3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Generational differences and importance of workplace flexibility(2023) Tshabalala, TshidiThe aim of the study was to investigate generational differences and the importance of workplace flexibility, and the extent to which these differences vary across countries and cultures. The notion of generational differences in the workplace has emerged as an area of interest that has been widely studied by modern researchers, mainly because generational differences are thought to influence the behaviour and attitudes of employees in the workplace (Smola and Sutton, 2002). The largest diversity of generations is represented in today’s workplace than any other time in history (Glass, 2007). At present, four generations are working together in organisations across the world. These include Baby Boomers, Generation X, Generation Y and Traditionalist (Codrington and Grant-Marshall, 2006). These generations grew up in a different time period, as a result, may have different worldviews, and work expectations. I conducted a study using open access multinational data with a sample consisting of employees from 7 multinational companies across 11 different countries in Asia, Africa, South America, North and Europe. The final sample consisted of 11,298 respondents, ranging from 17 to 65 years of age and consisted of both full time and part time employees. The initial study administered and distributed a questionnaire to the participants to identify the demographic features of the study (See Appendix A) and the workplace A flexibility questionnaire was used to assess the flexibility perceptions of four generational cohorts (See Appendix B). Data was analysed by means of Kruskal-Wallis test to determine differences between the four generational cohorts. Spearman rankorder correlations were performed to determine the relationships between workplace flexibility, age and culture. The results of the current study revealed a non-significant relationship between workplace flexibility, age, culture and generations in a multinational sample. Overall, these results suggest that the importance of workplace flexibility may not significantly differ across the generational cohorts and across different country cultures. This may mean that people across different generational group and countries may have similar desires for flexible work practices, however age may make a small difference in this relationship which may indicate that as people get older, they may tend to prefer workplace flexibility for variety of reasons related to health and work-life balance.Item The impact of the TOMS shoes cause-related marketing campaign on GenY consumers in the United States(2014-08-21) Nkwanyana, Nkosinathi TrevorThis study evaluates the impact of the TOMS Shoes one-for-one campaign on the perceptions, attitudes and purchase intentions of Generation Y (GenY) consumers in the United States. The theoretical framework of the study is based on the CRM Response Model, which integrates several psychological and behavioural measures in describing GenYs‘ response to campaign messages (Waters 2006, Hyllegard 2009). The model was operationalised by a hypothetico-deductive research design and data was analysed through Confirmatory Factor Analysis. The strongest determinant of the model‘s outcome variable (i.e. ‗purchase intentions') is brand motivation or ‗attitude towards the brand‘. Consequently the causes chosen must have affinity with the company‘s products for GenY to respond favourably to the campaign messages. Combining emotionally evocative stimuli/imagery with a cause that GenY consumers care about or are ‗involved‘ is bound to make them like or believe (accept) the campaign. The ‗emotional‘ reactions of GenY determine whether they will pay ‗attention‘ and/or 'like the campaign message' or not. The cohort‘s ‗involvement‘ in the shoe cause is partially mediated by ‗attention‘ and has a weak but significant influence on ‗attitude towards the brand‘. Likeable and/or memorable ads tend to be more effective in persuading consumers than neutral advertisements. ‗Attention‘ has a direct influence on ‗attitude towards the advertisement‘ or liking the campaign message, with communications effects in essence minimal without ‗attention‘.Item Motivation, work values, organisational commitment and job satisfaction : age and generational cohort effects.(2014-03-03) Nkomo, EmmanuelSince the year 2000, younger workers born after 1980 have been entering the South African workforce in large numbers. The experienced Baby Boomer generation, born between 1945 and 1964 has started leaving the workplace in retirement. With organisations currently facing the challenge of skills shortages in some professions/trades, it is important for organisations to recognise the potential influence of work values on attitudes and behaviours at work in order to retain staff and groom future leaders. Different Generations are assumed to bring their own norms and values into the work place and an understanding of what motivates these different generations will ensure that organisations better plan retention strategies. As South Africa receives the latest generation of workers (Generation Y) into the work force, managers need to be encouraged to deal with the potential generational differences among workers. The purpose of this quantitative study was to research and examine the relationship between age, sources of motivation, work values, organisational commitment and job satisfaction across generations in the South African work force. A research model was developed to test theory on generational differences. Cohort membership was hypothesised to influence motivation, work values, organisational commitment and job satisfaction. Work values and sources of motivation were also hypothesised to influence organisational commitment and job satisfaction. A quantitative study was conducted to investigate the association between age (which represented cohort membership) and sources of motivation, work values, organisational commitment and job satisfaction. The study was designed to answer the main question: Are there significant differences in sources of motivation, work values, organisational commitment and job satisfaction across the three generations found in the South African workforce today? Data were collected using both an on line and hard copy questionnaire distributed to corporate companies that participate in career exhibitions at the University of the Witwatersrand. Data were analysed using SPSS software version 19 and 20.The findings largely confirm previous findings which suggest that there are significant differences between generations in sources of motivation, work values, organisational commitment and job satisfaction. Consistent with research, older workers, Baby Boomers were found to have higher job satisfaction than younger workers. An interesting finding of this study was that contrary to research literature, younger workers, generation Y, were found to have higher organisational commitment than Baby Boomers and generation X. Consistent with previous studies, Baby Boomers were found to have higher levels intrinsic work values than both generation X and Y. The results indicate that there are differences between generations and this has implications for Human Resource practitioners and researchers. Based on the findings of this research, further research is warranted specifically in understanding organisational commitment across generations.