LOW STAFF MORALE ANALYSIS IN THE COMPANY BASED ON …

LOW STAFF MORALE ANALYSIS IN THE COMPANY BASED ON MASLOW'S HIERARCHY NEEDS THEORY

YUJING ZHANG

A THEMATIC PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF MANAGEMENT

COLLEGE OF MANAGEMENT MAHIDOL UNIVERSITY

2020

COPYRIGHT OF MAHIDOL UNIVERSITY

Thematic paper entitled


was submitted to the College of Management, Mahidol University

for the degree of Master of Management on

July 12, 2020 .............................................................. Miss Yujing Zhang Candidate .............................................................. .............................................................. Assoc. Prof. Sooksan Kantabutra, Assoc. Prof. Astrid Kainzbauer, Ph.D. Ph.D. Advisor Chairperson .............................................................. .............................................................. Asst. Prof. Duangporn Arbhasil, Ronald Surachai Thesenvitz, Ph.D. Ph.D. Dean Committee member College of Management Mahidol University

ii

ACKNOWLEDGEMENTS

Time flies! Two years of master degree's study is coming to an end. I have

learned a lot during this period. I would like to express my gratitude toward my

advisor Professor Sooksan Kantabutra, for his support and guidance during the course

of the project. His leadership guidance and knowledge have been crucial in completing

the project. Although he is busy, but he still spends a lot of time helping me with my

paper. When I was indecisive about my paper’s theme, he was always patient and

provided useful suggestion. What’s more, I want to show my gratitude to all teachers

in Mahidol. They taught me the way to study literature and the basic knowledge of

writing. The last but not least, I would like to thank my parents and my friends who

always encourage and support me when I was depressed and worried during the

thematic paper period.

Yujing Zhang

iii


YUJING ZHANG 6149146

M.M. (MARKETING AND MANAGEMENT)

THEMATIC PAPER ADVISORY COMMITTEE: ASSOC. PROF. SOOKSAN

KANTABUTRA, Ph.D., ASSOC. PROF. ASTRID KAINZBAUER, Ph.D., RONALD

SURACHAI THESENVITZ, Ph.D.

ABSTRACT

This research paper aims to analyze the reason of low staff morale and

provide suitable suggestions to managers. The researcher use quantitative method to

study the relationship between each level of needs in Maslow’s Hierarchy Needs

Framework and staff morale. There are four dimensions to measure staff morale and

the mean staff morale in the case company is 2.88, which is low. Maslow’s Hierarchy

Needs Theory is used to analyze staff’s needs, and each level of needs has three

questions to measure. According to the correlation test, the higher four levels of needs

have a positive correlation with staff morale, including safety needs, social needs,

esteem needs and self-actualization needs. Based on above findings, there are five

suggestions in this paper to help managers increase staff morale. These actions can

help managers to satisfy staffs on social needs level, esteem needs level and self-

actualization needs level.

KEY WORDS: Maslow's Hierarchy Needs Theory/ staff morale/ correlation/

management

24 pages

iv

CONTENTS

Page

ACKNOWLEDGEMENTS ii

ABSTRACT iii

LIST OF TABLES vi

LIST OF FIGURES vii

CHAPTER I INTRODUCTION 1

1.1 Introduction 1

1.2 Objective of the Study 2

1.3 Research Questions and Methodology 3

CHAPTER II LITERATURE REVIEW 4

2.1 Staff Morale 4

2.2 Maslow's Hierachy Needs Framework 4

CHAPTER III METHODOLOGY 8

3.1 Research Questions and Methodology 8

3.2 Hypothesis 8

3.3 Research Design 9

3.3.1 Sample Size 9

3.3.2 Sampling Methodology 9

3.3.3 Data Collection 9

3.4 Reliability Analysis 9

3.5 Data Analysis 10

CHAPTER IV FINDINGS 11

4.1 Descriptive Statistics 11

4.2 Correlation Analysis 12

4.3 Managerial Implications 15

4.3.1 Providing Feedbacks to Staffs 15

4.3.2 Setting More Organizational Activities within Company 16

4.3.3 Setting Public Rewards System within Company 16

v

CONTENTS (cont.)

Page

4.3.4 Helping Young Employees to Establish Private Promotion Plan16

4.3.5 Encouraging Employee to Become a Better Self 17

CHAPTER V CONCLUSION 18

5.1 Conclusion 18

5.2 Limitation of Research 18

REFERENCES 20

APPENDICES 21

Appendix A Questionnaire 22

BIOGRAPHY 24

vi

LIST OF TABLES

Table Page

4.1 Frequency of income stage 11

4.2 Frequency of age group 11

4.3 Frequency of working year 12

4.4 Correlation analysis between physiological needs and staff morale 13

4.5 Correlation analysis between safety needs and staff morale 13

4.6 Correlation analysis between social needs and staff morale 13

4.7 Correlation analysis between esteem needs and staff morale 14

4.8 Correlation analysis between self-actualization needs and staff morale 14

4.9 Correlation value on each needs level 15

vii

LIST OF FIGURES

Figure Page

2.1 Maslow’s Hierarchy of Needs Framework 5

1

CHAPTER I INTRODUCTION

1.1 Introduction

Companies have to run the businesses in the most effective way due to the

intense competition environment nowadays. In order to achieve effective management,

they start to focus not only on visible outcome management, but also human resource.

Staff Morale，which is a popular topic in human resource management for

many years, and the management team of a company always pays a lot of attention to

it. They expect the staff morale of their company can be high and intense, since they

believe the high staff morale can produce them more profits, more stable operation and

better working atmosphere. However, staff morale is difficult to measure

straightforwardly , since it is a sort of feeling instead of a certain action. For managers,

it is hard to manage and control staff morale. Many companies believe that if they can

provide a suitable salary even a high salary to their employees, employees will have

high morale. It is totally wrong. In fact, increasing staff morale is a complicated work,

not only related to money， but also emotional needs, such as safety needs and social

needs. We have to find what are the things that employees really need and try to

encourage them with our abilities and resource.

Maslow’s Hierarchy of Needs Theory is famous for personal need analysis,

it includes 5 levels of personal needs: physiological need, safety need, social need,

esteem need and self-actualization need. Physiological need is the lowest level and

self-actualization need is the highest level in this framework. Maslow said people’s

needs have to be satisfied step by step in his framework, and the lowest level is the

strongest one, because it’s the basic needs for living. In enterprise management,

Maslow's Hierarchy needs are usually used to motivate employees.

2

According to earlier research, staff morale can be influenced by so many

factors such as job itself, workplace, colleagues etc. It is a complicated work. Based on

the research, this paper will use 4 dimensions to measure staff morale. They are

organizational identity, work initiatives, organizational loyalty and sense of

responsibility. (Ying Huang & Yan Feng, 2015)

1.2 Objectives of the study

- To study the relationship between Maslow’s Hierarchy of Needs Theory

and the actual staff morale.

- To provide suitable recommendations to increase staff morale in the

certain company.

1.3 Research questions and methodology

This research is trying to find out whether each level of need in Maslow’s

Hierarchy of Needs Framework can impact staff morale. And if it can, Is it a negative

or positive impact on staff morale? What’s more, how the effectiveness of each impact

will be?

In the methodology part, the researcher chooses a middle-sized company

in Thailand to do quantitative research by sending questionnaires. The company of the

case is a Thai branch of a large Chinese company, and it has a middle-sized one in

Thailand. This company is in the construction industry. Up to now, it has already had

more than 10 ongoing projects in Thailand. In order to encourage staffs, the

management team has issued many policies, such as bonus policy and promotion

policy. However, the staff morale is still low. The low staff morale in this company is

shown in following areas: First, staffs lack initiative in their work. Few employees are

willing to work hard without any force. Second, staffs lack sense of responsibility.

3

When the problem occurs in the daily work, staffs only think about how to get rid of

the blame instead of solving problem. Third, in terms of organizational loyalty, there is

a high turnover rate in officer level.

Next part will utilize staff morale theory and Maslow’s Needs of Hierarchy

Framework in employee management based on previous research.

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CHAPTER II LITERATURE REVIEW

2.1. Staff Morale

Staff morale is a feeling that can be related to enthusiasm, spirit and zeal

somehow based on Dale Yoder’s research. (Dale Yoder, 1957) Staff morale is a very

important index in Human Resource Management. High staff morale is the basic

precondition for enterprise healthy operation, and the fundamental environment for

creative work of all staffs. Staff morale here can be defined as “pride in the

organization and its goals, faith in its goals, faith in its leadership and a sense of shared

purpose with and loyalty to others in the organization” in workplace situation. (Stewart

& Spence, 1996) Therefore, this article will use pride in organization, faith in goal,

loyalty to organization and sense of shared purpose with to measure staff morale.

2.2 Maslow’s Hierarchy of Needs Framework

Maslow’s Hierarchy of Needs Framework is a very important concept in

Human Resources management area in the 20th century, it was raised in A Theory of

Human Motivation Physiological Review, which was written by American

physiologist Abraham Maslow in 1943.

In Maslow’s opinion, the motivation is the internal power for individual

growth. The motivation is based on the need, and different levels and natures of needs

consist of human’s motivation. Maslow separates needs into five parts: physiological,

safety, social, esteem and self-actualization. All of these needs should be satisfied step

by step. (Maslow, A. H., 1943)

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Figure 2.1 Maslow’s Hierarchy of Needs Framework

Physiological needs level is the bottom of the framework called biological

need. It consists of needs for oxygen, water, food, cloth and suitable temperature. It’s

the strongest level in the pyramid, because if a person wants to meet any level needs in

this pyramid, the physiological needs have to be satisfied first. (Duncan, M. K. W., &

Blugis, A., 2011) As for an employee in a company, it can be the physiological needs

inside and outside company. Outside the company, employee needs salary to support

their daily life, such as clothing, living and eating. Inside the company, employee

needs office supplies and air-condition to create a suitable environment to work. (Sadri,

G., & Bowen, C. R., 2011)

Safety needs level consists of the need to be safe from both mental and

physical harm, which is defined by Maslow. As for an employee in a company, it can

be separated into two periods, working period and retirement period. During working

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period, it can be the reasonable salary that supports employee to afford a safe place to

live, and also the health insurance. During retirement period, it can be the satisfied

pension. (Sadri, G., & Bowen, C. R., 2011)

Social needs level here is the need for love, affection and belongings.

People can try to meet social needs by participating or creating relationships with

others. As for an employee in a company, employee can meet this level of needs form

their bosses and co-workers. Receiving help from colleagues or superiors when

dealing with problem, making close friend and advice on work performance can help

employee to meet social needs in this framework. (Yount, W. R., 2008)

Esteem needs level involves need for both self-esteem and for the esteem a

person gets from others. Respected by others is a lower form of esteem, in this level,

people still try to be accepted by others. The higher form of esteem is self-respect, it

will become a permanent part of individual through accomplishment. (Poston, B.,

2009) In the workplace, employee’s esteem needs can be met from reputation,

attention, recognition and importance. (Fallatah, R. H. M., & Syed, J., 2017)

Self-actualization needs can be meet only after four previous levels have

been achieved. Even if all the previous needs have been satisfied, people will feel

dissatisfied and restless soon, unless people are doing the work that they are born to

do. The self-actualization needs are difficult to be recognized clearly, it’s different

from other four needs levels. (Maslow, A. H., 1943) As for an employee in a company,

self-actualization needs can be satisfied from activities that can help company become

stronger and achieve a higher level, such as challenging job and sense of

self-fulfillment in company. (Beri, R. L., Williamson, N. C., & Powell, T., 1984)

There are two types of needs in Maslow’s mind, deficiency needs and

growth needs. The first four levels are defined as the deficiency needs (D-needs),

which including physiological needs, safety needs, social needs and esteem needs.

And the self-actualization needs is defined as the growth needs (G-needs). After

D-needs are basically satisfied, its incentive function will be reduced; its dominant

position will no longer be maintained. Then G-needs will replace it as the main reason

for motivating behavior.

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Next part will introduce the research questions and the method used to

analyze data.

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CHAPTER III METHODOLOGY

3.1. Research questions and methodology

According to the aim of this study, here are the research questions as

following:

(1) Do physiological needs impact staff morale?

(2) Do safety needs impact staff morale?

(3) Do social needs impact staff morale?

(4) Do esteem needs impact staff morale?

(5) Do self-actualization needs impact staff morale?

As for research methodology, this study uses quantitative method. The

data collected from employees in the selected company. The main instrument used in

this study is the questionnaire to collect row data. In order to test hypotheses and

statistics, the researcher used SPSS program.

3.2 Hypothesis

Based on research purposes and research questions, there are hypothesis:

H1: The more physiological needs are provided, the higher staff morale.

H2: The more safety needs are provided, the higher staff morale .

H3: The more social needs are provided, the higher staff morale.

H4: The more esteem needs are provided, the higher staff morale.

H5: The more self-actualization needs are provided, the higher staff

morale.

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3. 3 Research design

3.3.1Sample size

The number of employees in this company is around 90, and the sample

size is 55 in this study. All of them are employees who are working in this company.

3.3.2 Sampling methodology

This study selected the samples from management level to

non-management staff level, including different positions and departments. The

number of respondents is the sample size of this research.

3.3.3 Data collection

The questionnaire was made out based on staff morale theories, Maslow’s

Needs of Hierarchy Framework. The questionnaire includes three parts: general

information, staff morale measurement and Maslow’s needs analysis. For staff morale

parts, according to the early research, four dimensions were used to measure. In

Maslow’s needs analysis, each level of needs has 3 questions to measure.

This study utilizes Likert-scale to measure staff morale and needs in

Maslow’s Framework. There are 5 levels of agreement: “1” indicates strongly disagree

with this statement, “2” indicates disagree with this statement, “3” indicates no idea

with this statement, “4” indicates agree with this statement, “5” indicates strongly agree

with this statement.

3.4 Reliability analysis

The reliability analysis was used to make sure the quality of data analysis.

The higher Cronbach’s alpha coefficient, the higher reliability. The Cronbach’s alpha

coefficient of staff morale is 0.85, physiological needs is 0.44, safety needs is 0.62,

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social needs is 0.67, esteem needs is 0.79 and self-actualization needs’ is 0.83. The

alpha coefficient needs at least higher than 0.6, and the alpha coefficient is lower than

that. After deducting the first question of physiological needs (Question10: My salary

can support me for my basic daily needs, like living, eating and clothing.), the alpha

coefficient change to 0.65, which is higher than 0.6. Therefore, considering the

reliability, this question’s results will be deleted in data analysis part.

3.5 Data analysis

According to research questions and questionnaire, when analyzing the

data, the correlation analysis in SPSS is suitable. This study uses both descriptive

statistics and inferential statistics to analyze data.

(1) Descriptive statistics:

Frequency: the frequency of samples in specific factor, such as gender,

income stage and nationality.

Percentage: the frequency of data in the term of percentage.

Mean: the total number divided by number of items.

(2) Inferential statistics:

Correlation: the strength of the relationship between two variables.

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CHAPTER IV FINDINGS

4.1 Descriptive statistics

As for gender, the number of female is 34 and number of male is 21. The

difference is obvious, because the gender ratio in this company is unbalanced. For

nationality, there are 28 Chinese staffs and 27 Thai staffs in research.

For income stage, most staffs are in 20,000THB-39, 999THB stage, and no

response is in less-than 20,000THB stage. For age group, most staffs are in 21-25

years old and 26-30 years old age group, only 8 staffs are older than 31. As for

working years, 36.4% of staffs work in this company less than 1 year.

Table 4.1 Frequency of income stage

Income Stage Number of Sample Percentage

20,000THB-39, 999THB

40,0000THB-59, 999THB

More than 60,0000THB

35

15

5

63.6%

27.3%

9.1%

Table 4.2 Frequency of age group

Age Group Number of Sample Percentage

21-25 years old

26-30 years old

More than 31 years old

26

21

8

47.3%

38.2%

14.5%

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Table 4.3 Frequency of working year

Working Year Number of Sample Percentage

Less than 1 year

1-3 years

More than 3 years

20

28

7

36.4%

50.9%

12.7%

The mean of staff morale in this company is 2.88. It’s lower than 3, which

means the staff morale is low in this company.

4.2 Correlation analysis

Based on research questions, this paper aims to study the relationship

between staff morale and each level of needs in Maslow’s Framework. Correlation

analysis shows whether one variable can impact (both positive and negative) another

variable, and the strength of the impact. When the sig. value is lower than 0.05, we

accept the impact is significant. As for the strength of influence, we only see the

absolute value of Pearson Correlation. If the absolute value of Pearson Correlation is

lower than 0.02, we assume the correlation is very low; if it is between 0.2-0.4, the

correlation is low; if it is between 0.4-0.6, the correlation is strong: if it is higher than

0.8, the correlation is very strong.

Hypothesis 1: The more physiological needs are provided, the higher staff

morale.

The sig value is higher than .05, so physiological needs do not have

significant impact on staff morale here. Hypothesis 1 is not accepted.

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Table 4.4 Correlation analysis between physiological needs and staff morale

Physiological needs

Staff Moral Pearson Correlation .171

Sig. (2-tailed) .212

Hypothesis 2: The more safety needs are provided, the higher staff morale.

The sig. value is less than 0.05 and the Pearson Correlation is 0.394, it

means safety needs can significantly impact staff morale, however the strength of this

impact is low. Hypothesis 2 is accepted.

Table 4.5 Correlation analysis between safety needs and staff morale

Safety Needs



Hypothesis 3: The more social needs are provided, the higher staff morale.

The sig. value is 0.003 and Pearson Correlation is 0.561. Social needs can

significantly impact (positive) staff morale and the strength is in middle level.

Hypothesis 3 is accepted.

Table 4.6 Correlation analysis between social needs and staff morale

Social Needs



Hypothesis 4: The more esteem needs are provided, the higher staff

morale.

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In the table 8, the sig. value is lower than 0.05 and Pearson Correlation is

0.67. Therefore, esteem needs can significantly impact (positively) staff morale, and

the strength is strong. Hypothesis 4 is accepted.

Table 4.7 Correlation analysis between esteem needs and staff morale

Esteem Needs



Hypothesis 5: The more self-actualization needs are provided, the higher

staff morale.

The sig. value is lower than 0.05 and Pearson Correlation is 0.814. It

means self-actualization needs can significantly impact (positive) staff morale, and the

strength is very strong. Hypothesis 5 is accepted.

Table 4.8 Correlation analysis between self-actualization needs and staff morale

Self-actualization Needs



In conclusion, the staff morale is relatively low in this company. Only

physiological needs level does not have significant correlation relationship with staff

morale. The other four level of needs have significant positive correlation relationship

with staff morale. For the correlation value, the higher level of needs creates stronger

strength correlation with staff morale. Normally, manager should pay more attention to

the needs level which gets higher correlation value. Here, in this case, the

self-actualization needs level has highest correlation value. However, based on

Maslow’s research, self-actualization needs are hard to be satisfied, and not every

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individual has this kind of needs. What’s more, the needs will have to be satisfied step

by step. Therefore, manager should start to satisfy staffs with the social needs level

first.

Table 4.9 Correlation value on each needs level

Needs Level Pearson Correlation

Safety Needs .394

Social Needs .561

Esteem Needs .670

Self-actualization Needs .814

4.3 Managerial implications

Based on the data analysis, there are managerial implications as following:

4.3.1 Providing feedback to staffs.

Managers in company should provide specific feedback to their

subordinates based on their work performance. The feedback should include the

evaluation on work quality, work quantity, work completeness, work attitude and

comments from leaders. Giving and receiving feedback is a good interaction between

superior and subordinates. The different dimensions of information on feedback can

help staffs to review their work performance in an objective way and guide staff to do

better work in the future. Furthermore, the personalized comments from leader can

make employees have the sense of recognition. This measure can help manager satisfy

employee’s social needs and esteem needs.

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4.3.2 Setting more organizational activities within company.

Those kinds of activities can help staffs have more communication and

other interaction so that they can know and understand each other better. It also can

teach staff the importance of cooperation, and then they will have more supports from

each other on work in the future. For instance, activities can be experience sharing

meeting and outdoor activities. As for experience sharing meeting, staffs can

communicate with each other about working experience and working problem,

managers can encourage staffs to solve problem together. It can help staffs understand

each others’ difficulties and try to find empathy among themselves. For outdoor

activities, managers can set some group activities. Group activities need staffs to

cooperate together to achieve the goal so that it can enhance tacit understanding

among staffs. These actions can satisfy employee’s social needs.

4.3.3 Setting public rewards system within company

The company can issue a reward system to praise staffs that had

contributed to the development of company half a year. Manager can not only send

extra bonus but also put their names on honor board in company. As for employees

who are on the honor board, they can feel strongly self-confidence and sense of

recognition. Because it means the company accept and appreciate their hard work. As

for the rest of the employees who are not on the list, the standards of the rewards

system can also guide them the direction of improvement. For example, staff A is not

on the list, but the person knows the criteria of honor board and good cooperation with

other staffs would be an evaluated dimension for it. Staff A will try to help and

communicate more with other staffs in the future work. This action can help managers

not only to meet employee’s esteem needs of excellent employee, but also to offer an

opportunity for other employees to reach esteem needs.

4.3.4 Helping young employee to establish private promotion plan

In this case, around 85 % staffs are under 30 years old (or 30 years old).

Those staffs do not have enough working experience, and they may be confused about

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their career path and the direction of future. Company can help them to clarify their

career path by establishing the private promotion plan within company. On the one

hand, promotion means higher salary, higher social status and stronger social

acceptance. Thus a clear promotion plan is very attractive for ambitious and young

staffs. On the other hand, the promotion plan can also give them the specific goal in

career growth. Considering the size of this company, manager can use questionnaire

and other test method to identify staffs’ personality and personal goal firstly. Then

manager can help staffs to make private promotion plan after making sure their

personal goals are aligned with the goal of the company. The promotion plan can help

to satisfy employees’ both esteem needs and self-actualization needs.

4.3.5 Encouraging employee to become a better self

According to Maslow’s idea, the self-actualization need is difficult to be

satisfied. To satisfy employees in this level, managers need to select right employee to

do the right things. For example, managers can select employee who already met the

former needs and provide them challenging work. Challenging work can help them

improve work performance so that they can see their growth on work clearly, and if

they can finish it, they might have a sense of self-fulfillment. What’s more, when

assigning the challenging work to selected staff, managers should also consider

whether this staff has the certain kind of ability or potential to achieve it. As for

employees who do not have enough ability but they have strong ambition to have self-

improvement, company can provide tuition-reimbursement policy for the courses

related to their job responsibility. Those measures can help managers to meet

employee’s self-actualization need.

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CHAPTER V

CONCLUSION

5.1 Conclusion

Based on Maslow’s Needs of Hierarchy Framework, people’s needs should

be satisfied step by step, and in this research strengths of correlation also follow the

needs of level. In this case, the physiological needs do not have significant correlation

with low staff morale. Therefore, in this company, physiological needs do not impact

on staff morale statistically. What’s more, we can see the mean value of physiological

needs in this company is higher than 4, it means the physiological needs of employees

are almost satisfied. As for the relationship between staff morale and safety needs, it

does have significant correlation but the strength is low. As for social needs level,

esteem needs level and self-actualization needs level, all of them have significant

correlation with staff morale, and the correlation strength are not low. However,

self-actualization need is hard to be satisfied, and not everyone has this kind of need.

Therefore, managers in this company can pay more attention on employees’ social

needs and self-esteem needs. As for self-actualization need, managers can select some

staff to satisfy.

5.2 Limitation of research

(1) Limited sample size

This paper uses questionnaire to implement a quantitative research, but the

sample size is not big enough, because of the actual population in this company. That

may leads the results are not precise.

(2) Half-baked questionnaire

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In questionnaire part, each level of needs only has 3 questions to measure,

the number of questions is not enough to get a very precise analysis result.

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REFERENCES

Yoder, D. (1957). Personnel management and industrial relation. New Delhi, Prentic

Hall of India.

Stewart, J. H., & Spence, R. (1997). A new look at factors related to college faculty

morale. Educational Research Quarterly, 20(3), 29-40.

Maslow, A. H. (1943). A theory of Human Motivation. Psyhological

Review. Psychological Review, 1, 943.

Duncan, M. K. W., & Blugis, A. (2011). Maslow's needs hierarchy as a framework for

evaluating hospitality houses' resources and services. Journal of Pediatric

Nursing, 26(4), 325-331.

Sadri, G., & Bowen, C. R. (2011). Meeting employee requirements: Maslow's

hierarchy of needs is still a reliable guide to motivating staff. Industrial

engineer, 43(10), 44-49.

Yount, W. R. (2008). Transcendence and aging: The secular insights of Erikson and

Maslow. Journal of Religion, Spirituality & Aging, 21(1-2), 73-87.

Poston, B. (2009). An Exercise in Personal Exploration: Maslow’s Hierarchy of Needs.

347-353.

Fallatah, R. H. M., & Syed, J. (2017). Employee Motivation in Saudi Arabia: An

Investigation Into the Higher Education Sector. Springer.

Ying Huang, Yan Feng (2015). The second section studies and comments on staff

morale. China Management Information. 116-118

Beri, R. L., Williamson, N. C., & Powell, T. (1984). Industrial Salesforce Motivation:

A Critique and Test of Maslow's Hierarchy of Needs. Journal of Personal

Selling and Sales Management, 4, 9-16.

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APPENDICES

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Appendix A: Questionnaire

Part I: General Question

1. Please select your gender:

A. Female

B. Male

2. Please select your age group:

A. Less than 20 years old

B. 21-25 years old

C. 26-30 years old

D. More than 31 years old

3. Please select your monthly income group:

A. Less than 19,999 THB

B. 20,000THB-39, 999 THB

C. 40,000THB-59, 999 THB

D. More than 60,000THB

4. How many years have you work in this company?

A. Less than half a year

B. Half a year – one year

C. More than one year

5. Please select your nationality:

A. China

B. Thailand

Part II: Staff Morale

(Five degrees: 1. Strongly disagree, 2. Disagree, 3. I don’t know, 4. Agree,

5. Strongly agree)

6. I’m proud of my company.

7. I believe our company’s goal.

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8. I have high loyalty of my company.

9. I have the sense of shared purpose in my company.

Part III: Maslow’s Hierarchy of Needs Part

(Five degrees: 1. Strongly disagree, 2. Disagree, 3. I don’t know, 4. Agree,

5. Strongly agree)

Physiological needs:

10. My salary can support me for my basic daily needs, like living, eating

and clothing.

11. I have a comfortable working environment in my company.

12. I can get fundamental office supplies in company.

Safety needs:

13. My salary makes me feel secure.

14. I think my work is stable.

15. My working environment makes me feel restless.

Social needs:

16. I can always get help from my company when I deal with problem.

17. My leader always can give me guidance on my work performance.

18. I can make close friend in my company.

Self-esteem needs:

19. I get enough recognition from my supervisors.

20. I get enough respect and acceptance from co-worker.

21. People outside company think my work is a highly respected job.

Self-actualization needs:

22. I have sense of self-fulfillment of my work.

23. I see a clear career growth since I get this job.

24. I think I reach my full potential of my ability in my work.

24

BIOGRAPHY

NAME Miss Yujing Zhang

DATE OF BIRTH 19/03/1996

PLACE OF BIRTH Yunnan, China

INSTITUTIONS ATTENDED Bachelor of Public Administration, South

China Agricultural University 2018

Master of Management, Mahidol University,

2020

HOME ADDRESS Jing Xiu XI Yuan, Wuhua DIstrict,

Kunming, Yunnan, China

LOW STAFF MORALE ANALYSIS IN THE COMPANY BASED ON …

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