Relevance of Herzberg’s Theory to Pharmaceutical Salesforce in Pakistan

By Mahmood A. Bodla and Basharat Naeem.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

Motivator-hygiene theory (Herzberg, Mausner & Snyderman, 1959) is credited with propelling and advancing research on the job satisfaction (Mowday, 1992). Numerous researchers have conducted surveys to replicate Herzberg’s findings but to-date there is no clear dismissal or support of the theory (Dash, Singh & Vivekanand, 2008). However, the highly controversial theory (Kendall & Robinson 1975) has gotten wide spread recognition among sales and marketing practitioners to improve effectiveness of the firms through salesforce satisfaction (Barker, 2001). In this connection, the current study attempts to determine whether Herzberg’s theory of job satisfaction is applicable to pharmaceutical salesforce in Pakistan, by using a survey questionnaire rather than critical incident technique. Being the first empirical testing of Herzberg’s findings in Pakistani work settings, the study paves the way for practitioners to employ their options of motivators for keeping the job satisfaction higher among the pharmaceutical salesforce.

Keywords: Hygiene Factors, Motivators, Job Satisfaction

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 2, pp.151-158. Article: Print (Spiral Bound). Article: Electronic (PDF File; 599.588KB).

Dr. Mahmood A. Bodla

Chairman, Department of Management Sciences, COMSATS Institute of Information Technology,Sahiwal Campus, Lahore, Pakistan

Dr. Mahmood A. Bodla is a Professor and Chairman of Management Sciences Department at COMSATS Institute of Information Technology (CIIT), Pakistan. He is currently working as the Director of Sahiwal campus of CIIT.

Basharat Naeem

MS Scholar, Department of Management Sciences, COMSATS Institute of Information Technology,Lahore Campus, Lahore, Pakistan

Basharat Naeem is MS Scholar at CIIT, Pakistan.


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