Organisational commitment of frontline sales manegers in public and private banks in India

The present Indian banking sector is characterized by highly competitive environment on account of factors such as high work pressure, poor work life balance and lower job satisfaction. This has led to lower motivation and commitment among employees towards the organisation, hence causing higher turnover rates which is affecting profitability and productivity of sector adversely. As a result, banks in India have started to lay increasing emphasis on the concept of organisational commitment in order to achieve Professional ad organisational goals majorly by aligning the mission and vision of organisation with that of individual employees. This study focuses on understanding the concept of organisation commitment among sales employees and managers in public and private banks of India. In order to achieve this both survey and interview approaches were used. The survey included 200 front linę sales employees from whom quantitative data was collected based on a close ended questionnaire. On the other hand for the purpose of interview 8 sales managers were considered from whom qualitative data was collected based on a set of open ended questions. CoiTelation and regression tests were applied in order to analyze the quantitative data, while the qualitative data was analyzed using thematic analysis. The correlation and regression analysis pointed out the importance of organisation commitment, its antecedents, along with also addressing the impact of affective, nonnative and continuance commitment on managers. Further the strategies for increasing organisational commitment were highlighted while analyzing the impact of work stress on organisational commitment. The interview data on other hand helped to understand the term organisational commitment, its importance, types of organisational commitment, factors that affect organisational commitment. Consequently, the strategies or practices to increase organisational commitment were recommended.