The 28th National Graduate Research Conference,

Assumption University of Thailand, 28-29 June 2013

A Study of the Relationship between Tardiness and Absenteeism, and
Utilization and the Impact of Motivation on Tardiness and
Absenteeism in TravelPal Thailand Co., Ltd.

Rach Wongwisidth , and Sawat Kengchon

Assumption University, 592/3 Ramkhamhaeng 24, Hua Mak, Bangkapi Thailand 10240
Email: rachwongwisidth@gmail.com, sawat_k@yahoo.com

Abstract
The online travel agency (OTA) is one of the popular travel services in Thailand that
competition has increasingly grown in the past few years. There are both local and
international players competing in the same market. TravelPal Thailand Co.Ltd., is among the
top OTAs of the country directly affected by high competition. The business is under
performed in 2012 by several factors. To reverse the situation and create competitiveness,
employee utilization has been identified as one of significant areas to improve for the
company. Due to high tardiness and absenteeism rate of employees in the organization, the
study is intended to identify relationship between tardiness and absenteeism, and employee
utilization. Motivation will be used as the intervention tool and its impact on the focal issues
will be identified.

Keywords: employee utilization, absenteeism, tardiness, motivation, goal-settings

Introduction absenteeism are the two potential issues that

The online travel was forecasted to
become one third of the total world market
value [32]. There is a market study shows that
the top three online travel agents (OTA) that
the travellers use their booking service are
Expedia, Tripadvisor, and Booking.com [31].
The other OTA such as Priceline.com was
reported 21% in revenue and 34% in net
income higher than 2011 [30]. The company
also offers services in many countries
including Thailand through their primary
brands, Agoda.com and Booking.com [17]. To
operate the OTA business, there are four major
commercial functions recommended to fulfill:
marketing, requisition information, customer
service and electronic transaction [19]. It is
also suggested that the key success factor in
operating the agency in particular is to recruit,
motivate and retain competence employees to
support the operation of the business [26].
The focal organization, TravelPal
Thailand Co., Ltd., is among the top OTA
players in Thailand. In 2012, the company
business performance was dropped overall
especially in the area of inbound business,
which is a core business area of the company.
One of the major contributing factors to the
result is employee utilization as identified by
the management team. Tardiness and
might create impact on employee utilization.
The root causes are assumed by the
management team of the focal organization
such as a long period of stay of the employees,
Thai culture, family-like atmosphere in the
company could contribute to such behaviors
among employees.
Statement of Research Problem
The focuses of the study are on the
relationship between tardiness and
absenteeism, and employee utilization and the
impact of motivation on tardiness and
absenteeism, in TravelPal Thailand Co., Ltd.
Research Objectives
The potential solution of the focal issues
is to understand the relationship between
tardiness and absenteeism, and the current
situation, low employee utilization and to
experiment the impact that the tool created,
motivation tool, on the issues. In the study,
there are four primary objectives defined:
1. Identifying relationship between
tardiness and employee utilization in TravelPal
Thailand Co., Ltd.
2. Identifying relationship between
absenteeism and employee utilization in
TravelPal Thailand Co., Ltd.

3. Identify impact of motivation on
tardiness in TravelPal Thailand Co., Ltd.
4. Identify impact of motivation on
absenteeism in TravelPal Thailand Co., Ltd.
Research Questions
There could be some potential impact of
tardiness and absenteeism on employee
utilization, which might result to unsuccessful
business performance. There are four
questions raised in the study:
1. Are there any relationships between
tardiness and employee utilization?
2. Are there any relationships between
absenteeism and employee utilization?
3. What are the impacts of motivation on
tardiness?
4. What are the impacts of motivation on
absenteeism?
Definition of Terms
Focal/Target organization: TravelPal
Thailand Co., Ltd.
Target employees: Employees of
TravelPal Thailand Co., Ltd. who are involved
with tardiness and absenteeism issues.
Employee utilization: ratio of works
assigned according to role and time spent to
complete them.
Motivation tool: a simulated tool created
to support enhancement of motivation. It
composes of recognition tool, goal-settings
tool, and self-management tool.
Recognition tool: type of motivation tool
purposely designed to create recognition of
employees.
Goal-Settings tool: type of motivation
tool purposely designed to support
individual/team objectives or goals.
Self-management tool: type of motivation
tool purposely designed to support self-
management activity.
Observed behavior: behavior can be
seen by sight.
Scope of the Study
In order to create an accurate result
from the study as much as possible, the
research is scoped for travel and tourism
industry in Thailand in a segment of online
travel agency by focusing on the target
organization which strong Thai culture has
influenced employees behavior. The result
from the study can be expanded in the later
stage.
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
Limitation and Delimitation of Research
In this research, there are both
limitation and delimitation, which might vary
an accuracy of the studied result, which are
worth to outline at the beginning.
Limitation of the study is time. Due to a
two months period of the study, the behavioral
change might not be taken effect. The
activities are required to continue after the
study period.
Regarding to the delimitation, there are
two issues, facilitators and rewards.
Facilitators: Due to sensitivity of the issues,
tardiness and absenteeism, the facilitators will
be assigned to internal TravelPal Thailand Co.,
Ltd. team to conduct and coached by the
researcher. For the rewards, the trophy or
certification will be given to the employees
succeed the program according to plan due to
monetary value cannot be supplied.
Literature Reviews
Tardiness and Absenteeism of Employees
Tardiness and absenteeism of
employees are crucial issues for many
organizations nowadays. The financial impact
generated by absenteeism solely cost 36% of
payroll according to the survey report by
Mercer [10]. Tardiness is excluded. Many
organizations include the topics in the
attendance section of employee handbook.
Additionally the employee assistance program
(EAP) has been offered in several companies
in order to increase well-beings of employees,
as well as business productivity and
performance [24].
Tardiness and absenteeism are two out of
four forms of withdrawal behaviors, which
also include early departure and turnover [3].
They can be seen as a sign of organizational
disengagement [8]. There are two classical
concepts widely used to explain the behavior
absence proneness [7] and emotional
instability [16].
Not only the employees, those two issues
create several unconstructive consequences to
organization; expenses, resentment,
productivity, and presenteeism [22]. It is also
supported by several case studies that
motivation creates direct impact to
productivity in different degrees [23][25]. The
classical theorys motivation hygiene of
Federick Herzberg [27] is the strongest support
of the prove.

Employee and Organization Relationship
Business organization is a social entity
established by one or more persons and driven
by one or more purposes to generate
financially growth and productivity growth
toward the entity. The group of people in
organization is a key element to drive
organization to its objective. Employees and
organization have a relationship to each other
[13]. There are both external and internal
contexts linked to the relationship, which also
creates the intersected area, the employee-
organization relationship [2]. It is an
implication of right balance between life
outside the company and inside the company.
In national culture context, family/leisure
context, labor market context and occupational
context, the context external to the
organization, they are contributed to
employees state of mind. So are the contexts
internal to the organization. The relationship of
employees toward organization and in the
opposite direction can be formed according to
the context elements. The linkage between
both, therefore, will be established once some
certain context elements are met.
Motivation and Behavior
Motivation is a driver of behaviors in
human beings. However observed behaviors
cannot be presumed as a true self of
individuals. The observed behavior has been
assumed by the externals, which may not be
true for a person observed [11]. Even oneself
who expresses that behaviors might either
intentionally or unintentionally act and has
already been presumed by the third parties.
The behavior is driven by beliefs, values, and
attitudes [11]. However it can be interpreted
based on the context of the situation. It is
undeniable that motivation is a key of
behavior. It has been defined as a process that
intensity and persistence of individual to
achieve the goal [9].
To be motivated, there must be a goal
that can be anything. The goal can reflect
needs and values of the individual [12]. When
human beings feel hungry, they have to go out
and look for food to fulfill their needs. Goal is
to find food where hungriness motivates he to
look for food. Eating is basic need of everyone
while types of food can be value hold and
developed according to the background. To
support understanding of behaviors, which is
an output, the needs are one of the factors that
motivation. David McClelland [14] describes
in the Acquired Needs Theory that the needs
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
can be developed over time and life experience
that individual goes through and it was
categorized as Achievement, Affiliation and
Power. To reach the goal, people with high
need of achievement may choose the difficult
path to show their real ability of success. For
people who value affiliation, they incline to
enjoy interacting with people. They want to
feel harmonized with the group and be
accepted by the others. And for the last, people
who have high needs for power, tend to take
control of environment to achieve the goal. In
this theory, power can be divided into 2 types.
One is individual power and the other is
institutional power. The former type tends to
direct the others as well as environment toward
his individual goal while the latter looks at
overall achievement of institution. He will try
to organize the effort in order to support goal
of organization.
Thai Culture
It is learnt that behavior itself occurred
due to an influence of normative belief [1],
which culture is part of it. People express their
behavior toward one particular event or thing
differently depends on the culture in the region
they belong to. Culture varies according to the
region, which has impact to value [20].
Thailand is one of the countries that,
has a strong culture and is rooted in society.
The culture has also influence to personality of
Thais. The work of Dr.Juri Vichit-Vadakarn
was posted in a website, Pantip.com, titled The
Analysis of Thai Personality: Root Causes of
Development and Problems in Thailand [34].
It is supported by previous work of Herbert P.
Phillips [15] regarding in a book called Thai
Peasant Personality: The Patterning of
Interpersonal Behavior in the Village of Bang
Chan. It describes Thai personalities as high
flexibility, not to follow the regulation, high
individualism, high compromise and low
commitment. The advantages of these types of
personality are high survival skills and high
social integration. However the drawbacks also
exist [33]. Additionally Thai society is
hierarchical structure. Paying respect to a
person who has higher seniority is very
important through actions such as listening to
the senior without expressing opinion if not
asked, bending body forward when walking
pass senior persons who respected, etc. Thai
culture has been appeared in all aspects of Thai
organization and influent to behavior of Thais
in the organization [18].

In professional environment, Thai
personality, Sabai-Sabai (easy going), cannot
be fit well due to seriousness is required to
create credibility of individual and
productivity to reflect in performance. The
idea of family-like environment is good in
personal interaction because Thais tend to
avoid confrontation and confliction. Somehow
it causes low productivity in several
organizations in Thailand due to people are
Sabai-Sabai, which includes non-respect to
company regulation.
It is very interesting and challenge to
combine Thai culture and Thai personality to
the professionalism and create new Thai
professional manners. It can be a unique
culture and can be applied in professional
environment in all levels.
Positive Change Management
In order to move organization forward,
instead of focusing on faultfinding, individual
strength should be priority of the development
of behavior [4]. It comes from belief that
human beings are a combination of the good
and the bad. No one is perfect. They possess
both [6] as well as strength and weakness. If
strengths are the main focus and combined,
they create imaginations, passions and hopes
[4]. To discover individual strength, it is
important to understand and accept oneself.
In Appreciative Inquiry, the 4D model [5]
can helps organization and individuals to
discover self-strengths, to dream of the future
goal, to design the path to the dream and to
destine oneself what should be defined for a
milestone check.
Deep listening can be the starting point
of self-discovery. It is a process to listen to
oneself and perhaps the others [21]. It can also
help one to escalate his consciousness. Once a
person lives consciously and is aware of things
that happen around him, the difficulties and
challenges in life can seen clearer. To
understand the challenges or difficulties are, to
search the root causes of those, to understand
results of reducing or eliminating the root
cause and to act on the path of root cause
termination or reduction, the Four Noble
Truths has been clearly described [28] and can
be applied from individual to organizational
level.
Behavioral Change
As discussed in many change
management theorem, creating a tipping point
is the first process required because a sense of
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
urgency is strongly needed. The sense is raised
because awareness. In the Transtheoretical
model [29], there are 6 steps described the
change.
In the first step, Precontemplation, it is
unaware by people about the needs of change.
There can be negative reaction in addition to
resistance toward the change. The
Contemplation, the second step, is a stage
when people start to be aware of the needs of
change but not confine in yet. Weighting
between pros and cons are common situation
when people reach this stage. In the third step,
preparation, it is a stage when the change is
about to occur. People at this stage are fully
aware about the needs for change and start
looking for data to support the upcoming
change activities that might occur sooner or
later. It can be defined as a pre-change stage.
The Action, which is the forth step, is
the stage when people take real action on
change of their behaviors. This stage is very
crucial because it is a go/no go stage for
people who are in the stage. The willpower of
them is there. Strong support from people
around them, some reward and any kinds of
motivation are needed to keep this momentum.
There can be pressure or frustration along the
way. It is the reason that strong support and
positive motivation are needed there. After the
action complete, the Maintenance stage is the
other crucial one. People who reach at this
stage need to remind themselves about the
good move that have occurred to their lives as
well as to avoid all temptation because they
might revert to the prior habit. However the
risk of reversion can be less comparing to the
previous one.
An absolute stage, which cannot be often
applied, is Termination. People who have gone
through 5 stages of change have no longer
desire to fall back to the previous behavior and
at the same time they would like to share their
path to the others.
Theoretical Framework
Behavioral Change on Thais can be
challenging based on content and context of
the culture especially the expected
outputtargeted to utilization of employees.
Motivation can be an appropriate tool in order
to shift current behavior toward high
utilization related behaviors.

Figure 1: Theoretical Framework
Conceptual Model
In the research, the assumption is to
identify the impact of the negative observed
behaviors, tardiness and absenteeism, toward
employee utilization as well as identify the
motivation factors that cause the negative
observed behaviors in order to use them as a
tool to change their behavior.
The variables, dependent and
independent, are assigned KPIs in order to
measure and to track the change of behaviors
of the target group. Employee utilization will
be measured by the numbers of work assigned
compared to the time given, actual submission
time and some specific KPIs defined on each
particular role of the focal group members. For
tardiness and the absenteeism, there is time
stamp recorded in the HR system of TravelPal
Thailand Co., Ltd.
Figure 2: Conceptual Model
Action Research Framework
In the action research framework, it
composes of three phases, Pre-ODI, ODI and
Post-ODI. The Pre-ODI describes current
situation related to the research focal issue
according to high-level discussion prior the
research starts. The ODI describes a potential
ODI process and activities to bring the target
audience to the desired stage elaborated in the
Post-ODI (see figure 3). However the ODI can
be changed according to the new discovered
data and result from further activities.
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
Figure 3: Action Research Framework
Research Methodology
To provide accurate findings and yield
results per expected, the research methodology
has been designed for implementation.
Action Research Model
Pre-ODI
Mutual agreement between the focal
organization and researcher regarding to
research corroboration has been reached and
agreement of research scope has been defined
and approved. These two processes are defined
in contact and contract steps. In data
collection & analysis step, employee data, and
tardiness and absenteeism records from human
resources of TravelPal Thailand Co., Ltd. will
be provided as a background and evidence of
the focal issues.
Figure 4: Action Research Model
The primary data collection will be
collected through the Employee Engagement
Survey (EES) and the Face-to-Face (F2F)
interview. The questions items and interview
topics are planned and structured in order to
fetch and cross check responds of the
participants of both activities. The EES will be
rolled out to all employees of TravelPal

Thailand Co., Ltd. in order to identify the
common motivation factors and perception
toward the organization among employees. For
the F2F Interview, it will be conducted to 15-
20 employees who have been involved with
tardiness and absenteeism issues both
constructively and destructively. Toward the
end of this step, the analysis results will be
produced from the gathered data as well as
analysis process. Diagnosis of the current
situation will be performed based on analysis
of data and, as well, the result will be
presented to the stakeholders, sponsors and
power sponsors of the research study to agree
way to move forward. These activities are a
merger of two process steps, data feedback &
analysis and agree way forward.
It can be seen in figure 4 that the red
arrow moves from top to bottom and in the
other directions. It shows the direction of
process steps to be conducted by starting from
the tail of the arrow to its head.
ODI
Intervention design and implementation
are two main steps in ODI phase. After data
collection and analysis process, the
intervention will be designed according to
objectives of the study as well as baseline data.
The designed intervention is required an
agreement and approval from a sponsor of
target organization. Due to the nature of the
intervention is related to behavioral change by
shaping up through organizational wide
activities, it is crucial that the management
team has to be involved since the beginning in
order to understand the objectives and
expected results of the intervention as well as
the process of implementation phase. Before it
rolled out, communication plan must be
created properly because the intervention may
generate impact directly and indirectly to the
employees within the organization.
During the step of implementation,
monitoring can also be done and data can also
be collected as a secondary data source to
support the analysis in the Post-ODI. In this
study, the OD activities will be conducted by
the focal organization through human
resources department. Preparation session
between HR and the researcher will be
organized to coach the HR team and other
involved parties to conduct the activities and
collect data as well. After two months after
intervention, data will be collected and result
will be evaluated in Post-ODI phase, which is
evaluate & learn.
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
Post-ODI
The Employee Engagement Survey and
the F2F interview will be conducted at the end
again to identify the gap between Pre-ODI and
Post-ODI to the same group of participants.
The final report including to recommendation
will be written after data analysis and
intervention evaluation. As a detach process,
the Live & Learn session will be organized to
present the study to management team of the
target organization, proposal of
recommendation and to discuss about the
learning occurred within organization during
the intervention. After the meeting, the project
should be ended as the first phase.
OD Activities
To conduct the study, there are three
types of tools designed as well as activities to
support, recognition tool, goal-settings tool
and self-management tool.
1. Recognition Tools is designed to
promote and emphasize recognition culture in
order to increase employees motivation inside
organization. There are two activities created
by using the tool.
Good Wednesday Breakfast (GWB)
It purposes to bring management and
staffs to discuss about ongoing issues or any
staff requests in professional manner but yet
family-like feel over the breakfast. It is
intended to create a space for employee to
raise their voices to management directly.
Simultaneously management will have an
opportunity to discuss with employees in the
topics attention needed. The key activity of the
GWB is to show recognition from
management toward employees in the meeting
and the breakfast represents a small celebration
before starting a new day.
Appreciative Inquiry (A.I.) will be used
as an approach to conduct the meeting.
Although professionalism is required during
discussion over the breakfast, A.I. will give a
sense of generosity, friendship and goodwill in
the session. Invitation will be created and
delivered by HR department. Agenda will be
set planned ahead among responsible
management team members who will conduct
the session in that particular week. At least
three recognition topics will be needed to
include. Each session will take around 30
minutes before office hour started at 9 a.m.
Meeting facility and breakfast will be

sponsored and organized by human resource
department.
The activity is designed to reflect
appreciation and recognition within
organization between management and staffs
since it is believed that it will be one of the
ways to create employee engagement and
commitment of employees toward
organization, which can potentially reduce rate
of tardiness and absenteeism.
Ring It When We Come
It is a game designed to encourage and to
incentivize any team in TravelPal Thailand
Co., Ltd. that arrives the office by 9 a.m. They
will be competing against each other in the
league. The bell will be provided to each team
and must be rung by 9 a.m. on the working day
if all team members appear in the office.
Management team members will go to the area
of the team and give applause to daily winning
team. Photo of daily winner will be taken and
published in companys Facebook and score
will be kept on a public scoreboard. The
league will be lasted for 2 months and at the
end, the winner will be rewarded by a
certification and prize from the management.
There are two levels of corroboration
reflected in this activity, management team
members and the team themselves. A strong
commitment to activity is required by
management team members because they have
to be presented in the office by 9 a.m. every
morning as an example in addition to visit the
winning team. For the team, corroboration
among team members is majorly required. The
team leader needs to show commitment toward
the win as well as convince the team members
benefits of being achieved in term of personal
life and career.
2. Goal-Settings Tool is used for
pushing and motivating the employees in focal
organization to initiate and to commit to goal
agree upon. An activity is designed to from the
tool.
Additional Personal Goal Settings in
Objective Settings & Performance
Evaluation
Personal goal settings of individual
employees will be requested to add during the
Objective Settings process and reviewed in the
Performance Evaluation process. A personal
goal toward role or organization can be
proposed and agreed on the timeline and
follow-up.
The 28th National Graduate Research Conference,
Assumption University of Thailand, 28-29 June 2013
3. Self-Management Tool purposes to
support employees to take action and to learn
to manage themselves through activities. In
this study, there is an activity designed from
this tool.
Self-Service Champion
The self-service champion is an activity
to create personal mastery and share it to the
others. At the same time it create self-esteem,
self-respect and self-confidence of a person
entitled as a champion. In the process of self-
champion, a person will be entitled as
champion in any defined categories and hold
the title for a given period. During the period,
that person has to demonstrate that he/she
deserves the title as well as needs to create any
kind of knowledge or skill transfer to others in
organization.
Management team of TravelPal
Thailand will define champions categories
and select staffs, who belong to those. The
champions need to demonstrate area of
championship and are required to create the
program to transfer their expertise through out
the organization with a support from HR
department. There will be a board to show
photos of monthly champions. At the end of
given period, new champions will be selected
and continue. The participation of the
champions in the program will be part of their
performance evaluation review.
Table of Respondents
Percentage
Level of in
Participants Population Total
Management 11 24.50%
Employees 34 75.50%
Total 45 100%
Table 1: Table of Respondents
Instruments
Interview Guide
It is used as a communication tool before
the F2F Interview session conducted. It is
designed to provide a procedure of the
interview, scope of interview, list of the
questions, check list of interview preparation
and data entry sheet used during the actual
interview.
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Questionnaire Data will be grouped according to the
structure.

Quantitative Data Analysis

Results from the Employee
Engagement Survey in the section of tardiness
and absenteeism topics will be analyzed by
using the statistical means and correlation to
identify relationship among the variables.

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Assumption University of Thailand, 28-29 June 2013

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