PurposeThe primary purpose of this research is to examine generational differences in valuing the sources of employees' overall motivation in the workplace across Generation X, Generation Y and Generation Z with a view of assisting managers in making employment decisions and maintaining multigenerational staff.Design/methodology/approachThe respondents in the study live and work in Canada and provided answers to self-administered online surveys between the fourth quarter of 2017 and the end of January 2020. To assess subjects' work motivation, the study employed Gagné et al.'s (2014) multidimensional work motivation scale (MWMS) alongside a three-item measure of employees' overall motivation (designed for this study). The authors assessed measures of validity and reliability and tested the hypothesis about generational differences in work motivation using structural equation modelling (SEM).FindingsThe six motivators regress differently to employees' overall motivation. Generation Z is more sensitive to amotivation than Generation X and Generation Y. Extrinsic regulation-material is a valid source of overall work motivation for Generation Z only. Only Generation X values extrinsic regulation-social as a source of employees' overall motivation. So is introjected regulation by Generation Y. Unlike Generation Z, both Generation X and Generation Y employees value identified regulation as a source of overall work motivation. Finally, intrinsic motivation contributes more to Generation Z employees' overall work motivation than it does for Generation X and Generation Y.Research limitations/implicationsFurther work needs to be done to establish whether variations in valuing the sources of motivation may also be spawned by age or status of the respective groups. Future investigations can expand the authors’ focal theme to include additional organisational outcomes, alternative geographical settings and/or include country's economic development as an additional variable. Moreover, further research can address the implications of national culture on shaping generational differences in employee's motivation as well as aiding companies to redesign work tasks considering today's uncertainty as well as increasingly competitive, global environment (e.g. the rise of artificial intelligence).Practical implicationsIt is vital to offer motivators that are valued by each of the three generations, i.e. X, Y and Z, before being able to attract the best candidates of each generation. Organisations should not only create an inclusive and understanding multigenerational working environment but also be able to communicate strong branding via new communication channels successfully (e.g. social media networks), which Generation Yers and Generation Zers utilise better than any other generation in employment. Finally, the authors suggest that service organisations with diverse generational composition should adopt new measures of workplace agility to survive interminable disruptions (e.g. the coronavirus disease 2019 [COVID-19] pandemic).Originality/valueThis is the first study of its kind to examine generational differences between Generation X, Generation Y and Generation Z in valuing workplace motivation from a western cultural perspective.

Our research reports an empirical analysis of a path model linking job insecurity to organizational citizenship behavior (OCB) via two mediators, that is, intrinsic motivation and job satisfaction. The aim is to evaluate the path model invariance across three generational cohorts, that is, generation X, generation Y, and generation Z. A sample of employees in service companies based in Canada was surveyed. We utilized a partial least square structural equation modeling (PLS-SEM) approach, which included path analysis and multi-group analysis (MGA) to test proposed hypotheses. We found that job insecurity negatively predicted intrinsic motivation which positively related to job satisfaction. Job satisfaction influenced OCBs positively. Both intrinsic motivation and job satisfaction mediated the indirect effects of job insecurity onto OCBs. Generation X was more pronounced in their reaction to job insecurity than later generations given the strong negative effects on intrinsic motivation and hence on their job. However, generation Z employees followed their parents from generation X regarding engaging more in OCBs when they are satisfied with their job than generation Y. In general, therefore, it should come as no surprise that generation X employees' OCBs can be expected to plummet due to the elevated levels of job insecurity during pandemic times (e.g., COVID-19) more intensely than Generation Y. Clearly, with COVID-19 having led many organizations around the world to adopt virtual workplace environments, generational differences amongst employees have to be considered as a matter of crucial concern for these organizations.

This study represents a scholarly endeavour to explore the effects of Covid-19 perceptions on customer orientation via job insecurity, burnout and workplace motivation alongside generational effects non-equivalency amongst a sample of customer service employees working in different businesses located in three countries in the MENA region. We received 752 responses composed of three generations (i.e. X, Y, and Z) that were analysed mainly using Partial-Least-Square Structural Equation Modelling (PLS-SEM) approach and that included path and multigroup analyses. Our results show that intense Covid-19 perceptions have indirect adverse effects on customer orientation via a sequence of mediators comprising job insecurity, burnout and workplace motivation. Non-equivalency is spotted across generations regarding the relationships between job insecurity and burnout, burnout and motivation as well as motivation and customer orientation. Besides, intense Covid-19 perceptions act more substantially as an indirect trigger of less favourable levels of customer orientation amongst younger generations.

2015),"A confirmatory factor analysis for SERVPERF instrument based on a sample of students from Syrian universities", Education + Training , Vol. 57 Iss 3 pp. -Permanent link to this document: http://dx.

This study examines generational differences in valuing the sources of motivation in workplace behaviour between millennials and older generations, with a view to assist managers in making employment decisions and maintaining multigenerational staff in the services sector. Based on systematically sampled data, the authors used Gagné et al.’s Multidimensional Work Motivational Scale (MWMS) to measure the different facets of work motivators alongside a three-item measure of employee overall work motivation (designed for this study) to address the hypotheses. Using structural equation modelling procedures to analyse the data, the authors found that four out of six motivators regress differently to overall work motivation. In other words, both extrinsic regulation–material and identified regulation are valued more by millennials compared to older generations, while extrinsic regulation–social and introjected regulation are valued less by millennials compared to older generations.

Background This paper is an empirical investigation that examines a path model linking COVID-19 perceptions to organisational citizenship behaviour (OCBs) via three mediators: job insecurity, burnout, and job satisfaction. The research examines the path model invariance spanning Generations X, Y, and Z. Three countries in the Middle East and North Africa (MENA) were the focus of the study. Methods The data was collected from a sample of employees in service companies (n = 578). We used a Partial Least Square Structural Equation Modelling (PLS-SEM) to analyse the data. Results Our findings reveal that COVID-19 perceptions positively predict job insecurity, which positively impacts burnout levels. Burnout negatively predicts job satisfaction. The findings established that job satisfaction positively predicts OCBs. The mediation analysis determined that job insecurity, burnout and job satisfaction convey the indirect effects of COVID-19 perceptions onto OCBs. Finally, our hypothesised model is non-equivalent across Generations X, Y and Z. In that regard, our multi-group analysis revealed that the indirect effects of COVID-19 perceptions on OCBs were only valid amongst younger generations, i.e., Generation Y and Generation Z. Specifically, younger generations are substantially more vulnerable to the indirect effects of COVID-19 perceptions on their engagement in OCBs than Generation X whose job satisfaction blocks the effects of COVID-19 perceptions on OCBs. Conclusions The present study extends our knowledge of workplace generational differences in responding to the perceptions of crises or pandemics. It offers evidence that suggests that burnout, job attitudes and organisational outcomes change differently across generations in pandemic times.

Many academic scholars argue that the goal of using artificial intelligence (hereafter, AI) in business has been to serve humans in performing their jobs. Nevertheless, some scholars refute such arguments and warn against potential threats of AI to humankind in the future. AI or machine intelligence comprises three main aspects, i.e., learning, reasoning and selfcorrection, which aggregate to conjure up the artificial mind. In retailing, the employment of AI is progressively becoming a major theme of innovation and retailers are rapidly increasing the use of machine intelligence to efficiently simulate human intelligence and become more competitive through cutting costs and improving customer journeys. However, such benefits can be catastrophic in the long run. As a result of this, this chapter represents an attempt to produce a synthesis of current research on the use of AI in retailing and identify the possible benefits or ramifications on the 'human' pillars of the retail process (i.e., the employers, employees and customers). Finally, this chapter aims to reflect on relevant literature to conclude future research and industrial implications. Learning OutcomesThis chapter attempts to provide answers to the following questions:• What is artificial intelligence (AI)? Moreover, what is AI-based retail innovation?• How does AI work?• What are the applications of AI in retail services innovation?• What are the ethical aspects, considerations and issues regarding the employment of AI in retail?

We develop and test an integrated model to understand how individual differences based on internal or external locus of control influence the effects of COVID-19 perceptions on job insecurity, anxiety, alienation, job satisfaction, customer orientation, organisational citizenship behaviour (OCB), and turnover intention among customer service employees within hospitality organisations in the Middle East and North African (MENA) region. The investigation utilises variance-based structural equation modelling to evaluate a sample of 847 subject responses. We found that externally controlled employees are more likely to develop negative emotions resulting from pandemic-triggered job insecurity as well as poorer customer orientation and engagement in OCB due to worsened job satisfaction than those internally controlled. Wholistically, COVID-19 perceptions tend to indirectly hit externally controlled employees' anxiety, customer orientation, and OCB more intensely than those with internal locus of control.