The Impact of Managerial Coaching on Generation Z Employee Retention in Information Technology Startups: The Mediating Role of Affective Commitment and the Moderating Effect of Employer Branding

This study investigates the impact of managerial coaching on the retention of Generation Z employees in Iranian information technology startups, addressing the research gap concerning the combined influence of coaching, affective commitment, and employer branding. Affective commitment is examined as a mediating mechanism, while employer branding is tested as a moderating factor. Employing a descriptive–correlational design with an applied orientation, the findings demonstrate that managerial coaching significantly enhances retention, both directly and indirectly through affective commitment, with employer branding strengthening these relationships. The results provide meaningful implications for sustainable human resource management practices.