Baby Boomers’ and Millennials’ motivation towards work in Invercargill's Retail Industry
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Authors
Tavares, Monique Cordeiro
Author ORCID Profiles (clickable)
Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2023
Supervisors
Wood, Jacob
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Baby boomers
Millenials
Employees motivation
Retain industry
Invercargill
Millenials
Employees motivation
Retain industry
Invercargill
ANZSRC Field of Research Code (2020)
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Abstract
This research study explores the motivating factors of baby boomers and millennials employed in the retail sector in Invercargill, New Zealand. The study aims to bridge the workforce gap in the region by understanding the needs and beliefs of these generations. The research objectives include investigating the motivational drivers of baby boomers and millennials, as well as identifying the main differences between these generations. The study incorporates motivational theories, the multigenerational theory, and the retail industry as key concepts. The research methodology adopts an interpretivist philosophy and utilizes an exploratory approach with a phenomenological design strategy. Data collection involves twelve semi-structured interviews, which are analysed thematically. The findings reveal that baby boomers prioritize relationships, financial rewards, job security, and fulfilling employment obligations, while millennials value financial rewards, relationships, career growth, and development opportunities. The differences between the generations include their perception of challenges and new skills, the importance of career advancement and job security, their understanding of the meaning of work, and the impact of management on their motivations. The study recommends aligning compensation with expectations, promoting a healthy workplace culture, providing growth opportunities, and considering government policies. The limitations of the study include a small sample size, focus on a specific location and industry, and reliance on self-reported data. Future research should expand the sample size, include diverse locations and industries, employ longitudinal designs, and combine qualitative and quantitative methods to gain a comprehensive understanding of work motivation across generations and industries in New Zealand. The study's findings contribute to the existing knowledge on employee motivation and can guide organizations and policymakers in effectively managing and retaining a multigenerational workforce.
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CC BY-NC Attribution-NonCommercial 4.0 International