Workplace Flexibility as an Engagement Strategy for the Multigenerational Workplace in the Thai Marketing Research Industry


  • Dangjaithawin Anantachai
  • Anong Wisessuwan
  • Chalong Tubsree


Multigenerational Workforce, Workplace Flexibility, Engagement, Continuous Development of Marketing Research Industry, Thailand


           This study was performed to determine the impact of workplace flexibility on employee engagement in the Thai marketing research industry, especially among the multi-generational environment. The study involved a mixed-methods methodology, consisting of a qualitative in-depth interview among the top management persons to assess their views on flexibility policy and its effect on employee engagement, a quantitative online self-completion questionnaire among marketing research employees to assess their needs on flexibility policy and a qualitative group discussion to elaborate the quantitative findings in terms of meaning and expectation of employees on flexibility policy. The statistical results indicated that flexibility did not have a direct impact on engagement nor job satisfaction, but on the relationship with supervisors and co-workers. From the qualitative investigation, flexibility was described as the understanding of a person’s requirement and situation rather than a policy. This situational understanding helps others which is highlighted as one of the key drivers to satisfaction and engagement respectively. The findings reported in this article make a significant contribution to various organizations of the Thai marketing research industry as a practical and strategic guideline to engagement strategy construction.

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