The relaTionship beTween employee moTivaTion , job saTisfacTion and corporaTe culTure

In this study, relationships between employee motivation, job satisfaction and corporate culture were hypothesised and investigated. The sample that was investigated consisted of the majority of the permanent-staff complement of a marketing research company in South Africa. Three instruments were used to measure the constructs concerned, namely the Motivation Questionnaire (MQ), the Experience of Work and Life Circumstances Questionnaire (WLO) and the Corporate Culture Questionnaire (CCQ). Pearson product-moment coeffcients were then calculated and the linear relationships were further explored through canonical-correlation analysis. A possible moderator effect of employee motivation was also explored. The fndings provided support for the linear relationships and, more importantly, identifed the drivers of these relationships. The fndings did not support the moderator effect. Using these fndings, marketing research organisations, in particular, can be guided in terms of workplace attitudes under managerial infuence.

Against the background of increasing local and global competitiveness, it is crucial for any organisation, particularly for those in developing countries with limited skills resources, such as South Africa, to ensure that it consistently develops and retains a loyal, committed and able workforce.This presupposes employees who are satisfied with the work that they do and with the culture of the organisation that they are employed by and who are consequently motivated to continue their relationship with that organisation.Peters and Waterman (1982) regard the commitment of employees to organisational values and beliefs -the organisational culture -as a crucial factor in the success of a company.The way that people are managed has a powerful impact both on productivity and on profitability.Variance of these aspects can be accounted for by differences in corporate culture, together with different levels of job satisfaction and employee motivation and commitment (Finck, Timmers & Mennes, 1998;Schofield, 1998;Watson, 1994).Organisational effectiveness depends on how organisations manage their employees (Moynihan & Pandey, 2007).
This study regarded motivation and job satisfaction as key determinants of organisational success, both of which are influenced by aspects of corporate culture.Research on these three concepts and on combinations of these concepts has been reported but this investigation contributes to this body of knowledge by considering all three concepts in the same study.
A thorough understanding of the nature and significant sources of motivation and job satisfaction, insofar as these concepts are related to corporate culture, can enable employers to effect the required positive strategic changes towards optimal employee loyalty and retention.For example, an organisation can select candidates with a high degree of potential fit with the organisation's culture or adapt certain of its human-resources policies and practices where these have been shown to hamper employee motivation and satisfaction.
This study was conducted in a marketing research type of organisation.With regard to employee motivation and job satisfaction, the typical South African marketing research environment poses several significant challenges to employers.
It is, by nature, a fast-paced and highly pressured environment due to a high degree of intricate process interdependence between work teams, stringent deadlines, high work volumes and long working hours (Bard & Moore, 2000).In addition, marketing research analysts are also required to demonstrate a combination of analytical, writing and people skills on top of a propensity for both a detailed and a conceptual approach to their work (Deetlefs, personal communication, 2003).Furthermore, the marketing research arena is not generally associated with highly lucrative employment-benefit packages.All of these factors add to the difficulty that employers in the South African marketing research industry have in recruiting suitable employees, developing them to levels where they make a significant contribution to the profitability of the organisation and ultimately retaining them as intellectual and business capital over the long term.
Apart from the potential impact on an organisation, the loyalty and retention of professional, well-trained and optimally productive personnel also have economic implications on both a national and, increasingly, an international level.Nationally, marketing research in South Africa is a fast-growing and highly competitive industry on which several other industries rely for both their short-term and their long-term strategic and operational directives.Internationally, more and more South African marketing research companies are being commissioned to conduct major studies by or in association with international organisations.
Despite the focus on the marketing research field, it is believed that the findings of this study will be relevant to most other industries where organisational performance is dependent largely on performance delivery by staff.Despite their individual differences, the motivation theories show that, by and large, people at work -wherever that may be -are motivated and satisfied by many of the same or similar key characteristics of the workplace.

TheoReTiCAl BACKgRound on employee moTivATion, joB SATiSfACTion And CoRpoRATe CulTuRe
The term "motivation" is derived from the Latin term movere, which means "to move" (Baron, Henley, McGibbon & McCarthy, 2002).A great many definitions of the motivation construct have been postulated over the several decades during which this multifaceted concept has been researched.Campbell and Pritchard (1976, p.78) define motivation as "a label for the determinants of the choice to initiate effort on a certain task, the choice to expend a certain amount of effort, and the choice to persist in expending effort over a period of time." Schultz and Schultz (1998) regard motivation as simply the personal and workplace characteristics that explain why people behave the way that they do on the job.Work characteristics in this regard refer to specific characteristics of a person's job, such as its task variety, whereas personal characteristics include those determined by a person's personality, such as an intrinsic need for achievement.Emphasis on either intrinsic motivation (by, for example, Gouws, 1995) or goal or reward-driven behaviour (by, for example, Beach, 1980) has also been noted.Du Toit (1990) distinguishes between individual characteristics, such as people's interests, values and needs, work characteristics, such as task variety and responsibility, and organisational characteristics, such as the policies, procedures and customs of an organisation.Depending on the particular approach adopted, motivation theories are generally classified into three categories, namely needs-based, cognitive and drive-andreinforcement theories (Baron et al., 2002).
The importance of job satisfaction is underscored by its positive and reciprocal relationship with life satisfaction (Judge & Watanabe, 1993) and its impact on personal, social and work life (Sempane, Rieger & Roodt, 2002).Arnold and Feldman (1986, p. 86) describe job satisfaction as "the amount of overall affect that individuals have toward their job."McCormick and Ilgen (1980) also regard job satisfaction as a person's attitude towards his or her job, which may vary along a continuum from positive to negative.Beck (1983) adds that, since a job has many characteristics, job satisfaction is necessarily a summation of worker attitudes regarding all these.An individual typically experiences different levels of satisfaction across different job aspects (Spector, 2003).According to Schultz and Schultz (1998), job satisfaction encompasses both the positive and the negative feelings and attitudes that people hold about their jobs, these depending on many work-related and personal characteristics.Walker (1980) proposes a model in which the determinants of performance, job satisfaction and motivation are indicated as work-related variables (the work context, task activities or content and job objectives), the individual (individual skills, abilities and knowledge) and rewards.This model includes aspects such as organisational functioning, task and job characteristics, physical working conditions, career matters, social and relationship matters, and remuneration packages and personnel policies.Theories on job satisfaction involve motivational, emotional and informational components (Beck, 1983) and, as such, overlap with theories on motivation.
Much controversy exists regarding the general nature of corporate culture as a construct (Cooper, Cartwright & Earley, 2001) and, as a result, several different definitions of the concept have been formulated, each from the unique perspective of its author.Schein (1985, p. 86) offers a comprehensive definition and describes corporate culture as "a pattern of shared basic assumptions, invented, discovered or developed by a given group, as it learns to cope with its problems of external adaptation and internal integration, that has worked well enough to be considered valid, and therefore, is to be taught to new members of the group as the correct way to perceive, think and feel in relation to those problems."Alvesson (2002) supports this view by stating that a set of common, taken-for-granted ideas, beliefs and meanings among employees is necessary for continued organised activity, as this obviates the need for the continual interpretation and reinterpretation of meanings.The view of corporate culture most often encountered incorporates the idea of shared values, beliefs and norms (Weeks & Lessing, 1988) that impact not only on the behaviour of employees at work but also on the way that employees think and feel about a company (Schein, 1984).Corporate culture is difficult to change and exerts considerable influence on the motivation and satisfaction levels of employees insofar as these relate to the work environment.Ott (1989) elaborates on several dominant perspectives of organisation theory in a comprehensive historical overview of the development of the corporate culture perspective.This overview shows a repetitive fluctuation between a more rational, goal-orientated and mechanistic approach versus a more qualitative focus on human behaviour and the acknowledgment of the impact of values, beliefs and preferences on organisational behaviour.
The feelings and attitudes of employees towards their work are influenced significantly by their sources both of motivation and of demotivation (Spector, 2003).In addition, the manner in which they perceive the culture of their organisation has a direct bearing on both their level of motivation and the degree of job satisfaction that they experience.The preceding discussion shows that several related personal, job and organisational aspects have a similar impact on motivation and satisfaction.If either employee motivation or job satisfaction is to be affected, one or more of these personal, job-related or organisational variables should be changed (Perry & Porter, 1982).The corporate culture construct is represented collectively by the set of organisational characteristics influencing employee motivation and job satisfaction, since these portray the underlying values, beliefs and assumptions of an organisation.

The RelATionShip Among moTivATion, joB SATiSfACTion And CoRpoRATe CulTuRe
Employee motivation is an innate force shaped and maintained by a set of highly individualistic factors that may change from time to time, depending on the particular needs and motives of an employee.Environmental factors do not have a causal link with motivation but do impact on the level of motivation experienced by an employee and, together, innate and environmental forces determine behaviour at work (Pinder, 1998).Gouws (1995) points out that the factors that motivate employees are the same ones that contribute towards their satisfaction in the workplace and subsequently concludes that motivated employees are generally also satisfied with their work.Motivation therefore manifests in job satisfaction (attitudinal) and performance (behavioural) and thus provides the link between employee job satisfaction and employee performance.
In this study, the relationships between specific motivational characteristics (characteristics that are both personal and jobrelated) and job satisfaction are discussed first.This is followed by a discussion on the relationships between organisational characteristics and job satisfaction.Finally, an inferred relationship between organisational characteristics and employee motivation is discussed.

The relationship between employee motivation and job satisfaction
Certain needs and motives experienced by employees are indicative of their energy and dynamism while at work, such as their need for achievement and power, their level of activity under pressure and the extent to which they are motivated by a competitive environment.A number of studies (Du Plessis, 2003;Maslow, 1968;Rothmann & Coetzer, 2002;Stinson & Johnson, 1977) have shown that the extent to which people are motivated by challenging tasks and by the sense that their abilities are being stretched directly impacts on the job satisfaction that they experience.People are motivated by their objectives and goals (Spector, 2003); goal involvement and goal attainment have also been shown to be positively related to job satisfaction (Bellenger, Wilcox & Ingram, 1984;Coster, 1992;Strydom & Meyer, 2002).These results are explained by the contribution that achievement makes towards a person's self-esteem (Beach, 1980), which reinforces his or her sense of contributing towards an organisation.A need for achievement is often linked to a need for power in the workplace (McClelland, 1987) and it has been shown that power is a significant predictor of job satisfaction for those workers who are motivated by it (Becherer, Morgan & Richard, 1982;Coster, 1992;Hoole & Vermeulen, 2003).
Another dimension of work motivation relates to the synergy that people experience between their motivational drive system and the characteristics of their work environment.This includes the extent to which they are motivated by opportunities for interaction at work, by praise and tangible recognition, by the synergy between their own and the organisation's values and principles, by their need for job security and by their need for opportunities for continual growth and development.The need for security is one of the most basic needs.Job security refers specifically to one's expectations about continuity in a job situation and extends to concern over loss of desirable job features, such as promotion opportunities and working conditions (Davy, Kinicki & Scheck, 1997).This variable has been shown to be an important predictor of job satisfaction (Cohen-Rosenthal & Cairnes, 1991;Davy et al., 1997;Hoole & Vermeulen, 2003;Moon, 2000;Ritter & Anker, 2002;Visser, Breed & Van Breda, 1997).Studies have also shown that many employees experience job satisfaction because their affiliation needs are being satisfied to some extent at work (Cohen-Rosenthal & Cairnes, 1991;Hoole & Vermeulen, 2003;Strydom & Meyer, 2002;Van Vuuren, 1990;Visser et al., 1997).Needs related to the self and higher-order needs that affect job satisfaction include the recognition of performance (Beach, 1980;Bellenger et al., 1984;Guppy & Rick, 1996;Van Vuuren, 1990), an environment that corresponds with personal values (Deshpande, 1996;Hoole & Vermeulen, 2003;Viswesvaran & Deshpande, 1996) and opportunities for training and development that satisfy the need for self-actualisation (Coster, 1992).
The intrinsic motivation dimension refers to an increase in motivation corresponding with meaningful and stimulating work, flexible structures and procedures, and an adequate level of autonomy.Literature shows a positive relationship between job satisfaction and the need to perform jobs that are challenging and that provide variety, interest and stimulation (Becherer et al., 1982;Coster, 1992;Fried & Ferris, 1987;Jernigan, Beggs & Kohut, 2002;Kemp, Wall, Clegg & Cordery, 1983;Moynihan & Pandey, 2007;Strydom & Meyer, 2002;Vercueil, 1970;Visser et al., 1997).
The extrinsic motivation dimension is represented by aspects such as the need for financial reward, positive promotion prospects, and position and status.Extrinsic rewards provided by an organisation are those that are tangible and visible to others.A significant positive correlation has been found between the extent to which people are motivated by financial reward and their level of satisfaction with the work (Agho et al., 1993;Bellenger et al., 1984;Hoole & Vermeulen, 2003;Mol, 1990;Strydom & Meyer, 2002;Thomson, 2003;Visser et al., 1997).Praise and recognition seem to be valued more by senior employees (Bellenger et al., 1984).This represents the affirmation of an individual's self-worth, which is also represented by the positive relationship between position and status as motivators and the experience of job satisfaction (Hoole & Vermeulen, 2003;Jernigan et al., 2002).Many employees, especially highly achievement-orientated people, are strongly motivated by opportunities for promotion.This has been shown to improve job satisfaction significantly (Coster, 1992;Hoole & Vermeulen, 2003;Moynihan & Pandey, 2007;Visser et al., 1997).
From the aforegoing, it is clear that the realisation of personal and job-related characteristics that motivate an individual is related to increased job satisfaction.It was therefore hypothesised that the different dimensions of motivation representing these characteristics are positively related to job satisfaction.

The relationship between corporate culture and job satisfaction
Some support for a relationship between job satisfaction and certain dimensions of corporate culture has been found.These dimensions represent organisational aspects that impact on job satisfaction, alongside the personal and job-related aspects that were discussed in the previous section.
The performance dimension includes an organisation's concern for the amount and quality of work that is done, its encouragement of creativity, and its customer and commercial orientation.Numerous studies have shown that an unrealistic workload has a decreasing effect on job satisfaction (Agho et al., 1993;Becherer et al., 1982;Bhargava & Kelkar, 2000).Concern for quality in work output and the safety and security of staff and clients (Cohen-Rosenthal & Cairnes, 1991;Moynihan & Pandey, 2007;Putti & Kheun, 1986) as well as a culture of innovation and creativity (Coster, 1992;Johnson & McIntye, 1998;Odom, Boxx & Dunn, 1990) enhance job satisfaction.The last-mentioned has also been linked to employee commitment to the organisation.
The human-resources dimension is reflected by an organisation's policies regarding the value and treatment of employees.Concern for employees is displayed through a supportive attitude in a people-orientated, encouraging and trusting environment.Such employer attitudes are positively related to job satisfaction (Agho et al., 1993;Putti & Kheun, 1986;Ritter & Anker, 2002) and to employee commitment and group cohesion (Odom et al., 1990;Van Vuuren, 1990).Another value related to job satisfaction is that of non-discrimination as reflected in fairness and equal opportunities for all workers (Coetzee & Vermeulen, 2003;Ritter & Anker, 2002;Veeran & Katz, 2002;Visser et al., 1997).
The decision-making culture of an organisation is reflected by the degree of formalisation that it subscribes to, with a bureaucratic and highly structured approach being negatively related to satisfaction and commitment (Du Preez, 2003;Goodman, Zammuto & Gifford, 2001;Lok & Crawford, 2001;Odom et al., 1990).However, Strydom and Meyer (2002) have found that the influence of such working conditions depends on the preference of particular employees.The hierarchical decision-making style characterising a regulated system seems to be part of the problem (McNeely, 1983;Visser et al., 1997).
Several authors (Cohen-Rosenthal & Cairnes, 1991;Du Preez, 2003;Gunter & Furnham, 1996;McNeely, 1983;Moynihan & Pandey, 2007;Ritter & Anker, 2002;Strydom & Meyer, 2002;Visser et al., 1997) have concluded that job satisfaction is facilitated significantly by an organisational culture characterised by positive lateral and vertical relationships among staff, and by effective and efficient interpersonal communication.Having positive interpersonal relationships with people at work contributes to a supportive environment.
Overall, literature supports the views of Putti and Kheun (1986) and Sempane et al. (2002) that corporate culture impacts on job satisfaction.It was therefore hypothesised that the different dimensions of corporate culture are positively related to job satisfaction.

The relationship between corporate culture and employee motivation
Parallels can be drawn between the variables that link motivation and job satisfaction and those that link corporate culture and job satisfaction.For example, a need for achievement and an organisation's performance culture are both positively related to job satisfaction.Literature furthermore shows that the relationship between job satisfaction and corporate culture is strengthened by synergy between individual motives and needs, and organisational culture.For example, the positive relationship between job satisfaction and a culture of innovation and creativity is more prominent for those motivated by opportunities for creativity (Coster, 1992;Johnson & McIntye, 1998;Odom et al., 1990).Furthermore, the influence of aspects of the decision-making culture on job satisfaction depends on synergy between employee preference and the degree of formalisation (Strydom & Meyer, 2002).Finally, the relationship between a supportive environment and job satisfaction is underlined by the need for such support, which many people have, especially at work (Cohen-Rosenthal & Cairnes, 1991;Du Preez, 2003;Gunter & Furnham, 1996;McNeely, 1983;Ritter & Anker, 2002;Strydom & Meyer, 2002;Visser et al., 1997).A third hypothesis was consequently formulated, namely that the different dimensions of corporate culture are also positively related to the dimensions of motivation.

A three-way relationship among corporate culture, employee motivation and job satisfaction
In line with previous research involving attitudes (De Cuyper & De Witte, 2005;Visser & Coetzee, 2005), the possibility of a more complex relationship has to be considered.Literature that implies a relationship between corporate culture and employee motivation (based on the relationships of these constructs with job satisfaction) also seems to point to a stronger relationship between corporate culture and satisfaction when the former is related to relevant aspects of motivation.A fourth hypothesis was therefore formulated, namely that employee motivation serves as a moderator variable in the relationship between corporate culture and job satisfaction.

ReSeARCh deSign participants
The sample was one of convenience: it consisted of 87% (N = 118) of the permanent-staff complement of a prominent marketing research company with several branches in South Africa.Participation was voluntary.A letter from the managing director did encourage participation, however; it also ensured confidentiality.Ultimately, all functional units in the company as well as all levels of staff participated in the study.
The marketing research process follows a universal routine, and organisational structures and procedures are set up to optimise this process.Due to the similar nature of the work of marketing research companies, it was expected that most marketing research companies apply similar structural and procedural operations.It was therefore assumed that the sample on which this study was based would be largely representative of the marketing research industry in South Africa.
The sample, stratified according to age, gender, job tenure, educational level and seniority, is presented in Table 1.Most employees were between 20 and 30 years old.There was an almost equal distribution of men and women.There was a fairly equal distribution of employees among the various categories of tenure, except for those who had more than 10 years of service, who were in the minority.The largest group of employees had a college or technikon qualification, while smaller groups of similar size had a high-school qualification, and Bachelors and postgraduate degrees.Senior and middle management represented 8% and 23% of the staff complement respectively, with the general staff making up the rest.

measuring instruments
Three instruments were used to measure the constructs concerned.These are the Motivation Questionnaire (MQ), which was used to measure the dimensions of employee motivation, the Experience of Work and Life Circumstances Questionnaire (WLQ), which was used to assess the job satisfaction of the respondents, and the Corporate Culture Lite Questionnaire (CCQ Lite), which provided an assessment of the perceived culture of the organisation.

Motivation Questionnaire (MQ)
The Motivation Questionnaire (MQ) consists of 8 items in each of 18 scales, totalling 144 short, job-related items completed on custom-designed, computer-read answer sheets.A Likert-scale format is used and raw scores are transformed to stens using a norm group extracted from the general British population.Four dimensions of employee motivation, each consisting of a number of scales, are measured, namely Energy and dynamism, Synergy, Intrinsic motivation and Extrinsic motivation.These dimensions are based on factor analyses carried out by the test developer.Cronbach alpha coefficients of between 0,47 and 0,83 for the scales are reported in the manual, which also contains support for the criterion-related and construct validity of the questionnaire (Baron et al., 2002).Factor analyses support the second-order dimensions.
In this study, Cronbach alpha coefficients ranged from 0,54 to 0,85 across the various scales.These coefficients were similar to those determined for the standardisation sample and, with the exception of three of the scales, could be regarded as "acceptable" to "high", especially if one considers that the results of this study are interpreted at a group level (Huysamen, 1996).Furthermore, the study used the scores on the dimensions in the analyses.The reliabilities for these were: Energy and dynamism = 0,91; Synergy = 0,85; Intrinsic motivation = 0,73; and Extrinsic motivation = 0,85.Intercorrelations between the scales in each dimension provided support for the four dimensions.

Experience of Work and Life Circumstances Questionnaire (WLQ)
The Experience of Work and Life Circumstances Questionnaire (WLQ) is based on the rationale that an employee with a high level of stress experiences problems arising from the environment, which can lead to a reduced level of job satisfaction in the case of stress emanating from work-related issues.The questionnaire consists of two parts, namely "experience of work" and "circumstances and expectations".
Only the second part was relevant to this study.The "circumstances" section consists of 23 items, of which the 7 related to circumstances that can cause stress within the work situation were used.The "expectations" section consists of 53 items (categorised in terms of 6 scales) dealing with the extent Alpha coefficients for the CCQ range from 0,72 to 0,89.Reliability and validity data for the CCQ Lite were being collected at the time of this study, although positive results in this regard seemed likely (Davies, Phil & Warr, 2000).An intercorrelation analysis across all scales confirmed that the domains identified for the CCQ were also applicable to the CCQ Lite.
In this study, Cronbach alpha values ranging from 0,45 to 0,85 were found for the different scales.With the exception of 6 of the 23 scales, these coefficients were acceptable (Huysamen, 1996) and the reliabilities for the combinations of scales in terms of domains (used in analyses in this study) were higher: Performance = 0,77; Human resources = 0,88; Decision making = 0,74; and Relationships = 0,87.Intercorrelations between the scales within each domain supported the combination of scales but, at the same time, also reflected the lower communalities associated with the low reliabilities found for some of the scales in two of the domains, namely Performance and Decision making.

procedure
During meetings with senior staff of the human resources division of the company, it was decided to invite and encourage all permanent staff employed by the organisation for at least six months to partake in the study.A letter from the managing director to all the selected members of staff requesting their open and honest participation and assuring them of the confidentiality of their responses launched the project.
It was also decided that the company name would be kept confidential.
Data collection took place over a period of seven weeks.The researcher (in the case of one session, a consultant) administered the measuring instruments during a number of sessions that lasted between 50 and 90 minutes to which up to 20 employees were invited.Ethical considerations in terms of the use of the measuring instruments, the analyses of the data and the manner in which the findings were conveyed were discussed with the test publishers.

Statistical analysis
All statistical analyses were based on the assumption that the sample (N = 118) was drawn from a normally distributed population.This was a reasonable assumption, given that a sample size of 25 or 30 is generally considered sufficiently large for most situations (Howell, 2002).
The Pearson product-moment coefficient (StatSoft, 2002) was used to determine whether any linear relationships existed between the dimensions of employee motivation and scales of job satisfaction (hypothesis 1), the domains of corporate culture and the scales of job satisfaction (hypothesis 2) and the domains of corporate culture and the dimensions of employee motivation (hypothesis 3).Raw scores and two-way p-values were used, the latter providing more information given the exploratory nature of the study.These relationships were further explored in terms of the significant drivers of said relationships using canonicalcorrelation analysis.This procedure allows the analysis of the linear relationship between two multidimensional variables or the correlation between two sets of variables.The outcome variables (the set of dependent variables) can be compared to the impacting variables (the set of independent variables) simultaneously (Statsoft, 2002).A canonical correlation of 0,45 was regarded as the cut-off guideline for interpretation.Based on the identified drivers, the moderator effect of employee motivation (hypothesis 4) was determined by splitting the sample into groups that scored high and low in terms of this construct and exploring the relationship between corporate culture and job satisfaction for the high and low groups by means of correlations (Visser & Coetzee, 2005).A median split was used as well as the top 25% and the bottom 25% scorers.Pearson correlations between the dimensions of the MQ and the scales of the WLQ contribution by Career matters, while the Human resources domain followed by the Decision-making domain, had the highest loadings in the case of the CCQ Lite.
Table 8 shows the highest loading for the second function as Physical working conditions in the case of the WLQ and the Decision-making domain for the CCQ Lite.However, this relationship was negative, which indicated that the higher the Decision-making domain score became, the smaller the Physical working conditions score became.

The relationship between corporate culture and employee motivation: hypothesis 3
Table 9 shows that Energy and dynamism was the only dimension of the MQ that correlated significantly with the CCQ Lite domains.
Table 10 provides the overall model fit for the canonical correlation between the CCQ Lite domains (the independent set of variables) and the MQ dimensions (the dependent set of variables) and shows that only the first canonical function (explaining 22% of the variance) was statistically significant.
Table 11 shows that the Energy and dynamism dimension loaded sizeably in the case of the MQ and the Relationships domain, followed by the Human resources domain and the Decision-making domain in the case of the CCQ Lite.
A three-way relationship among corporate culture, employee motivation and job satisfaction: hypothesis 4 The Energy and dynamism dimension was identified as a significant driver in the relationships of employee motivation with job satisfaction as well as with corporate culture.High and low groups in terms of this dimension were formed and

ReSulTS
The relationship between employee motivation and job satisfaction: hypothesis 1 Table 2 shows significant positive correlations between the Energy and dynamism dimension of the MQ and all the scales of the WLQ and a significant correlation between the Extrinsic dimension and the Remuneration, benefits and personnel policy scale.The latter correlation was negative, contrary to what was expected.
Table 3 provides the overall model fit for the canonical correlation between the MQ (the independent set of variables) and the WLQ (the dependent set of variables).The first two canonical functions were significant but only the first had an adequately high correlation for further interpretation (explaining 27% of the variance).
From Table 4, it can be seen that the highest loading on the WLQ was for Remuneration, benefits and personnel policy, followed by Task characteristics and Organisational functioning, while the highest loading on the MQ was recorded for Energy and dynamism.

The relationship between corporate culture and job satisfaction: hypothesis 2
Table 5 shows that, with the exception of the relationship between Performance and Social matters, all the CCQ Lite domains and WLQ scales correlated significantly and positively with one another.
Table 6 provides the overall model fit for the canonical correlation between the CCQ Lite domains (the independent set of variables) and the WLQ scales (the dependent set of variables).All the canonical functions were significant, with the correlation for the first and for the second function (explaining 66% and 26% of the variance respectively) meeting the criterion for interpretation.
The negative correlation between the Extrinsic dimension and the Remuneration, benefits and personnel policy scale is not supported by literature (e.g.Agho et al., 1993;Bellenger et al., 1984;Hoole & Vermeulen, 2003).The hypothesised relationships of the Synergy and the Intrinsic dimensions of motivation with job satisfaction did not realise, either.A possible interpretation is that the marketing research environment is characterised by factors that drive employees motivated by Energy and dynamism but that this environment does not support factors that lead to job satisfaction for those motivated by, for example, affiliation, recognition, flexibility and especially material and other external forms of reward.

The relationship between corporate culture and job satisfaction: hypothesis 2
Employees' perceptions of the organisational culture related directly to their level of job satisfaction.Positive perceptions of the human-resources orientation in particular were important,  Canonical correlation analysis for the CCQ lite domains and the MQ dimensions the correlations between the identified drivers for corporate culture (Human resources, Relationships and Decisionmaking) and job satisfaction (Organisational functioning, Task characteristics, Career matters and Remuneration, benefits and personnel policy) are presented in Table 12.
A pattern was noted in that the correlations were numerically higher for the high groups in the case of Human resources for the Organisational functioning and Remuneration, benefits and personnel policy scales and in the case of all three corporate culture domains for the Career matters scale.The opposite was true for all other correlations.However, the differences in the magnitudes of the correlations were, in most instances, not pronounced and the correlations were statistically significant (with six exceptions) and represented mostly medium to large effect sizes regardless of motivation category.

diSCuSSion
The correlations among the three measuring instruments highlight three significant sets of relationships, namely between the WLQ and the Energy and dynamism dimension of the MQ, between the WLQ and all domains of the CCQ Lite and between the CCQ Lite and the Energy and dynamism dimension of the MQ.The canonical correlations serve as reinforcement of the correlational results and provide auxiliary information on the most significant contributors in the relationships among the MQ, WLQ and CCQ Lite.Certain aspects of employee motivation, job satisfaction and corporate culture contributed more powerfully towards the relationships than others.However, support for the moderator effect of employee motivation that was expected to provide the basis for a three-way relationship was not found.
to the fact that a consistent, heavy workload is inherent in the marketing research environment and therefore not unusual.
The finding associated with the second function, namely that greater job satisfaction in terms of physical working conditions is associated with the perception that an organisation emphasises performance to a lesser degree is hard to explain and, in fact, contradictory to findings from the first function.
The relationship between corporate culture and employee motivation: hypothesis 3 Employees' perceptions of, in particular, a company's relationships and human-resources culture as well as the decision-making and, to a lesser extent, performance orientation also related to the needs and motives associated with the Energy and dynamism dimension.A relationship between corporate culture and motivation was hypothesised based on the relationship of both these constructs with job satisfaction.
In this study, only the Energy and dynamism dimension of motivation was found to be related to job satisfaction, which, in turn, was related to corporate culture (with satisfaction in terms of organisational functioning and remuneration and benefits featuring strongly in both relationships).The relationship found between corporate culture and this dimension of motivation follows from this.
Although no specific reference is made in literature to a direct relationship between these constructs, an inferred relationship is supported.For example, the positive impact of aspects of the Energy and dynamism dimension, such as challenging and stimulating (e.g.Coster, 1992;Du Plessis, 2003) as well as meaningful work (e.g.Hackman & Oldham, 1976;Porter et al., 1975), on job satisfaction is reflected in the positive relationship of a corporate culture characterised by the enforcement of quality and the encouragement of creativity with satisfaction (Cohen-Rosenthal & Cairnes, 1991;Coster, 1992;Johnson & McIntye, 1998;Odom et al., 1990;Putti & Kheun, 1986).
A three-way relationship among corporate culture, employee motivation and job satisfaction: hypothesis 4 The moderator effect of employee motivation for the relationship between corporate culture and job satisfaction was not supported by the results of this study.Specifically, the effect of the Energy and dynamism dimension of motivation was investigated.The significance of this dimension in the linear relationships was interpreted in terms of its relevance to the marketing research environment.However, focus on this aspect in the exploration of a possible multivariate relationship limited the definition of "motivation".The theoretical similarities between employee motivation and job satisfaction could also have confounded the results.Moynihan and Pandey (2007) argue for a more abstract notion of "motivation" that overlaps with attitudes such as job satisfaction, organisational commitment and job involvement.Given the reduced sample sizes for the sample splits, the overinterpretation of the patterns that were observed should be avoided.

ConCluSionS
The relationships found between employee motivation and job satisfaction, corporate culture and job satisfaction, and corporate culture and employee motivation correspond with what is reported in literature.In this regard, Moynihan and Pandey (2007) comment on the difficulty of adding anything new in terms of independent-dependent variable relationships in the study of workplace attitudes.However, the identification of significant drivers of these relationships provides organisations (especially in the marketing research context) with information that can be used to increase employee motivation and job satisfaction, which ultimately determine organisational performance.
followed by perceptions of the decision-making culture, relationships in the organisation and, lastly, performance orientation.The major drivers in the case of job satisfaction were organisational functioning, feelings about remuneration and benefits, and career matters.
The positive relationship with excessive pressure in terms of workload has been unexpected (Agho et al., 1993;Becherer et al., 1982;Bhargava & Kelkar, 2000).This relationship could be due Canonical structure for the first canonical function between the CCQ lite domains and the MQ dimensions

Table 1
Sample structureto which expectations in the work situation are perceived to be fulfilled.A five-point scale is used.A South African sample (Grade 10 level) was used to categorise the total score on each scale as "very high", "high" and "normal".Kuder Richardson-8 coefficients ranging from 0,83 to 0,86 for the different fields are reported in the manual together with support for the construct validity of the questionnaire(Van Zyl & Van der Walt, 1991).

Table 5
Pearson correlations between the domains of the CCQ and the scales of the WLQ

Table 6
Canonical correlation analysis for the CCQ domains and the WLQ scales

Table 4
Canonical structure for the first canonical function between the MQ dimensions and the WLQ scales

Table 3
Canonical correlation analysis for the MQ dimensions and the WLQ scales

Table 7
Canonical structure for the first canonical function between the CCQ lite domains and the WLQ scales

Table 8
Canonical structure for the second canonical function between the CCQ lite domains and the WLQ scales