ZENITH

"...the things people said positively about their job experiences were not the opposite of what they said negatively about their experiences...." Freder ick Herzberg This paper examines the levels of motivation and satisfaction experienced by the employee in the independent retail sector. Portrayal upon Maslow‘s theory of motivation, the paper reports the results of sixty one qualitative interviews with staff. The structure of the retail labour markets is first examined. The paper then considers levels of job motivation and satisfaction. Both extrinsic and intrinsic factors are considered. The day-to-day interaction with customers, the level of responsibility held and working with fellow colleagues are all seen as positive aspects of the job. Alternatively, rude customers and unappreciated employers were held to be amongst the most negative factors. The paper includes with a discussions of these results.