IMPACT OF EMPLOYEE BRAND ENGAGEMENT ON SERVICE PERFORMANCE WITH THE MEDIATING EFFECT OF JOB SATISFACTION OF FRONTLINE EMPLOYEES IN SUPERMARKET SECTOR IN COLOMBO DISTRICT SRI LANKA

Abstract

The purpose of this research is to identify the impact of employee brand engagement on service performance with the mediating effect of job satisfaction of frontline employees in the supermarket sector in the Colombo district, Sri Lanka. Although there is sufficient literature on employee brand engagement, service performance, and job satisfaction in the Western region, there is less research in the context of Sri Lanka to test the relationship between employee brand engagement and service performance, especially in the supermarket sector. This research is deductive and was conducted using a survey research strategy and a quantitative research method. Frontline employees in supermarkets were chosen as the population of the study, and the sample size was 196. Data collection was done through a standardized questionnaire, and a stratified sampling technique was applied to select the participants. A Google Form was created and distributed to collect data. The number of employees who responded was 196 out of 230 employees. The Statistical Package for Social Science (SPSS), version 23.0, was used. Correlation and regression analyses were performed to analyze the data. The results indicate that there is a positive relationship between employee brand engagement and service performance. Furthermore, it was found that job satisfaction partially mediates the relationship between employee brand engagement and service performance. This means that higher levels of employee brand engagement lead to higher job satisfaction, which in turn positively impacts service performance.