Employer’s brand and job satisfaction in the retail trade

Abstract

The aim of this article is the identification of the factors affecting job satisfaction in the retail sector as well as identifying and defining ‘employer’s branding’ and ‘image’. Apart from literature review, secondary sources research, and studies published in various media, including the internet, have been used as a basis. In addition to that, data gathered in a random survey sample of 300 retail employees has provided further insight while the literature review has been confirmed by empirical data which lead to an overall conclusion that job satisfaction in the retail sector is influenced by such factors as: safety and job security, ambiance, teamwork and remuneration.