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Impact of employee value proposition on employees’ intention to stay: moderating role of psychological contract and social identity

Asha Binu Raj (Department of Human Resource Management and Soft Skills, ICFAI Business School (IBS) Hyderabad, A Constituent of IFHE (ICFAI Foundation for Higher Education - Deemed to be University), Hyderabad, India)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 14 September 2020

Issue publication date: 27 April 2021

1547

Abstract

Purpose

This paper aims to examine the relationship between employee value proposition (EVP) and employees’ intention to stay and analyse how psychological contract and social identity moderate this relationship.

Design/methodology/approach

The study was conducted in Indian IT sector among a sample of 268 employees using criterion sampling. Data were collected through structured questionnaires which revealed employees’ perceptions of EVP, intention to stay, psychological contract and social identity.

Findings

The empirical results reveal that employees have greater intention to stay when their organisations deliver an EVP including development value, social value and economic value. Findings indicate that psychological contract positively strengthens the impact of EVP on employees’ intention to stay. Also, when employees strongly identify with their organisation’s image, they have higher intention to stay in presence of a strong EVP.

Research limitations/implications

Consistent with the existing literature, the paper contributes an integrative model of EVP based on social exchange process, moderated by social identity and psychological contract. As the study was limited to Indian IT sector, cross-sectional nature of data is a limitation for drawing inferences about the influence or causality in general.

Practical implications

The study provides a new perspective to managers to develop an attractive EVP to gain employees’ increased intention to stay. Employers in IT sector may adopt this comprehensive model to strategise their value propositions.

Originality/value

This paper proposes a validated conceptual framework of EVP and intention to stay, tested for moderation effects by psychological contract and social identity. This moderation model based on social exchange adds value to employer branding literature.

Keywords

Citation

Binu Raj, A. (2021), "Impact of employee value proposition on employees’ intention to stay: moderating role of psychological contract and social identity", South Asian Journal of Business Studies, Vol. 10 No. 2, pp. 203-226. https://doi.org/10.1108/SAJBS-10-2019-0183

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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