Work Motivation Affecting the Work Efficiency of Generation Y Fashion Sales Staff in Bangkok Department Stores
Article Sidebar
Main Article Content
Abstract
This research aimed to study the level of work motivation and work efficiency of Generation Y fashion sales staff in a Bangkok department store, and examine the influence of work motivation on work efficiency. The sample consisted of 400 Generation Y (born between 1981–1997) fashion sales staff, selected using a convenience sampling method.
The research instrument was a questionnaire that demonstrated a high reliability (Cronbach’s Alpha = 0.92). Data analysis employed descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including multiple regression, to examine hypotheses and multiple correlation problems. The research results revealed that overall motivation was at a high level. The factors ranked from highest to lowest were responsibility, achievement, advancement, job description, and recognition. Overall work efficiency was at a high level, with workload being the highest, followed by work quality, cost-effectiveness, and time management. Multiple regression analysis indicated that the model was statistically significant (F = 24.67, p < .01), explaining 24.00% of the variance in work efficiency (Adj. R² = 0.24). All five motivational factors significantly influenced work efficiency at the .01 level, including Achievement (β = 0.25), Recognition (β = 0.20), Work Itself (β = 0.27), Responsibility (β = 0.12), and Advancement (β = 0.19). Practically, the findings suggest that retail managers should focus on enhancing achievement, recognition, clear job roles, and responsibility to improve the efficiency of Generation Y fashion sales staff.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are evaluated by three qualified peer reviewers from various institutions through a double-blind process, where reviewers do not know the authors’ identities and authors do not know the reviewers’ identities. The content and articles in the Hatyai Academic Journal reflect the authors’ views only and are neither the opinions of the editorial board nor the responsibility of Hatyai University. The Editorial Board of the Hatyai Academic Journal allows articles to be reproduced for academic purposes, on the condition that the original source is clearly cited.
References
Butphaeng, S. (2024). Factors affecting work motivation of personnel of SCB Protech Company Limited. Applied Research Journal North Bangkok University, 3(1), E-004517. https://doi.org/10.14456/arj.2024.10 [in Thai]
Chakham, S. (2022). Work process, corporate risks and motivation affecting employees’ performance effectiveness of a private company in department store under COVID-19 pandemic in Bangkok area [Master’s thesis, Bangkok University]. http://dspace.bu.ac.th/jspui/handle/123456789/5048 [in Thai]
Chen, Y., Gustafsson, J., Tafur Rangel, A., Anton, M., Domenzain, I., Kittikunapong, C., Li, F., Yuan, L., Nielsen, J., & Kerkhoven, E. J. (2024). Reconstruction, simulation and analysis of enzyme-constrained metabolic models using GECKO Toolbox 3.0. Nature Protocols, 19(3), 629–667. https://doi.org/10.1038/s41596-023-00931-7
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Herzberg, F. (1959). The motivation to work. John Wiley & Sons.
Herzberg, F., Mausner, B., & Snyderman, B. B. (1959). The motivation to work (2nd ed.). John Wiley & Sons.
Juntavong, A., & Phasunon, P. (2018). Motivational factors afftecting the performance efficiency of salespersons in Thai duty free retail businesses. Burapha Journal of Business Management, 7(1), 83–99. [in Thai]
Karaferis, D., Aletras, V., Raikou, M., & Niakas, D. (2022). Factors influencing motivation and work engagement of healthcare professionals. Mater Sociomed, 34(3), 216–224. https://doi.org/10.5455/msm.2022.34.216-224
Kim, J.-K., Yang, J.-J., & Lee, Y.-K. (2023). The impact of transformational leadership on service employees in the hotel industry. Behavioral Sciences, 13(9), 731. https://doi.org/10.3390/bs13090731
Krungsri Research. (2024, April 4). Business/industry trends 2024–2026: Modern trade business. https://www.krungsri.com/th/research/industry/industry-outlook/wholesale-retail/modern-trade/io/modern-trade-2024-2026 [in Thai]
Millett, J. D. (1954). Management in the public service the quest for effective performance. McGraw-Hill.
Nguyen, V. T., & Luu, D. T. T. (2023). The effects of middle managers’ leadership practices on strategy implementation: Evidence from Vietnamese information technology enterprises. In Contemporary Economic Issues in Asian Countries: Proceeding of CEIAC 2022 (pp. 555–569). Hanoi, Vietnam. https://doi.org/10.1007/978-981-19-9669-6_34
Petersen, E., Plowman, E. G., & Trickett, J. M. (1962). Business organization and management (5th ed.). Richard D. Irwin.
Sakorn, J., Pongsamrang, S., & Kongtansamut, P. (2021). Motivation factors affecting the performance effectiveness in of sale of President Bakery Public Company Limited. Narkkhabut Paritat Journal, 13(1), 216–230. [in Thai]
Samutachak, B., Darawuttimaprakorn, N., & Manajit, S. (2021). Dream life dream job: Lifestyles that determine job search criteria of Generation Y college students in Thailand. International Journal of Business, 26(1), 61–83.
Srikriangthong, N. (2015). The study of motivational factors influencing to sales effectiveness of PC/BA under the company Modern Cass International Cosmetic Co., Ltd. Veridian E-Journal, Slipakorn University, 8(2), 1654–1671. [in Thai]
Twenge, J. M., Campbell, S. M., Hoffman, B. J., & Lance, C. E. (2010). Generational differences in work values: Leisure and extrinsic values increasing, social and intrinsic values decreasing. Journal of Management, 36(5), 1117–1142. https://doi.org/10.1177/0149206309352246
Ukitmanorot, J., & Sudharatna, Y. (2023). Work-life balance of Generation Y’s employee. Procedia of Multidisciplinary Research, 1(7), 64. [in Thai]
