A Comparative Study on Motivation at Amazon UK: Part-Time vs Full-Time

This report provides a comparative analysis of the motivation levels of part-time and full-time workers at Amazon UK. It examines the motivational methods used by Amazon's managers, conducts a thematic analysis to identify key motivational factors, and offers recommendations to enhance employee engagement and effectiveness. The study incorporates various motivational theories, including Adams' equity theory, McClelland's theory, Vroom's expectancy theory, and Mayo's theory, to understand the dynamics of employee motivation. Data is collected from websites and articles, ensuring reliability and validity. The report concludes that need analysis is crucial for managers to provide appropriate motivation and suggests implementing career development plans, personal development plans, open-door policies, and increasing the frequency of open forums to improve the relationship between managers and employees, thereby enhancing business efficiency and competitive advantage.

Running head: BUSINESS MANAGEMENT
A comparative study on the motivation level of part time workers vs full time workers: A
case study of Amazon, UK
Name of the student:
Name of the university:
Author note:

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Acknowledgement
I extend my gratitude to my supervisor for being a constant support during the research
project. Along with this, I also thank the manager of Amazon, who allowed me to surf the
website for collecting relevant data on the motivational strategies of part time and full time
workers.

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Abstract
Motivation is an essential component within the business aspects. This is in terms of
extracting productive labour from the employees. This is applicable both for the full time
workers as well as part time workers. However, most of the companies fail to adopt
appropriate motivational strategies for luring the employees towards the services. This results
in employee turnover, compelling the companies and organization to suffer from intense loss
in the competitive ambience of the market. This issue forms the basis for this research on
motivation for the full time and part time employees of Amazon. Scholarly articles on the
impact of motivation on the full time and part time workers enhances the knowledge of the
businesspersons regarding this encouraging the employees. Collecting data from websites and
articles develops reliability and validity within the proposed theoretical facts. Consideration
of ethical consideration is evident from the inclusion and exclusion criteria, of which the
researcher takes special care.
Synthesis of the objectives, theories and collected data leads to the conclusion that
need analysis helps the managers of Amazon to provide appropriate motivation to both the
full time and part time workers. Recommendations of Career Development Plan, Personal
Development Plan, Open Door Policy and increasing frequency in the open forums and
discussions improves the stability in the relationship between the managers and the
employees. This stability is indicative of improving the efficiency within the business
operations and attaining competitive advantage over contemporary online retailers like eBay,
Snapdeal among others.

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Table of contents
1. Introduction............................................................................................................................4
2. Project aim and objectives.....................................................................................................4
3. Identification of the business issue........................................................................................5
3.1 What is the issue, which resulted in its selection for research?.......................................5
3.2 Outline of the research.....................................................................................................6
4. Literature review....................................................................................................................7
4.1 Part time workers.............................................................................................................7
4.2 Full time workers.............................................................................................................7
4.3 Employee motivation.......................................................................................................8
4.4 Impact of motivation on the full time and part time workers..........................................8
4.5 Theories............................................................................................................................9
4.5.1 Adams theory of motivation......................................................................................9
4.5.2 McClelland’s Theory of Motivation.........................................................................9
4.5.3 Vroom’s expectancy theory of motivation..............................................................10
4.5.4 Mayo’s theory of motivation...................................................................................10
5. Analysis of the case example...............................................................................................11
Shortcomings in data collection...........................................................................................17
6. Conclusion............................................................................................................................18
7. Recommendations................................................................................................................18
References................................................................................................................................19
Bibliography.............................................................................................................................24
Appendices...............................................................................................................................25
Appendix 1...........................................................................................................................25
Appendix 2...........................................................................................................................25
Appendix 3...........................................................................................................................26

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1. Introduction
Management is an essential component in the workplace for systematizing the
business activities. Managers, through the exposure of leadership skills, contribute towards
enhancement of efficiency within the business activities. The managers are responsible for
regulating all of the operations, within which, working hours plays a crucial role in luring the
employees towards the operations (Mullins 2005). This regulation is a conscious approach of
the managers towards the wellbeing of the employees. Motivation is the prime agent for the
managers for encouraging the employees to expose better performance. This motivation is
needed mostly in the case of the workers working full time. This management falls within the
Human Resource Department, specifically under the segment of labour maintenance
(Armstrong 2010).
This assignment attempts to attach a theoretical perspective towards the aspect of
motivating the full time and part time employees of Amazon.
2. Project aim and objectives
The aim of this research is to focus on the application of motivational theories on part
time and full time workers of Amazon. For this aim, the following objective have been
identified:
 To examine the motivational methods used by the managers of Amazon to motivate
both part time and full time workers
 To conduct thematic analysis for finding out the motivational factors, which enhance
the employment of the Amazon workers
 To suggest recommendations for encouraging the part tome and full time workers of
Amazon to execute the business operations efficiently and effectively

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3. Identification of the business issue
3.1 What is the issue, which resulted in its selection for research?
Motivation is a behavioural aspect, which reflects the approach of the manager
towards the wellbeing of the employees. Consciousness about the provision of motivation is
the indication the awareness about the factors, which can attract the workers towards the
services. As per the arguments of Torrington and Hall (1998), rationality in the provision of
motivation and encouragement enhances the personality of the managers. However, this
rationality is missing in case of most of the online retailers. As a result of this, this has
adversely affected the performance of online retailers like Amazon within the market.
Loyalty programs are conducted by most of the online retailers, however, lack of evaluation
has resulted in the achievement of negative outcomes.
The workers, who work for full time, suffer from lack of interest towards executing
the allocated tasks. This is because of the long working hours. According to studies and
experiments, most of the full time workers have suffered from stress resulting in anxiety,
depression, and anaemia among others. All these factors have adversely affected their
performance within the workplace. On the other hand, Mullins (2005) proposes that
dissatisfaction leads to insecurities, which compels the employees to look for better options.
In case of the part time workers, the process of adjusting with the colleagues and the bosses
seems difficult. Stability seems to be missing within their nature of employment. This is
because of the variable nature of tasks, which they perform within the workplace (Lazaroiu
2015). All these issues have compelled me to take up such a subject for research. Amazon is
taken as an example for providing the businesspersons with a practical example regarding the
provision of motivation and encouragement to the employees.

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3.2 Outline of the research
At the initial stage, information would be collected about the motivational methods
followed in Amazon. After this, aims and objectives would be developed. Once the aims and
objectives are developed, it would be easier to excavate the significance of the research.
Within this, consideration would be made of the current issues, which online retailers like
Amazon is facing in terms of motivating both the full time and part time workers. Taking into
consideration the performance appraisals of the employees would help in gaining an insight
into the methods for motivating the employees. This consideration would develop a
comparative study between the online retailers regarding the steps adopted for motivating
both the full time and part time workers.
After excavating the significance of the research, literature review would be
conducted. Here, the concepts of motivation and full time workers and part time workers
would be explained. Along with this, theories and models of motivation would be applied.
Here, the focus would be on whole industry. This would help in exposing a broader approach
towards ensuring the wellbeing of the full time and part time employees. Scholarly journals
and articles would be referred for extracting relevant information about the motivational
factors. Here, identification of the gaps in literature would be an important factor for
identification of the areas, which needs more in-depth research. Conceptual framework would
act as a summarization of motivation provided by the managers to the full time and part time
workers.
The sequential step would be analysis of the motivational methods used by Amazon
on the part time and full time workers. In this process, websites and articles would be used
for developing relevant themes related to employee motivation. Statistical data would be used
for adding authenticity into the developed facts. Along with this, tables, charts and graphs
would help in deducing relevant conclusions. From the concluded facts, recommendations

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would be proposed for improving the standards of motivation and encouragement in Amazon.
These recommendations would establish linkage between objectives and the propositions.
SMART criteria would be followed for proposing the recommendations, which would help in
measuring their effectiveness, appropriateness and feasibility. This assessment, further,
would assist in ensuring whether the identified and specified goals are properly met.
Action plans would be created for enhancing the awareness about the ways and means
for conducting the research activities. Allotment of time for each of the activities would help
in effective management of the project activities.
4. Literature review
4.1 Part time workers
Part time workers perform the functions under the terms and conditions of contracts.
These workers work under rotational shifts, which is fewer than 30 hours per week. The
major drive behind this can be the incapability to find jobs, which offer full time
employment. Moreover, Beltrán-Martín and Bou-Llusar (2018), feels that indulging in part
time jobs is a personal decision of the employees to enhance their professional skills. In UK,
Part time Directive 97/81/EC is adhered for regulating the performance of the part time
workers. Along with this, Part Time Workers Regulation (2000) is implemented for
providing all of the benefits, which they are expected to follow.
4.2 Full time workers
In this case, there are no contracts. The employees need to follow the working hours
stipulated by the employers. The full time workers are provided with the benefits of annual
leave, sick leave and health insurance. Yusof et al. (2017) states that the standard work week
includes five working days, where the shift timings are from 9 AM to 5PM and 10AM to 6

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PM, which totals up to 40 working hours. One of the other working shifts is four day week,
which involves four-ten hour working days. The total working hours of this shift is 9 hours,
which totals up to 36 hours per week.
4.3 Employee motivation
Motivation is the agent, which helps in unleashing the talents of the employees. The
managers play an important role in motivating the employees. At the initial stage, need
analysis is done for gaining an insight into the kind of motivation needed by the employees.
This need analysis is a part of Maslow’s Hierarchy of Needs (Dagenais-Desmarais, Leclerc
and Londei-Shortall 2018). As a matter of specification, application of this theory results in
the discovery of the fact that employees need motivation for enhancement of their self-
esteem. This is because motivation evokes the professional being with the employees, which
helps them in upgrading the standards and quality of their performance. This upgradation
empowers the employees in terms of their professionalism.
4.4 Impact of motivation on the full time and part time workers
Provision of motivation to the employees also results in enhancement of the creativity
in case of the employees. Typical evidence of this lies in the involvement of the employees in
meetings, presentations and decision-making process. Mikkelsen, Jacobsen and Andersen
(2017) assume that these platforms help the employees to voice out their opinions about the
issues, which they are facing while executing the workplace operations. Motivations are like
“add-ons” to the employment of the employees. These add-ons help in improving the
performance of the employees. As a matter of specification, the aspects, which motivate the
employees, are health care, insurances, leaves, salary increments, bonus, individual
recognition and praises. Revisions in structures and policies of leaves generate interest within
the workers to expose better performance (Sandhu et al. 2017).

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4.5 Theories
4.5.1 Adams theory of motivation
John Stacey Adam’s equity theory of motivation excavates the reason behind pay and
conditions not being the sole condition for motivating the employees. Along with this, Adams
also attempts to explain the feeling of demotivation, which a person can feel upon the success
of others. The kind of treatment given to the employees by the managers determines the
feeling of satisfaction or interest. Shahzadi et al. (2014) is of the view that employees attempt
to maintain the balance in their professional spheres. Here, Adam brings the consideration of
their efforts and the efforts out in by the others. This comparison brings behavioural theory
into the discussion. Demotivation on the success of others is a natural behavioural trait of the
individuals. On the contrary, Lau and Roopnarain (2014) thinks that belief in overcoming the
drawbacks and attaining success is the empowerment of the employees in terms of their
employment. Here, the managers play an important role in making fair decisions towards
motivating the employees. This fairness reflects the approach of the personnel towards
organizational culture.
4.5.2 McClelland’s Theory of Motivation
This theory explores the factors, which drives or motivates the team members towards
the exposure of better performance. This theory forms the basis for the managers in terms of
preparing feedbacks for supporting the employees in grooming themselves. The main aim of
this feedback is to excavate the need of the employees, which justifies the name of Learners’
Need Theory. The need of self-esteem overpowers the need of achievement, affiliation and
power, as proposed by McClelland in the theory (Velten and Lashley 2018). Countering this,
upgradation of performance helps the employees to attain success, which enhances their self
esteem. Structured approach towards identifying the drivers, which motivates the team
members, adds value and weightage to the role of the managers.

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4.5.3 Vroom’s expectancy theory of motivation
Vroom, in his theory, proposes that behavioural tendencies erupt from the choices,
which are available to the individuals. Here, the aim is to maximise pleasure through
minimizing pain and sufferings. Vroom’s realization regarding enhancement of an
employees’ personality resulted in coinage of the terms, “expectancy, valence and
instrumentality. Antoni et al. (2015) argues that need analysis of the employees helps the
managers in assessing their expectancies. Rewards are a means for assuring the employees
that if they do the work properly, their needs would be taken care of. The result of this is the
performance exposed by the managers and employees towards their responsibilities.
4.5.4 Mayo’s theory of motivation
Mayo, in his theory of motivation, stated that monetary and environmental factors do
not motivate the employees. Instead, manager’s personal efforts to train, guide and support
the employees yields positive results. He stresses on group work, which assists in enhancing
the organizational productivity. Here, Belbin’s Team Role Theory can be brought in. If all
the team members execute their duties properly, the efficiency is increased (Kundu, Mehra
and Mor 2017). Team members belong to different socio-cultural background, which reflects
their different and wide ranging perceptions. This can have negative impacts on the
productivity, until and unless group discussions and open forums are organized for allowing
knowledge, skills and competencies to flow from one member to another.

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5. Analysis of the case example
Figure 1: Amazon’s unprecedented growth from 2013-2017
(Source: Amazon.co.uk 2018)
Rise in technology has assisted online retailers like Amazon to achieve new heights of
success. Motivating approach of the managers is one of the other reasons for achieving such
unprecedented growths. Believe in the capability of the employees enabled the managers to
estimate such growths within the competitive ambience of the market. CEO Jeff Bezos
considers it to be the culture, which determines the employee motivation (Lussier and Achua
2015). He knew the factors, which drove the employees to expose better performance. This
knowledge makes him a leader, bringing Great Man Theory of Leadership into the
discussion. Along with this, Trait theory can also be applied on Bezos, as he believed that
assessing the needs of the employees would help in motivating them. This trait made him a
People’s Leader.
According to Bezos, Amazon is the most innovative company (Naile and Selesho
2014). Continuous improvement strategy has diversified the scope and arena of Amazon. The
major drive behind this is the employees, who toil hard for fulfilling the targets within the
stipulated time. Herein lays Bezos’ consideration of Handy’s model of motivation, which
lays stress on employees’ enthusiasm for the allotted work (Quaquebeke and Felps 2018).