1.1 Research Background and Problems
As the fierce competition continues rambling in the industrial market, enterprises, chain stores and convenient stores, like Seven-eleven, Family mart, are seeking strategic and managerial approaches to rival against each other and to survive by coming up with innovative or creative products in order to attract customers of all ages.
This form of mainstream marketing has altered from concentrating on product quality to quality service in the late past few years. To simply put, customers are now more willing to purchase products under the state of receiving satisfied service instead of acknowledging products’ merit beforehand. Therefore, elevated standard of quality service is now considered as a common strategy, yet more as a key element not merely to stay alive but to lead ahead among tremendously large number of competitors by winning customers’ hearts with implementing quality employees with guaranteed service regarding as the company’s business core.
When it comes to quality service, “human resources” is an issue worth for shop owners and entrepreneurs to ponder about and to learn how to manage their employees to become more “valued” because it is crucial for workers’ performances to be increased in order to provide the best service and quality for sure. Thus, it is a necessity for enterprises to acquire human resources, who can generate functions such as rareness, value and imitability so as to demand the sustainable competitive advantages under the present environment (Wright, 1998). Moreover, these valuable intangible asset functions are all originated from employees holding with high skills and knowledge within companies that can motivate and enhance their product amelioration as well as
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service (Wright, 1998). In other words, organizations have started to gather, yet concentrate on the field of human resources through selecting the appropriate talents to gain adaptability, which will benefit the company on both earning profits and overcoming crisis. Nevertheless, owning the best talents is not enough; it is only to make the best use of efficient management and human resource activities to boost both employers and employees to another level.
In addition, work value is the main factor for every individual to choose their occupations and conducting career plannings which has a profound impact on their pursuit of job satisfaction (Super, 1970). Therefore, designing an appropriate management process plays an important role by understating employees’ work values, which would influence their mindset towards works correlated to job engagement.
When enterprises validly apply the right management upon their employees, competitive advantages of the organization would definitely be strengthened resulting from employees becoming more “valued” as job engagement elevates. Furthermore, interacting psychology has now considered even more important while the term discusses how individuals interact with the organization which would thus influence employees’ mindsets and attitudes upon their works. For instance, “the research of the correspondence between the value of organization and individual (邱瓊萱, 1999)”
mainly discusses while people are selecting occupations, they will take a point where the value of the organization and individual will correspond integrally into consideration as a deciding factor (Chatman, 1989). Young applicants are more willing to enter the company that is well-known and possesses a clear organization goal along with positive company spirit in the industrial field.
After fully understanding employees’ engagement as well as their mindset toward
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occupations, turnover intention could be effectively decreased with high possibility. In Mobley’s (1979) developed model, employees would be affected by the feelings they attached to occupations and whether the value of the job equally coherent to their own controlled values or not while evaluating and comparing with their previous job experiences (Mobley 1979). What is more, it is indicated that employees’ performances and their level of dedication in jobs would make an impact to turnover rate as well as job satisfaction (Rabinowitz & Hall, 1977).
The Taiwanese coffee chain shops and self-serve bakeries 85℃, which currently owns nearly a thousand branches both domestically and overseas sets a great example of the top-leading corporate champion in Taiwan catering service industry. According to survey, Taiwan has around four hundred branches located from Northern to Southern part of the country which also indicates that customers have already built a strong connection with the brand on marketing aspect. That is, brand loyalty. However, on the human resource aspect, more and more people have begun not merely to purchase the brand’s products, but eager to enter this well-developed, successful company owing to its utmost renowned nickname “Starbucks of Taiwan”. This is also the main reason why numerous people are now working in 85 ℃ coffee chain shops regarded as a meaningful occupation which is common among applicants of young generation as their one of their top choices after initially stepping into society. However, the millennials (young generation 1980-2000) see this job as their part-time favorite instead of a steady,
“meaningful” occupation due to their mindsets toward the brand itself. Hence, it could be calculated that high turnover intention would be created which also becomes the brand’s obstacle and problem to retain young applicants from constant leaking.
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1.2 Research Objective and Purpose
This research paper aims to discuss the relationship between job engagement and turnover intention of the millennial generation in 85 ℃brand coffee shop, and purposely take a deeper look into the mindsets of younger generation upon their definition of meaningful occupation. With how to manage human resources in modern enterprises along with the existing issue similar to high flowing of turnover intention, as a future potential talent, I eager to zoom in through the scope in order to thoroughly comprehend the currently business environment we are dwelling in and hopefully this research could become a beneficial or significant support for the brand 85 ℃ development on human resource management area. The purposes of the thesis are:
1) Discuss the relationship between millennials’ personal attributes and turnover intention of employees in the brand 85 ℃coffee shop under current situation.
2) Discuss the correlation between work value, job engagement and turnover intention of employees in the brand 85℃ coffee shop under current situation.
1.3 Research process
The research process adopted for this thesis includes topic selecting, literature data gathering and discussing, establishing research structure, questionnaire designing, questionnaire result retrieving, statistic analyzing and lastly conclusion and suggestion.
The overall research process is shown as following:
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Figure 1. Research process Research topic selecting
Literature data collecting & discussion
Research structure establishing
Questionnaire designing & adjustment
Questionnaire distribution & retrieving
Statistic data analyzing
Conclusion &
recommendation
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