Fredrick Herzberg Two Factor Theory Of Motivation

Figure 2: Rethinking Retention Model

ACHIEVE BUSINESS OUTCOME

More sales, better quality, services, safety and profit

IMPLEMENTATION STRATEGIES

• Hold supervisors accountable

• Develop supervisors to build trust

• Narrow the front door

• Script first 90 days

• Challenge policies

• Calculate turnover costs

• Drive from the top

BUILD ON PRINCIPLES

• Employees quit because

• Employees stay because

• Supervisors drive retention and turnover

START PROCESS

Manage retention factors such as sales, quality and safety

Source: Richard (2009)

2.3 Theoretical Framework

Five theories of motivation will be discussed in this study that is three content and two process theories.

2.3.1 Content Theories of Motivation

Fredrick Herzberg’s Two Factor Theory

Senyucel (2004)

This theory Propose that people are motivated by a hierarchy of needs ranging from physiological needs, safety needs, love needs, esteem needs and self-actualisation (Burnes, 2009). He further postulates that these needs vary from person to person and may also differ over time.

Physiological needs are the basic needs that are essential for one’s survival and these include food and drink, rest, clothes, shelter and sex. When any of these are in short supply, one feels the distressing tension of hunger thirst, fatigue and shortness of breath, together with sexual frustration, confinement, or the discomfort of being too hot or too cold. These irritants compels us to seek the missing commodity so that our body return to homeostasis (Goble, ibid).

Safety needs are concerned with security and protection against danger that is protection from potentially dangerous objects or situations. The threat is both physical and psychological. A good example of these safety needs can b of the fact that naturally, one tries to avoid a poke in the eye with a sharp stick or with sand. One would not be secure on a company or organisation that retrenches its employees every year. But one has managed a curtained level of physical comfort, one seeks to establish stability and consistency in a chaotic world (Maslow,

The five levels from Maslow’s hierarchy of needs were condensed into three levels: existence, relatedness and growth and these altogether led to the formation of the name ERG theory.

Existence Needs- they are concerned with sustaining human existence and survival. Basically this covers both the physiological and safety needs in Maslow’s hierarchy of needs.

Relatedness- they focus on the relationship with the social environment and it encompasses love affiliation and meaningful interpersonal relationships, safety and esteem needs.

Growth needs- they cover self-esteem needs and self-actualisation needs and they are concerned with the development of potential. Alderfer (1969) suggest that the individual progresses through the hierarchy from existence needs, to relatedness and growth needs as the lower needs become satisfied. The activated need in his view is more of continuum than hierarchical. Alderfer suggested a two-way progression and cited a frustration-regression process as the downward trend. According to him the lower level needs become the focus of the individual effort when continuous frustration is experience in the search for higher level needs. He further goes on to say that lower level needs are not to be completely satisfied the emergency of higher level. The ERG theory states that an individual is motivated by one or more set of needs. In this