This study examines the relationships between visions and vision components, and staff satisfaction in Thai retail stores, taking into account variables of vision communication, motivation of staff, and hybrid staff factor. Visions are characterised by the attributes of brevity, clarity, challenge, stability, abstractness, future orientation, and desirability or ability to inspire, and containing content relating to sales, customer and staff imageries. Vision and its content are two direct predictors of decreased staff satisfaction while motivation and staff factor enable the direct, negative vision effect on staff satisfaction. Vision attributes, vision communication, motivation and staff factor are indirectly predictive of enhanced staff satisfaction.