Motivational Touching Patterns in a Filipino Organizational Context: A Case Study of Fiesta Department Store

Abstract

Communication is considered an integral part of everyday life and manifests itself in people. Books on communication note the distinct role of interrelationships in the communication process with the adage that “no man is an island.” These interrelationships call for communicative competence, which requires understanding of linguistic, paralinguistic, and nonverbal channels. Nonverbal communication is manifested through gestures, head movements, facial expressions, eye contact and gaze, kinesics, proxemics, backchanneling, silence and breathing, and haptics or touch. Many researches have discovered the use of touch in various settings, which shows that touch 1s a powerful nonverbal cue. Studies abroad have concluded that touch strengthens actions and results in positive reactions when it is used in a non-controversial manner. Moreover, touching patterns tell much about a person’s feelings and character in various work situations, and companies who encourage their staff to touch each other at work improves productivity. On the other hand, studies on nonverbal behavior in the Philippines has shown that body language is an effective feedback mechanism and that superiors employ touch through shaking hands, pat on the back or shoulders, and arm over back or shoulder. However, it is not clear if good superior-subordinate relationships result from touching and if employees are satisfied and motivated when superiors touch them (Bamhouse 4; Pease 2; Miller 1; Goll 10; Tinga 36; Rosario 35). Studies on motivational tools employed in work settings abroad has shown that motivation is vital in any company as it entails stimulating employees to perform better and consequently for greater productivity. On the other hand, studies on motivational practices in the Philippines have concluded that motivation, which is derived from management’s ability to meet employee’s needs, influences communicative relationships in organizations since workers are encouraged to perform better, to have a positive outlook, and to relate to one another in the workplace (Holt 422; Eduarte 80-81; Villenas 86-87). The studies mentioned have shown that touch is employed in the workplace and that there are various strategies for motivating employees. However, it has not been established whether touch promotes positive effects specifically motivation when it is used in the workplace. Hence there is a gap in knowledge on motivational touching patterns used by superiors in the workplace. Given the scarcity of knowledge on motivational touching patterns in the Philippine context, this study seeks to answer the following general problem: Is touch used to motivate members of Fiesta Department Store in cultivating emotional integrity and social bonds? If so, how and why is it used? To answer the general problem, the following sub-problems have been posed: (1) What is the profile (history, vision, mission, structure, and programs) of Fiesta Department Store? (2) What are the forms of and occasions for touching in this organization and when do the members perceive touch as proper? (3) Is touch pervasive in the organization’s culture? If so, who initiates it? and (4) Is touch used as a motivational tool in the organization? If so, how and why? This study utilized exploratory research design where case study with focus group interviews and survey strategy were likewise used. The study was conducted in a period of nine months at Fiesta Department Store located in Lipa, Batangas. All the organization members were chosen as respondents and each of them were given an interview and a short questionnaire. Descriptive Statistics particularly frequencies and percentages were used for data analysis.

The study has revealed that Fiesta Department Store is a retailing company with a united, empowered, and motivated workforce who offers excellent products and services that makes the company the top income-generator among Fiesta World Group of Companies. Moreover, the forms of touch used by the organization are handshake, pat on the head, pat on the arm, tap on the back, tap on shoulders, handholding, hugging, and akbay (arm-in-arm) where handshake, pat on the arm, and pat on the back are considered appropriate while the occasions where touch is evident in the organization are persuading - others, greetings, making requests, and sports fest and parties where greetings such as introductions, persuading others, and sports fest and parties are perceived as appropriate. This study also found that touch is unconsciously practiced to show sincerity, motivation, and support among the members of Fiesta Department Store culture where superiors are perceived to be the people who usually initiates and should initiate touch especially in superior-subordinate meetings. Furthermore, touch is used as a motivational tool in Fiesta Department Store where various forms of touch such as handshake, tapping, pat on arm or shoulders, handholding, and hugging are extensively ‘used in a non-controversial manner to achieve better job performance, to build relationships, and to show sincerity, support, closeness, familiarity, respect, and appreciation. Finally, touch is used to motivate members of Fiesta Department Store and is done through a non-controversial manner such as gentle, brief and light touch on a non-sensitive body part such as on the hands, elbows, arms, shoulders, and at the back of a person to establish and develop social bonds and emotional integrity among organization members.