Role of Resilience in the Stress Management of Customer Service Employees in the Retail Industry

Abstract

This study examines the relationship between resilience and stress managing ability of customer service employees (CSE) in retail industry. Extant literature shows that studies have been conducted on resilience and stress levels of nurses and paramedical employees, teachers and students, employees in IT, ITES, banking, service industry. However, there is no research that demonstrates the role of resilience in alleviating stress of employees in retail industry in India. This research aims to plug this knowledge gap.

The research is descriptive in design and has been conducted on CSE in fashion retail in major metropolitans and cities of India. The cross-sectional study was conducted on 200 CSE in the retail sector of India. The instrument of research used was a structured questionnaire that was filled online. Analysis of data collected using correlation and linear regression techniques show that resilience has a significant effect on the stress management ability of CSE. CSE possessing elevated levels of resilience are more adept at navigating challenging scenarios and exhibit enhanced performance. Employers prioritizing stress management should therefore emphasize on the cultivation of resilience for achieving favourable results. This study proposes actionable measures aimed at enhancing resilience levels among CSE. The valuable insights into resilience development hold significance for both behavioural scientists engaged in resilience research and professionals within the retail industry. Thus, becoming pertinent for forward-thinking employers dedicated to cultivating their human resources as a valuable asset for their company's growth.