Factors influencing motivation of employees in an outbound banking sales call centre.
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Date
2014
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Abstract
Background: The concept of motivation has been a point of interest for many organizations
over the year. Motivation has been researched by psychologists over the years to try and
identify critical success factors contributing to positive work performance and human
behaviour. In various organizations many different reward and recognition systems have been
implemented to try and motivate employees to perform better. These systems especially within
a contact centre for sales play a significant role to try and motivate employees to produce better
sales results, customer experience and quality of work. The scientific rationale for this study
provides insight to leadership in the Standard Bank Direct Channel Sales Centre's on factors
influencing motivation of their employees. The objectives are to assist Standard Bank Direct
Channel sales leadership in motivating their employees more effectively
Methodology: According to Sekaran and Bougie (2013) “When elements in a population have
a known, non-zero chance of being chosen as subjects in the sample we resort to a probability
sampling design” (Sekaran and Bougie, 2013, p.247).The data collection will be based on two
identical questionnaires. One will be sent to employees and the other to the leadership team.
Descriptive statistics and chi squared analysis will be used to analyse the results from these
surveys and explain them.. For the objectives to be achieved the survey needed to be done by
both leadership and employees. The researcher wanted to focus on specifically the transactional
team where the population was 40 and 5 leaders.
Results: The leadership survey was viewed by 188 employees, 13 started, 9 completed and 4
dropped out. This provided a completion rate for the survey of 69%. The employee survey was
viewed by 205 employees, 77 started, 37 completed and 40 dropped out. This provided a
completion rate of 48%. Chi-squared test of association was carried out to find significant
association between categorical variables for workers only. It was found that respondent value
their company or not was significantly associated with all the statements which could motivate
them (p<0.05) (Motivational and Inspirational talks at work, Time Off Incentives, Financial
Incentives, promotion, and Present Leadership Style Workers and managers were asked about
items that could motivate them. Majority of the workers agreed or strongly agreed that
promotion (83%) followed by financial incentives (81%) could motivate them.
Conclusion: This study has concluded the motivational factors identified and identified high
alignment of leadership to some of those factors.
Description
Master of Business Administration. University of KwaZulu-Natal, Westville 2014.
Keywords
Motivation (Psychology), Call centers--South Africa., Employee motivation., Organizational behavior., Incentives in industry--South Africa., Standard Bank Limited., Theses--Business administration.