Ahmed, Hafeez2025-11-202025-11-202025https://hdl.handle.net/10566/21438In the face of the global challenges posed by the coronavirus disease 2019 pandemic (COVID- 19), employee motivation emerged as a cornerstone of organisational resilience and sustainability. This mini-thesis explores the intricacies of employee motivation within a crisis context, focusing on an optical retail organisation in the Western Cape province of South Africa. The theoretical framework guiding this exploration is Albert Bandura's (1986) Social Cognitive Theory (SCT), which offers a lens through which to analyse the cognitive, behavioural and environmental factors influencing employee motivation during the COVID- 19 pandemic. Guided by Albert Bandura’s SCT, the study examines the interplay of cognitive, behavioural and environmental factors shaping motivation during unprecedented times. The research aims to illuminate how tailored motivational strategies can sustain workforce engagement and organisational effectiveness amid adversity. The study addresses the primary question: “What employee motivation techniques are effective during crises such as the COVID-19 pandemic?” Four objectives were pursued: (1) Investigate what motivation approaches managers can apply to motivate AODs in a time of crisis; (2) Assess the strategic objectives of an optical retail organisation in the Western Cape during the COVID-19 pandemic; (3) Examine the congruence between the motivational needs of the AODs and the goals of the organisation during the COVID-19 pandemic; and (4) Make recommendations to human resource personnel and managers about motivation techniques that are relevant for the achievement of the organisation’s objectives during a crisis like the COVID-19 pandemic. Adopting a qualitative methodology, the research utilised a case study approach, with data collected through semi-structured interviews involving 18 participants, encompassing both AODs and managers. Thematic analysis revealed distinct motivational factors for the two groups. For AODs, key themes included the role of rewards and recognition in motivation, autonomy and control over work, and the impact of work environment and communication. Managers highlighted the role of leadership and management, work-life balance and flexibility, and adaptation and motivation. This study contributes to understanding motivation during crises, offering practical recommendations for human resource management and leadership. Future research is iii encouraged to explore the long-term implications of these findings across diverse contexts and industries.enCoronavirus disease 2019 PandemicCOVID-19Crisis ManagementEmployee MotivationInnovation and AdaptationThesis