TAF PUBLISHING

The objective of this paper was to identify what hospitality frontline managers experience as Ubuntu and subsequently presents a compact assessment scale for measuring frontline managers’ experience of Ubuntu culture to a hospitality organisation in South Africa. A mixed-method research design encompassing qualitative and quantitative studies resulted in 26 item measures for the Ubuntu concept. The two studies were conducted to test aspects of a fourfold model of Ubuntu which integrates compassion (care, empathy, being there physically and emotionally), survival (ability to survive in spite of difficulties, a shared will to survive and focus), group solidarity/collectivism (the idea of achieving collectively; organisation exists to benefit employee community), and respect and dignity (valuing the worth of others). In Study 1, scales were developed to measure these aspects. Relationships among the four values of Ubuntu and with variables considered their antecedents were examined in Study 2. Results of a factor analysis suggested that, as predicted by the fourfold model, Ubuntu values are empirically distinguishable dimensions that can be experienced simultaneously by frontline managers. The importance of encouraging the study of Ubuntu as a culture, both in research and to the organisation, is discussed. The implication of this research is that, fostering Ubuntu’s compassion and collectiveness as (a “gift that Southern Africa can give to the world)” could enable organisations to attract employees who feel authenticity from managers that align with their individual values, which then generate positive attitudes and work behaviours in employees. Therefore, South Africa’s hospitality sector needs to foster stronger team relationships, through the authenticity of support by the supervisor and social activities. As such, the study suggested that the culture of Ubuntu, if consciously harnessed can play a pivotal role in managing diverse workforce.