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A STUDY ON EMPLOYEE JOB SATISFACTION AT ORGANIZED RETAIL STORES: A

CASE STUDY ON BIG BAZAAR

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Issue 12, April 2017 ISSN: 2455-1473

Business and Management Contemporary Issues

in Digital Era- “NSBMCID 2k17”

Edited By:

Dr. I. Malyadri

Published By:

iJARS International Journal of Management & Corporate Affairs

 Seminar Proceedings on

Business and Management Contemporary Issues

in Digital Era- “NSBMCID 2k17”

(A National Seminar Organized on 25th March, 2017)

Edited by
Dr. I. Malyadri

Organized by
Department of MBA
RAMIREDDY SUBBARAMI REDDY ENGINEERING COLLEGE
NH5, KADANUTHALA, KAVALI,
SPSR NELLORE DISTRICT-524142, A.P.
International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

COPYRIGHT NOTICE:
No part of this publication may be reproduced, distributed, or transmitted in any form or by any
means, including photocopying, recording, or other electronic or mechanical methods, without the
prior written permission of the publisher.
International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

From the Convener’s Desk

Our sincere thanks to the support extended by research scholars and academicians for
“NSBMCID 2k17”, the national Seminar on Business and Management Contemporary
Issues in Digital Era by the Department of MBA, RAMIREDDY SUBBARAMI
REDDY ENGINEERING COLLEGE, Kavali.

It was indeed a defining moment for all of us that the seminar went on 25-03-2017 as
envisaged. We organized the seminar with an intention to provide a platform for the
presentation of quality oriented research papers on all areas of business and management,
with an underlying theme of contemporary issues in digital era.

The basic idea is that the paper presentation must be such that, it should make the other
participants to think. It must throw light on recent developments, business and management
contemporary issues in digital era, be it on the academic side or industrial side. It must find
ways of continuously adopting to the environment and it must explore scientific opinion for
the betterment of the society.

The important objectives of this edited book are

1. To provide creative and innovative solutions to different problems relating to the

organizational development,

2. To improve creative and innovative minds to contribute to the human development,

3. To identify various obstacles and challenges in the development of business and

management contemporary issues in digital era,

4. To develop practical suggestions and scientific solutions to the various problems under
consideration.

Dr. I. Malyadri
International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

LIST OF PUBLISHED PAPERS

SL NO. TITLE OF THE PAPER NAME OF THE AUTHOR PAGE

NO.
1. GREEN MARKETING IN THE INDIAN CONTEXT N. DIVYA RASMI, 1
S. LILLY PETRICIA

2. OPPORTUNITIES AND CHALLENGES OF DIGITAL INDIA DR. I. MALYADRI, 13

PROGRAMME DR. K. RAJAGOPAL REDDY

3. GREEN MARKETING: A TOLL FOR SUSTAINABLE DR.D. HARIKISHAN REDDY 20

GROWTH AND DEVELOPMENT

4. A STUDY ON WAGE AND SALARY ADMINISTRATION K.V.S. GAYATHRI, 26

WITH REFERENCE TO MADHUCON SUGAR INDUSTRY B. SRIKANTH REDDY
LIMITED, KHAMMAM

5. A STUDY ON QUALITY OF WORK LIFE OF EMPLOYEES E.GNANAPRASUNA, 38

AT ANJANI GOLD CEMENT PRIVATE LTD: AP DR. P. BALAJI PRASAD

6. E-HRM: AN INNOVATIVE STRATEGY TOWARDS DR. D. HARIKISHAN REDDY 47

ORGANIZATIONAL EFFECTIVENESS

7. A CONCEPTUAL FRAMEWORK ON CONTEMPORARY E. VENU MADHAVI 54

DEVELOPMENTS IN HRM

8. ROLE OF ORGANIZATIONAL CLIMATE IN PROMOTING MAHESH REDDY ANNEM, 62

INNOVATION IN DIGITAL AGE DR. S. VENKATA SUBBA
REDDY

9. A STUDY ON CUSTOMER RELATIONSHIP MUNAIAH J., 72

MANAGEMENT PRACTICES IN BANKING SECTOR IN DR. G. KRISHNAMOHAN
INDIA

10. ROLE OF HUMAN RESOURCE MANAGEMENT AND K.V.S GAYATHRI, 82

FINANCIAL INCLUSION IN BANKING SECTOR V. MYDHILI

11. THE ROLE OF GOVERNMENT IN ENTREPRENEURIAL DR. S.NARAPA REDDY, 94

DEVELOPMENT IN INDIA D.SANDYA RANI

12. CHALLENGES AND ISSUES OF MUTUAL FUNDS IN S.NEELIMA, D.SURYA 101

INDIA – A CONTEMPORARY STUDY CHANDRA RAO

13. MOTIVATION TO START MSMES IN INDIA WITH DR. N. GURAVAIAH 118

REFERENCE TO NELLORE DISTRICT: AN EMPIRICAL
STUDY
International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

14. THE IMPACT OF TRAINING EFFECTIVESS OF THE K.PADMAVATHI 134

EMPLOYEES IN NAGESWARAMMA,
MANUFACTURING COMPANIES DR.R.PADMAJA
(A CASE STUDY OF VISAKHAPATNAM STEEL PLANT)

15. ROLE OF E-HR IN DIGITAL ERA S.ABDUL RAFI 140

16. TECHNOLOGY IS EMERGING TREND IN MARKETING - K. RAMAMOHAN REDDY 150

21ST CENTAURY

17. ROLE OF SMALL SCALE INDUSTRIES IN INDIA’S DR. RAMASUBBAIAH 161

ECONOMIC DEVELOPMENT

18. GREEN MARKETING: CONSUMER PERCEPTION AND S. DURGA RAO, 170

PREFERENCES IN INDIA SK. RAMEEZ RAJA,
DR.K. EKAMBARAM

19. TITLE:CONTEMPORARY ISSUES OF HUMAN RESOURCE SHAIK REHHANA BANU, 183

MANAGEMENT BATTA. ANKAIAH,
DR.SHAIK BALKHIS BANU

20. OCCUPATIONAL SHIFTING OF URBAN MIGRANTS J.SAMBASIVARAO 195

(A STUDY BASED ON SOCIO-ECONOMIC FACTORS OF
MIGRANTS IN NELLORE CITY OF A.P.)

21. SMALL SCALE INDUSTRIES: A MAJOR SOURCE FOR DR. SARITA SATPATHY 202
ECONOMIC DEVELOPMENT IN INDIA

22. GREEN MARKETING INITIATIVES & STRATEGIES M.B.S. SRAVANTHI, 213

DR. A. AMRUTH PRASAD
REDDY,
DR. T. SHOBHA RANI

23. INCREASING COMPETITIVE STRATEGY FOR EMPLOYEE K. NAGA SUMALATHA, 227

RETENTION IN INSURANCE INDUSTRY DR. G. KRISHNA MOHAN,
DR. T. NARAYANA REDDY

24. A STUDY ON EMPLOYEE JOB SATISFACTION AT SYAMALA DEVI 234

ORGANIZED RETAIL STORES: A CASE STUDY ON BIG BHOGANADAM,
BAZAAR SAHYAJA.CHILAMAKURTHI

25. THE INDIAN GOVERNMENT POLICY INITIATIVES FOR DR B PRABHAKARA RAO 243
ENTREPRENEURSHIP DEVELOPMENT
International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

A STUDY ON EMPLOYEE JOB SATISFACTION AT ORGANIZED

RETAIL STORES: A CASE STUDY ON BIG BAZAAR
Ms. Syamala Devi Bhoganadam1, Research Scholar, Department of Management, K L University,
Vaddeswaram, Guntur, AP. Email id: syamaladevi_b@kluniversity.in

Ms. Sahyaja.Chilamakurthi2, Research Scholar, Department of Management, K L University, Vaddeswaram,

Guntur, AP. Email id: sahyaja.ch@gmail.com

Abstract:

Employees are real assets for any organization because among all other sources of

organization employee i.e., humans are liveable persons which machines and others can’t

understand. Hence for any organization employees are real assets. This study highlights

factors influencing job satisfaction which in turn linked with organization success. The major

objective of the study is to find out the influencing factors effecting employee job satisfaction

and also to find out is there any association between employee job satisfaction with their

designation and work experience at big bazaar. The results finds that work experience has a

significant association between employee job satisfaction and work experience where as

designation doesn’t play a signification in finding association between employee job

satisfaction and designation of employee at big bazaar.

Keywords:

Job satisfaction, work experience, designation, organization success, compensation

Abbreviations:

JSI: Job Satisfaction Index (JSI)

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International Journal of Management & Corporate Affairs
ISSN: 2455-1473
“Business and Management Contemporary Issues in Digital Era- “NSBMCID 2k17”

A STUDY ON EMPLOYEE JOB SATISFACTION AT ORGANIZED

RETAIL STORES: A CASE STUDY ON BIG BAZAAR

Introduction:

Organization success and sustainability is the major problem in Indian companies where this

can be achieved through employees. In relation employee job satisfaction comes in to

representation. If an organization has satisfied employees then their performance and success

will be high in figures. If an organization has less satisfied employees then their organization

performance and success will be low in terms. For an organization to be run successful there

should be satisfied employees. Satisfied employees will make an asset to company in terms

of productivity, reduced leaves, retained employment, motivated, etc.

Employee satisfaction is an important aspect in an organization. Employee satisfaction

includes involvement, motivation, commitment etc towards organization mission and vision

goals R R Hastings (2012). Among all other HR practices employee satisfaction is given

much more importance for retaining the employees which is a major challenge in present

modern era. Hence from many research scholars, practitioners and associated people convey

that employee’s satisfaction is important in the modern era.

Hence this study employs factors influencing employee satisfaction and also finding out the

association between designation and work experience. It is indicated that work related

experienced employee will be highly satisfied compared to others and also high designated

people will have higher job satisfaction. In fact work experience will be a criteria for

employee job satisfaction.

Objectives for the study:

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• To study the nature and importance of job satisfaction at Big Bazaar

• To know the factors influencing employee job satisfaction at Big Bazaar

• To find out the job satisfaction index of employees at Big Bazaar

• To find out the association between work experience and designation of employees
with job satisfaction index (JSI).

Review of Literature:

According to Herzberg, (1959) there are different factors such as motivating factors and

protective factors which influence the job satisfaction and productivity of employees.

Motivating factors include achievement, performance, recognition, promotion and things

related to the job and personal development. These factors provide job satisfaction while

protective factors provide dissatisfaction. As Herzberg said Maslow’s hierarchy needs theory

is also a great platform for job satisfaction. F W Taylor (1911) focussed on “employees and

their job duties to develop better ways to train workers”. Bullock, (1952) said that “job

satisfaction as an attitude which results from an balancing and summation of many likes and

dislikes experienced in connection with the job”.

According to the (Davis & Nestrom, 1985) job satisfaction is the individuals’ behaviour in

the work place. Smith, (1955) said that job satisfaction is an employee’s engagement of how

well his or her job satisfied his various needs. Armstrong, M. (2006) said that attitude and

feelings people have about their work, if people have positive and favourable attitudes

towards the work then it indicates job satisfaction and if people have negative and

unfavourable attitudes towards the work it indicates job dissatisfaction. In fact a satisfied

employee is an asset to the organisation.

Maslow (Maslow1943) introduced the “hierarchy of needs which can be classified into one of

five categories: physiological needs (e.g., food, water, air, shelter), safety and security needs

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(e.g. protection, stability), social needs (e.g. friendship and belonging), esteem needs (e.g.

achievement), and self actualization (e.g. self-fulfilment). He saw that physiological needs

are the strongest, followed by safety and security needs, social needs, esteem needs, and then

self actualization.”

McGregor (1960) and Bass (1965) argue that “job satisfaction lies in the need-satisfying

potential of the job environment.” Clark, (1996) women to be more satisfied than men, they

are more dominated among women in both authority and dominance, and they are given more

challenging responsibilities than female counterparts. Watson (1981) which shows that

married employees are more satisfied than the unmarried employees. There is a link between

job satisfaction and motivation to organizational commitment. (Hill & Wiens-Tuers 2002). In

this paper compensation, reward, recognition, and wages are terms used in different situations

(Zobal, 1998).

“The compensation is defined by American Association is “cash and non-cash remuneration

provided by the employer for services rendered” (ACA, p. 9). Salary was found to be the

prime factor for the motivation and job satisfaction of salaried employees of the automobile

industry from the results of the survey by Kathawala, Moore and Elmuti (1990)”. Spector

(1997) has reviewed the most popular job satisfaction instruments of job satisfaction are

“Appreciation, communication, co-workers, fringe benefits, job conditions, nature of the

work itself, the nature of the organization itself, an organization’s policies and procedures,

pay, personal growth, promo promotion opportunities, recognition, security and supervision,

Job satisfaction and its relating factors”.

Frazier, (2005) job satisfaction has both intrinsic and extrinsic motivation factors. “Intrinsic

motivation, the employer can take care of the employees’ interest, including their passion,

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drive, creativity, and energy”. Whereas extrinsic motivation factors include “positive

reinforcement to the employees such as raising their salary, giving them compliments, giving

them more important tasks and so on.” job satisfaction is an affective orientation on the part

of individuals toward work roles which they are presently occupying. (Vroom, 1964).

Job satisfaction represents a feeling that appears as a result of the perception that the job

enables the material and psychological needs (Aziri, 2008). Christen, Iyer and Soberman

(2006) provide a model of job satisfaction having following elements such as: Job related

factors, Role perceptions, Job performance and Firm performance. Flowers and Hughes

(1973) developed the notion of the “relationship between job satisfaction and environmental

factors particularly in accounting for reasons that employees stay in their jobs.”

Hypothesis for the study:

Hypothesis 1: There is a no association between work experience and JSI

Hypothesis 2: There is a no association between employee designation and JSI

Methodology:

The type of research work is descriptive type using a structured questionnaire type of data

collection tool with a sample of 100 employees at Big Bazaar (Vijayawada). Primary is

collected using both structured questionnaire and by direct interacting with the employees.

Secondary data was gathered using company’s websites, handbooks and from journals,

textbooks etc.

Calculation of Job Satisfaction Index (JSI)

JSI is calculated using 8 questions taken from questionnaire with equal of measurement

indicated employees satisfaction towards rules and regulations, his/her position in the

company, organization treating them as individuals, working conditions, planning,

compensation, job security and overall job satisfaction. The mentioned factors were used to

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calculate the Job Satisfaction Index (JSI) as shown in figure 1. The results were grouped into

five levels with minimum as 8 and maximum as 40 (8*5) as follows in the table 1.

Table 1: Job Satisfaction Index (JSI) codes

Range Category Code

8-14 Highly Dissatisfied 1

15-21 Dissatisfied 2

22-28 Neutral 3

29-35 Satisfied 4

36-40 Highly Satisfied 5

Planning
Rules and
regulations Job satisfaction
with company

Job Satisfaction
Compensation Index (JSI)
Job security

Position

Working Individual
conditions

Figure1: Calculation of Job Satisfaction Index (JSI)

Company profile:

Retailing industry is increasing its supremacy day by day and year by year. Retailing involves

all the activities which re relating to customers personal and household and all other

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purposes. Retailing is the source for customer for merchandising goods, authorizing services,

organizing sectarian services to their end customers. For the last 14 years big bazaar is the

trendiest branded organised store where there are more than 15000 small medium and large

producers and manufacturers to sell and maintain their products to Indian customers.

Indian retailing sector is growing there are many players in the market like big bazaar,

reliance, pantaloons, spencers etc. At big bazaar stores there offers many discounts on

provisional’s, hair care, baby care, toys, fashions, groceries, study essentials etc. At big

bazaar stores they conduct Wednesday bazaar with special offers and also on occasional days

as august 15th and republic day. Big bazaar is the only retail sector which employs more than

8% of population after agriculture which has also listed in fortune 100 companies.

Data Analysis:

Table 2: Analysing JSI value

Table 2: JSI Index
Cumulative
Frequency Percent Valid Percent Percent
Valid Highly dissatisfied 1 1.0 1.0 1.0
Dissatisfied 19 19.0 19.0 20.0
Neutral 56 56.0 56.0 76.0
Satisfied 21 21.0 21.0 97.0
Strongly satisfied 3 3.0 3.0 100.0
Total 100 100.0 100.0

From above table 2 it is clear that JSI value shows that only few employees are highly

dissatisfied and highly satisfied with company. Which also indicates company’s role in

enhancing employee’s job satisfaction level?

Testing Hypothesis:

Hypothesis 1: There is a no association between work experience and JSI

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The hypothesis was tested with the statistical tool of chi square analysis and the results were

in the below table 3. The results show that the value is 0.000 which is lower than the level of

significance (0.005) so we reject H0 and accept H1. Hence, there is an association between

the work experience and JSI.

Table 3: Chi-Square Tests between work experience and

JSI
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 53.721 16 .000
Likelihood Ratio 60.901 16 .000
Linear-by-Linear 21.242 1 .000
Association
N of Valid Cases 100
.
Hypothesis 2: There is a no association between designation and JSI

The hypothesis was tested with the statistical tool of chi square analysis and the results were

in the below table 4. The results show that the value is 0.333 which is higher than the level of

significance (0.005) so we accept H0 and reject H1. Hence, there is no association between

the designation of employees and JSI.

Table 4: Chi-Square Tests between designation and JSI

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 4.583 4 .333
Likelihood Ratio 6.858 4 .144
Linear-by-Linear 2.802 1 .094
Association
N of Valid Cases 100

Conclusion:
It is concluded that employee job satisfaction varies from person to person as based on
psychological factors along with personal and organizational factors. This study shows that

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work related experienced employees will feel much satisfied with their associated job
compared to others and designation will not a factor for defining employee job satisfaction.
Scope of further study includes comparison between organised sectors or comparison
between organised stores in state to state .

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