Effects of ideal image congruence and organizational commitment on employee intention to leave

The purpose of this study was to investigate the relationships among employee self-image/store image congruence, employee–store commitment, and employee intention to leave within the context of retail stores. Data were collected using a survey method. Usable questionnaires were completed by 276 retail store employees. Path analysis was used to test the hypotheses. Results revealed employee self-image/store image congruence was positively related to store image attractiveness. In turn, store image attractiveness was positively related to employee–store commitment both directly and indirectly through intrinsic job satisfaction. Lastly, both intrinsic job satisfaction and employee–store commitment were negatively related to employees’ intention to leave.