2.1) Needs
2.2) Safety Needs
2.3) Acceptance Needs
2.4) Esteemed Needs
2.5) Need for Self-Actualisation
3). Elton Mayo
Mayo studied an electrical company and looked at how changing physical factors improved people's performance.
He found out that it wasn't the physical conditions being changed that made people work harder but instead the following:-
1) Working in a team with a leader.
2) Better communication.
4). Herzberg’s Two Factor Theory
Herzberg used a survey to investigate what people liked and disliked about their jobs.
He put the results into two categories: "Motivators" and "Hygiene factors".
This became known as the two factor theorem and is shown below:
Motivation Strategies Followed by Domino Pizza.
There are various strategies that we have researched which are followed by the manager of the store to motivate his staff and are discussed below:
GIVING FEEDBACK
It is really important to give feedback to the employees to motivate them to keep up the good work. This is what exactly the manager of the store does but we found different ways by which he implements this strategy which are discussed in details below: (This strategy can be related to Mayo's theory as he has concluded that better communication between manager and workers is one of the best sources of providing motivation to the workers).
COMPLIMENT ON THE SPOT
For example, if the person on the make line makes a nice pizza, he/she is complimented right away. Well Prashant Jetli and Kanav Dhir, two of our group members have experienced this too as they work for the same company as well.
SAYING "THANK YOU
“Each time the manager receives a positive response from his team member, he appreciates or compliments him/her by saying "Thank You”.
BEING POSITIVE MORE THAN NEGATIVE
This means that even if a staff member has done something wrong, instead of shouting at him, he is made to know that what was supposed to be done and what has been done by him.
2) PROVIDING RECOGNITION
Providing recognition to an employee is really important to make him keep up doing well. There are a lot of strategies by which they provide recognition to their employees. Some of them are as follows:
(Herzberg has also stated 'Recognition' as a motivating factor in his theory. So this strategy is in relevance with the 'Herzberg's two-factor theory').
This is one of the best strategies that we observed and the employees love it too. The CSRs (Customer service representatives) are asked to up sell a particular product from the menu and the person who sells the most gets a bonus which may be in the form of cash prize or free food.
PAY RISE
As an employee gets experienced with the passage of time, analyzing his contribution and commitment towards work, the franchisee or the manager may also decide to make an increment in his pay.
AWARDING EMPLOYEE OF THE MONTH
We know that a person is highly motivated when he is awarded for something he has done well. This strategy was also found in Dominos Pizza store when we saw the display board of the store. We saw a certificate for employee of the month.
To provide recognition to an employee, it is really important to let him know what he is capable of. In Dominos Pizza, this is done by sending trained staff member for a further development course such as MDP(Management Development Program ), AMC, Effective supervision etc. (This point can be related to Aderfer's Theory and can be categorized under growth needs. He has mentioned in his theory that this category is grounded in the need for people to develop their potential and it is obvious that Training courses develop potential of the individuals to a large extent).
EXTRA RESPONSIBILITY
It was found that in the store, extra responsibility is given to the employee who is promising and hardworking which makes him a lot recognized among the staff members.
3) IMPROVING TEAM SPIRIT
Team spirit is an important factor to make the environment of the workplace enjoyable. We observed a tremendous team spirit in the staff of Dominos Pizza.(This strategy is clearly related to Mayo's Theory as he has concluded that working in groups or teams plays a significant role in Motivation of workers).
NICE SOCIAL EVENTS OUT OF WORK
The manager/franchisee keep on organizing social events out of shop for the team members such as visit to a school and distributing pizzas there for free or even a nice football match. This helps to improve the team spirit and also the team work. It makes the job more enjoyable.
COMPETITIONS
Competitions really play a vital role in improving team spirit. As we were observing their strategies of motivation we also came to know about different types of competitions happening in the shop. For example: Fastest Pizza Maker, Quickest delivery driver, Most up seller etc. The employees were really having fun but at the same time this was improving their working skills as well.
PRAISING
During our research, one day we went to the shop when the business was really busy. Phones were ringing one after the other, the rush of the carryout customers came as well, and everyone was hustling here and there. But we were really amazed to see how the manager of the store reacted to the situation. He kept on praising the whole team by saying" You are really doing a good job, keep it up". This motivated them as the team spirit improved gradually.
We have discussed before about Taylor's theory of motivation. In his theory he has put forward an idea of breaking down production into small tasks by the manager. After the appropriate training and tools are provided so the workers can work efficiently on one set task, they are then paid according to the number of items they produce in a set period of time which is known as 'piece rate pay'. Dominos has got workers for different tasks such as marketing staff, pizza makers and delivery drivers etc. and they follow this theory as well. This can be proved by the following points:
- The person who is marketing for the store is given £30 per 1000 leaflets.(MORE LEAFLETS DONE---MORE ORDERS---MORE SALES OR PRODUCTION)
-
'Each delivery driver is paid £1 for every delivery he does.'
So these points provide solid evidence that Dominos is also following Taylor's theory of motivation to some extent.
While we were researching on their motivation strategies, we came to know about a couple of concepts used by the Manager there which are recommended by the company and are quite unique as well. Well, according to MASLOW'S HIERARCHY OF NEEDS theory, one of the main hierarchies is ESTEEM NEEDS from the employee’s perspective. Surprisingly we came to know that Dominos also stresses upon this thing and they achieve this by praising an individual. Well, we have already discussed before how they praise their people but it was quite interesting to see how the Company describes the word PRAISE.
According to Dominos, PRAISE can be defined as:
P- POSITIVE
R-REINFORCEMENT
A-ACHIEVES
I-INCREASED
S-SELF
E-ESTEEM
So, this concept of Dominos can be related to MASLOW'S THEORY.
EMOTIONAL BANK ACCOUNT
This is really a unique and interesting concept introduced and implemented by Dominos to motivate their staff. According to this, the Manager of the store is supposed to have an Emotional Bank Account in which some withdrawals and deposits are meant to be. This whole concept is based on building trust between the manager and the team members. A list of deposits and withdrawals is as follow:
According to the company, if the manager follows all this, it will certainly have a positive effect on his team and will result in providing enormous motivation to them.
REFERENCES
- A.Huczynski and D.Buchanan (1993), Organisational Behaviour, Prentice-Hall.
- Alderfer,CF (1972) Existence, Relatedness and Growth, The Free Press,New York.
- Herzberg,F (1974a) Work and the Nature of Man, Granada Publishing, London.
- L.Mullins (1993) Management and Organisation Behaviour, Pitman.
- Luthans,F (1989) Organisation Behaviour, Mcgraw-Hill.
- Management Development Programme (DOMINOS PIZZA).
- Maslow, AH (1943) A Theory of Human Motivation, Psychological Review, 50 , (370-96).
- Taylor, FW (1947) Scientific Management, Harper & Row, New York.
