Importance of motivational factors among young employees in the service sector

Zaneta Bernotaite

Studenteropgave: Kandidatafhandlinger


Due to a number of positive organizational outcomes, work motivation is continually perceived as an important and relevant subject among academics and practitioners. What makes the subject especially relevant today is the dominance of the service sector, which is characterised by a high level of young labour force participants. However, attention to this specific group of employees in the service sector and their motivation is limited in academic research, which calls for a revisited attention towards the topic of work motivation. The purpose of this thesis is to investigate what motivational factors are perceived as the most important among young employees in the service sector. Hence, the aim of the thesis is to identify, analyse and discuss important motivational factors among young employees working in the service sector. Besides the case study company, HMSHost, other service sector companies could find the findings of the thesis interesting, relevant and applicable in their particular business settings. The research is based on a combination of qualitative and quantitative data. Interviews with two selected employees are conducted to identify motivational factors that are specific to young employees in the service sector. This is done in order to establish empirical/supplementary motivational factors that later on are included in the research survey. The survey is distributed to 137 employees at HMSHost in the age of 18-29 in order to test the prevalence of the established motivational factors on the research population. The respondents are asked to evaluate 24 motivational factors on a 5-point scale indicating the level of importance associated with each factor. The research findings indicate that (1) relationship with peers (2) salary (3) personal life and (4) responsibility are the most important motivational factors among young employees in the service sector. These motivational factors suggest that young employees’ motivation primarily originate from extrinsic sources. The research findings help to gain a better understanding and insight into what drives young employees’ motivation in the service sector. It enables HR management to adopt a more focused approach towards motivating young employees, where motivational strategies/methods can be better designed to address young employees’ specific motivational needs. Service Management, (Kandidatuddannelse) Afsluttende afhandling
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