Abstract
This work assessed the motivation among workers of fast food industries in Rivers State. The study identified the features of the fast food industry in the study area; verified the various rewards and motivational packages obtainable in fast food industry in the study area; determined the level of acceptability of the motivational packages by the workers in fast food industry in the study area; evaluated the influence of workers’ motivation on the performance of staff in the fast food industry in the study area; analyzed the factors affecting the use of motivational strategies among fast food industry in the study area; determined ways of improving staff motivation in the fast food sector in the study area. The study was guided by six research questions. Well-structured questionnaire was used to elicit information from the fast food workers in the study area. The data were analyzed using simple descriptive statistics like tables and frequencies and inferential statistics like chi-square. The findings of the study revealed that majority (51%) of the workers were females who were between 36 and 45 years of age. While about 44% were singles. The chi-square findings showed that the p-value was greater than 0.05 (p>0.05) thus accepting the null hypothesis of no significant difference. Therefore, the fast food workers were not motivated. Based on the findings of this research, it was recommended that the management of the fast food firms should introduce viable incentive structures so as to motivate their workers. The reward scheme should be fair and unbiased so as to avoid dampening the morale of the active workers.
TABLE OF CONTENTS
Title page - - - - - - - - - - -ii
Certification Page - - - - - - - - -iii
Approval Page - - - - - - - - - - -iv
Dedication - - - - - - - - - - -v
Acknowledgement - - - - - - - - -vi
Table of Contents - - - - - - - - - -vii
List of Tables - - - - - - - - - - -x
Abstract - - - - - - - - - - -xi
CHAPTER ONE: INTRODUCTION
1.1 Background Information - - - - - - - -1
1.2 Statement of the Problem - - - - - - - -3
1.3 Objectives of the Study - - - - - - - -5
1.4 Researh Questions - - - - - - - - -6
1.5 Hypothesis - - - - - - - - - -6
1.6 Significance of the Study - - - - - - - -7
1.7 Scope of the Study - - - - - - - - -7
CHAPTER TWO: LITERATURE REVIEW
2.0 Conceptual Framework - - - - - - - -8
2.1 The Concept of Motivation - - - - - - - -8
2.2 Types of Motivation - - - - - - - - -10
2.2.1 Intrinsic Motivation - - - - - - - - -10
2.2.2 Extrinsic Motivation - - - - - - - - -11
2.2.3 The Evolution of Motivation - - - - - - - -12
2.3 Process of Motivation - - - - - - - - -12
2.3.1 Incentives - - - - - - - - - -13
2.3.2 Monetary Incentives - - - - - - - - -13
2.3.3 Nonmonetary Incentives - - - - - - - -14
2.3.4 Moral Incentives - - - - - - - - -14
2.4 Effect of Incentives on Workers
Attitudes - - - - - -15
2.5 Theoretical Framework - - - - - - - -15
2.5.1 McCleland’s Achievement Motivation Theory - - - - -16
2.5.2 Goal Setting Theory of Motivation - - - - - - -17
2.5.3 Equity Theory - - - - - - - - - -17
2.5.4 Maslow Hierarchy of Needs Theory - - - - - - -17
2.5.5 McGregon`s Theory of X and Theory Y - - - - - -18
2.5.6 Vroom’s Theory - - - - - - - - -19
2.5.7 Self-Determination Theory - - - - - - - -19
2.5.8 Incentives Theories - - - - - - - -19
2.6 Empirical framework - - - - - - - - -21
2.6.1 Strategies Used for Employees Motivation in
an Organization - - -21
2.6.2 Summary of Literature Review - - - - - - -
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design - - - - - - - - -28
3.2 Area of Study - - - - - - - - - -28
3.3 Population for the Study - - - - - - - -29
3.4 Sampling Techniques - - - - - - - - -29
3.5 Instrument for Data Collection - - - - - - -29
3.6 Validation of the Instrument - - - - - - -30
3.7 Data Collection Techniques - - - - - - -30
3.8 Method of Data Analysis - - - - - - - -30
CHAPTER FOUR: DATA
PRESENTATION AND ANALYSIS
4.1 Data
Presentation - - - - - - - - -32
4.2 Results
and Discussion - - - - - - - -
4.3 Discussion
of Findings - - - - - - - -
CHAPTER FIVE: SUMMARY, CONCLUSION
AND RECOMMENDATIONS
5.1 Summary
of findings - - - - - - - - -36
5.2 Conclusion - - - - - - - - - -37
5.3 Recommendation - - - - - - - - - 37
References - - - - - - - - - -39
LIST OF TABLES
Table 4.1: Sex Distribution
Table 4.1.2: Age Range
Table 4.1.3: Marital Status
Table 4.1.4: Job
Type
Table 4.1.5: Length of Service Experience
Table 4.1.6: Educational
Qualification
Table 4.1.7: Distribution
According to Salary Scale of Respondents
Table 4.1.8: Are you motivated in your present job?
Table
4.2.1 Features/qualities of fast food industry
Table
4.2.2 Motivational packages and rewards operational in your industry
Table
4.2.3 Acceptability of the motivational packages
Table
4.2.4 Effect of Motivational packages
Table
4.2.5 Motivational factors
CHAPTER
ONE
INTRODUCTION
1.1 Background
of the Study
Motivation
is the most important matter for every organization either public or a private
sector. For the success of any organization, motivation plays an important role
(Chintallo & Mahadeo, 2013). According to Chaudhary & Sharma (2012) the
word motivation is derived from “Motive”. The meaning of “motive” is needs,
wants, and the desire of the persons. Nnabuife
(2009), define motivation as the internal or external driving force that
produces the willingness to perform an act to a conclusive end. The first
aspect of motivation he described as internal motivation is because the driving
force comes from within an individual. The second aspect is external motivation,
which is applied by the organization. According to Mullins (2007), Motivation
can be defined as a driving force within a person which stimulates the
individual to do something up to the target level in order to fulfill some need
or expectation. It is a complex issue of human behavior which varies from
person to a person; as a result, different people are motivated in different
ways (Kressler, 2003).
"Motivation
is the force that makes people chooses a particular job, stay with that job and
work hard in that job" (Lin, 2007). “Staff motivation means the process in
which organization inspires their employee with rewards, bonus and other
incentive etc. for achieving the organizational goals. Conventional theories of
motivation suggest that people tend to be motivated with the intention of
fulfilling their unsatisfied needs, i.e. they exert effort hoping that their
needs will be satisfied (Lin, 2007). However, contemporary theorists do not
focus only on the need based concept but also they emphasize on long term goal,
sense of fairness, and employee's values (Simons and Enz, 2006). However, both
conventional and contemporary theories of motivation recognize the significance
of employee motivation in the workplace. The outcomes of motivated employees include
loyalty, harmony, and high performance that contribute significantly to the
growth and development of the company (Lai, 2009). Conversely, lack of
motivation among the employees leads to poor performance, high employee
turnover which makes the attainment of organizational goal unrealistic and
unachievable.
The
very beginning of the food service industry is credited to restaurants that
began in France during the 18th century. Due to the changes and revolutions
over time, it built up the concept of “Fast Food” in the food service industry
(Wikipedia, 2015). The major players in this industry which operates
internationally included McDonald’s, KFC, Pizza Hut, A&W Restaurants,
Burger King, Dunkin’ Donuts, Domino pizza and others (Wikipedia, 2015). According
to Manila, (2010), “Fast Food” is relating to selling quick, inexpensive
take-out by a restaurant. Fast food restaurants are normally under a restaurant
chain or franchise operation, which cater homogenized ingredients and/or
partially prepared foods and supplies to each restaurant through
well-established supply channels (Schneider & White, 2004).
Ton
and Wood (2010), hospitality industry included a wide variety of service
industries, such as food service, tourism, hotels and casinos. As a result, it
obviously revealed that “Fast Food Restaurant” is under the service industry.
Thus, Fast Food Industry sometimes may be refer to as “Fast Food Service
Industry (FFSI)” (Akdag&Dogan, 2001). Undeniably, service plays an
essential role in the fast food industry. Owing to the fast growing pace of
fast food industry, firm performance has been viewed as a criterion that will
influence its business long-term succession. In order to improve firm
performance, organisation should firstly improve its employees’ performance.
This action is essential especially in the fast food industry where workers are
the major and essential asset to the business survival.
According to the Internet encyclopedia Wikipedia,
fast food is a food which is prepared and served quickly at outlets called
fast-food restaurants.
The fast food sector is a significant part of the hospitality
industry worldwide and its employees play a key role in delivering the service
product to its customers. Excellent service provided by employees can create
lasting positive experiences for customers. The individual motivational
constructs of the hospitality employee play an important and perceivably a
significant role in achieving high satisfaction among customers. For the fast food industry, employee
motivation is a major issue. Staff motivation in the
fast food industry is vital to the future success of fast food organizations
because if recognized correctly, managers can avoid the high costs associated
with staff turnover (Dermody, Young, & Taylor, 2004). While competition is steady
with other industries to attract and retain workers to meet the demand of
consumers, fast food employers need to gain a better understanding of what
motivates their workers in order to prevent low job satisfaction and low
productivity (Dermody, Young, &Taylor, 2004).
A
well-managed fast food industry will normally consider employees rather than
financial capital as the core foundation of the business, which also
contributes to the industry’s development (Morato, 2008). The employees of Fast
food establishments in Portharcourt must not be left out in motivational
schemes because satisfaction of human resources is closely linked to highly
motivated employees.
1.2 Statement of Problem
In contemporary work environment, it is
imperative for organization to retain staff and ensure their effectiveness.
This is because corporate entities including those in the hospitality industry such
as fast food are established to achieve specific goals and these goals are tied
to various degrees on employee motivation, satisfaction and productivity (Onyene,
2001). Despite the centrality of motivation as vital tool in workers turnover
or employee‘s retention and productivity, it is often under-utilized by most
managers in the workplace (Bassel, Dicks, Wysocki & Kepner, 2009).Staff
motivation here entails taking necessary measures to encourage workers to
remain in the organization for the maximum period of time. Corporate bodies
especially in the fast food industry are facing a lot of problems in workers
turnover and effectiveness. Employing experienced staff is important for any
organization, but their retention and productivity is even more essential;
because there is no dearth of opportunities for a knowledgeable worker. No
corporation can achieve its goal under frequent or unusual job churn by
employees (Becton, Wysocki & Kepner, 2009).In Nigeria rather than provide
means by which workers are motivated and satisfied for effective job
performance, employees are continuously deprived of their physiological need
through salary insecurity, delay in the payment of salaries, fringe benefits
and this have behavioural consequences on their efficiency in the workplace
(Ushie, 2002; Agba, 2007). This situation is also responsible for low morale
among workers and adoption of supplementary livelihood even if it entails
running down their organizations (Ushie, Agba, Agba& Best, 2010). This
phenomenon according to Ushie (2002), threatened the effectiveness, growth and
survival of most organisations in Nigeria. As the number of fast food,
restaurants and other hospitality outfits increases in River State, because of
the tourism drive of the state government, there is also high rate of workers
turnover and service inefficiency in the industry (Onyene, 2001). While much
scholarly works abound on staff satisfaction, motivation and productivity in
other sectors of the Nigerian society, little concern is given to this fast
emerging sector (the hospitality industry). Since factors of staff
satisfaction, motivation and productivity varies from one organization to the
other, there is therefore need to examine motivational factors that would
ensure workers efficiency and retention as well as service effectiveness in the
hospitality sector such as the fast food industry in River State, Nigeria.
Fast
food jobs could be stressful, lasting long hours, demanding customers and the constant
pressure to be friendly and cheerful can take its toll on the workers. It has also
been estimated that over 36% of workers in the fast food industry work during
weekend shifts (Dawson, 2007). Generally workers do not have enough time to
rest at home or visit friends. In fact, there is no time to make new friends
and meet new people (Dawson, 2007). A total of 6% of employees maintained that
their sex lives have been adversely affected (Dent, 2007).More than that, poor
salaries and less benefits such as paid holiday leaves were also issues for
almost 25% of the workers (Dent, 2007). It is against this background that this
study was designed to capture the motivation and rewards systems among fast
food industries as well as determining how these systems have enhanced
employees’ performance and productivity in fast food establishments in Rivers
State, Nigeria.
1.3 Objectives
of the Study
The major objective of this study is the assessment of
staff motivation among workers of fast food industries in Rivers State,
Nigeria. Specifically the work:
i.
identified the features
of the fast food industry in the study area;
ii.
verified the various
rewards and motivational packages obtainable in fast food industry in the study
area;
iii.
determined the level of
acceptability of the motivational packages by the workers in fast food industry
in the study area;
iv.
evaluated the influence
of workers’ motivation on the performance of staff in the fast food industry in
the study area;
v.
analyzed the factors
affecting the use of motivational strategies among fast food industry in the
study area.
1.4 Research Questions
The following questions guided this study.
i.
What are the features of
the fast food industries in the study area?
ii.
What are the motivational
packages operational in the fast food industry in the study area?
iii.
What is the level of acceptability of the
motivational package by the workers in fast food industry in the study area?
iv.
What are the effects of
motivation on the performance of workers in fast food industry in the study
area?
v.
What factors affect the
use of workers’ motivational strategies in fast food industry in the study
area?
1.6 Significance
of the Study
The
findings of this research will help fast food industry managers experience high
turnover rates through the motivation of employees. The research work will also
be useful for academic purpose in the sense that it is an improvement on past
academic work of other researchers on the subject of management incentive
policies vis-à-vis employee productivity. It will also serve as a reference point
for subsequent researchers. Non-researchers and other managers outside the
hospitality industry will find this study applicable in motivating their
workers to perform optimally. Simply put, it will serve as a guide to show the
different incentive scheme and packages organizations can adopt to motivate
their workers.
This
study will be very useful to government in their desire to find out how and to
what extent effective incentive policy formulations could help in increasing
workers’ productivity both in the public and private sectors. This is also
applicable to NGOs who will find this work a veritable tool in designing work
aids and assistance to fast food industries with the aim of boosting
organizational performance. Above all, this research work is significant to the
society at large as it includes the need for efficiency and effectiveness which
will encourage growth and development.
1.7 Scope of the Study
This study is designed to assess staff motivation
among fast food industries in Rivers State. The scope is limited to the workers
of fast food industries within Port-Harcourt metropolis of Rivers State.
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