Employees' perception of engagement and its influence on critical success factors

Increasing competition within the non-alcoholic, ready to drink market (NARTD) in South Africa has intensified the need for soft drink producers to identify ways in which to enhance their competitiveness. One of the most important challenges for organisations operating in this industry is to produce quality products while meeting the needs of customers, at the lowest possible cost. While a number of competitors may rely on various competitive strategies such as lower priced products, it could become increasingly challenging for others to adopt similar approaches without comprising on the quality of their products. In order to remain competitive, organisations may be required to shift their focus onto their employees as a source of competitive advantage. Research has shown that employees provide organisations with sustainable competitive advantage, more specifically, it has shown that engaged employees outperform disengaged employees. The differentiating factor for organisations in the pursuit of competitive advantage would therefore be an engaged workforce. The primary research objective of this study was to investigate employees’ perceptions of engagement within the logistics function at Coca-Cola Fortune Port Elizabeth, as well as its impact on critical success factors. A theoretical overview was conducted to appraise various definitions, engagement models, factors influencing engagement and the impact of engagement on critical success factors. The research highlighted a number of common themes of engagement which includes a reciprocal relationship between the organisation and employees, enthusiasm, involvement and motivation. This research revealed that engaged employees make positive contributions to key business outcomes such as financial performance, productivity and customer satisfaction.An empirical study was conducted by means of a survey with a questionnaire as data collecting tool. The purpose of the structured questionnaire was to validate the findings obtained from the theoretical overview and to assess employees’ perceptions of engagement, engagement factors and the impact of engagement on critical success factors. A sample comprising 112 employees was identified by means of a stratified sampling technique. A 93 per cent response rate was obtained. The key findings of the study indicated that management and employee perceptions of engagement were comparable. It also indicated that corporate communication, employee involvement strategies, relationships with management and HR policies and procedures did influence employee engagement. Furthermore, the study validated the existence of a strong positive relationship between customer satisfaction, employee attendance and productivity – as was found between employee engagement and business success at CCF. The theoretical overview in conjunction with the empirical findings yielded a hypothesised model of employee engagement as presented in Chapter One. This model could provide direction in the organisation’s attempt to improve engagement levels and ultimately in the pursuit of competitive advantage