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Contents
Contents......................................................................................................................................................1
INTRODUCTION...........................................................................................................................................2
OVERVIEW OF COMPANY........................................................................................................................2
Task 1 Understand how to formulate a research specification....................................................................3
1A Formulate a research proposal, outlining the specific objectives that need to be addressed ...........3
1B Identify Relevant Literature related to your chosen topic and undertake a critical review of key
references, including appropriate theories and concepts.......................................................................5
1C Develop and discuss the relevant Research Methodology to implement the proposed research and
draw up an appropriate plan, including a time schedule for carrying out the research. ........................8
Task 2 Be able to implement the research project within agreed procedures and to specification..........11
2A Plan and organize the necessary resources and match efficiently to the research questions or
hypothesis so that the proposed research investigation can be undertaken in accordance with the
agreed specification and procedures. ...................................................................................................11
2B Record and collate the relevant data where appropriate and organize in tables if necessary.........13
Task 3 B able to evaluate the research outcomes.....................................................................................17
3A Organize and structure the raw data in tabular format and use appropriate techniques to analyse
the findings in an orderly manner.........................................................................................................17
3B. Interpret and evaluate the results in terms of original research specifications and objectives and
make recommendations with justification............................................................................................23
Task 4 Be able to present the research outcomes.....................................................................................26
4A Present the outcomes of the entire research using an agreed and appropriate format as a written
report.....................................................................................................................................................26
CONCLUSION.............................................................................................................................................28
REFERENCES..............................................................................................................................................29
APPENDIX..................................................................................................................................................31

INTRODUCTION
In the present era, for establishing the long term relationship with employees, it becomes
necessary for the organization to keep their employees motivated towards the workplace as
motivation is the reason for enhancing the work performance of employees. In the present
research paper the current reward system for generating employee motivation would be
studied in the context of Harrods. Further, the objective of the study is to evaluate how well the
reward system functions well and to find out the aspects which should be developed and
improved further so as to enhance employee satisfaction. The present research paper aims at
achieving the following learning objectives:
LO1 Understand how to formulate a research specification
LO2 Be able to implement the research project within agreed procedures and to specification
LO3 Be able to evaluate the research outcomes
LO4 Be able to present the research outcomes
OVERVIEW OF COMPANY
Harrods is an up-market luxury shopping destination in Knightsbridge, London. Harrods is a
British institution which was established in 1849 by Charles Henry Harrods. The rich history and
romance feature of Harrods is shaped and developed through its owners, customers and its
workforce. The company’s product range stretches from clothing range to home appliances to
furniture and much more. Harrods also provides services of a restaurant from tea to pub food
to haute cuisine, also provides repair services, financial services as a Harrods Bank, Designing
services, catering, event planning services, and many other things (Baron, 2003). It is the
biggest department store in Europe altogether having 330 departments dealing in all the
products and services. Almost 300000 customers visit the shop on peak days. The company
deals in a wide range of products and employs currently over 5000 staff belonging to over 50
different countries.
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Task 1 Understand how to formulate a research specification
1A Formulate a research proposal, outlining the specific objectives
that need to be addressed
Today business organizations whether public or private desire to attain organizational
objectives and human resources play a very vital role in achieving the desired results. Thus, the
results are highly depends on the human resources’ motivation. Human resource is the most
vita asset of an organization which supports in attaining success. Due to highly dynamic markets
in the present scenario, business organizations are facing key challenges so as to retain their
employees. In order to attain better results, it is very necessary for an organization to find out
the factors which motivates the employees so as to plan a suitable reward system accordingly
(Luthans, 2010). If the company would employ right set of material rewards then it would boost
the employee’s morale and would result in enhancing the employee’s commitment toward the
company. Motivation can be well stated as the reason of a person’s behaviour behaving in a
particular way. For a successful business, it is very imperative for the organizations to attract,
motivate and retain the employees as in the present age of information driven business
industries they are the most vital resource for the business organization. The implementation of
motivation and reward strategies in the company would lead to direct employees emotionally
to the business goals of the company.
In the present context of Harrods, the research would investigate and analyse the effectiveness
and suitability of the current reward system of Harrods for generating employee motivation.
The current study focuses more on reward system set in the company as a result of that the
employee of the company would work well towards the goal and also different steps are taken
by the management to improve the system effectively. The present research paper would
explore the key factors which are needed for ensuring the high motivation level among
employees of Harrods so that after studying the motivational factors, there would be
implementation of necessary changes and improvement in the company’s reward system and it
would be easy to motivate the employees towards their work responsibilities. Motivated and
satisfied employees would deliver high performances and would also stay with the company for
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a longer time period in comparison with the de-motivated employees of the company. It is
therefore is of utmost significance to find out by Harrods managers which are the aspects that
motivates its employees so that an appropriate reward system can be developed in the
company for gaining better results. This research would study the attitudes of workers
regarding the reward systems of the company. The major driving force for the current research
study is to provide an opportunity to the employees of Harrods to give feedback in relation to
their work motivation and their attitude towards the reward system of the company and thus
proper implementation would increase their commitment toward the company (Bowen, 2010).
The present research study focuses on the below mentioned research questions which are as:
1. What are the aspects that motivate the employees of Harrods?
2. Which reward system would be the most motivating according to the employees of
Harrods?
3. How can the reward system be further developed and improved?
Further, the present paper would explore the factors which are motivating the employees of
Harrods and the evaluation would be done with the help of primary as well as secondary data
sources. Survey conducted in the present paper would provide findings in terms of the reward
system which are the most motivating for the employees in Harrods. The information collected
would be used to evaluate and compare the different reward systems and conclusion can be
drawn that on what areas Harrods needs improvement so as to increase the employees work
motivation. The Survey would also invite suggestions from the respondents regarding the
probable improvement in the reward system or to make recommendations for other rewards
that would be motivating for them.
M1 From the analysis of the above task, it could be stated that the research problems are
clearly identified as per core area of the research study and the research proposal is designed
accordingly and is justified in the context of identified research problems. In the above study
the research objectives are formulated after a clear and precise evaluation of the entire
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research purpose and the associated research problems. Thus the research objectives as stated
in the above task are very clear, specific and appropriate as per research study.
1B Identify Relevant Literature related to your chosen topic and
undertake a critical review of key references, including
appropriate theories and concepts.
Motivation
Motivation of individuals would be considered as the reason for justifying their specific action
and this is the most significant tool as it acts as a trigger for individuals to continue to exhibit
similar actions. Motivation is like an internal drive for satisfying the unfulfilled needs and for
achieving the specified goals for a person. Thus, for attaining the specified goals, a person
should have clarity regarding the goals and should be motivated and encouraged enough to
perform suitable action for the actual attainment of goals. Motivation is that desire which is
driven by the internal factors instead of external factors, which originates the feelings to
achieve beyond expectations (Shore & Shore, 2009). Motivation theory tries to focus more on
the people behaviour in relation to their effort and strive for getting achievement. Here, the
process of motivation is shown in below figure as:
Figure1. The Motivation process
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As per above figure, motivation initiates due to recognition of unsatisfied needs and
consequently wants are created. For satisfying the needs and wants, goals are then created and
Selection of specific behaviour i.e. action is done for achieving the goals. In case, the goals are
achieved then the action would repeat when same need emerges and in case if the goals are
not achieved then the same action would not be repeated.
Moreover, as individual phenomenon motivation originates from within and lead to internal
stimulation of a person. This is called intrinsic motivation through which cognitive, social and
physical abilities would be developed in human. In addition to intrinsic stimulation, there are
some external factors too which derive motivation in individuals and this is called extrinsic
motivation. Whatever it is intrinsic or extrinsic, motivation act as a medium for generating end
results effectively.
Rewards and Incentives
Reward can be better described as a benefit that arises by performing a task or discharging a
responsibility. In return of performing the task or for rendering services, pay is derived as the
most motivating benefit. It is the foremost reason that encourages individuals to seek work.
Apart from being a powerful motivator, salary can also be a strong de-motivator as if the staff is
not satisfied with their pay then the company would find it difficult to retain and recruit good
employees (Perry et al, 2012). As per expectancy theory, employees will be willing to work hard
if they know that something valuable would be rewarded to them. Thus, incentives are used a
way for rewarding employees for their efforts and for encouraging them. Suitable incentives
would enhance the organizational effectiveness and productivity in the long run and is positive
for the employer as well as the employee. The principle benefit for employees is pay, however,
reward packages also can be offered to the employees for their motivation. There are various
types of incentives that can be offered to the employees which are as:
• Payment by results: It is the incentive scheme under which employees are rewarded as
per to the number of items or units produced by them. However, the limitation of the
scheme is that it rewards the quantity of the output rather than quality.
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• Skill based pay: In this system the employees are paid as per their acquired skills or
competencies. Skill based pay encourages the employees to acquire more skills and
enhance multitasking and flexibility which eventually leads to effectiveness of the
organization.
• Profit sharing: Under this scheme, the company rewards the employees with shares or
with percentage sharing in the company’s profit. Profit sharing scheme encourages the
employee’s commitment toward the company and their linking with the company’s goal
as they are rewarded equally.
• Performance related pay: It is assumed under this scheme that monetary bonus would
encourage employees to perform better in their job. Under this scheme there are two
different varieties. In the merit based scheme the employee’s performance is calculated
on the basis of objective set previously for them .In the goal based system, the
employee and the employer set a certain objectives and they mutually agreed on that.
The objectives set by mutual consent of both employee and employer is clear and
measurable.
Total Reward system
Total reward system consists of tangible as well as intangible rewards. Tangible rewards
originate from the transactions that occur between the manager and the employee and
comprise pay, personal bonus and other benefits (McCormick and Tifflin, 2009). Intangible
rewards includes learning process, development in work and work experience in the form of
recognition by the employer and colleagues, chances of development and colleagues, personal
achievement and social life.
D1 The literature stated in the above study related to motivation and reward system was
studied after proper evaluation and analysis of relevant theories and models. All the theories
and statements quoted by different authors as stated above are linked to a well-reviewed
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literature and are presented in the above study adequately as these past statements would
form the basis and background for framing the current research implications and
recommendations.
1C Develop and discuss the relevant Research Methodology to
implement the proposed research and draw up an appropriate
plan, including a time schedule for carrying out the research.
Research Method
The main concept and aim behind this method is to study about different motivating factors
within the organisation and the company tries to find out the effectiveness of the system set by
the management for their employees. Moreover, the main aim is to study those aspects which
could be possible developed and enhanced further so as to increase employee satisfaction in
Harrods. In present research study exploratory research methods was used wherein with the
help of primary and secondary research methods, motivation among the employees of Harrods
would be obtained. Secondary data in the present context would be explored by the literature
review carried out in the research which is done through several sources, for example, journals,
research papers, books and news article etc. (Armstong, 2007). These sources would be
referred for gathering background information on the research topic which would help in the
attainment of research objectives and framing research hypothesis.
For the present paper, primary data was collected through two research types, quantitative and
qualitative. In quantitative research type, data is collected which is absolute such as numerical
data for an unbiased examination. This is a relatively simple and time consuming way of data
collection. The research so conducted would be descriptive which means that the subject would
be once measured only or it could be experimental in which the subject would be measured
after and before. Qualitative research type was conducted for answering the Question- “why”
rather than answering “how” from the analysis and evaluation of unstructured information. It
would include different ways of information collection: such as interviews, emailing, case
studies, filling of feedback forms, ethnographic research and discourse analysis. In the present
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research paper interview was conducted for the qualitative part of this study. The
questionnaire was developed to gain the highest possible response rate. The questionnaire was
segmented in parts. At first all details are collected from different sources where different kind
of questionnaire had been prepared and asked. Questions are related to age, gender and
working periods in the company and also their employability. In next part the attitude of
respondents towards the reward system of Harrods and it would be measured that employees
consider which type of reward would be most motivating for them. Employees of Harrods
would be the respondents for the survey for conducting questionnaire research. In order to
take the responses from the respondents, their prior consent would be obtained by drafting a
consent letter. In order to follow ethical compliance in present research it would be ensured to
maintain the confidentiality of the respondents & responses.
Apart from the questionnaire, for gathering the qualitative information interview was
conducted with the store manager and assistant manager of Harrods. With regard to the
company’s reward system and work motivation, insight information on the opportunities and
threats of Harrods would be gathered. The questions for the interview were sent to them
beforehand so as to give them a chance to prepare. The questionnaire and interview drafted for
the research study can be found in the appendix given in the assignment.
Validity and Reliability
The reliability and validity of the present research study could be judged through measuring
that in case of another research conducted on the same study, how similar the results would be
(Kirk 1986). The result of the survey questionnaire might vary a little due to dependency on the
responders. The factors that might affect the respondent’s answers could be time pressure, the
respondent’s desire to give insight information, their interest in the study and honesty.
Respondents also have the fear that responding negatively to the survey can affect their
relationship with the employer so they might be unwilling to answer truthfully (Armstrong &
Brown, 2006). Because of the reason that Harrods’ middle age is approximately 65 years old, it
should be well considered that results of the present study would be usable or not in a higher
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middle age work environment. As compare to more mature employees, the young employees
are affected easily by different motivating factors.
M2 The above section comprising of the methodology of the present research shows that
primary and secondary data collection methods can be used for conducting the research. Also,
appropriate sampling methods have been used in the research survey for gathering data in
order to assure the validity and reliability of the data collected. Suitable and reliable techniques
have been used for checking the validity and genuineness of information collected in the
present research paper. The whole assessment has been done in the context of validity and
considering the reliability so as to frame fair research synthesis.
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Task 2 Be able to implement the research project within agreed
procedures and to specification
2A Plan and organize the necessary resources and match efficiently
to the research questions or hypothesis so that the proposed
research investigation can be undertaken in accordance with the
agreed specification and procedures.
The current study pertaining to reward system and motivation of employees in Harrods focuses
only on Harrods and the study cannot be generalized to the whole Harrods chain. The sample
size of this study was the most challenging limitation as for getting better results, whole
Harrods study needed to be done to reveal better results.
The present research is all about checking that whether a suitable reward system supports in
generating motivation in employees of Harrods. More precisely, the study aims at revealing the
best-suited reward system for the company and in increasing motivation and satisfaction level
of employees in Harrods. The respondents’ size of the current study was very limited to 28 due
to reason that only unit of Harrods is considered for this survey. Out of the population size of 27
respondents, 23 individuals gave responses to the questionnaire which form a response rate of
85.1% in current study. Out of the respondents 78.3% were below 29, 17.4% were between 29
and 39, and 4.3% were between 40 and 50. Among the respondents only 21.7% were women
while 78.3% were men. Among the respondents only 39.1% of the respondents worked as part-
time employees while 61% were full time employees. About 60.8% employees were working in
Harrods for 2 years while 13.5% had worked for less than 1 year and 25.9% for above 2 years.
For the present research it is very necessary to first evaluate the current reward system in
Harrods.
Reward system in Harrods
The reward system of Harrods consists of 3 distinctive rewards; profit sharing, tangible
recognition and personal bonus. These rewards have been used in Harrods from the past 5
years. In the profit sharing reward, the company system is to pay it one time in a month
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together with the monthly salary. In this system each month a sales target is determined in
advance and if the respective store unit achieves the target then bonus is paid out to all the
respective employees (Beardwell & Claydon, 2004). The reward is 0.0027% of total sales
achieved which is then divided into work hours as every employee is paid as per their hours
worked. This can be well illustrated in the following table.
For the company:
Target Sales 1) 650 000 2) 650 000
Sales realized 615 000 615 000
Reward set 1526 € 1526 €
Work hours completed 3310 2408
Reward/h 0,46 € 0,64 €
Individual reward:
Hours of work Reward per hour Total Reward
granted
1) Employee in Full-time 162 0,46 € 73,95 €
1) Employee in Part-time 74 0,46 € 32,38 €
2) Employee in Full-time 162 0,64 € 106,10 €
2) Employee in Part-time 74 0,64 € 44,50 €
Table 1 showing profit sharing in Harrods
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As per personal bonus reward system, it is paid only one time in a year as a Christmas bonus.
The amount varies from 50-160 Euros and it depends on the working period of the employee in
the company and the job type of the employee i.e. full time or part time job in the company.
The tangible recognition refers to offering of movie tickets. It depends on the store manager
who would be rewarded with the movie tickets. The company states that it would be used as a
great method to motivate employees for performing in a better way and for putting extra effort
in their daily job and also encourages team work.
2B Record and collate the relevant data where appropriate and
organize in tables if necessary.
In this study the survey data collected would be suitably analysed for creating the report. The
questions designed in the survey were framed for measuring fairness among the employees,
work climate, attitude in work, and impact of rewards on work efforts and overall level of
satisfaction of employees from three reward systems of Harrods (Tosi & Carroll, 2004).
The study results show that majority respondents (63.4%) were satisfied with profit sharing as
according to them profit sharing reward is the most motivating reward and they agreed to
increase their work effort for getting this reward (81.8%) and also they felt that this reward
match their work efforts (65.2%). This reward system has only one criticism that it might have a
negative impact on the work atmosphere (71.5%).
The second reward of tangible recognition in the form of paid out movie tickets were regarded
as 2nd
choice by the respondents (45.2%). The respondents (39.1%) felt that this reward help in
increasing team efforts among the employees and most respondents were satisfied with the
quantity and quality of movie tickets (82.64%) while mostly respondents believed that movie
tickets were distributed unfairly (60.8%).
The Christmas bonus reward regarded as the least satisfying reward for workers of Harrods
(44.0%). However, there was only a minor difference of only 1.1% between the movie- tickets
and the Christmas bonus reward. It was perceived (75.1%) that Christmas bonus has a positive
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impact on the atmosphere of work while the majority of the respondents disagreed (66.7%)
that Christmas bonus would be motivating for employees for performing well in their jobs.
Movie
Tickets
Profit
sharing
Christmas
bonus
The rewards are distributed rightfully.
• strongly agree 1 5 4
• agree 8 15 5
• disagree 8 2 4
• strongly disagree 8 0 9
The reward match with the work effort.
• agree 9 12 9
• disagree 3 6 3
I am satisfied by reward’s quality/quantity
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• agree 11 8 5
• disagree 3 7 10
I am ready to enhance my work efforts for gaining the
rewards.
• agree 4 8 7
• disagree 9 3 3
In order to gain the rewards employees work more as a
team.
• agree 4 2 4
• disagree 11 11 10
The rewards have a positive and good effect on the
work atmosphere in the company.
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• agree 11 6 5
• disagree 8 5 9
The rewards motivate for performing well in my job.
• agree 10 12 9
• disagree 5 2 8
Table 2 showing results on the employee's satisfaction in relation to reward system of
Harrods
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Task 3 B able to evaluate the research outcomes
3A Organize and structure the raw data in tabular format and use
appropriate techniques to analyse the findings in an orderly
manner.
The data so collected in the research study regarding the level of motivation and satisfaction of
employees from reward systems is organized and structured as discussed below.
Employee satisfaction on aspects of work motivation and other associated reward factors in
Harrods
The study results show that majority respondents (65%) felt that their job is simple and self-
repeating. Out of them 60.84% respondents believed that they have the option to choose their
task. 68.1% respondents felt that there is no need of special skills for their work. Most of the
respondents (56.5%) believed that they receive enough feedback from their employer while
62% believed that their boss motivates them to work. Only 47.8% were satisfied with their
salary and almost 52.3% liked their job. The entire research findings can be shown in below
table.
My Boss encourages me to work My work tasks are interesting.
Strongly
agree
3 3
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Agree 13 9
Disagree 6 8
Strongly
disagree
3 6
I am satisfied with my remuneration. I am satisfied with the amount of
free time activity that is available
to me.
Strongly
agree
0 1
Agree 10 9
Disagree 9 8
Strongly
disagree
2 0
It is personally considered by me that
Harrods is successful.
I get to influence by my work
tasks.
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Strongly
agree
2 1
Agree 7 5
Disagree 10 9
Strongly
disagree
7 6
I like my work. My work is easy and self-
repeating as well.
I get enough feedback from
my employer.
Strongly
agree
3 3 3
Agree 9 10 8
Disagree 7 6 8
Strongly
disagree
5 1 1
I am satisfied with the flow of There is a need of special skills in
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information in the company. my job tasks.
Strongly
agree
3 0
Agree 9 6
Disagree 6 11
Strongly
disagree
3 5
Table 3 showing results on employee’s satisfaction level on work-motivation
In the questions related to the Reward systems, the respondents chose on a range from 1 to 5,
rating the specific reward system that motivates them the most. The results so derived are
shown below.
Personal
bonus
paid
Rise in
pay
Extra
holidays
Promotion Company car,
mobile and other
facilities.
Training Flexible
working
hours
1 0 0 0 0 3 0 1
2 2 0 1 0 6 3 1
3 2 5 3 9 1 10 4
4 8 5 9 8 6 5 7
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5 11 13 10 6 7 3 10
Avg. 4.6 4.3 4.3 3.9 3.3 3.4 4.3
Table 4 showing results on other rewards
In the above table, average has been calculated for analysing that which reward is the most
motivating as perceived by the employees. The results clearly show that personal bonus, rise in
pay, extra holidays and flexible work hours are the most motivating for the employees.
Company car and training can be regarded as the least motivating factors.
Results on open questions
Some of the important questions which were included in the questionnaire are given as follows:
1. Which reward system used by Harrods is preferred by you and why?
2. Is there any need to change or improve something in the reward system?
3. Do the reward systems of your company motivate you?
4. Is there any other reward that would be motivating for you?
Many respondents believed that profit sharing is the best-preferred reward as it enables the
employees to decide about how to invest money. The factors that could possibly be improved
in this reward might be the amount of money paid as a share of profit and the information flow
in the company (Beck, 2008). The respondents stated that rewards in the form of personal
bonus would be more effective if they were paid out as money. Personal feedback and the
manager’s sincere appreciation for the work performance would be effective for employees.
Moreover, some respondents suggested that for developing better relations with employees
the company may introduce individual rewards which can be in form of thank-you cards, gift
baskets, birthday cards or other presents and even extra coffee breaks.
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Result of the interviews
The interview was conducted with store manager and assistant manager of Harrods. Major
points recorded as the interviewee’s opinion are presented below:
• It is the responsibility of manager to motivate and encourage employees.
• For manager it becomes very challenging to offer specific rewards that generate
motivation in employees.
• While developing a reward system for the employees, many ethical aspects should be
taken into consideration.
• Work recognition, honest feedback and money are the most motivating factors.
• Sometimes there is a need to remind the employees that the rewards should not be
taken for granted and are something extra.
• It’s not a simple task to generate motivation in the employees as there are always
some employees who have the feeling that they are treated unfairly in the company as
compare to other co-workers.
• Apart from personal bonus and rise in pay, positive and encouraging feedback from
manager and colleagues are very important for enhancing motivation.
• Different work tasks and proper and sufficient training would help in generating
motivation among the employees.
• It has been noticed that after the employees were given responsibility for their work in
the store, a visible increase in the employee’s motivation was observed.
• The employees who have been with Harrods from the beginning are far better
motivated in comparison to those who have worked for a very short period of time
(Pitts, 2005).
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• Other factors also affect the increase in motivation such as change in the office
atmosphere, a new store manager or new work colleague etc.
• It is not so easy to judge whether the rewards had a positive impact on the employees
or not.
M3 In the above study, appropriate methods had been applied making use of tables and
percentage analysis for presenting suitable and reliable findings. Also, the average method has
been used for deriving at a conclusion regarding the most effective motivating factors. The
tabular form has been used in the above study for clear presentation of all the research findings
so that suitable and appropriate analysis can be made through the research findings. The whole
survey was carried out satisfactorily and the findings are well presented for the reader’s
suitability and for developing an adequate synthesis project report.
3B. Interpret and evaluate the results in terms of original research
specifications and objectives and make recommendations with
justification.
As per above study carrying out the analysis of data collected would be interpreted and
discussed for the generation of proper recommendations and driving conclusions. The primary
objective of the study was to conceptualize and summarize the strong motivating factors of the
employees in Harrods. The following interpretations can be arrived from the study:
 With regard to the motivating factor, majority employees believed that personal
growth, fairness, salary, work recognition and work environment are the most
important. As per employees the work itself and the company’s growth were not
considered motivating.
 In Harrods, the interview results have elaborated the fact that combining material
reward and work recognition with encouragement would be very essentially vital for
good motivation.
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 Profit sharing was preferred as reward due to the reason that it is distributed fairly and
the employees can decide about investing money. The majority of respondents showed
that they are ready for working more for receiving the reward (Zingheim & Schuster,
2010).
 The Christmas bonus was considered the least motivating as it is paid only one time in a
year and besides employees do not have the chance to influence the reward size as well.
 The third reward of offering movie tickets were motivating as they are linked to work
performance of individuals and not on company performance but a majority of the
respondents stated that as this reward does not match their work effort so it did not
motivate them.
 For making the rewards more motivating and encouraging, the employer must include
employees to some extent in the process of decision making and in developing rewards.
Recommendations
As per research made, it is evident that Harrods needs to take more consideration in the needs
and wants of the employees. It would be recommended for the company to involve employees
in decision making process and in development of the rewards. This can possibly be done by
providing the employees an opportunity to give their feedback on reward systems. As per
research findings, major challenge in motivating employees is that unfair rewards provide
reward and benefits to the employees who do not work hard. It would be recommended for
Harrods that profit sharing should be paid out as per the individual performance and the
company could develop new rewards that must be paid out as per the individual performance
only. For instance, Harrods can develop a personal sales bonus reward system, salary-increase
and extra holidays, and these rewards would assure that those who work hard would receive a
proper reward for their better performance.
The questions asked to respondents showed that respondents felt that their work tasks were
too simple and self-repeating. For solving this problem it may be recommended that employer
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can try to increase the level of personal contact with employees. Discussion regarding
development must be conducted more than once a year where employees have the chance to
give feedback on their work. For those employees who feel that their jobs are self-repeating
multitasking or job rotation should be arranged for them and for this effective training could be
imparted to the employees for doing different tasks (Redman & Wilkinson, 2010). For example,
cashier may be trained to work as sales clerk or in logistics department and vice versa. It would
be suggested that the manager can arrange regular practical training providing opportunity to
employees to improve themselves. It is believed that by implementation of more individual
rewards on the basis of performance, it would be possible for Harrods to gain success by
encouraging the employees to perform better in relevant specific tasks. While concentrating
more on bigger rewards, Harrods has forgot that smaller rewards may have same effect on
motivation. It could also be said that the verbal and written recognition, social recognition and
symbolic recognition are the powerful motivators if used correctly.
D2 The interpretations as stated in the above study are in relation to research objectives in
order to make proper conclusions that the research problems are identified suitably.
Appropriate methods had been applied for generating good interpretations and suitable
recommendations have been made considering the analysis and interpretations of the research
study. Suggestions have been made after thorough analysis of all the research outcomes and as
per company’s work environment.
25 | P a g e

Task 4 Be able to present the research outcomes
4A Present the outcomes of the entire research using an agreed and
appropriate format as a written report.
In a company’s success and development employee’s motivation plays a very vital part. Thus, it
is vital for Harrods to understand what motivates the employees and in what ways their job
performance can be improved. The result of the study and analysis of literature conclude that
there are two important factors that have a profound effect on work motivation in Harrods.
One factor is the intrinsic motivation which comes from within and related to the feelings of the
employees such as personal growth, responsibility for the work, feeling of achieving, and
freedom to act. Other one is extrinsic motivation in which outside factors motivate the
employees like salary, rewards and criticism (Hafiza et al, 2011).
From the study of the questionnaire and interview, it is clear that profit sharing is the most
preferred reward among the employees of Harrods. It was indeed motivating for the employees
as it best matches with their individual work effort. Intrinsic motivation which includes the
immaterial rewards is considered equally important as extrinsic motivation and thus it should
be used frequently by Harrods so as to increase employee motivation (Deeprose, 2004).
Specifically, taking feedback and verbal recognition from the managers and colleagues were
considered important. Moreover, in order to improve the reward system and work motivation
of Harrods, it could be suggested to the company to include the employees in decision making
processes and development. Also, it could be recommended to the company to pay out a
certain percentage of profit sharing based on the individual performance so that the work
effort of each individual can be better matched. With the objective of keeping the employees
satisfied and interested in their work tasks, it could be suggested to implement multi-tasking
and job-rotation along with constant development and training of the employees.
26 | P a g e

The present research was conducted to help Harrods in analysing the different attitudes of their
employees regarding the reward systems of the company. More specifically the research
carried out for Harrods to investigate the most preferred reward system by the employees and
what other rewards motivate the employees. Thus it can be concluded from the whole analysis
conducted in the present research study that the general factors that affect the work
motivation in Harrods are personal growth, healthy work atmosphere, achievement, salary,
recognition, responsibility of work and work itself. The most efficient and effective way to
maximize work motivation in Harrods would be a combination of material reward and spiritual
encouragement. These ways would definitely boost the employees to work hard and to put
extra effort in the work and would eventually help in achieving the desired objectives of the
organization (Eisenberger et al, 2008).
D3 The above conclusion with the suggested recommendations clearly shows that the research
project is well structured and presented accordingly. The final report discussed in the above
task is arrived at after a thorough analysis of the research study and the research outcomes.
Also conclusion is derived considering the professional standards and for convenience of the
learner, proper referencing has been done in the end of this research project. Also a list of
appendix has been attached in current research project for proper evaluation and
understanding of the learner. Finally, the report as stated above is reliable and as per analysis
of all the research data pertaining to Harrods in the context of its employee’s motivation.
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CONCLUSION
Present research has been developed in order to examine the motivational factors of one of the
major retail organization named Harrods. Present research has been conducted by making use
of the primary and secondary research methods. It has been revealed through present research
that intrinsic and extrinsic rewards are having equal importance in order to enhance the
motivation level of employees in the Harrods.
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REFERENCES
Armstrong, M & Brown, D. (2006) Strategic Reward, 1st edition Great Britain: Kogan Page
Limited, 266 p.
Armstong, M. (2007) Human Resource Management Practice, 7th edition Great Britain: Kogan
Page Limited, 922 p
Baron, R.A. (2003) Behaviour in organizations, p. 123, New York: Allyn & Bacon, Inc.
Beardwell, J. & Claydon, T. (2004) Human Resource Management, 5th
edition Great Brian:
Pearson Education Limited, 694 p
Beck, R. (2008) Motivation Theories and Principles, 1st edition Prentice-Hall Inc., 470 p
Bowen, B.B. (2010). Recognizing and rewarding employees. McGraw-Hill
Deeprose, D. (2004). How to recognize and reward employees New York: AMACO
Eisenberger, R., Armeli, S., and Pretz, J. (2008) Can the Promise of Reward Increase Creativity?
Journal of Personality and Social Psychology Vol.74, pp. 704-714.
Hafiza N., Shah S., Jamsheed H. and Zaman K. (2011) Relationship Between rewards and
Employee’s Motivation in the non-Profit Organizations of UK, Business Intelligence
Journal-July, Vol.4No.2.
Luthans, K. (2010). Recognition: A Powerful, but often Overlooked, Leadership Tool to Improve
Employee Performance, The Journal of Leadership Studies. Vol.7, N0.1, pp. 32-39.
McCormick and Tifflin, J. (2009) Industrial Psychology, New York; George, Allen and Unwin.
Torrington, Derek. Hall, Laura. Taylor, Stephen & Atkinson Carol 2009, Fundamentals of
Human Resource Management, 1st edition. Pearson Education Limited, 439 p.
29 | P a g e

Perry, J.L., Mesch, D., & Paarlberg, L. (2012) Motivating Employees in a New Governance Era:
the Performance Paradigm Revisited. Public Administration Review Vol.66, pp. 505-514.
Pitts, C. (2005). Motivating Your Organization, 1st edition McGraw-Hill International, 187 p
Redman, T. & Wilkinson, A. (2010) Contemporary Human Resource Management, 2nd edition
Pearson Education Limited, 528 p
Shore, L.M., & Shore, T.H. (2009) Perceived organizational support and organizational justice. In
R. Cropanzano & K.M. Kacmar (Eds.), Organizational politics, justice, and support: B.
Managing social climate at work (pp. 149-164.), Westport, CT: Quorum Press.
Tosi, H & Carroll, S. (2004). Managing Organizational Behaviour, 3rd edition USA: Pitman
Publishing Inc., 620 p
Zingheim, P & Schuster, J. (2010) Pay People Right, 1st edition California: Jossey-Bass Inc., 388
p.
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APPENDIX
QUESTIONNAIRE
1. From how many years are you working in Harrods?
 less than 1 year
 1-2 years
 2-5 years
 5-10 years
 Over 10 years
2. The rewards are distributed fairly and rightfully.
Movie tickets Sales bonus Christmas-bonus
 strongly agree
 agree
 disagree
 strongly disagree
31 | P a g e

3. The rewards match your efforts you put in work.
Movie tickets Sales bonus Christmas-bonus
 strongly agree
 agree
 disagree
4. I am satisfied with the reward’s quality/quantity offered by Harrods.
Movie tickets Sales-bonus Christmas-bonus
 strongly agree
 agree
 disagree
5. Employees work properly as a team so as to gain the rewards.
32 | P a g e

 strongly agree
 agree
 disagree
6. The rewards have a positive and better effect on the work atmosphere.
 strongly agree
 agree
 disagree
7. The rewards motivate and encourage me to perform effectively in my job.
Movie tickets Sales Bonus Christmas-bonus
 strongly agree
 agree
33 | P a g e

 disagree
INTERVIEW QUESTIONNAIRE
1) Is it hard for a manager to distribute the rewards fairly?
2) Which reward system do you believe the employees prefer?
3) Are there other rewards that motivate the employees?
4) Do you believe that by implementing rewards have employee motivation would increase?
5) Is there any difference between the motivations of employee who have been working for the
company for a long period of time and those who have just started?
6) What are the challenges of a manager when developing a reward system in the company?
7) Should employees be given a chance to involve in decision making process of the reward
system?
8) Does it is the responsibility of the manager to motivate the employees?
9) Could the reward systems be improved or developed further?
10) Are the employees included in decision making process of the reward systems?
34 | P a g e

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