EVALUATING EMPLOYEE RETENTION PRACTICES IN THE AUTOMOTIVE MANUFACTURING SECTOR: A CASE STUDY OF DONG AH ELECTRIC INDIA PVT. LTD.

This study provides a comprehensive assessment of employee retention at Dong Ah Electric India Pvt. Ltd. and concludes that while the organisation has built a strong retention foundation through competitive compensation, quality infrastructure, and a clear strategic vision, several critical challenges continue to threaten long-term workforce stability. The findings reveal significant concerns relating to employee participation in decision-making, organisational transparency, professionalism, communication effectiveness, and team cohesion, all of which may negatively affect retention if left unaddressed. The strong positive relationship between recognition practices and perceived organisational support (r = .747) highlights the importance of establishing a structured recognition system as a cost-effective strategy for improving employee engagement and loyalty. To strengthen retention outcomes and support the company’s ambitious 2028 revenue target of INR 400 crore, the study recommends implementing participative management structures, formalising a tiered employee recognition programme, investing in leadership development and professional culture enhancement, strengthening communication and transparency mechanisms, developing transparent career progression frameworks, promoting team cohesion through collaborative initiatives and social engagement programmes, and instituting regular retention audits supported by predictive HR analytics. Collectively, these interventions will help create a more inclusive, supportive, and professionally rewarding work environment, thereby reducing attrition risk, enhancing employee commitment, and ensuring sustainable organisational growth in an increasingly competitive manufacturing sector.

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