Role of Motivation
The Role of Motivation as a Moderator of the Job Demand– Burnout–Performance Relationship among Service Employees in a Social Marketing Campaign
Rajeev Verma*, Jyoti Verma**
The key to a successful implementation of any social marketing campaign is learning what will work with the target population for sustained behavioural change. To foster this process, the role of frontline employees is very crucial. The purpose of this study is to investigate the role of job motivation in the burnout process. The data has been collected from 112 frontline employees engaged in the implementation of Total Sanitation Campaign (TSC). The level of mediation of burnout on job performance and employee turnover intentions has been examined along with the moderating effect of job motivation. Result shows that burnout mediates the effect of job demand and job resources on job performance and turnover intentions. Further, motivation also buffers the dysfunctional effects of burnout on job outcomes. The key implication of the study is that service organizations should hire individuals with higher motivation for frontline positions to get a better job–person fit and improved overall project implementation. Key words: Grounded theory, collaborative tools, global virtual team, virtual team effectiveness, demographic dissimilarity, trust.
Introduction Social marketing seeks to influence societal behaviour not to benefit the marketer, but to benefit the target audience and the general society. Social marketing is the application of commercial marketing concepts and techniques to the target population intended to achieve the goal of positive social change (Kotler and Zaltman, 1971). Any successfully implemented social marketing campaign first understands the target population for sustained behavioural change. The target population is more likely to adopt a desired behaviour if the intended project assesses and subsequently tries to change beneficiary’s attitude, their perceptions of
Rajeev Verma*, Jyoti Verma**
The key to a successful implementation of any social marketing campaign is learning what will work with the target population for sustained behavioural change. To foster this process, the role of frontline employees is very crucial. The purpose of this study is to investigate the role of job motivation in the burnout process. The data has been collected from 112 frontline employees engaged in the implementation of Total Sanitation Campaign (TSC). The level of mediation of burnout on job performance and employee turnover intentions has been examined along with the moderating effect of job motivation. Result shows that burnout mediates the effect of job demand and job resources on job performance and turnover intentions. Further, motivation also buffers the dysfunctional effects of burnout on job outcomes. The key implication of the study is that service organizations should hire individuals with higher motivation for frontline positions to get a better job–person fit and improved overall project implementation. Key words: Grounded theory, collaborative tools, global virtual team, virtual team effectiveness, demographic dissimilarity, trust.
Introduction Social marketing seeks to influence societal behaviour not to benefit the marketer, but to benefit the target audience and the general society. Social marketing is the application of commercial marketing concepts and techniques to the target population intended to achieve the goal of positive social change (Kotler and Zaltman, 1971). Any successfully implemented social marketing campaign first understands the target population for sustained behavioural change. The target population is more likely to adopt a desired behaviour if the intended project assesses and subsequently tries to change beneficiary’s attitude, their perceptions of