Abstract
The retail industry constitutes an increasingly large percentage of the total jobs in the South African economy and contributes an enormous amount of sales to the gross domestic product of the country. It is one of the most labour-intensive industries and offers products and services that are deemed a necessity in customers’ daily lives. Organisational Citizenship Behaviour (OCB) is imperative in retail as it leads to organisational effectiveness, resulting in satisfied customers and profitable retail firms. The purpose of this paper is to investigate the relationships of selected demographical characteristics on OCB in the South African retail industry. Five hundred and fifty-four (554) respondents participated from four provinces (Eastern Cape, Gauteng, KwaZulu-Natal and Western Cape). The relationship between selected demographic characteristics and perceptions regarding OCB (job considerations, role considerations, job security and employment considerations) were investigated. Descriptive and inferential statistical techniques (regression analysis, one-way ANOVA, Tukey’s HSD test) were used to analyze the data. Findings reveal that position, education, organisation’s years in existence and retail activity have a significant relationship with perceptions regarding OCB. These findings contribute to the body of knowledge and provide retailers with some practical guidelines regarding the role played by demographics in fostering OCB in retail firms.
Presenters
Tandiswa NgxukumesheLecturer, Management Practice, Nelson Mandela University, Eastern Cape, South Africa Noxolo Eileen Mazibuko
Nelson Mandela University Elroy Eugene Smith
Nelson Mandela University
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Retail firms, Organisational Citizenship Behaviour, Demographic Characteristics, South Africa
