... incentives can be implemented in order to influence an employees' level of motivation. Pettinger (2001) identifies that an effective employee is a member of staff that has the ability to follow rules and is capable of maintaining morale, through understanding and applying procedures. An employee must take pride in their work, work at high standards and take care in all day-to-day activities if they are likely to be effective and stand out from other colleagues. Levels of effectiveness can also be closely linked and judged by aspects such as absenteeism, time keeping, complaints, productivity and adherence to quality standards. This can only be achieved through an understanding of internal cognitive processes; meaning - what people feel and how they think. This therefore means, a manager can only aim to maximise the effectiveness of his or hers staff by means of motivation if they are able to identify and judge behaviour trends ...

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