Branded restaurants employees’ personal motivation, flow and commitment

• Published in: International journal of contemporary hospitality management Vol. 30; no. 3; pp. 1845 - 1862
• Main Authors: Watson, Alastair W, Taheri, Babak, Glasgow, Steven, O’Gorman, Kevin D
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.03.2018; Emerald Group Publishing Limited
• Subjects: Age; Brand loyalty; Consumers; Cost control; Employee attitude; Employee turnover; Employees; Gender; Hospitality industry; Job satisfaction; Motivation; Restaurants; Studies; United Kingdom > UK; Personal motivation; Commitment; Restaurants; Flow
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-02-2017-0075

Purpose Augmenting employees’ commitment is of important interest to hospitality managers, particularly in the branded restaurant industry where the workforce is often transient. This paper aims to identify and analyse if levels of personal motivation and flow are drivers of commitment, and if the relationship between the variables is moderated by length of service, age and gender. Design/methodology/approach The study is a large-scale empirical investigation of hospitality staff in the UK branded restaurants through 1,133 survey responses, measuring levels of personal motivation, flow and commitment, as well as the moderating effects of multi-group differences among age, gender and length of service. Partial least square structural equation modelling (PLS-SEM) is used for analysis of data. Findings Using PLS-SEM found personal motivation to be important in determining employees’ level of flow and, in turn, employees’ commitment. Using multi group analysis, results revealed that relationship among personal motivation, flow and commitment played superior role for older employees and working for a long time in a hospitality organisation than those younger and working less than five years. No significant differences between male and female staff are found. Research limitations/implications Through finding flow and personal motivations to be drivers of commitment, branded restaurant practitioners can focus on emphasising these elements in their employees to increase commitment. Further, part-time roles are often taken by people likely to be non-committal in their job needs, e.g. students funding their studies. By focussing on extending lengths of service to meet the optimum years identified, managers can fortify their businesses. Originality/value The paper is one of few large-scale quantitative studies to examine personal motivation, flow and commitment in the context of UK branded restaurants. It identifies that employees exhibit higher levels of commitment through intrinsic values over time, and establishes relationships between the constructs of flow, personal motivation and commitment.