Questions: Colin is a branch manager for a large freight company. He has noticed low morale lately, perhaps because of the cramped quarters, stricter policies, and lack of raises this year. According to Herzberg, Colin should first concentrate on Select one: a hygiene factors. b. needs for achievement. C. esteem needs. d motivating factors e. growth needs.

The answer is A: hygiene factors.

Explanation for each option:

a. Hygiene factors: According to Herzberg's Two-Factor Theory, hygiene factors are elements that can cause dissatisfaction if they are missing or inadequate, but do not necessarily motivate if they are present. These include working conditions, company policies, salary, and interpersonal relations. Since Colin has noticed issues like cramped quarters, stricter policies, and lack of raises, these are all hygiene factors that need to be addressed to prevent dissatisfaction.

b. Needs for achievement: This concept is more closely related to McClelland's Theory of Needs, which focuses on the intrinsic motivation of individuals to achieve and excel. While important, addressing needs for achievement would not directly resolve the issues related to the working environment and policies that are causing low morale.

c. Esteem needs: Esteem needs are part of Maslow's Hierarchy of Needs and involve the desire for respect, self-esteem, and recognition. While important for motivation, they are not the immediate concern when dealing with basic dissatisfaction factors like working conditions and policies.

d. Motivating factors: According to Herzberg, motivating factors are elements that can lead to higher job satisfaction and motivation, such as recognition, responsibility, and opportunities for growth. However, these factors should be addressed after hygiene factors are taken care of, as motivating factors alone cannot compensate for dissatisfaction caused by poor hygiene factors.

e. Growth needs: This term is more aligned with Maslow's Hierarchy of Needs and Alderfer's ERG Theory, focusing on personal development and self-actualization. While important for long-term motivation, addressing growth needs would not immediately resolve the basic issues causing low morale.

In summary, Colin should first concentrate on hygiene factors to address the immediate sources of dissatisfaction among his employees.