional Development. During data analysis,
we assigned codes to phrases and sentences, constituting the
concepts relating to training and mentoring, which were
categorized under the professional development theme. While
professional development is not new to the organization, the
ability to be able to facilitate employees’ growth successfully
was essential for the organizations to learn. According to
Chidi and Victor [57], professional development practice
consists of training, counseling, and mentoring. Kuijpers et al.
[58] revealed that managers helped employees to identify their
strengths, weaknesses, and interests through a series of
workshops, which resulted in increased employee engagement
and productivity and decreased absenteeism. All four leaders
viewed the professional development strategy as an effective
business practice to increase employees’ capabilities in
improving the productivity of the organization. Participants
further stressed the need for a continuous learning
environment to polish employees’ competency levels that
included soft skills, management style, safety, information
technology, and customer service skills to increase workforce
productivity.
Training. Participants mentioned that they made training
mandatory for their employees because they believed that it
was the best method for employees to upgrade their
knowledge and skills to fit in the workplace [57]. X1 and X2
added that they designed systematic training so that employees
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could quickly grasp the purpose and be able to apply their
learning in the workplace. For example, employees working in
the merchandising department go through training in reading
the product labels, shelves adjustment, printing labels, and
stocking merchandise. A well-structured training plan enabled
employees to improve their performance, which resulted in
increased productivity [59]. X3 added, “Since employees are
crucial for the company’s success, we need to provide an
ongoing learning environment for employees so that they
remain emotionally connected to work”. X2 further added that
improvements in the employees’ professionalism were
noticeable after the completion of training programs because
employees were proactive in completing daily tasks, capable
of dealing with customers’ issues in a better manner and
treated their coworkers with increased respect.
X4 and X5 shared the company’s documents, such as a yearly
training program, agenda, and a pie chart of the outlined
topics. Some of the topics presented were customer service,
soft skills, money metrics, safety, time management,
information system application, cultural diversity, growth, and
opportunity. While reviewing the training program documents,
we found that managers grouped the training topics in modules
which included the agenda, assignment, and contextual
materials. For example, in the money metrics module,
managers wanted employees to assess the new opportunity
based on Porter’s five forces model and helped employees to
understand their potential customers, market segment, and
competitive advantage. The robust knowledge gained from the
well-structured training program could empower employees to
become proactive and eager to invest their capabilities to their
fullest.
X2 and X4 said that the training also helped new hires to
understand the use of technological tools and the procedural
steps in completing the planograms. X1 and X4 explained that
all new employees were required and mandated training to
align their skills and job requirements. X2 added that the
benefit of training resulted in employees doing the task
without the supervisor’s involvement. X2 and X5 added that
employees completed a short survey after completing the
training session, which helped them to assess their learning
goals. Participants shared pre-and post-survey data in a graph
that demonstrated employees’ responses in handling the
business processes. The graphs showed employees’ improved
management and soft skills. The survey results also indicated
improvement in employees’ work efficiency after attending
the training.
Mentoring. When leaders act as coaches, they could elevate
employees’ competency levels. Besieux et al. [29] stated that
mentoring employees could increase the level of competence
and engagement. Mentoring is the sharing of one’s experience
to guide the employees to achieve professional growth [57].
Mentoring is crucial in inspiring employees to grow
professionally by following their mentors. Leaders should
mentor employees by empowering them to understand their
capabilities. Gannon’s [60] study revealed that leaders
encouraged employees to realize the importance of developing
their careers. As mentors, participants shared their experiences
with their employees to motivate them. X1 and X2 played the
role of an employee and showed how they would handle a
demanding customer by staying calm and building a rapport.
Such a reflective approach helped employees to stay involved
and take the initiative in the workplace.
X2 and X3 showed that they actively listened to their
employees, which motivated employees to pay close attention
to completing their jobs. Xe added that “Even if it’s a small
issue, I took the time to listen and provide a solution, which
demonstrated my role as a supporting colleague,”. Participants
mentored employees through verbal communication, which
created a strong bonding between employees and managers
which increased mutual respect. For example, X4 presented
some verbal examples such as, “I think you have to leave early
to pick up your kid from school, don’t worry, you can leave
now, I can take care of the next customer.” “You have done a
quiet of lot of work today, thank you so much for moving the
line so fast, keep up the good work” added by X1. Such a
verbal mechanism inspired employees to be proactive and
dynamic. This finding agrees with Shaw et al. [21], who
revealed that leaders mentored employees through
conversation and verbal appreciation.
Participants sought to strengthen employees’ skills so they
could better handle any complex situation. X4 and X5 coached
employees to understand their potential. For example, X4 and
X5 helped employees to navigate the company’s technological
database tools to assist them in learning about the products and
customers’ buying behaviors. In support of the findings of
participants, Nahar [61] reported that leaders in the
organization mentored employees to gain important
knowledge about the organization by using information system
platforms. Such business practice empowered employees to
understand the performance of the organization through
enhanced data, which could assist employees in acting
accordingly.
Because of the managers’ greater responsibilities, they guided
their employees to grow by mentoring, which could strengthen
their employees’ ability to adapt to responsibility. Participants
strongly believed that their mentoring approach helped
employees to perform their tasks responsibly. Hence, they
coached employees to grow and acquire professional skills
through training and mentoring, which would increase
employees’ self-esteem and level of engagement. Through
mentoring, leaders aided employees to reflect on their
performance and increase understanding of their roles and
responsibilities to improve performance.
░ Table 1: Professional Development
Actions
Number of
Participant
Agreement/ 5
Participants
Percentage of
Participant
Agreements/
5 Participants
Training
4
80%
Mentoring
5
100%
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Theme 2: Collaboration. X1, X2, X4, and X5 aimed to create
a collaborative environment for employees to increase the
level of engagement. Collaboration is the second theme that
emerged from the responses gathered during the interviews.
All participants often used the phrases decision-making,
ethical culture, code of conduct, safe environment, silo,
fragmentation, and teamwork to communicate expectations
and foster cohesion between employees, which are grouped
under the collaboration theme. Decision-making, ethical
culture, and teamwork are factors that influence the output
from collaboration [62]. Effective collaboration depends on
ethical culture [63], availability of resources and teamwork
[64, 65]. Collaboration is a critical factor for leaders to
promote engagement. Researchers noted that leaders could
increase the level of engagement when employees work in a
collaborative environment, which allows them to have access
to organizational information [62, 64, 65]. The subthemes that
emerged from the theme of Collaboration are decision-
making, ethics, and teamwork.
Decision-Making. Participants noted that working in a silo
created poor performance. When employees work in a silo,
they do not gain much knowledge around the surroundings,
which could impact their engagement leading to poor
performance [65]. According to Tian and Zhai [66],
engagement at work enhances knowledge distribution
resulting in improved productivity. X2 and X4 invited
employees to be part of a decision-making process to deter
organizational silos and build a collaborative working
environment. X3 and X4 noted that employees’ participation
in a decision-making process enabled them to identify
problems, understand implications, and generate innovative
solutions. X4 stated that “when we invited employees to be
part of departmental meetings, employees showed
enthusiasm”. According to Chen et al. [67], leaders should
allow employees to share their voices to promote ethical
practice in the workplace. X2 added, “Employees should have
open space to share their voice, otherwise they won’t be
committed to the organization. And we have to ensure that
their voice matters”. Such enthusiasm results in a sense of
belonging to the team, and in return, employees take
ownership of their work and engage in improving productivity.
Nguyen et al. [17] suggested that business leaders assisted
employees in understanding the scope of decision-making and
its implications. X3 stated that collaboration in the workplace
enabled employees to share thoughtful suggestions during the
decision-making process, which they found beneficial for the
company. Participants stated that they shared the strategic goal
and performance of the organization through a whole staff
meeting, which resulted in collaborative efforts and enabled
employees to think cohesively. X5 stated, “when employees
understand the vision of the organization, they come up with
innovative ideas related to the product design and process
enhancement.” Sharing of the company’s vision could foster
collegiality and social interaction in the workplace [68]. The
findings also revealed the importance of employees’
attachment with the companies by showing that the managers
cared about their employees’ decisions, which increased the
employees’ self-esteem and collaborative thinking and
resulted in an increase in their engagement. X1, X2, X4, and
X5 noted that when employees were part of the decision-
making process, they stayed connected to the organization and
contributed meaningfully. Participants stated that the decision-
making process enabled participants to view the business
through the lens of the company’s leaders. Knowing important
information from the meetings was beneficial as they were
able to understand the expectations. The findings supported by
Amerine et al. [69], who reported that employees attending
meetings as part of the decision-making process are likely to
know the organization better leading to increase employee
engagement. Similarly, Oluwatayo, et al. [70] revealed that
managers inviting employees during the decision-making
process increased employees’ engagement and commitment.
Oluwatayo et al. [70] concluded that employees participating
in the decision-making process developed a resilient working
relationship with the managers and colleagues.
Ethics. Ethical practice in the workplace is essential for
business sustainability. Ethics in the workplace are the rituals
of business tactics that constitute ethical behavior [71]. X1 and
X3 suggested that promoting ethical practices can foster a
collaborative environment in the workplace. X1 added that the
implementation of ethical practices motivated employees,
which lead to improving the level of engagement in the
workplace. Participants ensured that the employees are aware
of the code of conduct to protect employees’ wellbeing and the
reputation of the companies. For example, companies will not
hire any minor who is under 18 years old. X4 also stated,
“When it comes to hiring and promoting employees, we make
fair decisions regardless of the gender. If my employees find
that I am impartial, I will stand out as a role model to them”.
Recognizing gender equality illustrated an ethical culture in
the workplace [72]. Furthermore, all participants noted that a
collaborative workplace involves educating employees about
the companies’ policies relating to ethics, workplace violence,
and workplace safety. X3 said, “Employees must complete the
online training on workplace violence every year. Educating
employees and acquiring knowledge allow employees to avoid
any unethical practice”. Such business practices promoted
collaboration by assuring employees to be aware of the threats
and preventive measures. Therefore, employees valued the
organizational goals and abided by the companies’ rules. The
findings from the participants indicated a strong sense of
collaboration nurturing employees to work with passion. This
finding agrees with Hodges [73], who reported that leaders go
over the companies’ policies in the department meetings,
which resulted in an increased awareness of the companies’
regulations for employees to work with ethics and attention.
Following the business policies promoted organizational
success and sustainability [74]. Likewise, Colaco and Loi [71]
in their research, concluded that the identification of business
ethics required clarity of work responsibilities and
transparency of safe working conditions. Leaders who possess
the attribute of transformational leadership theory encourage
employees to work in an assuring a safe climate in the
workplace [18]. Hence, the collaboration in the workplace
involved cohesion, a safe working climate, and an ethical
infrastructure to enhance employee engagement.
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Teamwork. Participants stressed that teamwork in the
workplace could enhance employees’ creativity and
collaboration. Teamwork enables a group of people to work in
collaboration to achieve a common goal [64, 65]. X1 and X3
stated that reducing conflict and sharing knowledge was an
essential function of an organization to promote collaboration.
Participants further mentioned that they promoted job rotation
and team flexibility by incorporating team building, which led
team members to share their expertise and increase knowledge
sharing. X1 identified the need for teamwork and helped the
team members to create goals to promote collaboration among
team members. Supervisors allowed employees to work in a
group in tasks relating to inventory management, sales,
customer issues, and complaints. Teamwork helped the
employees to engage in gaining and sharing knowledge, which
led to completing the tasks productively. X4 also added,
“Team members will not be engaged if they don’t have an
effective communication plan, so I have to make sure that
regular meetings are taking place among members to stay on
top of the progress.” Clear communication between the team
members is crucial to avoid confusion and help leaders enforce
expectations [75]. To promote a collaborative setting, X3
stated, “we ensure that employees understand the goal of the
organization when working in a team context, which helps
them to carry out their job responsibilities with dedication”.
Per Dirks [75], employees must work in the team context to
achieve the organizational goal.
░ Table 2: Collaboration
Actions
Number of
Participant
Agreement/5
Participants
Percentage of
Participant
Agreements/
5Particiapnts
Decision Making
4
80%
Ethics
5
100%
Teamwork
4
80%
Theme 3: Work-Life Balance. The establishment of a work-
life balance enables employees to stay engaged in the
workplace. Participants stated a thorough understanding of
factors affecting work-life balance to foster employee
engagement. Work-life balance refers to employees’ ability to
balance work and life to obtain a sense of purpose, pleasure,
and comfort to meet the demands of the workplace [76].
Leaders should promote a healthy work environment for
employees by providing workshops and promoting healthy
habits such as exercise, nutrition, music listening, relaxation,
and meditation [77]. The sub-themes under work-life balance
are burnout and stress, recognition, and employees’ wellbeing.
Burnout and Stress. When employees feel stress in the
workplace, they are more likely to experience burnout [78].
Burnout is an exhaustion that employees experience at work
[79]. X1 and X2 added that they do not monitor their
employees because close monitoring resulted in employee
burnout. When leaders micromanage employees closely,
employees experience burnout [80]. Instead, X1 and X2
approached employees in a friendly manner and inquired
about employees’ wellbeing. For example, when employees
call in sick, X1 inquired about their health condition and
showed supportive action. X3 also invited employees for lunch
out to promote social interaction. X5 added, “it is very
important to promote social interaction because this gives
them a chance to talk and relax. They also discuss important
aspects of work, for example, the deadline to complete the
tasks, or discussing a product on sale”. While X1 added, “I
intentionally take a lunch break with my employees and have a
casual talk. In doing so, I noticed that my employees shared
their tension.” Harjanti and Todani [81] posited that leaders
fostered social capital by increasing trust among employees
and reducing insecurity, which led employees to remain
engaged and decrease burnout. Harjanti and Todani [81]
defined social capital as the values and potential, achieved
through social interactions with other employees. Likewise,
Kuriakose et al. [82] concluded in their study that leaders care
for the employees’ wellbeing by inviting them for a group
lunch to foster social interaction, which improves collegiality
and engagement.
The companies’ documents from participants revealed that
participants incorporated a healthy work-life balance for the
employees. A review of the company’s documents revealed
that employees are eligible to take annual sick leave. X1, X2,
and X5 added that they promoted healthy habits for their
employees by encouraging them to take short breaks in the
workplace and supported employees to use their annual leave
for vacation.X4 added, “working for long hours can be
stressful, so I have to make sure that my employees are taking
a break and not exceedingly more than 8 hours shift”.
According to Hsu et al. [83], long working hours resulted in
work-life imbalance and job dissatisfaction for employees. X1,
X4, and X5 stated such business practices helped their
employees to mitigate stress and show commitment. All
participants found an increase in employee engagement after
implementing a work-life balance strategy. Lack of resources
in the workplace impacted the motivation of employees to
remain energetic in completing the task [84].
Recognition. The level of engagement may increase when
leaders recognize employees’ efforts and competent
performance in the workplace. Zelles [85] found that the level
of employee engagement increased when leaders appreciated
employees’ work. X1 and X2 claimed that when they provided
verbal appreciation to their employees for their efforts, the
employees remained enthusiastic in the workplace. All
participants added that they noticed a sense of job satisfaction
and enthusiasm in their employees’ behavior when supervisors
recognized and appreciated their employees. X3 and X5
shared that they even celebrated employees’ efforts by
awarding them for their outstanding performance in the
workplace. For example, X4 stated that “when employees
received an award like Employee of the Month, they become
very energetic and excited in performing their regular task and
work more than they are asked for.” X4 further added, “It’s
quite competitive to achieve the award because they have to
fulfill the criteria such as being punctual at work, taking
customers’ efficiently, effectively completing the task, and so
on.” This mechanism of recognizing the employees enhanced
the employees’ motivation as added by X1, which aligned
with Lin and Kellough’s [86] study. X2 added that the award
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takes place twice a year, which inspired the employees to
prove themselves and remains engaged in the workplace.
While X4 said, “Employees have some expectation in return
for their hard work. Sometimes, they communicate with me
about promotions or salary increases. As a manager, my
responsibility is to take care of my employees, rather than
thinking about the profit only”. The finding is in agreement
with Huertas-Valdivia et al. [87], who revealed in their study
that recognizing employees on time enhanced employee
engagement. The participants focused on developing
optimistic attitudes that resulted in the physical and mental
fitness of their employees.
When managers praise employees for their skilled
performance, employees gain a sense of accomplishment as
added by X1. Interestingly, X2 and X5claimed that positive
compliments to their employees are an important aspect of
practice in the workplace. For example, X1 stated, “every time
I walk by the employees, I simply talk about the positive
aspect of their work. I use phrases like a good job, really thank
you for your stunning contribution this afternoon. Customers
seem happy when you serve them”. X4 and X5 even confirmed
that they praised their employees in person and in the presence
of other employees, which motivated them to play an active
role in the company. Seemingly, Khan et al. [20] confirmed
that a leader’s ability to praise their employees increased the
level of engagement in the workplace. Furthermore, Bass [13]
confirmed that leaders with transformational leadership tenets
motivated employees through their proactive personalities.
Employees’ Wellbeing. Employees’ well-being is one of the
important factors of work-life balance that included workplace
safety, quality, and job satisfaction [88]. X1 and X3 claimed
that sometimes they did not make employees’ wellbeing a
priority, which might create stress and dissatisfaction for the
employees. As suggested by Wu et al. [40], X1 and X4 stated
that, when leaders cared about the wellbeing of their
employees, the level of engagement and retention increased.
X1, X2, and X5 expressed concern that often they found it
challenging to pay close attention to employees’ needs.
Despite the negligence, participants made an effort to inquire
about the needs of the employees. X1 believed that their
supportive actions would help employees to complete their
tasks routinely and increase the level of engagement. For
example, X1 offered schedule flexibility for employees, which
created a positive state of mind and increased employee
engagement. X1 also guided their employees in understanding
and completing the task. For example, X1 added, “I loved
helping my employees with day-to-day tasks such as
completing the data entry to prepare inventory and sales
report.” X1 added, “I also reminded employees about their
upcoming tasks so that employees did not feel overwhelmed.
Sometimes, employees forget to check the temperature of the
refrigerator, for which the food could get stale”. Thus, X1
gave them a friendly reminder, which motivated the
employees to stay on top of their tasks. Such actions helped
the employees to feel that their efforts are not in vain, and their
managers cared about their hard work. The need for the
managers to pay close attention to the employees’ schedule
flexibility is significantly important in achieving task
completion [89].
X4 and X5 also mentioned how they provided extra attention
to disabled employees’ needs, which can motivate them to
work hard. If the disabled employee felt tired, X1 and X2
offered spare break time to rest. X4 stated, “We have to ensure
that employees get thoughtful attention, so they exhibit extra
efforts at work”. Hughes et al. [90] examined employees with
disabilities and found employers promoted employee
wellbeing by supporting them to take a break, coping up with
stress, using electrical gadgets to track their tasks, and
providing the flexibility of the schedule. “We even have office
parties, where we invite all employees regardless of their
position in the organization,” added X4. Such recreational
activities helped the employees to have a positive state of
mind, which improved collegiality and motivation”.
Researchers investigated 400 employees from 35 firms in
Pakistan and found that fostering cultural programs and
recreational activities enhanced employees’ wellbeing [88].
░ Table 3: Work-Life Balance
Actions
Number of
Participant
Agreement/5
Participants
Percentage of
Participant
Agreements/5
Participants
Burnout and Stress
4
80%
Recognition
5
100%
Employees’ Wellbeing
5
100%
░ 10. IMPLICATIONS
10.1 Implication for Business
The application of this study to professional practice included
providing retail leaders with strategies to increase employee
engagement and improve workforce productivity. Retail
leaders need to understand the important factors that
contribute to disengaged employees and strategies to decrease
their impact on workforce productivity. Employee
disengagement is a concern for the retail organization because
it affects negatively productivity [91]. An engaged employee
would benefit the retail organizations in improving customer
service, increasing employee and customer retention, and
enhancing productivity [13].
Exploring effective strategies may help retail leaders to
understand the phenomenon that affects employee engagement
in the retail organization. Retail leaders may better understand
effective strategies needed to engage employees from this
research study. Retail leaders may use this research as a guide
to improve their business practice. The results from this study
could contribute to an understanding of these effective
business practices in-depth, in which retail leaders, business
consultants, and business owners may seek to improve the
level of employee engagement and workforce productivity.
10.2 Implication for Social Change
The implications for positive social change include the
potential of retail leaders to identify effective business practice
that improves employee engagement and workforce
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productivity. Business leaders need to understand the business
practices that influence workforce productivity and affect the
local community and the country’s economy [92]. If the
business leaders contribute to the increase of employee
engagement, financial gain may increase, which may result in
job stability.
Employees’ job stability may affect social change by
generating more revenue for the government, which could help
the government invest in multiple social activities. To promote
a positive social change, Fowler et al. {93] suggested that
business leaders need to implement social activities to enhance
positive social change for the wellbeing of the local
community members. Business leaders and employees pay
taxes, which would increase the development of the local
community and the country’s economy. The government
leaders could invest for example in public schools to educate
students on global warming. The findings from this study
could also help the retail leaders to work on social projects like
global warming to create awareness in the local community.
The implications for social change also include exploring
effective strategies that might increase the level of employee
engagement to enhance workforce productivity, local
community, and the economy.
░ 11. CONCLUSION
The employees’ poor performance harms the profitability and
sustainability of the business. Some retail leaders lack
strategies to improve employee engagement and increase
workforce productivity. The objective of this qualitative
multiple case study was to explore the tenets of
transformational leadership theory as the lens to analyze
strategies some retail leaders used to increase employee
engagement and workforce productivity.
The three emerging themes or strategies that emerged from
data analysis included: (a) professional development, (b)
collaboration, and (c) work-life balance. Retail leaders used
these three strategies as managerial tools to improve employee
engagement and workforce productivity. All four participants
confirmed using professional development, collaboration, and
work-life balance as effective strategies to improve employee
engagement. Using transformational leadership as the lens in
analyzing the multiple case study involving the retail
organization filled a gap in the literature. Owners and
managers of retail organizations could use these themes to
improve the level of employee engagement and workforce
productivity.
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© 2022 by the Dr. Sada H. Jaman, Dr. Kevin
C. James and Dr. Desire S. Luamba.
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