environment, the issues of morale, anxiety and fear, and the overall business climate must be studied. In addition to these points, the "philosophical" issue of motivation, both employee and employer, must also be considered. Motivation is crucial to the idea of job satisfaction because this is what determines a person's ability to be satisfied by a job. The ideal would be to create a working environment in which people like working and in which people work well, a working environment which helps to enrich the life of those who work. One would like to satisfy the requirements of those who work and of those who employ as well as the requirements of the community as a whole.
It could be that 'motivating' seems such a complicated subject because it deals with people and people are all different. But when people are all different then the one thing they have in common is that they are all different and that is a good starting point. Much has been written about motivation. When determining the motivation of those who direct in the United Kingdom it seemed to take as long to read up on the background of what is commonly called 'motivation' and summarize it in a few short paragraphs (Davidmann, 1996, "Work,"} as it took to carry out the rest of the investigation.
'Motivation' views the commitment of the individual to work and to his workplace from the point of view of factors originating within himself, from the point of view of individual needs, likes and preferences; thus it measures job satisfaction. But one cannot talk about 'motivation' or 'motivating' as such without clearly stating what one is attempting to persuade people to do. The salesman is not just 'motivating' but aims to persuade his prospective customers to make the purchase. Management is not just 'motivating' but is aiming to persuade its employees to increase output and/or to reduce costs so as to improve profitability. Does this guarantee satisfaction by either the...