Original Research

Reward preferences for generations in selected Information and Communication Technology companies

Annetjie Moore, Mark Bussin
SA Journal of Human Resource Management | Vol 10, No 1 | a325 | DOI: https://doi.org/10.4102/sajhrm.v10i1.325 | © 2012 Annetjie Moore, Mark Bussin | This work is licensed under CC Attribution 4.0
Submitted: 20 September 2010 | Published: 25 September 2012

About the author(s)

Annetjie Moore, Department of Industrial Psychology and People Management, University of Johannesburg, South Africa
Mark Bussin, Department of Industrial Psychology and People Management, University of Johannesburg, South Africa

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Orientation: Previous research suggests that different generations have different reward preferences based on differences in values, frames of reference and life goals.

Research purpose: The focus of this study was to determine whether different generations prefer different rewards in the Information and Communication Technology (ICT) industry in South Africa.

Motivation for the study: The rationale for this study was to obtain a better understanding of the reward preferences of Veterans, Baby Boomers, Generation X and Generation Y in the ICT industry.

Research design, approach and method: The research was a quantitative, cross-sectional, correlational design. Participants from two ICT companies completed a structured electronic survey. One hundred and sixty four valid responses were received. A Cronbach’s alpha of 0.821 indicates that the survey was reliable.

Main findings: Contrary to previous research, the results show that generations do not display different reward preferences.

Practical/managerial implications: It would be more beneficial to use individual interrelationship factors to develop a reward strategy than generations.

Contribution/value-add: The research has added insight and value to reward preferences for generations in the ICT sector.


Reward preferences; generations; learning and development; pay; rewards; work environment


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1. Multigenerational Differences in Career Preferences, Reward Preferences and Work Engagement among Indian Employees
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