Employee Motivation and Incentives in Retail Business: Case Company Calvin Klein Outlet
Lahtinen, Emmi (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121027318
https://urn.fi/URN:NBN:fi:amk-2020121027318
Tiivistelmä
The purpose of this thesis is to discover motivational factors among Calvin Klein Outlet employees. The objective of this thesis is to eventually implement these motivational factors in work life since the author works closely with the employees of Calvin Klein Outlet. Additionally, the objective is to examine what incentives could be used in order to increase the employees’ motivation.
From the theoretical point of view, this thesis incorporates a variety of different theories associated with motivational theories. In order to explain motivation and analyse the results, the thesis uses Maslow’s Hierarchy of needs, Theory X and Theory Y as well as determines the two different incentives monetary and non-monetary incentives.
Qualitative research method was used in this thesis. Respondents were interviewed and they were able to answer open-ended questions and express their own opinions and experiences regarding their motivation. Therefore, as an outcome, the factors that motivate Calvin Klein employees can be explained through four main factors. The first factor is the fulfilment of the employee’s needs, the second motivational factor is a positive and trustful working environment, the third factor is the opportunity to receive responsibilities and lastly, the fourth factor is appraisal and feedback. These four factors will be described and analysed in this thesis in detail.
As the thesis also explored how this motivation can be increased, two main incentives affect employee motivation: the nonmonetary incentives that motivate Calvin Klein employees are appreciative and cheerful behaviour from their store manager as well as recreational activities sponsored by the company. Additionally, monetary incentives that employees would be motivated by are work benefits as well as a bonus system.
From the theoretical point of view, this thesis incorporates a variety of different theories associated with motivational theories. In order to explain motivation and analyse the results, the thesis uses Maslow’s Hierarchy of needs, Theory X and Theory Y as well as determines the two different incentives monetary and non-monetary incentives.
Qualitative research method was used in this thesis. Respondents were interviewed and they were able to answer open-ended questions and express their own opinions and experiences regarding their motivation. Therefore, as an outcome, the factors that motivate Calvin Klein employees can be explained through four main factors. The first factor is the fulfilment of the employee’s needs, the second motivational factor is a positive and trustful working environment, the third factor is the opportunity to receive responsibilities and lastly, the fourth factor is appraisal and feedback. These four factors will be described and analysed in this thesis in detail.
As the thesis also explored how this motivation can be increased, two main incentives affect employee motivation: the nonmonetary incentives that motivate Calvin Klein employees are appreciative and cheerful behaviour from their store manager as well as recreational activities sponsored by the company. Additionally, monetary incentives that employees would be motivated by are work benefits as well as a bonus system.