Running Head: Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

CRITICAL ANALYSIS OF THE EFFECTIVENESS OF THE

BRITISH AIRWAYS HR IN EMPLOYEE MOTIVATION

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Abstract

This research has conducted a critical analysis on the importance of effective Human

Resource Management in developing the motivation of the employees. With reference to the

topic this research has considered British Airways and has analysed the companies Human

Resource Department in conducting various activities to raise the motivation of its employees.

Chapter 1 of this paper has identified the purpose of the study. Chapter 2 has conducted the

literature review associated with it followed by Chapter 3 which has dealt with the research

methodology. Chapter 4 has focused on the findings from this research followed by

recommendations in the chapter 5.

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Acknowledgement
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Table of Contents
Chapter 1: Introduction............................................................................................................... 5
1.1 Introduction....................................................................................................................... 7
1.2 Background ...................................................................................................................... 7
1.3 Research rationale ........................................................................................................... 9
1.4 Aim ..................................................................................................................................11
1.5 Objectives........................................................................................................................11
1.6 Research questions .........................................................................................................12
1.7 Significance of the study ..................................................................................................12
1.8 Dissertation structure .......................................................................................................13
1.9 Summary .........................................................................................................................14
Chapter 2: Literature review ......................................................................................................15
2.1 Introduction......................................................................................................................15
2.2 Human resource management in Airline industry .............................................................15
2.3 Motivation and its importance in managing employees ....................................................16
2.5 The role of HRM in implying organisational motivation.....................................................18
2.6 A set theoretic approach of leveraging employee motivation ...........................................19
2.7 The relation of motivational aspect and job satisfaction among employees .....................20
2.8 Critically analysing relevance of employee motivation in increasing organisational
productivity ............................................................................................................................22
Reference list ............................................................................................................................24
Appendices ...............................................................................................................................31
Appendix 1: Maslow’s motivation model ................................................................................31
Appendix 2: Herzberg’s two factor theory ..............................................................................32
Appendix 3: Business service triangle ...................................................................................33
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

List of figures
Figure 1.1: Growth of employee background in British Airways .................................................. 8
Figure 1.2: Market growth of British Airways .............................................................................. 9
Figure 1.3: Customer attraction rate of British Airways ..............................................................10
Figure 1.4: Dissertation structure ..............................................................................................13
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

List of tables
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Chapter 1: Introduction

1.1 Introduction

Human resource management (HRM) of an organisation is responsible for maintaining a

sustainable business environment by motivating employees. It is helpful for the company to form

a trusted employee’s environment and use their potential for establishing goodwill of business

among the range of targeted customers. It has been seen that lack of efficiency among HR

professionals creates dissatisfaction among employees. Business process is affected and the

amount of profit decreases in a prominent manner.

This chapter discusses about the roles of HR of British Airways in motivating employees.

In this respect, research rationale has been highlighted and significance of this study has been

made to develop the effectiveness of this research work.

1.2 Background

HR professionals of a business organisation are directly involved in the process of

employee motivation by means of monetary support and engaging them in appropriate field of

work. It has been observed that the HR professionals of British Airways have implemented

effective training and development programme for enhancing skills of their employees

(Britishairways.com, 2020). As mentioned by Rodriguez & Walters (2017), developments of

employee skills are important to handle customers’ requirements with better quality of service

process. Hence, the HR professionals of British Airways are emphasising on developing their

workplace culture for motivating employees in a prominent manner. It has been recorded that in
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

2018, this company becomes able to increase their customer experience level about 30% with the

help of healthy service by efficient employees (Britishairways.com, 2020).

Figure 1.1: Growth of employee background in British Airways

(Source: Britishairways.com, 2020)

It is an evident fact that having moral as well as moral support from organisation

motivates employees to work with immense efficiency. As per the words of Parke et al. (2018),

daily basis planning and conducting training sessions are helpful to find out key weaknesses of

employees, so that HR professionals can be able to guide their employees in an efficient manner.

Implementation of healthy work culture by HR management of British Airways becomes the key

reason for enhancing employees’ performance level in a prominent manner. In addition to this, it

can be mentioned that British Airways HR management has focused to apply sustainability

policy to maintain their leadership potential at a constant manner (Britishairways.com, 2020). In

presence of healthy leadership, the employees are motivated to work with their best for

developing the business process.

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

1.3 Research rationale

Employee motivation is the key way to maintain a stable business environment along

with a good market reputation. As opined by Khoreva & Wechtler (2018), lack of efficiency

among HR professionals impact on managing employees’ satisfaction rate that ultimately leads

to hamper business efficiency. The issue is based on the fact that lack of ability for employee

management among HR professionals of British Airways impacts on employee satisfaction rate

and as a result of this, employee turnover rate has been increased by 5.2%. It is harmful for this

organisation to be stable in competitive market in Airline industry.

Figure 1.2: Market growth of British Airways

(Source: Anna.aero, 2020)

It is an issue because it is hampering their market value and attracting customers from

different national and international sources. Besides, lack of employee motivation is affecting the

process of maintaining effective business communication. As a result of this, British Airways is

facing problems to maintain a stable customer background. As mentioned by Guest (2017), lack
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

of efficiency among employees affect of business development process and, thus, it affects on

earning the required amount of revenue.

It has been now considered as the key issue because it is making British Airways weak to

compete with other companies such as Easy jet and Flybe in airline industry. Their annual

revenue amount is decreasing and market share is reducing in a prominent manner. At the recent

era, market competition among different organisations of airline industry has become prominent

in terms of providing healthy tourist facilities. In this respect, weak business culture affects the

process of employee motivation and this, in turn, effects of their market reputation in a negative

manner (Britishairways.com, 2020). It has been observed that this situation in business process

makes the customer base of this company weaker which affects the amount of annual revenue in

a negative manner.

Figure 1.3: Customer attraction rate of British Airways

(Source: Anna.aero, 2020)

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

This issue shed light on the fact that critical development of abilities of human resource

professionals in an organisation is necessary to motivate employees in a profound manner. In the

views of Korff, Biemann & Voelpel (2017), different HR policies such as effective employee

remuneration as well as weekly training sessions are helpful to enhance overall productivity level

of the business organisation. Thus, this research study is dealing with this issue to highlight the

key roles of HR professionals in managing employee performance level with the help of critical

motivational level.

1.4 Aim

This research study has aimed to analyse the roles of British Airways HR to motivate the

employees for enhancing business performance level.

1.5 Objectives

● To analyse the importance of motivating employees for developing business performance

in British Airways

● To know about the key strategies that can be helpful to motivate employees in British

Airways

● To find out the key issues which are faced by HR of British Airways in terms of

motivating employees

● To recommend appropriate ways for mitigating challenges related to employees

motivation by HR of British Airways

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

1.6 Research questions

1. Why employee motivation is important for managing service process in British Airways?

2. What are the key strategies that can be helpful to motivate employees in British Airways?

3. Which are the key issues which are faced by HR of British Airways in terms of

motivating employees?

4. What can be the appropriate ways for mitigating challenges related to employees’

motivation by HR of British Airways?

1.7 Significance of the study

This research study becomes helpful to analyse the importance of efficient HR employee

for sustainable growth of the business process. As opined by Guest (2017), employee motivation

is the key source for maintaining a stable market reputation of an organisation in a prominent

way. Thus, it can be stated that the HR management of British airways must play an important

role to meet business objectives with the help of their employees’ efficiency level. At present,

this company is facing a strong competitive environment due to lack of employee motivation

strategies. Other airlines organisation such as Flybe takes part in completion and British Airways

falls behind to maintain a steady customer environment in UK.

Thus, this research study becomes effective to analyse the roles of HR professionals in

motivating employees for enhancing business performance level. In the words of Aybas & Acar

(2017), engagement of healthy employee engagement strategies are advantageous for a business

organisation to maintain their market reputation for a longer period of time. Identifying the

issues of employee motivation in British Airways appears as helpful for this purpose to manage
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

organisational growth by utilising employees’ abilities in serving tourists. In this respect, the

significance of this study becomes prominent.

1.8 Dissertation structure

This dissertation has involved five main chapters including different aspects of a research

work. Chapter 1 has involved the introduction part which has involved formation of aim and

objectives along with highlighting research rationale. Chapter 2 has involved a literature review

that is based on considering a number of literature sources for discussing about the roles of HR

for employee motivation and needs of employee motivation in business process. Chapter 3 has

involved discussion based on research methodology whereas the chapter 4 focuses on collecting

of data and analyse them for having appropriate conclusion. Lastly, the chapter 5 is based on

making conclusions and recommendations on roles of HR in employee motivation in British

Airways.

Figure 1.4: Dissertation structure

(Source: Joyner, Rouse & Glatthorn, 2018, p.65)

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

1.9 Summary

Thus, it can be summarised that highlighting the research aim and objectives become

helpful to proceed with an efficient manner. It has been observed that research rationale has been

discussed to make recommendations on solving issues of employee motivation further. Along

with this, current market scenario of British Airways and its impacts on their business process

have also been analysed in brief. As a result of this, primary focus has been given on the

necessity of efficient human resource professionals in an organisation for managing employees’

performance level. In addition to this, dissertation structure has been made to provide a prior idea

about the key ways to proceed with a dissertation work.

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Chapter 2: Literature review

2.1 Introduction

This chapter is based on critical review and analysis of authentic literacy sources that

include information on the roles and HR to manage employees’ performance with proper

motivation. This chapter has aimed to review the process of employee motivation by applying

healthy business policies by HR professionals of an organisation. In the recent era, most of the

organisations are involved in managing talents for meeting business objectives. Similarly,

different airlines organisations are also focusing on managing their customers’ experience level

with the help of employee potentiality. As a result of this, market completion among different

airlines organisations is developing gradually. Thus, this chapter emphasises on overall

development of business process with proper employee motivation.

2.2 Human resource management in Airline industry

The human resource management of every organisation associated with the aviation

sector needs to play some key responsibilities for successful business operations of the company.

The HR in the airlines needs to handle its employees as well as customers. As per Williams

(2017), it has been observed that the HR personals of the airline organisations need to be aware

of their responsibilities and need to adopt a distinct strategy to deal with other employees. The

primary objective of the human resource management needs to achieve the organisational goals

within the stipulated time. The HR also needs to monitor the various operations conducted by the

companies. In the context of airline industry it has been observed that cargo and transportation of

the passengers from the airport lounge to the flights is a critical task. Delay in transportation may

have a loss of reputation for the companies. On the contrary according to Kaps and Ruiz (2018),
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

the airline industry deals with one of the most competitive business environments in the world.

The human resources of the different airlines companies need to develop certain business

strategies to compete with other rival companies.

It has been observed that there is constant threat from the new entrants and from the big

aviation companies. The workforce of the respective organisations needs to be strategically

framed to have a positive impact on the productivity of the company. The human resource

department is generally responsible for shaping the workforce and conducting the recruitment

procedure in the company. On a different note according to Paek and Lee (2018), it has been

observed that the HR generally has the best insight of the employees and a lot of responsibilities

depend on their shoulders. The duties of the HR department are not limited to the recruitment

process. It has also been observed that there is constant interaction with the customers from the

ticketing to the time of flying. The management needs set the behavioural ethics of its employees

with the customers. Human resource management needs to be specific to set the values for the

organisation which is essential for the employees to follow and maintain a good relation with the

passengers.

2.3 Motivation and its importance in managing employees

Motivation is important for an individual and a company to fulfil the required objectives.

According to Ren (2017), it has been observed that leading business organisations are adopting a

particular motivation model or having a definite approach to raise the motivation level of its

employees. It has been observed that in steep work pressure motivation plays an important part

to raise the moral of the employees which helps the companies to achieve the required company

goals. The aviation organisations need to evaluate its employees and identify the factors which

will boost the motivation of the employees.

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Various organisations throughout the world have adopted a particular motivation theory

for its employees. It is one of the key duties of the human resource management to implement a

particular motivation practice in the respective organisation. As per the views of Alshmemri et

al. (2017), it has been observed that Maslow’s Motivation Theory is gaining prominence in the

aviation industry. As the airlines deal with the lives of passengers in the sky it is important that

the employees of this particular sector have a sound knowledge of safety measures which need to

be followed. With reference to the motivation theory established by Marlow the HR of the

organisations will be able to develop a sense of responsibility within the employees which will

also motivate them during the work.

(Refer to appendix 1)

It is not necessary that the motivational model used by the majority of airline companies

will have a positive impact on all the companies. As per Velmurugan and Sankar (2017), it is

essential for the human source management to evaluate the employees and the work culture of

the organisation and then adopt the required motivation theory or model in the respective

organisation. It has been observed that Herzberg’s Two Factor Motivation Theory has also been

influential in raising the motivation of the employees. The airline industry is one of the vital

services providing sector in the business market. To able to deliver as per the customers’

demands the employees of this sector needs to be proactive. On the contrary according to Qiu et

al. (2019), it has been observed that the employees of this particular industry needs to maintain

various things related to the hygiene of the decks and updating the passengers during the delay in

flight timings and other important announcements. Through this theory the employees will be

motivated to deliver a quality service to the passengers. The human resource department of the

different airlines will be benefited by adopting the Herzberg’s motivation theory which
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

emphasizes to motivate the employees on the basis of responsibility and developing a strong

bond with the passengers.

(Refer to appendix 2)

2.5 The role of HRM in implying organisational motivation

The HRM plays a crucial role in identifying the factors which will increase the

motivation in the airline organizations. As per Kalawilapathirage et al. (2019), the organisations

first need to evaluate its employees and identify the forces which play an important role in

increasing the motivation of its employees. It has been observed that generally there are two

kinds of motivation: intrinsic and extrinsic. It is well possible that for some workers the intrinsic

factors of motivation will be helpful while for other set of workers it could be extrinsic factors.

On a different note as per Perez et al. (2017), intrinsic motivation deals with the different internal

activities prevailing in the organizations. It has been observed that an employee often gets

motivated by the appraisals. For an employee recognition within the company can be very

crucial and the sole purpose of the hard work might well be to gain recognition in the business

organisation. Again rewards and compensation for the hard work can also play an important part

in increasing the motivation of the employees.

The companies need to engage in constant activities to analyse the employees and focus

on the required intrinsic motivational factors to maintain the motivation within the organisation.

According to Garcia et al. (2018), it has been observed that certain group of employees solely

works for the remuneration received from the business firms. Employees associated with the

aviation sector needs to work tirelessly and in the leading airline companies rotational shift is a

common practice. It has been observed that the increase in pay structure or implementing

bonuses may have a positive impact on the work performance of its employees. As per the views
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

of Kuo et al. (2016), everyone in the business sector is interlinked and has detailed information

about the pay scale of the organisations. The HRM of the different airline institutions needs to

conduct a proper market survey before deciding the remuneration for its employees. It has been

well observed that employees are always looking for opportunities with a better salary from his

or her current organisation. Companies with a better remuneration policy generally achieve

growth in its relevant business environment in comparison to the other companies. It is because

employees are ready to work extra hours if they are paid well and monetary benefits has proved

to be the most important extrinsic motivational factor for the employees around the globe

irrespective of the industry

2.6 A set theoretic approach of leveraging employee motivation

A motivated employee contributes heavily in the growth of the organisations. As per

Wirtz and Heracleous (2016), it has been observed that the companies first need to understand

the needs of its employees to have a successful motivational approach established within the

organisation. It has been observed that the organisations needs to divide it employees on the

basis of their performance in the workplace. It generally sends a negative message if all the

employees are treated the same ignoring their performances. On the contrary, according to De

Vos and Cambré (2017), the HRM needs to develop distinctive company levers to increase the

motivation within the employees with respect to the set theory.

Through this particular theory the organisation divides its employees on the basis of poor,

medium and excellent performances. As opined by Jacobs et al. (2016), different factors like the

work culture, rewards and appraisal policy and talent management within the organisation is

responsible for having a positive impact on infusing the motivation for the workers. It has been

observed that different factors are responsible for increasing the motivation of these different
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

sets. Irrespective of the industry and the market share of the organisation it is necessary for the

companies to have a motivated workforce which will help the organisation to achieve the

required company goals within the stipulated time.

The human resource department needs to analyse and evaluate the employee

performances and create these specific sets for developing the required motivational framework

within the company. The HRM needs to adopt the motivational frameworks specifically as per

the different set of employees. It has been observed that for an effective human resource

management many organisations have developed their work culture or has adopted specific

policies for rewarding the hardworking employees. On the other hand Singh and Gautam (2018)

states that different airlines have benefitted from the use of this particular theory to increase the

positivity within the organisation. It has been noticed that the rewards and appraisals policies

generate a healthy competition within the employees of the organisation. Again it is also

observed that a specific set of workers may work to receive promotion and attain a higher level

in the organisation. Division of the employees on the basis of sets is essential for the HR to

implement the requisite approach to raise the motivation among the employees of the company.

2.7 The relation of motivational aspect and job satisfaction among employees

Motivation is important for conducting a work or chasing any objective. Like all the

companies, employees also have some expectations and individual career goals. According to

Rigby to Ryan (2018), it has been observed that job satisfaction can also play a vital factor in

providing the motivation for the employees. Employees satisfied with their current job roles tend

to be motivated in the respective workplace. In many scenarios it has been witnessed that there is

a huge difference with the actual responsibilities which a worker needs to perform in comparison

to their designation in the company. The human resource management needs to conduct timely
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

evaluation of the employees and monitor the activities which are practiced within the

organisation having an impact on motivating or demotivating the workforce of the organisation.

A motivated employee usually spreads positivity within the organisation which has a

positive impact on its work culture. On a different note as per Yousef (2017), often it has been

observed that the HR does not monitor the business activities of the organisation after the

completion of the recruitment process. The HR of any company is handed over the duty to

conduct the recruitment programme to fill the vacancies of various departments. Many

employees experience different situation at the time of their employment which decreases their

motivation which impacts on the productivity of the organisation. It is one of the important

responsibilities of the HR to evaluate the job satisfaction level of the employees.

The HR needs to have the patience to listen to the queries of the employees and suggest a

proper solution for the problems. Every employee wants to have a growth in their professional

level. Growth is only possible if the employee is working wholeheartedly in the respective

organisation. On the contrary as per Malik et al. (2016), it has been observed that until the

employee is motivated from inside that person will not be able to deliver as per the company's

expectations. It has also been observed that job satisfaction plays a positive role in increasing the

motivation of its workers. The HR needs to adopt relevant techniques and strategies to improve

the job satisfaction level within the employees. It has been observed that an employee satisfied

with the working conditions of the company does not only work for the salary but is motivated

enough to support the organisation in achieving the company goals and increase the productivity

of the company.
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

2.8 Critically analysing relevance of employee motivation in increasing organisational

productivity

Employee motivation is strongly essential for developing organisational productivity

level. It is an obvious fact that different organisations under different industries focuses to

develop business productivity in different way. For example, an airline organisation such as

British Airways focuses on employee training procedure to develop their ability for handling

national and international customers. As described by Steers & Lee (2017), without a motivated

workplace, a business organisation can never be able to increase the rate of productivity. In

support to this statement, Korff, Biemann & Voelpel (2017) have mentioned that motivated

workplace not only helpful to develop productivity but also it helps to maintain a well reputed

business base in current industry. This, in turn, becomes helpful for the management to gain huge

rate of customers’ satisfaction in a prominent way. On the other hand, Kampkötter (2017) argued

that sometimes it has been observed that presence of efficient HR professionals in business

process may sometimes unable to manage employees performance level in an efficient manner.

As a reason of this, it can be mentioned that lack of proper supervision on employees’ daily

activities can be one of the crucial reasons for decreasing employees’ efficiency in a negative

manner. Basically the service triangle in business process is maintained by HR professionals in

an organisation.

(Refer to Appendix 3)

In addition to this, it can be stated that employee motivation is necessary for every

organisation to increase potentiality of HR management and different operational management.

As opined by Kuvaas, Buch & Dysvik (2018), capability of employees can be measured by

observing their performance and enhancing training level of organisation. For example, Marks &
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Spencer is an organisation where different innovative fashion retailing is done in order to satisfy

customers. The employees of that company get motivation from their senior to share their

opinion with each other. As per the views of Robescu & Iancu (2016), rrelevance of employee

motivation is to increase effortless work that means employees can work without any stress.

Thereby, this can be helpful to implement innovative ideas on designing entire business structure

along with the performance level. On the contrary, it has been mentioned by Al Mamun & Hasan

(2017), that ineffectiveness of HR professionals to enhance the business process may lead to

increase dissatisfaction among employees that, in turn, impacts on business productivity level in

a negative way. Thus it can be mentioned that employee motivation is directly linked with

enhancement of business process based on development of business reputation and

organisational productivity. As a result of this, the management of an organisation becomes able

to compete with other companies under same industry.

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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Appendices

Appendix 1: Maslow’s motivation model

(Source:
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwi7q4
H5hYPnAhWV63MBHajTAmgQjhx6BAgBEAI)
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Appendix 2: Herzberg’s two factor theory

(Source:
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwi5qP
CShoPnAhXn63MBHbi1CQ0Qjhx6BAgB)
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Critical Analysis Of The Effectiveness Of The British Airways Hr In Employee Motivation

Appendix 3: Business service triangle

(Source:
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwiOuL
TThoPnAhU_63MBHe1rAxwQjhx6BAgBEAI&url=https)