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The Research of Motivation of the Generation of Post-80s Sales Personnel Based on the Theory of Psychological Contract

Author: BaiYuHe
Tutor: JinYanPing
School: Dongbei University of Finance
Course: Human Resource Management
Keywords: The generation of post-80s sales personnel Psychological contract Motivation
CLC: F272.92
Type: Master's thesis
Year: 2010
Downloads: 371
Quote: 0
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Abstract


As the time goes forward, the generation of post-80s grow up and cut a figure in this era. They are becoming employees in China’s companies and main force in the market of human resource who are concerned by all the people. However, many managers in China’s companies find out that the management methods they used in the past years do not function well on the generation of post-80s. So, how to use new thoughts and methods to manage these post-80s employees and explore the theory and practice of motivation which is adapt to the time is becoming the issue that are concentrated by theorists and practitioners in the field of management.As the government makes continuous macro-control of real estate market, competition goes fiercely recently. Because of the great pressure of real estate sales, the loss of salesmen is up to a high level. The high rate of employee loss brings a lot of negative effects, including the loss of business and clients, direct economic loss, increasing cost of human resource restructure.. At the same time, the work continuity and quality, stability and loyalty of the people who still work in these companies will be effected. If there are no effective methods to stop the loss of employees, continuous development potentials and competitive power of real estate companies will be effected in the end.Or even they will be go bankrupt in the end. Human resource management in real estate companies are facing with great pressers. Traditional management methods are not effective, especially to post-80s employees. How to use new methods which is adapt to the development of this time to motivate salesmen of the generation of post-80s is the most urgent task to managers.This thesis takes several major real estate companies in Dalian as an example. On the basis of previous studies, through deep analysis of characteristics and psychological contract of the generation of post-80s employees, I find out the reasons that psychological contract has some kind of effect to psychology and behavior of the generation of post-80s employees. And then, from the perspective of the psychological contract, I analyze motivation methods of employees and try to design a set of suitable theoretical incentive mode for post-80s sales personnel, the special group.The research methods of this thesis are basically including:(1) Text analysis, Take the psychological contract and incentive mechanism that pre-survey collected as texts, and then preliminarily extract sample text that is suitable for post-80s employees. (2) Questionnaire. Based on the psychological contract and motivation that obtains from text analysis and the existing research, I design questionnaire that this research needs, which is used to investigate psychological contract of post-80s employees, to make a further statistical analysis. (3)Statistical analysis. By factor analysis, correlation analysis, Canonical Correlation Analysis and Multiple stepwise regression analysis, I analyze survey result and further discuss the relationship between the psychological contract and incentive mechanism of post-80s salesmen.This thesis mainly includes five parts. The first chapter mainly elaborates background, aim, idea and methods of the research. In the end of this chapter, I illustrate a few innovation of the research. The second chapter mainly review relative literatures and researches. This part mainly summarize the psychological contract research outcomes at home and aboard, including the definition, contents, characters and schools of psychological contract. At the same time, this part summarizes motivation theory and some research outcomes that relate to the psychological contract. Finally, this part has a comment on the research of post-80s employees at home and abroad and introduce basic situation about real estate firms. The third chapter is empirical research. This part mainly includes research model, assumptions, questionnaire design, variable definitions, the method of statistical analysis and collection of data. The forth chapter is about the data analysis. As to the aim and assumptions of this research, this part designs questionnaire, based on the mature scale. The writer conducted a survey in some enterprises, using the statistical analysis software SPSS 17.0 to prove the hypothesis. This chapter is the core of this article. The fifth chapter is conclusion. This part mainly makes a conclusion of the whole work, sort out main results and finally makes a prospect of further research.

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