Content vs. Process Theories of Motivation: A Case Study of Qantas

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Contents
Introduction....................................................................................................................................4
Describe the difference between content theory and a process theory of motivation citing
examples of how some process theories, under criticism, have been reduced to content
theories..........................................................................................................................................5
Maslow theory and its criticism..................................................................................................6
Hertzberg theory of motivation and its criticism against it in the context of Qantas airlines......7
McGregor’s theory of work motivation.......................................................................................8
Behavioral science research expects to be scrutinized and criticism leveled against it............9
Conclusion...................................................................................................................................12
References..................................................................................................................................13
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Executive summary
To work in an effective and productive way, it is important for companies to motivate
their employees so that they can work enthusiastically.in this report. There are certain
motivational theories, which can be applicable to motivate employees in the
organization. Theories such as Maslow theory, Hertzberg theory, and McGregor theory
are some of the key theories of motivation, which has different ways to apply among the
employees, to motivate them, here among these motivational theories, explained
Maslow theory relay more basic motivational aspects, such as physical survival of
individuals. The motivational strategy of employers, to attract employees towards
working productively can include strategies such as Reward and recognition
ceremonies, an employee of the year awards and others, to provide motivation to their
employees.
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Introduction
In this report, the motivational theories such as content theories and process theories
will be discussed and differentiated, in order to reflect upon its importance regarding
how content theories can be converted in process theories and vise Versa. All the
theories such as Maslow, Hofstede, and other content theories, and how content
theories can be used in place of process theories. It is important to note here that some
of the theories are not that much applicable in process theories, and content theories of
motivation are more reliable over process theories.
Each individual usually motivated in different ways, such as some individuals gets
motivated by reward and recognition, but some individuals get motivated only by
criticizing them. People motivate by various things, such as some gets motivated by
passion, on the other hand, some get motivated merely by their inner recognition.
Researches have been conducted to analyze various factors which describe or we can
say which analyze the motivational factors, and its difference between all the process
motivations and content motivational theory.
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Describe the difference between content theory and a process theory of
motivation citing examples of how some process theories, under criticism, have
been reduced to content theories.
The two kinds of theories which are content theories and process theories both has their
own significance, and hence it is important to understand the important parts involved
which can be explained in content theories and process theories. In Qantas airlines, the
motivation of the employees and cabin crew members is important, because cabin crew
services have hectic working hours, and motivation is a key aspect to motivate them
and in getting consistent performance and product of services from cabin crew of
Qantas airlines.
The Qantas airlines, which is an airline service provider in Australia, working under the
needs of motivation provided to the employees, in order to reflect upon the needs for
their motivation and how these needs can be fulfilled in order to have a productive
workplace (Hutchins, 2019).
Content theories
The main focus of content theories is to motivate people and to understand the behavior
of the employees, which can be accessed to help motivate them better. There are some
well known key content motivational theories such as Maslow theory, Herzberg theory
and mc Cleland theories, which has their own significance and need in order to apply
the motivational theories to the individuals working in the organization. It is important to
understand here that the theories identified above which are content theories, have
proved themselves quite helpful in understanding the concept of motivation and it is also
helpful in motivating people.
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The content motivational theories here imply that different individuals have different
sources of success and motivation, and hence they can be motivated differently too.
Such theories of motivation identified above are some of the key motivational theories
which will be applied to different individuals. To motivate employees, it is important for
the employer, to understand the source of motivation that one individual working in their
company, would get so that it can help them to easily motivate them or trigger them.
The main aim of a motivational theory of content aims at how the absence of
motivational factors, can create a negative effect on the behavior of the employees,
working in the organization (Yardimci, 2017).
Maslow theory and its criticism
The Maslow theory of motivation is a motivational theory explained and dependent on
the hierarchy of human needs, often explained or identified as a pyramid of knowledge
or needs. In the Maslow pyramid of needs, the needs which are shown lower down the
line, need to be fulfilled first, before going up to the top of the pyramid of needs ( Pang,
2018).
Maslow needs of motivation is a five-stage pyramidal hierarchy of motivation which
explains as the needs at the lower segment of the pyramid should be fulfilled first before
going top of the pyramidal needs. If we analyze and criticize the Maslow motivation
theory of hierarchy in the context of the Qantas airlines, employees working in the
airline industries were easily provided with all the basic needs such as food, water, etc.,
with proper sleeping hours given to the cabin crews. Hence, Maslow hierarchy needs
are unable to motivate in the airline sector, because here in the airline sector, safety
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needs are more important than the physiological needs, as these physiological needs
are easily provided to them.
If we criticize the use of the Maslow needs of hierarchy, we can say here that it does not
signify the priority of needs of each individual, it may be fulfilling a group of employees
or sector.
Hertzberg theory of motivation and its criticism against it in the context of Qantas
airlines
The Hertzberg theory of motivation is quite applicable in Qantas airlines, hence
here this theory is also called as theory X and theory Y. here we discuss both the
theories such as X and Y, it has been found out that theory X is more applicable in the
case of Qantas airlines, because the motivational theories which are more applicable in
a systematic approach is bureaucratic system, here in the airline industry, theory X
explains that human makes mistakes, and are irresponsible, hence it is important to
centralize the decisions been made in the Qantas airlines.
It is quite important for Qantas airlines, to motivate employees to work creatively, so that
the accuracy of the flights with timing can be achieved, but here if we criticize the
Hertzberg motivational theory, here in context of Qantas airlines, where the decisions
been made is getting centralized according to the theory X, here in such case the
regional officers who are managing the flights would not be able to work according to it.
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McGregor’s theory of work motivation
Here, the theory X is taking or assuming things negatively, while the theory Y will
assume all positive aspects of the organization. Here in theory X, they assume:
Employee's uninterest in work which they are assigned will force them to work
with deduction and negative impacts.
Here, they assume employees will try to run away from their responsibilities.
Employees will try to avoid their tasks, as they might not be interested in their
tasks.
Here, most of the employees will need security at their workplace, and due to
their insecurities, they might not work with ambition.
Here theory Y assumes:
Employees will see work easy and will complete it on time.
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Employees will direct and work effectively on their own, as they will be
completely committed to their work.
Employees will take care of their tasks, and will accept their responsibilities given
to them.
Behavioral science research expects to be scrutinized and criticism leveled
against it.
If we analyze and research over the behavioral science research, how to process theory
is different for content theory, process theory relay over the consequences in the
process of motivations, while the content theory is the content which is responsible in
providing motivation to the employees.
The content theories are dependent on to the reasons which change the needs of the
employees, while on the other hand process theories relay on to the process of
motivation, including psychological processes (Griffiths, 2018).
The content theories outline the needs which are required in order to motivate
employees. Content theory of motivation provides reasons, which are important, which
will reflect the need for motivation at the workplace. Here the theory of motivation, which
comes under content theories are Maslow theory of motivation, Hertzberg two factor
theory, and other motivational theories. The Maslow theory of hierarchy describes the
needs of the employees, which can motivate them to work, are described and explained
in order of a pyramid. Here the needs which are shown in the lower portion of the
Maslow hierarchy model should be fulfilled first, before pursuing the next level of
motivation.
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In the next content theory of motivation, according to Hertzberg, the motivation of the
employees is dependent on two factors which are hygiene factors and motivators. And
how these factors ca be explained or making an effect on the organization like Qantas
airlines, will be explained under these factors.
While in the case of a Process theory of motivation, which is a process of theories under
the behavioral context or pattern of the employees, required. the process theory of
motivation is dependent according to the 4-process theory of motivation such as;
Reinforcement theory, expectancy theory, equity theory and goal-setting theory
(Alshmemri, 2017).
In the reinforcement theory, here in this theory of motivation, it has been established
that the process of appreciation and behavior of punishment will likely to get repeat,
which is also further divided into sub-parts such as avoidance, punishment, and
extinction.
Content theory of motivation The process theory of motivation
The content theory of motivation outlines
all the reasons, which are responsible for
providing motivation to the employees.
Process theory, on the other hand,
describes the process of the
consequences with the behavior pattern
of the individuals in providing motivation
to them.
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It includes theories such as Maslow
theory, Hertzberg theory, and Mc Cleland
theory, etc.
It includes theories such as equity, goal
setting, and reinforcement theory.
Here in the Maslow theory of motivation,
hierarchy of needs which motivates
individuals are involved and explained.
On the other hand, Goal setting theory of
motivation, which comes under process
of motivation can be reduced to Maslow
motivation theory, because goal setting
motivation relay on not casual things,
which Maslow relay on, hence such basic
needs are required to be included, hence
goal setting motivation of process
theories can be reduced.
Here if we summarize the content of theories under Hofstede work of cultural
dimensions, It is important to note here that some of the categories that will define the
culture of the Qantas airlines, and its cabin crew, will reflect on to some of the
categories such as Power distance index, collectivism or individualism, etc. these are
some of the dimension under Hofstede work, which can also impact the motivation of
the employees, Where power distance index, can be useful here because power
distance index describes the disconnection of the lower-level employees with the upper-
level employees, it increases with disputes and miscommunication. Hence To relay a
high motivational context, the power distance index has to be low, where a low power
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distance index explains better communication among the upper and lower-level
employees (Hur, 2018).
Conclusion
This particular report had explained the difference between the content motivational
theories and process motivational theories, along with some of the key steps in the
motivational theories such as Maslow and other motivational theories. This particular
report had concluded that it can help employees to sustain their motivational context,
because all the employees working in the organization of Qantas, should understand
the importance of motivational theories and their implementation.
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