Jyoti Choudhary1, Morakinyo Dada2, Jugindar Singh Kartar Singh3

1 Ph.D, School of Marketing& Mgmt, Asia Pacific University of Technology & Innovation, Kuala Lumpur, Malaysia. Email: jyoti.choudhary@apu.edu.my

2,3 Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia


Employee loyalty is an important aspect of business success, especially in organizations that operate in a dynamic environment, such as the e-commerce giant Alibaba in China. Studies have shown that employee loyalty is decreasing. This study attempts to examine the factors that influence employee loyalty at Alibaba. This study examines the influence of career advancement, training and development programs, and corporate culture on employee loyalty. This quantitative study was based on a positivist philosophy and a deductive approach. The target population of this research was 191 employees of Alibaba, China, with at least one year of work experience. The data were analyzed using SPSS version 28.0. The research found that career advancement opportunities and corporate culture are significantly related to employee satisfaction. This study contributes to a better understanding of the influence of career advancement, training, and corporate culture on the loyalty of employees. The results will assist policymakers and managers in improving career advancement opportunities and transforming their organizational culture to increase employee loyalty.  The study sample was employees at Alibaba. Therefore, the generalizability of the results is limited.

Keywords: Employee Loyalty, Career Advancement Opportunities, Training and Development, Corporate Culture, Alibaba

DOI: https://doi.org/10.59857/IJABS.1175

File Type: pdf
Categories: Vol 3. Special Issue 1. (2024)
Author: 1 Jyoti Choudhary, 2 Morakinyo Dada, 3 Jugindar Singh Kartar Singh
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