The study of employee loyalty in the workplace in Durban, KwaZulu-Natal province.
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Date
2009
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Abstract
The aim of this study was to ascertain the main factors that influence employee loyalty in the
workplace. It additionally sought to prioritise the main factors.
The sample population used in this research was made up of fulltime employees in the private
sector organisations in Durban. Data was collected using a questionnaire. A sample of 91
participants took part in the survey. This sample comprised of 91.2% male participants and
8.8% female respondents. Years of service with their current employers were 50.5% for 0-5
years, 19.8% for 5-10 years, 16.5% for 10-20 years and 13.2% for 20-40 years. In this
research there was 1.1 % of the sample population with no-matriculation, 34.1 % with
matriculation, 29.7% with a diploma, 30.8% with a degree and 4.4% with post graduate
qualification.
The research results revealed that having flexible working arrangements, having excellent
mentoring and coaching, paying market related salaries, addressing employee’s concerns
effectively and a good retention strategy were the main factors influencing employee loyalty
in the workplace.
There was a strong positive correlation between having flexible working arrangements,
having excellent mentoring and coaching, paying market related salaries and feeling a strong
sense of belonging to the employer with Pearson’s coefficient (r) of 0.767, 0.762 and 0.742
respectively. This research revealed a weak positive correlation between addressing
employees’ concerns effectively, a good retention strategy and feeling a strong sense of
belonging to the current employer with Pearson’s coefficient (r) of 0.463 and 0.401
respectively.
This study contributes to employee loyalty research as it presents the main factors to be
prioritised by top management.
Description
Thesis (M.B.A.)-University of KwaZulu-Natal, 2009.
Keywords
Employee loyalty., Theses--Business administration., Employee loyalty--KwaZulu-Natal--Durban.