African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Strategies to improve the level of employee motivation in the fast food outlets in Cape Town, South Africa

  Nnenna E. Ukandu and Wilfred I. Ukpere  
  1Department of Business Administration, Faculty of Business, Cape Peninsula University of Technology, Cape Town, South Africa. 2University of Johannesburg, Department of Industrial Psychology and People Management, Faculty of Management, Johannesburg, Republic of South Africa.  
Email: [email protected]

  •  Accepted: 19 September 2011
  •  Published: 16 November 2011



Motivation increases the level of performances of employees and also increases their commitment in the workplace. This implies that motivating workers is very important. The fast food workers are unique and have their individual needs, potentials, values and goals. Job satisfaction leads to job motivation. Therefore, when workers are satisfied, they tend to be motivated to work. The study points out the strategies that could be used to improve the level of motivation of the fast food workers and also discusses the causes of low employee motivation within the organization. This will also assist the management of the fast food industries in improving the performances of their employees. A case study approach was used for the survey because only the fast food industries were involved. Information was obtained from both the operational workers, administration, cashiers and the managers. A total of 200 closed-ended questionnaires and open-ended semi-interview questions were distributed and 123 employees responded which gave a response rate of 62.5%. Research proved that the rate of personal growth of the employee’s in their workplace was not satisfactory with a rate of 56.1% respondents. Also, the flexible time plan was not satisfactory to the workers because they were being given a flexible time sometimes especially when their workplace is very busy. In addition, the employee’s were not given the privilege of making decision in their workplace especially in the areas that concerns them. However, the researcher recommended that the fast food workers should be empowered in different ways, to give them opportunities to share their views. Also, the skills should be developed through coaching and feedback system. The study includes only the fast food workers that have at least six (6) months experience. This is to obtain a reliable and valid result.


Keywords: Motivation, work environment, working conditions, employee performance, organizational commitment, job satisfaction, recognition, promotion.