Discuss how management of an airline might motivate its cabin crew. You should
make reference to relevant motivation theories you have studied. (20)
PLAN
Introduction
Motivation definition
Motivations can either be extrinsic/intrinsic and motivation methods can include financial and
non-financial
There are several key motivational Theorist; these are Taylor, May, Herzberg and Maslow
Body
Discussion of the role of cabin crew and the type of work and type of person that may undertake
the role
Discussion of the appropriate motivation methods, both financial and non-financial that may be
suitable and applicable for cabin crew.
Also brief mention of unsuitable motivation methods.
Whilst discussing the specific financial and non-financial motivators, reference should always be
made to the specific motivation theory and its school of thought.
Conclusion
Referring back to the initial question, you should conclude that you believe that the cabin crew
would be motivated by your proposed financial and non-financial motivation methods.
Conclusion should include why other methods were not applicable in this particular situation.
Copyright © 2016 Gerard Coll
(Introduction)
Motivation describes the factors that arouse, maintain and channel behaviour towards a specific
goal. The goal for motivating the cabin crew is to provide excellent customer service and to be
diligent in providing a safe environment for travel. What is important for the airline is that they
ensure that their cabin crew are motivated to perform their very important duties. The airline
could use a combination of intrinsic and extrinsic motivators; financial and non-financial
motivators which all have their foundations from motivational theorists that have written on this
subject for over a century. The writers include, Taylor, Mayo, Maslow and Herzberg. All with
different approaches and from different Schools of Thought. (112)
(Body)
Before discussing the motivational methods that the airline could use to motivate its cabin crew,
it is important to assess the both the type of person and the type of job. These two factors are
the basis on which motivational methods are selected to appeal to the individuals employed. The
role of cabin crew is a responsible position due to the safety role of their position. It also requires
a good level of social skills as they would be communicating to customers throughout their
working day. However, it would not be considered a ‘professional’ job requiring a high level of
academic/intellectual ability. Therefore, the pay for cabin crew would not be as much as for a
Doctor or Lawyer. (119)
Financial Motivators
Taylor suggested that employees are ‘economic animals’ and that their primary motivator is
money. Cabin crew would regard money as an important motivator as it allows them to fulfil their
basic human physiological and shelter needs, as Maslow suggested. However, I do not believe
that Cabin Crew are solely motivated by money. The role of cabin crew allows for significant travel
opportunities and that this might be a significant motivator in undertaking the role of cabin crew.
The pay scale that this type of worker would receive would not be a significant amount, but it
would also not be at minimum wage level. Therefore, cabin crew may view their pay as Herzberg
suggests as a ‘hygiene factor’. What this means is that if their pay should not be regarded as a
motivator, but as a factor that could demotivate/dissatisfy if it was not at the level expected.
Cabin crew would be paid a monthly salary at a semi-professional pay scale. It would not be a
significant amount, but it would definitely allow them to meet their basic human needs (Maslow).
The airline may decide to pay their cabin crew at a slightly higher rate then their competitors. This
may then attract a higher level of staff which would then allow them to provide a higher level of
customer service.
Copyright © 2016 Gerard Coll
The role of cabin crew is also to sell perfume, make-up and other similar products on board the
plane. There may be an opportunity to pay the staff commission on any products that they sell.
Commission would be a payment system similar to piece-rate. A payment method proposed by
Taylor in the early 20th century. However, the airline should be careful not to motivate the cabin
by the ‘hard sell’ of products, as it may cause the travelling customers to feel under pressure and
this may impact the levels of customer service. Their salary should be the predominant financial
motivator. Of course, overtime rate should also be paid if planes are delayed and staff are required
to work longer than expected.
Non-financial Motivators
Although not regarded as a highly paid occupation, the cabin crew role provides employees with
a great opportunity for travel and being able to visit different locations around the world. The
airline can provide several non-financial motivators that can take advantage of this situation.
Firstly, they could provide the cabin crew with nice hotel accommodation, if they are required to
‘stop-over’ in different countries. Extending ‘stop-over’ times in nice hotels could be a nice fringe
benefit (perk) for the cabin crew. Elton Mayo suggests that teamwork and social interaction are
very important for improving motivation levels. Maslow also saw this as important in his hierarchy
of needs. The airline could create teams of cabin crew, specifically responsible for specific flights
or specific airplanes. This would hopefully generate a good team spirit and ‘affiliation’ amongst
the team and improve motivation. The airline could also provide opportunities for training and
promotion. Even perhaps the opportunity to train as a pilot. This would satisfy both Maslow’s
self-esteem level and Herzberg’s Motivation factors of responsibility and advancement. (510)
(Conclusion)
In conclusion, based on the writings of several motivation theorists, the airline has the
opportunity to implement a combination of financial and non-financial motivators. The
combination is dependent on the specific role of cabin crew. What’s apparent is that there are
motivational methods that would not be appropriate; these would include Taylor’s piece-rate.
However, a variation of piece-rate could be employed (commission) but the cabin should not rely
on this payment method as they primary source of income. The cabin crew should be paid a
standard salary according to the role and responsibilities required. What is important for cabin
crew is to provide them with a selection of non-financial motivators that enhance their enjoyment
of the role, and improve their motivation. Providing them with opportunities for advancement
and recognizing good work when they have achieved specific work goals. Performance Related
Pay could also be a good method of motivation. As a team, the cabin crew could be rewarded
Copyright © 2016 Gerard Coll
with bonuses or higher pay if their team were successful in providing an efficient and effective
flight experience for the customers.
Providing a combination of appropriate motivational factors should enable the cabin crew to both
enjoy the work that they do whilst also providing them with a level of pay that will keep them
satisfied and motivated. Ultimately, a satisfied and motivated worker will be an effective and
efficient productive worker. This will only benefit the airline in the short, medium and long-term,
with greater productivity, less absenteeism and less staff turnover. (250)
Approximately 950 words. Possibly too long – this could be reduced to 500-750 words.
Copyright © 2016 Gerard Coll