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Case study: How internal communication influences employee motivation in a hybrid working model : SAP Barcelona Digital Hub

Hytönen, Elina (2023)

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Hytönen, Elina
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052915256
Tiivistelmä
The purpose of this study was to explore the connection between internal communication and employee motivation in a hybrid working model setting. To narrow down the scope; the study was conducted as a case study in SAP’s Digital Hub in Barcelona. It is essential to examine how employee motivation and internal communication behave in a hybrid working setting, and what is the correlation between these factors.

The literature review is divided into three sections and topics: internal communication with media richness theory, extrinsic and intrinsic motivation with two motivation theories, and the world of hybrid and remote work. The core literature and foundation for the analysis were Frederick Herzberg’s Two-Factor theory, Maslow’s Hierarchy of needs, thematic analysis, and regression analysis. The research method for this thesis was qualitative, forming of 12 semi-structured interviews and a questionnaire with a reach of 30 respondents. Both research methods were conducted internally in the Digital Hub of Barcelona of SAP.

The findings of this thesis showcase how internal communication functions in the case study company, what motivates the employees, and what role and impact hybrid work has in this scenario.
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