...Sarra Cherkaoui; Fouad Daidai; Sofia Alami; Laurent Cappelletti; Abdellatif Marghich 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...

... elements significantly impact job satisfaction, with symbolic meaning showing the strongest influence. Organisational identification factors such as perceived organisational prestige and identity congruence significantly affect job engagement, which in turn strongly predicts employee loyalty...