THE FACTORS AFFECTING CUSTOMER’S PURCHASE INTENTION AND PREFERENCE TOWARDS QUIET LUXURY FASHION BRANDS FOCUSING ON GENERATION Z

ABSTRACT

THIS PAPER FOCUSES ON THE MACAO SUPERMARKET INDUSTRY AS A RESEARCH SUBJECT, EMPLOYING A QUALITATIVE METHODOLOGY THAT INCLUDES IN-DEPTH INTERVIEWS WITH HUMAN RESOURCE MANAGERS AND OPERATIONAL STORE MANAGERS TO IDENTIFY THE FACTORS INFLUENCING EMPLOYEE RETENTION.  THE PRIMARY DATA COLLECTION METHOD UTILIZED IS IN-DEPTH INTERVIEWING, COMPLEMENTED BY THEMATIC CONTENT ANALYSIS (TCA) TO INTERPRET THE INSIGHTS GATHERED FROM THE INTERVIEW TRANSCRIPTS. WHILE EXISTING LITERATURE HAS IDENTIFIED EIGHT KEY FACTORS AFFECTING EMPLOYEE RETENTION IN THE SUPERMARKET SECTOR, THIS STUDY UNCOVERS THREE ADDITIONAL FACTORS THAT SIGNIFICANTLY IMPACT RETENTION WITHIN THE CONTEXT OF MACAO'S UNIQUE MARKET ENVIRONMENT.  SUPERMARKETS ARE VITAL TO MACAO’S ECONOMIC DEVELOPMENT, WITH 26 DISTINCT BRANDS OPERATING IN 175 STORES. HOWEVER, THESE ESTABLISHMENTS FACE PROFITABILITY CHALLENGES ATTRIBUTED TO RISING VOLUNTARY EMPLOYEE TURNOVER. GROUNDED IN HERZBERG’S TWO-FACTOR THEORY OF MOTIVATION, THIS QUALITATIVE MULTIPLE-CASE STUDY AIMS TO EXPLORE THE STRATEGIES EMPLOYED BY SUPERMARKET MANAGERS TO MITIGATE VOLUNTARY EMPLOYEE TURNOVER AND ENHANCE WORKFORCE STABILITY. THE FINDINGS WILL CONTRIBUTE TO A DEEPER UNDERSTANDING OF RETENTION DYNAMICS IN THE SUPERMARKET INDUSTRY AND PROVIDE ACTIONABLE INSIGHTS FOR IMPROVING EMPLOYEE ENGAGEMENT AND SATISFACTION.