Abstract
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.