The retail industry in India is booming and witnessing huge growth. It provides 8% employment, accounts over 10% of the Gross Domestic Product (GDP) of our country. The overall retail market is expected to grow at 12% per annum providing more employment opportunities in India in future and is believed to be one of the major contributors to the Indian economy. As the growth of this industry is driven by the staff and their approach towards customers, it is imperative that the industry hire skilled and quality manpower resources capable of maintaining good rapport with the customers. This is because the customer’s revisit and recommendation to prospects to visit the store mainly depends on the staff’s interaction with the customer, apart from the other factors. This necessitates the need to understand aesthetic labour practices in retail sector and the contribution of HR Practices towards bringing, developing, maintaining and governing these aesthetic labour skills among the store employees to provide delightful experience for the customers by means of their appealing look and approach ability. Based on the study, a model was developed linking Aesthetic Labour with the various HR Practices to foster business
Retail industry, Aesthetic Labour, HR practices, delighted Customers
International Journal of Trend in Scientific Research and Development - IJTSRD having
online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International
Journal which provides rapid publication of your research articles and aims to promote
the theory and practice along with knowledge sharing between researchers, developers,
engineers, students, and practitioners working in and around the world in many areas
like Sciences, Technology, Innovation, Engineering, Agriculture, Management and
many more and it is recommended by all Universities, review articles and short communications
in all subjects. IJTSRD running an International Journal who are proving quality
publication of peer reviewed and refereed international journals from diverse fields
that emphasizes new research, development and their applications. IJTSRD provides
an online access to exchange your research work, technical notes & surveying results
among professionals throughout the world in e-journals. IJTSRD is a fastest growing
and dynamic professional organization. The aim of this organization is to provide
access not only to world class research resources, but through its professionals
aim to bring in a significant transformation in the real of open access journals
and online publishing.