| dc.description.abstract | In the era of globalization, the demand for high skilled employees is increasing all labor market and demand of stronger specific skills make organization face many difficulties to retain current staffs and recruit new ones. However, the company’s long- term health and its success belong to the retention of key employees.
High turnover ratio is not emerging trend, but it has already happened in many industries, and market research industry is not exceptional. Therefore, measuring employee retention is mentioned in this research with the purpose to understand employee’s perception and evaluate their current employees in order to reduce turnover rate.
This research aims to achieve 3 main goals. Firstly, factors which significantly influence on employees’ decision to remain being employed in the market research industry are determined. Secondly, whether there is different among junior versus senior staffs in their view of point and intention to work in market research industry so that research companies have right strategies for each type of staff. Finally, new retention model is developed with suggestions to improve turnover ratio.
This research is done throughout questionnaire delivering to 342 staffs working in 4 research companies (2 multinational companies and 2 local companies): Nielsen, Millward Brown, TITA and Cimigo in Ho Chi Minh City. As the results, 300 valid ones are coded and analyzed.
The results also show that there are only 6 components extracted from 7 initial ones of retention model. All of them have positive relationship with Employee Retention, however Compensation and Rewards is the most significant impact in retention model. | en_US |
