CHAPTER TWO REVIEW OF LITURATURE
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1 CHAPTER TWO REVIEW OF LITURATURE This chapter describes a review of literature in order to provide the idea of conducting this study. Relevant literature includes: 1) the concept of job satisfaction and motivation, 2) the concept of cabin crew, 3) the concept of hotel management, 4) relevant studies, and 5) summary. 2.1 THE CONCEPT OF JOB SATISFACTION AND MOTIVATION It is stated in Corporate Leadership Council (2003) that the findings from several researches starting from 1980 share the same idea in regard to the existence of links between employee satisfaction, productivity, and financial performance. When employees are satisfied with their jobs, they will complete their tasks with quality, which will result in company profit. Therefore, how to make employees happy to work should be addressed. Work behavior is basically affected by employees needs and expectations. If employees are motivated in pleasant ways, this will affect their satisfied behavior toward their work. Motivation Theory is used to explain the motivation means to make the employees enjoy working. There are various theories related to motivation, however there are only two theories stated in this study which are: Need Theories, consisting of Maslow s Need Hierarchy Theory, Alderfer s Existence, Relatedness, Growth (ERG) Theory, and Herzberg s Two-Factor Theory; and Reinforcement Theory Need Theories Maslow s Need Hierarchy Theory was introduced by Psychologist Abraham Maslow in He proposed that people need 5 basic physical and mental elements in different proportions which are usually presented in pyramid shape (Figure 1). Once one is fulfilled, people will move on to the next level. The five levels of basic needs are as followed:
2 8 1) Physiological needs is the most basic need which is essential to live our life, for instance, the need of water, food, air, sex, etc. This need is mandatory; therefore it is in the lowest part of the pyramid. 2) Safety needs which include security and safety of life. People need to be protected from possible danger by having safety, shelter, and health insurance and need to be protected by rules or law. 3) Social needs are the need belong to someone or society. People need to be loved, be in relationships with others, and also be involved in society, community, or a specific group. 4) Esteem needs are the higher level of human needs. In this stage, after the first needs are fulfilled, people would like to have self-esteem. They want to be independent, to accomplish, and to be recognized. 5) Self-actualization needs are the highest stage of human needs in Maslow s theory. People who have self-actualization will have self-awareness and they seek something to fulfill their personal growth, experience, and potential. Figure 1. Maslow s hierarchy of needs pyramid. From Bottom of the Pyramid Shelter Technology to create employment and provide homes, by Hennie, Retrieved from
3 9 Since Maslow s Hierarchy of Needs Theory has been introduced, there were many researches conducted to support the theory, in addition, there were some researches that noted that the theory was not always ranked in a hierarchy order (Aamodt, 1999; กานดา จ นทร แย ม, 2546). Afterward, in 1972, Alderfer suggested his ERG theory which was quite similar to Maslow, but in his case, the needs did not need to be in that order. He proposed that people s needs could be divided into 3 groups which are Existence needs, Relatedness needs, and Growth needs. Alderfer referred to his Existence needs as human basic needs in order to survive, which included physiological needs and safety needs in Maslow s theory. The need to be related in human society or the social needs of Maslow were referred to as Relatedness needs. Lastly, Growth needs were the need to improve people s potential; part of Maslow s Esteem needs and Self-actualization needs. In ERG theory, Alderfer explained that people would love to fulfill their needs from lower level to higher level. However, if the higher level could not be responded, people would seek more satisfaction on the lower level instead. Therefore, in case an organization could not provide further career path for their employees but the existence or relatedness needs of employees were completed, there was still a motivation to encourage staff to continue working for the organization. As a result, the lowest level of needs of the employees should have been fulfilled (Alderfer, 1972). As well as Maslow and Alderfer, Herzberg had developed his Two- Factor Theory. Herzberg s two factors consisted of motivator factors and hygiene factors which are related to job motivation. Motivator factors were internal factors of each one to work, such as responsibility level, growth opportunity, and characteristics of the job itself. On the other hand, hygiene factors were job-related extrinsic factors which would affect employee dissatisfaction if the factors were absent, for instance, working environment, relationship with colleagues, and pay and benefits. Somehow, the hygiene factors itself could only be neutral when they were met. Herzberg stated that job satisfaction and motivation could occur only when both motivators and
4 10 hygiene factors presented (Aamodt, 1999; กานดา จ นทร แย ม, 2546). The association of Maslow s, Alderfer s, and Herzberg s theories is presented in figure 2. Figure 2. Association between Maslow, Alderfer, and Herzberg theories Maslow Alderfer Herzberg Self-actualization Esteem Social Safety Physiological Growth Relatedness Existence Motivators Hygiene factors Adapted from Applied Industrial/ Organizational psychology (p. 381), by Aamodt, M. G., Pacific Grove, California: An International Thomson Reinforcement Theory Reinforcement theory has been developed by B.F. Skinner from the classical conditioning theory of Pavlov which focused on particular responses to a conditioned stimulus. Skinner stated that a desirable behavior can be reinforced by giving a reward to a person, whereas, unpleasant behavior can be diminished if it is not reinforced. The reinforcement can be divided into two types: positive and negative. Positive reinforcement is the way to strengthen an action which will bring satisfaction to that person over and over again such as pay and benefits, acceptance, and respect. Besides, negative reinforcement is the way to diminish an unpleasant feature which will decrease the satisfaction level of each person to do things. For example, if a company provides a line station hotel where cabin crew is pleased to accommodate (positive reinforcement) or if the line station hotel is too far from the airport which makes cabin crew not satisfactory with it, then if the company decides not to use that unpleasant hotel (negative reinforcement), cabin crew will be more willing to work on an overnight Chiangmai flight. However, there is confusion
5 11 between negative reinforcement and punishment, that is, negative reinforcement is to encourage people to behave desirably, whereas punishment is to eliminate undesired behavior (Encyclopedia of Management, 2009). 2.2 THE CONCEPT OF CABIN CREW Cabin crew or cabin attendant or flight attendant is a group of persons who provide services to passengers on the airplane. Where required by law, cabin crew is expected to be available on board in many airlines to ensure the passengers safety, security, and contentment (U.S. Department of Labor, 2009). As they are the front line workers of the airline, they are the key factors to impress the airlines customers and bring success to the company. Normally, flight attendants start their duty at least one hour before takeoff. They need to get information about the flight and all passengers special requirements and get their duty assignment from the captain. They check and verify that all safety and electronic equipments on the airplane are available and in working condition. Also, they have to ensure that foods, beverages, newspaper, and other amenities are adequate for service. After that, when passengers enter the airplane, the cabin crew welcome them with the Wai and warm smile, lead them to their seats, and facilitates where to keep their carry-on items. When the airplane is ready to takeoff, flight attendants instruct the passengers on how to use the emergency equipments and ensure that all circumstances are organized for safety reason. During the flight, the cabin crew takes care of passengers and assists them when an emergency occurs. When the airplane reaches the destination airport, cabin crew checks the cabin tidiness again before leaving the aircraft. Moreover, staying at any line station hotels is reckoned as cabin crew are still on duty. (U.S. Department of Labor, 2009; Thai Airways International Public Company Limited, 2008b) In Thai Airways International, it is estimated that there are about 6,000 cabin crew at the moment of conducting this study. As the job characteristics of flight attendants are quite outstanding from other employees, they need to be punctual, highly responsible, flexible, self-aware, and strictly comply with all regulations. Therefore, there are several rules and regulations for cabin crew and also there are
6 12 punishments for the cabin attendants who break the rules or do not follow the regulations. From the fact that cabin crew are working in shifts in a limited space of work, under a low level of oxygen, they always suffer from both physical injuries and mental health that may occur at any time. As a result, their earning and benefits should be provided appropriately to compensate the risk of the unhealthy conditions related to their work. The welfare services provided to cabin attendants by Thai Airways International can be divided into two forms; cash benefits and non-cash benefits. Elements in non-cash benefits include leave for specific purposes, complimentary air ticket and discount, uniforms, uniform laundry service, training, and also accommodation at any overnight destination (Pongrutai Chotayakrit, 2000; Sarinthip Poungsaard, 2003). 2.3 THE CONCEPT OF HOTEL MANAGEMENT From Medlik, 1989, he mentioned that the hotel is a place for people to stay when they are away from home. The role of the hotel is not just the shelter for tourists and travelers, it plays an important role in providing meeting and conference rooms, being another attractive place for visitors, providing currency exchange to foreigners, being an employer of large groups of people, being another channel of selling products of the hotel industry, and also providing amenities such as restaurants and bars to local residents. The hotel industry has been developed in accordance with the development of travel which can be divided into three periods. In the middle of the nineteenth century, people generally traveled within their country for business and leisure reasons mainly by road. Therefore, there were inns and hostelries along the highway and in major cities available at that time. During the period of , railway and steamships were invented so traveling between country and continental became popular. Hotels, guest houses, pensions, and boarding houses play an important role in the hotel industry. Lastly, in the middle of the twentieth century, due to the means of transportation has been fully developed; people were more at ease to travel abroad and the number of travelers increased extensively. Consequently, the hotel industry
7 13 was in a highly competitive situation so that they tried to attract customers by creating something new such as holiday camps, holiday villages, and hotels. In a total market concept, there are several elements of the hotel products. Firstly, its location is an important key to the hotel s success. The place considered to be a good location is downtown which is easy to access and convenient. Secondly, its facilities such as bedrooms, restaurants, conference rooms, and other facilities for leisure such as fitness center and swimming pool which are provided based upon the size of the hotel. Next element is its service, which can be sent to the customers through both hotel staff and hotel facilities. The manner and style of service are varied according to the hotel concept. Image is another element included in the hotel products which is the appearance of the hotel imprinted in the customer perception and the position of the hotel which it needs to represent. As a final point, price is the last element of the hotel products which should worth the customer expenses on the hotel product and service. Hotel users can be classified into 3 groups by the main purpose of using the hotel as holiday users, business users, and others users. Holiday users are the customers who travel for their leisure. They may stay for a short or long period. So the resort-oriented and seasonal hotels are considered as well as the price of the hotel. Business users are the customers who travel for their work. For this group of customers, hotel location is the first priority whereas the price is less sensitive. Other hotel users are the customers who stay at the hotel for certain purposes such as participating in the wedding ceremony or temporary staying for a personal reason. This type of customer is more varied than the other two groups of users. The guest room is the basis of the hotel management therefore housekeeping is one of the important departments. It is estimated that one hotel guest spends at least one third of his time staying in his room. The cleanliness and organization of the room are the responsibility of the housekeeping to impress the guests. They also take care of other guest service such as laundry and babysitting. Food and beverage service is the second key activity of many hotels. Breakfast is mostly included in the room package. The customers can have their breakfast in the hotel restaurant or they can use hotel room service ordering their breakfast and it will be served in their room but there will be some charges for this service.
8 14 At present, for the reason that the purposes of staying at a hotel are diverse, the category of the hotels vary accordingly. The star rating system is used to rank the hotel products which is considered from the hotel facilities and services, for instance, room/bathroom, breakfast, 24 hour staff service, television and radio in room, room service, cocktail bar, fitness or sauna, swimming pool, and parking lot. (Baird, 1988) 2.4 RELEVANT STUDIES The study on the direction of providing welfare services for cabin attendants of Thai Airways International Public Company Limited following privatization was conducted by Pongrutai Chotayakrit in Participants in this study were 336 chief cabin attendants and cabin attendants. The dominant problem from working condition of the respondents was insufficient rest. The welfare services provided by the company were cash and non-cash benefits. The expectation of the cabin crew on their benefits received after the privatization of the company, especially cash benefit, was high, whereas expectation on non-cash benefit was medium. However, the expectation on accommodation which was one of the non-cash benefits was rated as high. Also, the accommodation was ranked as it should be improved. Similar to Pongrutai Chotayakrit, 2000, the study of Sarinthip Poungsaard, 2003, about the cabin attendants satisfaction on welfare provisions of Thai Airways International Public Company Limited was conducted among 365 cabin attendants. The study found out that the satisfaction on both cash and non-cash benefits was rated as medium. In addition, their satisfaction on accommodation or line station hotel was ranked at medium level as well. The reason that the respondents were not satisfied with the benefit they received was because they obtained inadequate information about their benefits, there were many processes when requesting for their benefits, and there was too much workload until they had no time to apply the benefit requests. Boonmon Wongsunopparat, 1999, studied on job satisfaction of cabin crew attendants in Thai Airways International Public Company Limited in 351 cabin crew to explore the level of satisfaction on their job and to compare the level of satisfaction on the job between groups of participants categorized by their working experience. It was found that working experience was not a factor affecting the level of satisfaction on their income and benefits they received which was rated at high.
9 SUMMARY In conclusion, as the nature of work of cabin crew is highly at risk to their health condition, they expect to gain high payments and benefits from the company. When they arrive at the destination, the cabin crew requires taking rest in a good accommodation. Therefore, the line station hotel should be well-considered about its location, facilities, service, image, and price. If the cabin crew has enough rest and relaxation while staying at the hotel, they will happy to perform their tasks on board. This results in their productivity, customer satisfaction, and company benefit in a positive way. In addition, the hotel itself may apply the findings from this study to develop its service further.
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