The Role of Autonomy to Implement Customer Decisions on Job Satisfaction and Turnover Intention in Retail Employees: A Multiple-Case Study

The problem of employee turnover in the retail industry is well documented. Empowered employees provide positive experiences and therefore retention rates increase as well as employee commitment to the organisation. This qualitative study sought to document and describes how retail employees perceive the role of autonomy to implement customer decisions and the effect on job satisfaction and turnover intent. A descriptive multiple-case research design was used and data were collected through multiple sources. The study indicates real-world connections between autonomy, empowerment, job satisfaction, and the intent to quit, identifying characteristics that affect such employee intentions. The results contribute to understanding how employee empowerment can increase employee job satisfaction, thereby increasing retention rates, and how empowerment provides positive customer value in a highly competitive industry.