Publication: Vision effects in Thai retail stores: practical implications
Issued Date
2008
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
32964 bytes
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Mahidol University
Rights Holder(s)
Emerald Group
Bibliographic Citation
International Journal of Retail Distribution Management. Vol.36, No.4 (2008), 323-342.
Suggested Citation
Sooksan Kantabutra Vision effects in Thai retail stores: practical implications. International Journal of Retail Distribution Management. Vol.36, No.4 (2008), 323-342.. Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/3125
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Title
Vision effects in Thai retail stores: practical implications
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Abstract
Purpose The purpose of this paper is to examine the relationships between vision attributes and content,
and customer and staff satisfaction in Thai retail stores, taking into account vision realization factors of
vision communication, organizational alignment, motivation of staff and empowerment of staff.
Design/methodology/approach Variables of vision attributes and content, vision communication,
organizational alignment, motivation of staff and empowerment of staff were derived from the literature.
Data were from store managers, staff and customers of 126 apparel stores in Bangkok. These variables
were tested for significant relationships through regression analyses.
Findings Vision attributes is an indirect predictor of improved staff and customer satisfaction. Visions
containing images about leadership were positively correlated with customer satisfaction. Motivation of
staff is the only direct predictor of enhanced staff satisfaction, while vision, empowerment of staff,
organizational alignment, and vision communication are four indirect predictors of improved staff
satisfaction. On the other hand, vision, vision communication, empowerment of staff, motivation of staff,
and staff satisfaction are five indirect predictors of enhanced customer satisfaction.
Practical implications Retail store managers should develop a store vision characterized by the vision
attributes and containing reference to market leadership. They should communicate their vision, align
organizational components with the vision and empower and motivate staff according to the vision.
Originality/value While vision is core to vision-based leadership theories, little is known about what
characterizes an effective vision. This study explains this unknown.