The emergence of new determinants of employee loyalty for generation Z in Morocco: the mediating role of commitment

Purpose This study aims to identify the factors that influence employee retention among Generation Z in the retail sector in Morocco. Building on research conducted in France on the drivers of employee loyalty among Generation Z at Decathlon France, the study explores four key dimensions: emotional, collaborative, social and ethical. In addition, it investigates the mediating role of organisational commitment in these relationships. Design/methodology/approach This research uses a quantitative survey conducted with a sample of 320 employees from the retail sector in Morocco. The study adapts five dimensions identified in a French study, retaining four that are relevant to the Moroccan context. Each dimension was measured using validated scales from existing literature. To analyse the complex relationships between the four dimensions and employees’ intention to stay, structural equation modelling was performed using Smart PLS, with a focus on examining the mediating role of organisational commitment. Findings The results indicate that the emotional, social, collaborative and ethical dimensions have a significant positive impact on the retention of Generation Z employees in the retail sector in Morocco. Furthermore, organisational commitment was found to mediate the relationship between these dimensions and employees’ intention to stay, emphasising its crucial role in enhancing employee loyalty. Originality/value This research enhances the understanding of employee retention among Generation Z in Morocco’s retail sector. By adapting and validating dimensions from the French context and incorporating the mediating role of organisational commitment, the study provides valuable insights for HR practitioners and business leaders seeking to refine talent retention strategies for the emerging Generation Z workforce.