EFFECT OF RESONANT LEADERSHIP IN MARKETING INDUSTRY

Abstract

When employees are content with their job and dedicated to the organization, it can lead to advantageous outcomes for the organization, including improved effectiveness, performance, and productivity, as well as reduced turnover and absenteeism at both the individual and organizational levels. Therefore, this study develops a unique framework consisting of three direct relationships to analyze the interaction of Resonant Leadership with Affective Commitment (AC), Normative Commitment (NC) And Continuance Commitment (CC). The data was collected through questionnaires distributed among employees working in marketing departments of different companies of Pakistan. A total of 190 useable responses were available for statistical analysis with SPSS and Smart PLS software. The study illustrates when employees are content with their job and dedicated to the organization, it can lead to advantageous outcomes for the organization especially in marketing industry, including improved effectiveness, performance, and productivity, as well as reduced turnover and absenteeism at both the individual and organizational levels.