Application of Two-Factor Theory of Motivation by Fredrick Herzberg: A Case of Female Workers Serving Pakistani Media Organizations

Abstract

Fredrick Herzberg's two-factor theory of motivation, a widely-applied theory with respect to varied contexts and organizational set-ups, advocates that hygiene and motivator factors influence employee satisfaction, motivation and ultimately job performance. Some of the past studies suggest the hygiene factors take precedence in influencing workers while others claim the motivator factors being more persuasive. Some studies also weigh upon both factors to create an impact on workers’ motivation and performance. This mixed-method study is an attempt to understand the application of the subject theory with respect to Pakistani media organizations with female media workers as the population of the study and Islamabad-based employees as its sample. It concludes that both hygiene and motivator factors are equally effective in employee motivation/demotivation in the given context and that Pakistani female media workers are not satisfied with the organizational settings and facilitation provided.