In the present research study, the researcher tries to investigate how the employees are motivated in the service industry. In order to make this study more realistic and practical, the researcher has considered Emirates Airways. The existing literature has helped the researcher to gain in-depth knowledge about the importance of employee motivation by focussing on the airline industry. The researcher has given theory of conservational resources in order to gain a vivid understanding or organisational behaviour. The concept of organisational citizenship behaviour and the factors influencing it have also been analysed in the study. The researcher gives a vivid understanding about the relationship between employee motivation and their organisational performance.
For the purpose of this study, the researcher has chosen a post-positivist reach philosophy, deductive research approach and descriptive research design. The sample size for this study is 55. Among this, 50 are employees and 5 are manager of Emirates Airways. The researcher has used both primary and secondary sources of data collection and analysed it with qualitative and quantitative techniques.
Through the study, the researcher has derived that the main focus of any organisation is to motivate the employees in order to enhance their performance. For this, service industry adopts appraisal system and rewards. It also pays adequate attention on the pay and salary of the individual employees. It is also important for the organisation to recognise the performance and achievement of the employees regularly in order to motivate them. However, due to excessive pressure demotivated employees. Employees are unable to maintain the work-life balance. Moreover, Individual egoistic behaviour often forces them to overlook the overall development of the organisation. Hence, it is important for the organisation to promote positive reinforcement of good performance. The organisation should also be better designed in order to provide maximum satisfaction to the employees.
How Employees Are Motivated In The Service Industry
(A CASE STUDY OF EMIRATES AIRWAYS)
Abstract
In the present research study, the researcher tries to investigate how the employees are motivated in the service industry. In order to make this study more realistic and practical, the researcher has considered Emirates Airways. The existing literature has helped the researcher to gain in-depth knowledge about the importance of employee motivation by focussing on the airline industry. The researcher has given theory of conservational resources in order to gain a vivid understanding or organisational behaviour. The concept of organisational citizenship behaviour and the factors influencing it have also been analysed in the study. The researcher gives a vivid understanding about the relationship between employee motivation and their organisational performance.
For the purpose of this study, the researcher has chosen a post-positivist reach philosophy, deductive research approach and descriptive research design. The sample size for this study is 55. Among this, 50 are employees and 5 are manager of Emirates Airways. The researcher has used both primary and secondary sources of data collection and analysed it with qualitative and quantitative techniques.
Through the study, the researcher has derived that the main focus of any organisation is to motivate the employees in order to enhance their performance. For this, service industry adopts appraisal system and rewards. It also pays adequate attention on the pay and salary of the individual employees. It is also important for the organisation to recognise the performance and achievement of the employees regularly in order to motivate them. However, due to excessive pressure demotivated employees. Employees are unable to maintain the work-life balance. Moreover, Individual egoistic behaviour often forces them to overlook the overall development of the organisation. Hence, it is important for the organisation to promote positive reinforcement of good performance. The organisation should also be better designed in order to provide maximum satisfaction to the employees.
Acknowledgement
It will be privilege for me to express my gratitude and deepest regard to my supervisor ___________________ and other fellow professors for their exemplary guidance, monitoring and help in the course of my study. Throughout this research the contributions of these eminent scholars have helped me to embark on the successful completion of this project. I have gained comprehensive knowledge of the topic and developed critical perspective. In addition I express my regard to my friends and colleagues for their constant support and extending their help in the data collection phase.
Table of Contents
Chapter 1: Purpose of the project...5
1.1 Introduction...5
1.2 Background of the study...5
1.3 Rationale of the study...7
1.4 Problem statement...8
1.5 Research aim...8
1.6 Research objectives...8
1.7 Research questions...8
1.8 Significance of the research...8
1.9 Dissertation structure...9
1.10 Summary...10
Chapter 2: Literature Review...11
2.1 Introduction...11
2.2 Conceptual Framework...11
2.3 Previous research works...12
2.4 Concept of employee motivation...12
2.4.1 Employee motivation in service industry...12
2.5 Theory of employee motivation...13
2.5.1 Theory of conservational resources...13
2.6 Concept of organisational citizenship behaviour (OCB)...15
2.7 Factors influencing the organisational citizenship behaviour...15
2.8 Relation between employee performance and employee motivation...17
2.9 Importance of work life balance in service industry...18
2.10 Strategies adopted by airline industry to motivate employees...19
2.11 Comparison between theories of conservational resources with organisational citizenship behaviour...19
2.12 Comparison between previous researches and the present research study...20
2.13 Summary...20
Chapter 3: Research Methodology...21
3.1 Introduction...21
3.2 Method Outline...21
3.3 Research Onion...21
3.4 Research Philosophy...22
3.4.1 Justification for choosing post-positivism research philosophy...23
3.5 Research Approach...23
3.5.1 Justification for choosing deductive research approach...24
3.6.1 Justification for choosing descriptive research design...24
3.7 Data Sources...25
3.7.1 Data collection process...25
3.7.2 Data analysis techniques...25
3.8 Sample population...26
3.9 Sample techniques...26
3.10 Sample size...27
3.11 Reliability and validity...27
3.12 Ethical considerations...27
3.13 Limitations...27
3.14 Time Horizon...28
3.15 Summary...29
Chapter 4: Data Analysis and Findings...30
4.1 Introduction...30
4.2 Quantitative questions for 50 employees of Emirates Airways...30
4.3 Qualitative questions for 5 managers of Emirates airways...43
4.4 Summary...46
Chapter 5: Conclusion and Recommendation...47
5.1 Conclusion...47
5.2 Objective linking...47
5.3 Recommendations...49
5.4 Limitation of the study...49
5.5 Future scope...50
Chapter 6: Self Reflection...51
Reference list and Bibliography...54
Appendices...58
List of Figures
Figure 1: Logo of the company...11
Figure 2: Dissertation structure...13
Figure 3: Conceptual Framework...15
Figure 4: Principles of conservational resources theory...18
Figure 5: Factors influencing the organisational citizenship behaviour...20
Figure 6: Kinds of employee motivation...21
Figure 7: Research Onion...26
Figure 8: Research philosophy...26
Figure 9: Research Approach...27
Figure 10: Research Design...28
Figure 11: Data sources...29
Figure 12: Data analysis techniques...30
Figure 13: Data analysis techniques...30
Figure 14: Gender wise categorisation of the Emirates employees...34
Figure 15: Age wise categorisation of the Emirates employees...35
Figure 16: Cultural background of the Emirates employees...36
Figure 17: Reward and Appraisal system of Emirates employees...38
Figure 18: Satisfaction of basic needs of Emirates employees...39
Figure 19: Management recognition for employee’s achievement...40
Figure 20: Provision for career growth opportunities...42
Figure 21: Work-life balance of Emirates employees...43
Figure 22: Performance of challenging tasks...44
Figure 23: Incentives for successful completion of the given work...46
Figure 24: Organisational citizenship behaviour...47
List of Tables
Table 1: Gantt chart...33
Table 2: Gender wise categorisation of the Emirates employees...34
Table 3: Age wise categorisation of the Emirates employees...35
Table 4: Cultural background of the Emirates employees...36
Table 5: Reward and Appraisal system of Emirates employees...37
Table 6: Satisfaction of basic needs of Emirates employees...39
Table 7: Management recognition for employee’s achievement...40
Table 8: Provision for career growth opportunities...41
Table 9: Work-life balance of Emirates employees...43
Table 10: Performance of challenging tasks...44
Table 11: Incentives for successful completion of the given work...45
Table 12: Organisational citizenship behaviour...46
Chapter 1: Purpose of the project
1.1 Introduction:
The current research work mainly focuses on “how employees are motivated in the service industry”. The researcher has paid much attention on factors that affect organisational citizenship behaviours and intrinsic motivation factors. Apart from that, the researcher has also discussed about relationship between employees motivation and organisation performance. For rendering a detailed and comprehensive insight on the research topic, the researcher has selected Emirates Airways.
This particular chapter is the introductory section of this research work. In this section, the researcher has mentioned the background of the study and rationale of the research. The researcher has also formed specific research aim, research objectives and research questions for conducting this research effectively. On the other hand, the researcher has also depicted the significance of this research and how this research can help future learner in their research work.
1.2 Background of the study:
Bowles and Cooper (2009) stated that employees are supposed to be the most important factor behind the success of any business organisation. The performance of an organisation in market mainly depends on how employees are dedicated towards their works. It has been figured out that employees motivation is one of the most effective human resource (HR) practices and activities. Macey (2009) opined that employees motivation is must for increasing the productivity at workplace and increasing competiveness in marketplace. It has been observed that satisfied and motivated employees are more productive at work and they are more efficient in dealing with issues and challenges faced in the service industry.
Thomas (2009) opined that organisational citizen behaviour also plays an important role to the development of business firms. The employees must think about the betterment of an organisation rather personal development only. Bergeron (2007) opined that employees need to assist their subordinates and co-workers at workplace. They must be a representative of an organisation in which they work in.
According to Podsakoff et al. (2009), significance of the employee motivation in service industry is immense. It has been observed that the quality of services offered by the employees has a direct link with the competitive advantage of the service organisation in market. In the service industry, different type of strategic actions and steps are taken for motivating employees in order to deliver effective service to consumers. Williams and Anderson (2009) opined that most of the business firms in services industry mainly focus on intrinsic needs of employees in order to motivate them. An organisation in service industry mainly adopts rewards and appraisal system for satisfying the needs of employees and motivates them.
Carl (2009) stated that employee motivation is also influenced by altruism and egoism. It has been observed some of the employees within the organisation only think about the self-development. They do not think about their co-worker development. The concepts of altruism and egoism are always being there at workplace. These two factors have also major impact on the employee motivation.
On the other hand, Chorng et al. (2009) pointed out that, most of the business firms also give incentive and others extra benefits to employees for recognizing the additional inputs of the employees. Praising employees for their performance is also considered as the factor of employee motivation.
Background of Emirates Airways:
Emirates Airways is one of the famous airline companies in United Arab Emirates, based in Dubai. The airline is the subsidiary of Emirates Group and is the seventh largest in the world in terms of fleet size, passenger carriage as well as revenue. The company was founded in 1988 and since then the company is serving its serving its consumers with high quality hospitality services.
Editor's note: Image had to be removed for copyright reasons
Figure 1: Logo of the company
(Source: Emirates.com, 2015)
1.3 Rationale of the study:
What is the issue:
The major issue in the service industry is to identify proper ways and strategies for motivating employees. It has been observed that organisational citizenship behaviour among the employees at workplace is very important for the growth of service industry. Fred et al. (2009) opined that most of the companies in the service industry face issues and challenges in motivating employees. Needs and demands of employees at workplace are variable.
Why is it an issues:
There are so many reasons behind the issue faced by service industry in current business market environment. It has been found that employees are becoming self-entered at workplace. They are not assisting their co-worker and their subordinates for their skills and knowledge development. The egoistic and altruistic behaviours of employee are also major challenges in employee motivation On the other hand, the employees in service industry are not delivering quality service to the consumers. Changing behaviours of employees at workplace hinder in the path of growth for services quality.
Why is it an issues now:
It has been noticed that expectation of the customers in market is very high. They focus much on how the services are being delivered to them. Apart from that, the competition is very high in service industry. It has been found that motivated employees are very productive at workplace and this further impact on the customer satisfaction. Bergeron (2007) opined that in order to make the business sustainable in service industry, employees must be motivated for delivering quality of services.
What could this research shed light on:
The research would mainly shed light on different ways and strategies for motivating employees. The research would also highlight the importance of organisation citizenship behaviours among the employees at workplace for the growth of service industry in global market. Apart from that, the research would also make a good attempt to establish a relationship between the intrinsic needs of employees and their motivation.
1.4 Problem statement:
The proper identification of ways and strategies for employee motivation in service industry is considered as the main problem of the research work. It has been figured out that organisational citizenship behaviour of employees is very critical to success of the business organisation in service industry. An organisation needs to make an effective evaluation of employee behaviours before the implementation of motivational strategies.
1.5 Research aim:
The aim of this research is to investigate how employees are motivated in service industry. The researcher has selected British Airways as a case study for conducting research work over the research topic.
1.6 Research objectives:
v To understand the importance of employee motivation in the service industry
v To investigate the factors that affect organisational citizenship behaviour among the employees at workplace
v To identify different strategies for employee motivation in the service industry
v To assess the current employee motivation strategies adopted by British Airways
v To recommend other alternative to British Airways for employee motivation
1.7 Research questions:
Ø What is the importance of employee motivation in the service industry?
Ø What are the factors that affect organisational citizenship behaviour among the employees at workplace?
Ø What are the different strategies for employee motivation available in the service industry?
Ø What are the current employee motivation strategies adopted by British Airways?
Ø What recommendation can be made to British Airways for employee motivation?
1.8 Significance of the research:
The significance of the research lies in the fact of understanding the different ways and strategies for employee motivation. The researcher has explained the organisational citizenship behaviour and its influence on the success of the business organisation in the service industry. The research is also helpful in understanding the importance of the employee motivation for growth of service industry in global market.
1.9 Dissertation structure:
This figure is not included in the reading sample.
Figure 2: Dissertation structure
(Source: Created by author)
Purpose of the project:In the introduction of the research work, the researcher has formulated research aim, research questions and research objectives. The researcher has also introduced the topic of the research and its background. The researcher has also presented rationale of study where the major issue of the research is comprehensively discussed.
Literature review:In this particular section, the researcher has discussed several theories and models related to employee motivation. The researcher has also gained different types of knowledge and ideas about the organisational citizenship behaviours and intrinsic motivation factor.
Research methodology:In this section, the researcher has explained how the research has been conducted and what types of research philosophy, research approach and research design have used for conducting this research. The researcher has also depicted research strategy and methods of data collection.
Data analysis and interpretation:In this section, research has analysed the collected data based on the empirical knowledge and ideas gained from literature review.
Conclusion and recommendation:This is the final section of the research work. Here the researcher has made a final conclusion and recommendation to British Airways.
1.10 Summary:
In this particular chapter, the researcher has mainly introduced the purpose of the project. The researcher has formulated research aim, research objectives and research questions in order to understand how employees are motivated in service industry.
Chapter 2: Literature Review
2.1 Introduction:
In this chapter, the researcher has mentioned the outcomes of the previous research studies on employee motivation. In the following section, the importance of employee motivation in the service industry has been described by focussing on the airline industry. The effect of Organisational citizenship behaviour on performances of the employee in service industry has been illustrated with valid arguments. Relation between the conservational behaviour theory and the organisational citizenship behaviour has been established by the researcher. At the end of the chapter, outcomes of the previous researches have been compared to the present research study in order to validate the findings.
2.2 Conceptual Framework:
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Figure 3: Conceptual Framework
(Source: Created by the author)
2.3 Previous research works:
Bergeron (2007) in the article ‘The potential paradox of organizational citizenship behavior: God citizens at what cost?’ published in the journal Academy of Management Reviewhas contemplated the different aspects of organisational citizenship behaviour. Grant (2008) has focussed on the intrinsic motivational theories that are acting as the strategy to improve the performance and productivity of the employee. Williams and Anderson (1991) has previously mentioned the topic of Job satisfaction and organisational commitment. It shows that the previous researches have focussed on the different motivational factors and the organisational citizenship behaviour.
2.4 Concept of employee motivation:
According to Williams and Anderson (1991), employee motivation refers to the efforts put up by the management to exert interest in the employee in accordance to the goals fixed by the organisation. Anderson and Fornell (2009) opined that employee motivation can be successfully implemented in an organisation only if the unfulfilled needs of the employees are recognised by the managers. Armstrong (2012) added that airline industry needs its customer to be satisfied with the services provided by it. Selling the flight seats depends upon the performance of the employees in convincing the customer about the quality services. If the employee is not motivated towards the job the customers would not be able to get satisfactory services in the airlines.
Bergeron (2007) explained that the behaviour of the employees for the customers shape the perspective of the employees about the company. In case, the airline industry invests a huge amount for creating customer loyalty but does not pay interest in building the employee motivation the efforts of the company might go into vain. It can be said that the behaviour of the employees at the time of sales and during the flight retains the relationship of the customer with the airline company.
2.4.1 Employee motivation in service industry:
Azar (2011) stated that in service industry there is an intrinsic relationship between the employee satisfaction and customer satisfaction. If an employee in a service industry shows interest in creating a two way communication with the customers then the motive of the company in spreading its name among the potential buyers is likely to be fulfilled. Appelbaum et al.(2011) claimed that other than communication, an employee can help the company to build its brand image in the market. The quality of the services is being maintained by the employee during providing its services to the customers on flight. In the present time, millions of passengers travel through the airline industry in a year. Bogler and Somech (2010) opined that to determine the personal demands of all the customers at a time is a difficult task for the employees. Therefore, it is the responsibility of the entire management of airline industry to look into the demands of its customers.
Emergence of globalisation has compelled the airline industry in UK to adapt the successful notions of the employee motivation. Chen (2011) explained that presently airline industry in the world is accepting the new technologically advanced strategies to provide financial and non financial benefits to its employees. In this way, the employees are being motivated to deliver quality services. Under the scheme of promotional techniques, airline industries have developed different departments in which employee motivation to stands at an integral position. In this way, the airline industry is trying to convey the mission and vision of their organisation to the employees. The subsequent results are expected from the responses received from the customers.
2.5 Theory of employee motivation:
2.5.1 Theory of conservational resources:
According to Cardona et al.(2009), the stress theories involved in this model directs the collaboration of the personal objects and personal characteristics. The personal objects refer to the homes, clothes and food whereas personal characteristics refer to the self esteem and confidence of an individual. On the other hand, resources of energy refer to the time, wealth and knowledge of a person. The social and financial security of an individual accumulates the conditional resource of an individual. If any of these resources gets lost, a person is prone to be getting stressed.
This figure is not included in the reading sample.
Figure 4: Principles of conservational resources theory
(Source: Podsakoff, 2009, pp-515)
Cohen and Kleiner (2010) stated that theory of conservational resources refers to the stress level present in the organisational settings. The theory clearly states the resources that construct the survival of the person. Grant (2008) defined that the theory focuses on the stress level of the individuals working in the service industry. The first reason behind the stress could be the loss of one’s individual resources. The second reason could be the inability of the individual in gaining the reliable resources. Hoffer Gittell et al.(2011) defined few principles of conservational resources theory. The first principle directs towards the loss of resources. It implies that loss of the qualities of a human being. It gives rise to the negative emotions like reluctance to work or low self esteem. Garavan and McGuire (2009) added that mental state of a human being can be the biggest impact on the loss of resources. It can be said that once the resources are lost, the individual loses its interest from its strengths.
The second principle is the investment made for the gain of the resource. It implies that the resources must be engaged in a beneficial work but it should not be conserved in fear of its loss. The third principle refers to the spirals caused with gains and losses of the resources. Gilbert and Veloutsou (2011) stressed on the fact that once a resource is lost; the remaining loss goes through the threat of loss. The theory directs that the scope of resource gain once the individual has gained a certain amount of resource on the first chance.
2.6 Concept of organisational citizenship behaviour (OCB):
According to Dermody et al.(2012), organisational citizenship behaviour refers to the choices put up by the employees in an organisation. At times, the intentions of the employees stand apart from the statements made in their contractual agreements passed by the organisation. Cohen and Kleiner (2010) opined that the organisational citizenship behaviour is most of the time not regularised by the company as it is framed on the basis of the personal outlook of the employees. It can be defined in the form of choosing the ideal supervisor or ratings done for the performance of the employees.
In this way it can be understood that all the activities of the employees that comes under the organisational citizenship must be driven towards the effective functioning of the company. Lian (2011) contemplates the fact that OCB welcomes the flexible attitude of the employees towards the work. Some of the service oriented firms award the employees for getting engaged in the process of OCB. It is due to the fact that employees sometimes choose their desirable leaders that speed up the process of production and marketing in the company. Kagaari and Munene (2007) explained that activities involved in OCB directly influence the social and psychological environment in the work place.
In the service industry it has been seen that senior employees try to help out the junior employees as an attempt of the OCB. On the other hand, if an employee is fighting with the deadlines of the job, rest of the employees contribute on their part to complete the job. In both the cases, the organisation gets the benefit. The organisation thus utilises the human resources present in the organisation rather than appointing any extra resources. Locke and Latham (2012) added that a dedicated employee does not show reluctance in working extra hours at the time of work pressure. In such cases, the extra benefits like bonus and day offs are not expected by the employees. Such activities of OCB heighten the level of performance of the employees and subsequently speeds up the office oriented functions.
2.7 Factors influencing the organisational citizenship behaviour:
According to Lin and Chang (2014), there are two main factors that influence the organisational citizenship behaviour.
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Figure 5: Factors influencing the organisational citizenship behaviour
(Source: Locke and Latham, 2012, pp-710)
Empowermentis the first factor that needs to be present in the minds of the employees. Podsakoff (2009) argued that empowerment of the employees depends on the leadership styles of the managers. If the manager provides enough liberty to the employees to give a though upon the progressive attempts for the company then only the employees will feel to be an integral part of the organisation. They will automatically take it as their responsibility to upgrade the present status. Moye and Henkin (2011) added that the organisational culture needs to be formed in such a way that equality appears in the responsibility of the employees as well as the leaders. In this way, the self motivation factor too gets the wings. The employee willingly performs consistently towards the fulfilment of the company’s goals. Masterson et al.(2009) explained that the team performance can also be improved with the implantation of OCB. It reduces the instances of conflicts and arguments between the different hierarchies existing in an organisation. In addition to that, the decision making process must be shared with the employees and the leaders. Podsakoff et al. (2009) contradicted with the thought that it is the responsibility of the leader to pursue the employee regarding the decision taken by the higher authority. It means that forceful conviction can disrupt the culture of OCB in a service industry.
Competencyis another factor that influences the OCB in an organization. Rynes et al.(2011) stated that the competency is the skills and talents of the employees to perform for the benefit of the company. It is referred to the characteristics of the person in performing well in the company. Saari and Judge (2013) added that an employee possess of some in build qualities in order to perform for the betterment of the service provided by the company. On the other hand, it can be said that competencies refer to the success of the employee in fulfilling the aims and objectives of the firm. It is the skill of the employee to predict the choices of the customers. Therefore, customer awareness is a part of the competency.
2.8 Relation between employee performance and employee motivation:
According to Yang and Peterson (2013), in the service industry the employees either work in an egoistic manner or they are performing in an altruistic manner. It implied that there are few employees in a service industry who focus on the personal benefits. They solely focus on the personal development that depends on the work performances. Colella and Varma (2009) added that there are few employees in service industry those who try to help other employees in achieving their work target. In both the cases, the employee motivation is the main factor. As it is a known factor that the employees are the main factor behind the success of the company.
This figure is not included in the reading sample.
Figure 6: Kinds of employee motivation
(Source: Kagaari and Munene, 2007, pp-720)
Chien-Chang (2011) stated that in case of the airline industry, the employees need to be intrinsically motivated by the managers. Intrinsic motivation refers to the reward in the form of more work. In contrast to that extrinsic motivation refers to the employee motivation practises in the form of monetary benefits. In case of the service industry, most of the time intrinsic rewards are being paid to the employees. It is being felt that employees in airline industry are sometimes not satisfied with that.
Ahearne et al.(2010) suggested that an employee can be motivated intrinsically by two methods. The first method is creation of job in such a way that it attracts the employees. In case of airline industry, the airhostess who has an inclination towards nursing must be conferred this job. Similarly, the employee having interest in the technical jobs must not be forcefully given the job of nursing. The second method is the participation of the employees in the decision making process. It gives the employees the liberty to choose their genre of work. These two methods motivate the employees towards quality performance. In case, the intrinsic factors are not satisfactory, the employees who have a passion to serve the people continuing working for the service industry (Cheng et al.2012).
2.9 Importance of work life balance in service industry:
According to Coyle-Shapiro et al.(2011), work life balance is a modern technique to satisfy the employees and increase the rate of employee retention. Previously, management used to think that on following the rules of work life balance the business run through losses. Greasley et al. (2014) explained that less working hours, more number of holidays, huge incentives and lower productivity causes a threat for the company. But, in recent times it has been found that the techniques to establish work life balance acts as a motivational factor for the employees. Longer the hours an employee spends in an office decreases his interest in performing. The essence of quality work and commitment towards work gets affected in this way. If the employees would get time to spend with their family after returning from office, the next day he will come afresh to perform in a better manner. Williams and Anderson (1991) suggested that if the workload in an organisation increases the management must not overburden the existing employees but hire new employees in order to cure the losses.
Anderson and Fornell (2009) explained that the myth of extra working hours to be equalising more work must be abolished. It implies that mere the presence of the employees cannot provide extraordinary results for the production process of the company. It is the responsibility of the management to monitor the grade of the work done by the employee in few hours rather than the total amount of hours spent by the employee in the office. Armstrong (2012) argued that an overworked employee is not at all happy to deliver more towards the family. This results in absenteeism amongst the employees. It can be said that employee must manage their time to adjust with the work life in an organisation. Despite of missing the deadlines, the management must provide enough scope of rest for the employees so that the work can be completed on time.
2.10 Strategies adopted by airline industry to motivate employees:
According to Bogler and Somech (2010), airlines being a service industry prefers to motivate the employees with it are intrinsically.In the recent times, the airline industry is adopting the extrinsic motivational methods for the purpose of motivating the employees. It is believed that all the people working in the service industry are dedicated towards their work. The employee solely attracted towards the pay check and the increments does not invest full time on up grading their level of performance. But, airline industry is monitoring the performances of its employees and accordingly providing them reward, appraisals, promotions and bonus. Bergeron (2007) added that in order to avoid the situation of employee turnover, there is a necessity of empowering the employees with the power of intrinsic and extrinsic motivational factors. Globalisation has invited the different strategies of motivation that is accepted by worldwide industries. Therefore, it is presently the turn of service industry including the airline industry to satisfy their employee and subsequently satisfy their employees (Duminica, 2011).
2.11 Comparison between theories of conservational resources with organisational citizenship behaviour:
Chen (2011) explained that if a person has lost any of the resources then he loses the interest of contributing towards the OCB activities. For instance, is an employee is not getting enough work life balance then the energy level in the employee will not remain so high to train the new employees hired by the company. Gilbert and Veloutsou (2011) added that conflicts in an employee’s personal life can also make his attitude irritated while helping a fellow employee. On the other hand, if the salary paid by the company is not enough to fulfil the needs of the employees in buying desired clothes and residence then automatically the person would not be able to confer extra working hours. Therefore, it can be said that only if the employee is not facing loss of resources then only the employee would be able contribute towards the activities made for attaining the goals of the company.
2.12 Comparison between previous researches and the present research study:
The previous researches focussed on the paradox of OCD but in this research, the researcher has established the relationship between the OCD and theory of conservational resources. The aim of the researcher is to understand the requirements of an employee while performing for the betterment of the service industry.
2.13 Summary:
Concept of employee motivation has been described by the researcher that encompasses the involvement of the service industry. Theory of conservational resources has defined the requirement of different dimensional resources needed for an individual working in an organisation. Concept of organisational citizenship behaviour related the activities of an employee to be beneficial for the advancement of the company. Empowerment and Competencyare found to be the two factors influencing the OCD. Work life balance, employee performance and the employee motivational activities are found to be collaboratively contributing to the customer satisfaction. It can be said that an employee can perform well only if the genre of work aligns with the person’s lane of interest or else the decline in the employee performance rate can be witnessed.
Chapter 3: Research Methodology
3.1 Introduction:
Research methodology is basically a theoretical and systematic investigation of the methods that is applied to a specific research work. It encompasses several concepts such as paradigms, qualitative and quantitative techniques, theoretical models etc. In this present study ‘How employees are motivated in the service industry: A case study of Emirates Airways’, the researcher has selected a particular methodology that will be discussed in this chapter.
3.2 Method Outline:
The researcher has chosen an appropriate method, design and approach for this study. The research onion has been used as a framework or outline by the researcher. In the study, the researcher has considered a post positivism research philosophy, deductive research approach and descriptive research design in order to carry out the study. The researcher has collected the data using both primary and secondary sources. These data has been analysed by using quantitative and qualitative techniques .
3.3 Research Onion:
This figure is not included in the reading sample.
Figure 7: Research Onion
(Source: Saunders et al. 2009, pp-52)
Saunders et al. (2009) opined that research onion is a well-known analogy that illustrates various stages and methods to conduct a research successfully. It consists of six layers namely research philosophy, approaches, strategies , choices, time horizon and techniques of data collection. The utility of research onion lie in the fact that it offers systematic steps that helps to fulfil a research work.
3.4 Research Philosophy:
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Figure 8: Research philosophy
(Source: Bernard, 2011, pp-87)
Cooper and Schindler (2010) commented that research philosophy primarily focuses on belief that is linked with the nature of reality being analysed. There are mainly three forms namely, Interpretivism, Realism and Positivism.Post positivism emerged as a challenge to positivism. Positivism emphasises that the researcher and the researched element are independent of each other. On the other hand, Bryman and Bell (2011) opined that post positivism emphasises that the values, knowledge, background of the researcher has an influence on the research object. Interpretivism stresses the intellectual values and ideas have the capability to interfere with human actions and thoughts. However, realism states that phenomena are not abstract. They are present in the real world.
3.4.1 Justification for choosing post-positivism research philosophy :
In this case, the researcher has chosen a post positivist research philosophy . Researcher’s own understanding and knowledge has helped to analyse and investigate the collected data. Moreover, post positivism is highly compatible with both qualitative and quantitative data analysis techniques. The researcher has adopted post-positivism as the data and evidences are analysed based on the meta-theoretical stances.
3.5 Research Approach:
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Figure 9: Research Approach
(Source: Burns et al. 2008, pp-34)
Riege (2008) noted that research objects are of two kinds, namely inductive and deductive approaches . Based on observation, the researcher is able to deduce the tentative hypotheses in inductive approach. On the other hand, deductive approach mainly deals with testing the tentative hypotheses from which patterns are derived.
3.5.1 Justification for choosing deductive research approach :
In this current study, the researcher applies a deductive research approach . The existing literature is thoroughly analysed and assessed. On the basis of the data, the assumptions are derived and hypothesis is empirically tested.
3.6 Research Design
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Figure 10: Research Design
(Source: Brannen, 2009, pp-23)
Bergh and Ketchen (2009) opined that there are three forms of research design namely exploratory, explanatory and descriptive research design. Exploratory study primarily focuses on the issues and aspects that have not been precisely defined. Explanatory study attempts to investigate and explain cause-effect relationship of a phenomenon. Lastly, descriptive study tries to describe specific phenomenon.
3.6.1 Justification for choosing descriptive research design:
For the purpose of this study, the research has considered descriptive research design. The researcher tries to critically investigate and analyse how employees are motivated in the service industry. Relevant pros and cons have been provided throughout the study. Hence, descriptive research design is considered to be most suitable.
3.7 Data Sources:
3.7.1 Data collection process:
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Figure 11: Data sources
(Source: Riege, 2008, pp-45)
Serrant-Green (2007) contended that data sources can mainly be of two types. These are primary and secondary sources. The first-hand information and direct evidences are regarded as primary sources. For this study, 50 employees and 5 managers of Emirates Airways have been interviewed. Secondary data has also been collected in this study with the help of existing literature and data.
3.7.2 Data analysis techniques:
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Figure 12: Data analysis techniques
(Source: Truscott et al. 2010, pp-65)
Toloie-Eshlaghy et al. (2011) contended that there are two kinds of data analysis techniques. These arequalitativeandquantitative. Quantitative data analysis techniques emphasises on using graphical and statistical tools like tables, charts and figures to interpret the data. On the other hand, qualitative technique attempts to analyse and interpret specific views and experiences of the respondents. In the current study, both the techniques have been used.
3.8 Sample population:
Serrant-Green (2007) stated that sample population refers to the entire universe of a specific study. For the researcher, the total universe becomes difficult to quantify and analyse. In such a situation, the researcher chooses a sample from the population. The authenticity of the research will depend on how much resembles the population
3.9 Sample techniques :
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Figure 13: Data analysis techniques
(Source: Burns et al. 2008, pp-34)
Cooper and Schindler (2010) asserted that there are two kinds of sampling techniques namely, probabilityand non probability . As per the notion of probability sampling, every unit has an equivalent chance to be selected. One of the types of probability sampling is simple random sampling. It is impossible for the researcher to conduct interview of all the employees of Emirates Airways. Through simple random sampling techniques, 50 employees have been selected.
The researcher has utilised non probability sampling for the managers of Emirates Airways. The managers are chosen on basis of certain features and characteristic that suits the study the most. On the basis of quota sampling, the age group of the managers have been considered. Moreover, convenient sampling has helped to choose the mangers most accessible to the researcher.
3.10 Sample size:
For the present study, the total sample size is 55. Out of which, 50are employees and5are managers of Emirates Airways.
3.11 Reliability and validity:
Reliability has helped the researcher to understand whether the chosen research tool can provide stable and consistent results. On the other hand, validity has helped to analyse whether the tool measures accurately what it is supposed to. Success of a research depends on the degree to which the research tool is reliable and valid.
3.12 Ethical considerations:
Data Application:The research is conducting by following the Data Protection Act 1998. The researcher has avoided all kinds of ethical dilemmas and plagiarism. Moreover, the researcher has ensured to publish the results derived from the study.
Participant involvement:The researcher has conducted the researcher with integrity, openness, honest and sincerity. Confidentiality and objectivity has been maintained throughout the study (Legislation.gov.uk, 2015).
3.13 Limitations:
The researcher has faced significant time limitation in conducting this research. Along with this, the researcher has also faced budgetary problems. Hence, various aspects and areas are overlooked. Authenticity issues have also been faced. The data received from managers and employees are not always consistent in nature.
3.14 Time Horizon:
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Table 1: Gantt chart
(Source: Created by author)
3.15 Summary:
This chapter provides the learning a comprehensive understanding about the research methodology that has been undertaken by the researcher. Suitable research philosophy, approach and design had been selected by the researcher to conduct the study smoothly. At the end, limitation, ethics and time horizon of the study has also been discussed.
Chapter 4: Data Analysis and Findings
4.1 Introduction
In this present chapter the researcher has analysed the quantitative and qualitative questions and provided his own critical analysis. The quantitative data have been analysed with the help of tabular and graphical representations. The qualitative data obtained from the company managers have been analysed in the form of narratives by the application of the researcher’s own perspective.
4.2 Quantitative questions for 50 employees of Emirates Airways:
Q1. What is your gender?
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Table 2: Gender wise categorisation of the Emirates employees
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Figure 14: Gender wise categorisation of the Emirates employees
Findings:
As the above tabular and graphical representations demonstrate, the number that constitutes the majority of the employees is females. Among the total 50 respondents, 60% constitute the females while a comparatively lower percentage that is 40% falls in the category of male.
Analysis:
The data as revealed from the primary survey of the emirates employee suggests that the company does not have any gender discrimination towards the female. As per the layman’s view Middle East countries are conservative and they have a general biasness towards women. Such stereotypical attitudes are broken by the fact revealed in this survey.
Q2. In which age group do you belong to?
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Table 3: Age wise categorisation of the Emirates employees
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Figure 15: Age wise categorisation of the Emirates employees
Findings:
The above demonstrations suggest that majority of the respondents that is 70% respondents fall in the age group of 15 to 35 years. However, a mere 10% constitute the age group of above 41 years.
Analysis:
The data suggest that majority of the Emirates employees are young and hence enthusiastic. A considerable number of employees are the fresh graduates and have recently started their career with the company.
Q3. Which cultural background do you belong to?
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Table 4: Cultural background of the Emirates employees
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Figure 16: Cultural background of the Emirates employees
Findings:
The above data reveals that majority that is 40% of the respondents of the Emirates employees are Chinese. Indians constituted the second majority group of 30%. The Europeans and Africans were 20% and 10% accordingly.
Analysis:
The data as revealed in this study points toward the multiculturalism of the United Arab Emirates as well as the company in particular. The company believes that the talented individuals cannot be defined on the basis of nationality, culture or religious background. It has enriched the organisations by bringing new ideas, thinking styles and innovations from distant corners of the world.
Q4. How far do you agree that Emirates Airways provides rewards and appraisal to their employees as per their performance?
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Table 5: Reward and Appraisal system of Emirates employees
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Figure 17: Reward and Appraisal system of Emirates employees
Findings:
As noted in the above depictions, 44% of the employees agreed on the presence of the strong appraisal systems of the employees. A considerable 20% expressed their strong agreement in this regard. Although one employee remained neutral, a considerable 14% of the respondents expressed their disagreement regarding the presence of reward and appraisal system in the company.
Analysis:
From the above analysis it is understood that most of the business firms in services industry mainly focus on intrinsic needs of employees in order to motivate them. An organisation in service industry mainly adopts rewards and appraisal system for satisfying the needs of employees and motivates them. However, the issue that emerged was the disagreement of few employees. This might be because of a poor performance or personal incompetency of the employees.
Q5. How far do you agree that Emirates Airways motivates its employees through satisfying the basic needs of the employees?
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Table 6: Satisfaction of basic needs of Emirates employees
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Figure 18: Satisfaction of basic needs of Emirates employees
Findings:
The data as depicted in the above chart and table suggests that 80% of the Emirates employees stated that the company satisfies the basic needs of the employees. While 2 out of 50 employees remained neutral, a considerable 16% expressed their disagreement in this regard.
Analysis:
As highlighted in the literature review, the fulfilment of the basic needs of the employees is the pre-condition for preventing employee dissatisfaction. For instance pay and salary are the basic requirement of the employees that must be fulfilled by the organisation. If these are not adequately met employee motivation becomes extremely difficult. However, as revealed in the above analysis a considerable number of respondents pointed out the dissatisfaction towards the fulfilment of basic requirements. This might be because of their lack of work experience or educational qualification that they are lowly paid. Hence, these employees cannot be motivated towards the achievement of higher order needs. These employees will be egoistic and will not exhibit their organisational citizenship behaviour .
Q6. Do you ever get due recognition by the management of Emirates Airways for your tiniest achievement at workplace?
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Table 7: Management recognition for employee’s achievement
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Figure 19: Management recognition for employee’s achievement
Findings:
The data as revealed in the primary survey of the employees of Emirates Airlines, suggest that majority of the respondents that is 50%, are at times recognised for their achievement. However 24% that constituted the second majority stated that they are always recognised by the company management for their accomplishments.
Analysis:
As highlighted in the literature review, recognition of the employee’s achievement is a factor for employee motivation. If the employees are not recognised and praised for whatever they have achieved, they lose the zeal to work hard. Moreover, a meaningful contribution to the work of the company helps the employee to gain a sense of responsibility and makes them accountable. This leads to enrichment of jobs and achievement in the challenging work itself becomes a fulfilling experience for the employee concerned. This in turn also promotes organisational citizenship behaviour and increases company profitability.
Q7. How far do you agree that Emirates Airways provides career growth opportunities to its competent employees?
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Table 8: Provision forcareer growth opportunities
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Figure 20: Provision for career growth opportunities
Findings:
The as revealed from the primary data collection of the Emirates employees, 52% of the employees agreed that the company provides ample opportunities for career advancement. While 28% expressed strong agreement in this regard, a mere 6% contradicted in the same. 12% though did not express strong at this point; however disagreed company’s provision for career growth opportunities.
Analysis:
Career growth and advancement is also a factor to be considered in motivation. An employee works for his career development and achievement of success. Here, as revealed in the above analysis, the company provides opportunities for the employees own personal development as well as career growth. For this purpose, the company also conducts periodical appraisal of employee performance and allocate rewards on that basis. Thus the employees tend to assume greater responsibility and assume organisational citizenship behaviour.
Q8. How far do you agree that Emirates Airways has acute concern for the work-life balance of its employees?
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Table 9: Work-life balance of Emirates employees
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Figure 21: Work-life balance of Emirates employees
Findings:
The data as depicted in the graphical and tabular representations, suggest that majority of the employees that is 38% are not satisfied with the work-life balance mechanisms of the company. 20% of the respondents expressed their strong disagreement in this regard. However, a combined 38% stated that the company do not have concern for achieving a balance between the work life of the employees and their personal front.
Analysis:
Work-life balance has become a key issue in the context of employee motivation. If a fine-tuning is promoted by the organisation itself between the work and employee’s personal life, then it restores the employees’ stamina. It is the social responsibility of any organisation to consider their employees as human resources and therefore take care of them. As revealed in the above analysis the company although attempt to promote work-life balance, it is not up to the desired level of the employees. This has emerged as a key issue that need to be addressed by the company.
Q9. Do you believe that the tasks you perform are challenging?
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Table 10: Performance of challenging tasks
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Figure 22: Performance of challenging tasks
Findings:
As revealed in the above data, 40% of the respondents agreed that the tasks the employees perform are meaningful and challenging. However, 30% of the respondents stated that the tasks they perform do not involve any such challenges or criticality.
Analysis:
The researcher from the above analysis derived that the tasks that the Emirates employees perform are challenging. This point toward enrichment of jobs as well as those seems more meaningful to the employees. Successful accomplishment of such jobs gives the employees intrinsic satisfaction.
Q10. How far do you agree that Emirates Airways offers incentives to the employees on the successful completion of the given work target?
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Table 11: Incentives for successful completion of the given work
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Figure 23: Incentives for successful completion of the given work
Findings:
The data above reveals that 58% of the respondents believe that the company do not provide additional incentives for completion of their jobs. However 20 out of total 50 stated the reverse.
Analysis:
The researcher found that the company although allocates reward on the basis of good performance, it does not provide additional incentives for timely meeting the given targets. The company therefore, need to improve their incentive structure to better motivate the employees.
Q11. Do you agree that you are an organisational citizen?
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Table 12: Organisational citizenship behaviour
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Figure 24: Organisational citizenship behaviour
Findings:
The concept of Organisational citizenship behaviour has not been properly developed among the majority of the respondents that constituted 66%. However, a considerable number of employees that constituted 30% stated that they consider themselves as an organisational citizen.
Analysis:
Organisational citizenship behaviour plays an important role to the development of business firms. The employees must think about the betterment of an organisation rather personal development only. Employees need to assist their subordinates and co-workers at workplace. They must be a representative of an organisation in which they work in. A poor exhibition of such behaviour points toward egoistic nature of the employees.
4.3 Qualitative questions for 5 managers of Emirates airways:
1. How important is employee motivation for the Emirates Airways?
According to Manager 1 and 4 the performance of an organisation in market mainly depends on how employees are dedicated towards their works. Employee motivation is must for increasing the productivity at workplace and increasing competiveness in marketplace. It has been observed that satisfied and motivated employees are more productive at work and they are more efficient in dealing with issues and challenges faced in the service industry.
However, in contrast to this position Manager 3 stated that it is not well established whether motivated employees are productive. From the personal experience the manager added that the productive employees are more motivated. It means that performance of meaningful and challenging jobs give them satisfaction hence they display better motivation to work. Because of lack of motivation employees in service industry are not delivering quality service to the consumers. Changing behaviours of employees at workplace hinder in the path of growth for services quality. Manager 5 added that in order to make the business sustainable in service industry, employees must be motivated for delivering quality of services.
2. What are the major factors that affect organisational citizenship behaviour among the employees?
According to Manager 2, organizational citizenship behaviour is the core concept of motivation. It has been observed that organisational citizenship behaviour among the employees at workplace is very important for the growth of service industry. If an employee feels responsible for the company his performance will reflect that and they will tend to assume greater responsibilities. Empowerment of employees is one of the significant factors that affect development of such behaviour among the employees. The manager added that job enrichment can lead to empowerment as it expands the area of functioning of the employee and he gains better understanding of the work process.
However, in this conjunction Manager 3 and 4 stated employee competency is more significant in this context. An employee can only handle an enriched job if he has that ability and competency. In contrast to the response of Manager 2, the two of them emphasised more on employees endeavour in this regard.
3. What are the current strategies adopted by Emirates Airways in order to motivate its employees at workplace?
On the other hand, Manager 2 pointed out that, most of the business firms also give incentive and others extra benefits to employees for recognizing the additional inputs of the employees. Praising employees for their performance is also considered as the factor of employee motivation. The manager added that the employees are recognised for their good performance and accomplishments. In addition to this the rewards that are allocated on the basis of the performance constitute another source of motivation.
However, Manager 5 of the company opined that the job structure has been undertaken in a way so that they are enriched. The accomplishment of difficult tasks through overcoming the challenges makes them more accountable and therefore, they are exhibit better motivation.
Manager 2 stated that the employees often have immense work load and thus there occurs problems in achieving work life balance. The problem in striking a balance between the two often affects employee motivation.
4. How are the altruistic and egotistic behaviours of the employees handled in the Emirates Airways?
Manager 5 stated that employee motivation is also influenced by altruism and egoism. It has been observed some of the employees within the organisation only think about the self-development. They do not think about their co-worker development. The concepts of altruism and egoism are always being there at workplace. These two factors have also major impact on the employee motivation.
In this conjunction Manager 1 stated that it has been found that employees are becoming self-entered at workplace. They are not assisting their co-worker and their subordinates for their skills and knowledge development. Therefore, in order to combat this problem the company has promoted teamwork and attempted at better collaboration of the employees. The employees perform better at team work and thereby transcend their narrow, self-restricted and egoistic behaviour. They attempt to collaborate within themselves and hold themselves accountable as a team for completion of the tasks. They assume organisational citizenship behaviour , overcome narrowness, egoism and contribute towards the success of the company.
Manager 2 on the other hand stated that organisational citizenship behaviour of employees is very critical to success of the business organisation in service industry. Therefore, the company has introduced effective leadership styles whereby the employees perform interdependently but the leader closely controls their performance. They also infuse in them the team culture and form their bonding with the company. Thus they overcome egoism and assume altruistic organisational citizenship behaviour. These two strategies are expected to bring benefits for the company in regard to employee motivation.
5. What should be the future motivational strategies that Emirates Airways can adopt for employee motivation?
Manager 4 stated that the organisation needs to make an effective evaluation of employee behaviours before the implementation of motivational strategies. For instance the manager stated that few employees are dissatisfied with the pattern of reward allocation undertaken in the organisation. Thus they lack in proper motivation and encouragement to work hard. Thus the manager stated that positive reinforcement can be a significant strategy for motivating employees. The achievements and good performances must be highlighted so that the other employees get inspired and practice them in their work practices.
However, Manager 1 suggested more focusing on the organisational design . He added that the organisation structure must be flatter to facilitate communication. A better communication between the levels of organisation can ensure communication of the company mission, vision and goals. Therefore, the employees stay focused and motivated towards its accomplishment.
4.4 Summary
The researcher has thoroughly examined the qualitative and quantitative data in this chapter. It has revealed a number of important facets of employee motivation with a critical interpretation of the researcher. The company though have been partially successful in motivating its employees. However a better result can be obtained if a greater focus is made on promoting organisation citizenship behaviour and attaining work-life balance. This will be discussed in the following chapter under the section of recommendation.
Chapter 5: Conclusion and Recommendation
5.1 Conclusion:
The present research on “how employees are motivated in the service industry” mainly deals with the intrinsic motivation factors that affect organisational citizenship behaviour. The research has take Emirate Airways as case study. From the study, the researcher is able to investigate and analyse the influence of employee motivation on their organisational performance.
From the study, it has been understood that in service industry, the main focus of on the intrinsic needs of the employees. Emirate Airways adopts appraisal system and rewards in order to motivate and satisfy the employees. It pays close attention to the pay and salary of the individual employees. In case these are not met, it will be very difficult to maintain satisfaction and motivation among employees. The researcher has also pointed out that it is important to recognise the achievement and performance of the employees. This also gives incentives to the workers and makes their job more enriching.
However, through the study, it has been observed that the service industry is not always able to motivate the employees. Excessive work pressure has an impact on the work-life balance of the employees. Moreover, proper incentive is not offered to the employees in meeting the daily targets. This demotivates the employees and hampers the smooth working of the industry. It has also been noticed that the notion of organisational citizenship behaviour is not developed properly among the people. They are mostly self-centred and work for their personal development and ignore the organisational goals and motive. It is imperative for the organisation to adequately train and develop the employees for enhancing their performance.
5.2 Objective linking
Objective 1: To understand the importance of employee motivation in the service industry
This objective has been linked with quantitative question 4, 5. 6, 7 and 8 and qualitative question 1. As highlighted in the analysis, the structure of jobs, its sphere of operation, responsibilities involved are the significant factor for motivation. In the qualitative analysis it has been mentioned that if the employees are productive that is if they get to perform meaningful works then their motivation increases. However another significant factor that emerged is the management recognition of the good and exceptional performance of the key employees. A proper reward allocation can also affect the level of motivation and encourage the workers to perform better.
Objective 2: To investigate the factors that affect organisational citizenship behaviour among the employees at workplace
This objective has been linked to quantitative question 11 and qualitative question 2. The researcher has highlighted that organisation citizens are those who are not egoistic or self-restricted and only concerned about their own benefits. This kind of behaviour can be promoted by giving the workers more responsibilities and making them accountable for successful completion and accomplishments of the challenging tasks. In the qualitative analysis, the researcher has focused two most important factors affecting development of such behaviour. These are teamwork effective andleadership styles. Team work shifts focus on the group performance and effective leaders can infuse in the employee’s the sense of organisational citizenship behaviour.
Objective 3: To identify different strategies for employee motivation in the service industry
This objective has been linked with quantitative question 9, 10 and qualitative question 3 and 4. To cope with the problem of motivation, the service industries have taken up a number of strategies for motivating employees. This includes providing them more responsibilities and making the work meaningful to them. In addition to this the reward allocation and periodical appraisal of the employees is another important strategy for motivating the employees. Recognition of the exceptional performance and significant contribution to the achievement of company goals is also an important strategy.
Objective 4: To assess the current employee motivation strategies adopted by Emirates Airways
This objective has been analysed in the qualitative question 4 and 5.These include effective leadership styles and teamwork.As per the analysis, introduction of democratic and high spirited leaders can infuse among the members zeal to work hard. On the other hand, teamwork can increase the sense of collective responsibility and emphasise on the group work. Both these strategies are strictly implemented by the company in order to encourage better employee productivity.
Objective 5: To recommend other alternative to Emirates Airways for employee motivation
This objective has been linked with qualitative question 5. As analysed in the analysis, the managers of Emirates Airwaysare focusing more on positive reinforcement of good performance. In addition to this flatter organisational design has also been adopted by the company as an effective strategy in this regard. While the former strategy recognises exemplary performances of the employee the latter strategy facilitate better communication among the employees.
5.3 Recommendations:
Certain recommendations pointed out by the researchers are:
Better work-life balance:Excessive pressure often create work-life imbalance for the employees. The employees should be trained to overcome the stress and strain of work. Adequate breaks should be given in the middle of the work. Paid vacation and allowance of leave will also generate motivation among the employees.
Proper incentives on daily work: It is important for organisations to provide proper incentives to the daily work and services of the employees. This will motivate the employees to work with more efficiency and effectiveness.
Promotion of organisational citizenship behaviour: Organisational citizenship behaviour plays a pivotal role in the development of an organisation. It is extremely important to motivate the employee to work for the betterment of the business rather than for their individual development only. Employee should be motivated to not be egoistic and self-centred. The employees should be properly trained to work for the overall development of the business. It is important for the organisation to practice positive reinforcement of good performance. Moreover, a flatter and better organisational design will develop sincerity and dedication of the employee.
5.4 Limitation of the study;
Time limitations have forced the researcher to overlook various aspects of motivation. The present study primarily focuses on the how employees are motivated in the service industry. It failed to recognise problems that employees face in the organisation that de-motivate them and hamper their performance such as work-life imbalance
5.5 Future scope:
Based on the above limitations, the future study can be designed. Future work can focus on problems and issues that employees face in the organization that de-motivates them. Future researchers can study on the work-life imbalances faced by the employees.
Chapter 6: Self Reflection
Through my academic career, I have been very critical and investigative towards my analysis and evaluation. This present researcher has helped me to nurture these abilities even more. It has helped me to gain valuable insights regarding the various way employees are motivated in the service industry. By thoroughly analysing the research work of academicians and scholars, I have gained immense knowledge regarding the strategies and theories of motivation. The present study has encouraged me to be more critical and inquisitive in carrying out any study. Throughout the study, I have motivated myself to continuously dig deeply into various aspects of the study. It has helped to gain new idea and values toward my study.
My logical and intuitive skills have highly developed and I am able to judge any problem more rationally and sensibly. My observation skills have also enhanced. I am able to observe patterns of social phenomenon vividly and precisely. These skills have helped me to realise that along with major issues, the minor ones also needs to be observed and studies in order to gather wholesome knowledge. It has helped me to pay equal attention to all kinds of problems and issues in order to conduct a study efficiently and effectively.
However, I have faced certain limitation and problems in conducting this research. The secondary data is often inconsistent and contradictory in nature. The information offered by the mangers and the employees vary from individual to individual. This information has failed to provide any reliable, consistent and comprehensive result. In many situations, I have also failed to identify proper causal relationship between employee and their level of motivation. I have also faced budgetary problem while conducting this study. As I was covering the entire company of Emirates Airways, it required a huge amount of money. I have faced issues due to time constraints as well. This has made me overlook certain portions or aspect of the study. In the analysis section, I found difficulty in interpreting certain qualitative and quantitative questions. Due to response sets, I was unable to identify and understand psychological underpinnings. Nevertheless, I have tried to overcome these limitations with my investigative and analytical skill.
For the purpose of this study, I have considered a post-positivist research approach in order to analyse and investigate the collected data. This is because my personal experience, knowledge, values and ideas has been useful in analysing and interpreting the finding of the study. I have tried to focus on how motivation influences the productivity and profitability of the employees. Along with this, I have tried to portray how these practice leads to the production of observable outcomes.
Throughout the study, I have closely followed and maintained the ethical considerations. I have tried to main complete confidentiality and objectivity. I have also ensured that the information I gather from the interviews will not be disclosed in front of any third party. I have also focused on data protection. I have tried to avoid plagiarism and duplicity throughout my study. I have tried to gather authentic data as much as possible. I have conducted the present research with utmost honesty, integrity, seriousness, dedication and sincerity. I have also ensured to publish the results obtained from the study once the study is completed.
While conducting this study, I have followed the principles and values of Kolb’s Learning Style. The concepts of diverging, assimilating, converging and accommodating have been enormously beneficial in conducting this piece of work. The notion of diverging has motivated me to look at things from different point of views. It has taught me to be more sensitive and not remain restrictive and conservative to my own views and opinions. It has motivated me to gather information and use my own imagination in interpreting the results and findings. I have learned to work in teams and groups and listen to the problems of others patiently and with an open mind. It has also motivated me to solve problems rationally and sincerely.
The notion of assimilating has encouraged me to be more logical and concise towards my study. It has helped me to comprehend the importance of concept and ideas more than individual people. It has helped me understand and analyse the wide-ranging information and data. I am able to organize it in a clearer and logical pattern than before.
On the other hand, converging learning style has helped me to overcome various problems and find appropriate solutions to the issues. Through this study, I am able to harness my technical skills to solve any issues and problems that can emerge in any point of the study. It has motivated me to pay attention on technical tasks and problems rather than on social and interpersonal issues. Converging style has helped me to improve my specialist and technological abilities and encourage me to experiment with new concepts, ideas and approaches.
Lastly, the notion of accommodating has motivated me to depend and believe on my intuition more than my logic. In conducting a study, there can be many situations that cannot be investigated or evaluated using existing theories, models or knowledge. In such a situation, practical experiences and intuition is extremely effective in solving the problems and developing effective solutions. Accommodating learning style has helped me to adopt new challenges in order to facilitate smooth conduct of a study. I have been encouraged to act on my ‘gut’ instinct and not just remain restricted to the basis logical analysis.
Kolb’s learning style has not only helped me to gather various kinds of information, it has encouraged me to use my own imagination and understanding to interpret the results. II have been able to develop and harness various kinds of skills that will surely help me in my future studies as well. This current study is extremely valuable to me. I have carried out this research work with mu utmost potential and zeal. I hope my professor would accept this study. This study would not been completed without the support, guidance and monitoring of my professors, colleagues and friends.
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Appendices
Appendix 1: Quantitative questions for 50 employees of Emirates Airways:
This figure is not included in the reading sample.
Q1. What is your gender?
This figure is not included in the reading sample.
Q2. In which age group do you belong to?
This figure is not included in the reading sample.
Q3. Which cultural background do you belong to?
This figure is not included in the reading sample.
Q4. How far do you agree that British Airways provides rewards and appraisal to their employees as per their performance?
This figure is not included in the reading sample.
Q5. How far do you agree that British Airways motivates its employees through satisfying the basic needs of the employees?
This figure is not included in the reading sample.
Q6. Do you ever get due recognition by the management of British Airways for your tiniest achievement at workplace?
This figure is not included in the reading sample.
Q7. How far do you agree that British Airways provides career growth opportunities to its competent employees?
This figure is not included in the reading sample.
Q8. How far do you agree that British Airways has acute concern for the work-life balance of its employees?
This figure is not included in the reading sample.
Q9. Do you believe that the annual appraisal system of the British Airways brings motivation for its employees?
This figure is not included in the reading sample.
Q10. How far do you agree that British Airways offers incentives to the employees on the successful completion of the given work target?
This figure is not included in the reading sample.
Q11. How far do you agree that British Airways offers healthy work culture to the employees?
This figure is not included in the reading sample.
Appendix 2: Qualitative questions for 5 managers of British airways:
1. How important is employee motivation for the British Airways?
2. What are the major factors that affect organisational citizenship behaviour among the employees?
3. What are the current strategies adopted by British Airways in order to motivate its employees at workplace?
4. How are the altruistic and egotistic behaviours of the employees handled in the British Airways?
5. What should be the future motivational strategies that British Airways can adopt for employee motivation?
- Quote paper
- Claire Miller (Author), 2023, How Employees Are Motivated In The Service Industry, Munich, GRIN Verlag, https://www.grin.com/document/1485109
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