Influence of Generation Y Characteristics on Job Satisfaction: The Case of Virtual City Limited


  • Gloria Chepseba The Catholic University of Eastern Africa
  • Dr. Kiflemariam The Catholic University of Eastern Africa
  • Sr. Elizabeth Nziwa The Catholic University of Eastern Africa


Generation Y, Being Tech Savvy, Job-Hopping, Self-Confident, Job Satisfaction and Virtual City Limited


The research objective of this study was to examine how the characteristics of generation Y influences their job satisfaction. The study's focus was on Virtual City Limited. The study sought to: determine how being tech savvy influences job satisfaction, examine how job-hopping affects job satisfaction, and determine the relationship between being self-confident and job satisfaction. The research design employed for the study was survey research design. The target population for this study was all employees who worked at Virtual City Limited and were 73 in total. The sampling frame for this study was the official list of all employees at Virtual City Limited and was obtained from the organization's HR department. Stratified sampling was used to generate the sample size because it ensured that all employee categories (management and regular staff) were represented in the study. For this study, the researcher selected 70% of the population elements from each study strata to give the study a sample size of 51 employees. Primary data was collected by the use of a self-administered questionnaire. For easy analysis, the collected data was coded guided by the study variables to guarantee a minimum margin of error and ascertain that the data analysis was accurate. The collected data was analyzed using (SPSS) for calculation of the descriptive statistics of mean, standard deviation, and frequency distribution for analysis of the Likert questions. Correlation analysis revealed a positive relationship between being tech savvy, job-hopping, self-confidence and job satisfaction. Regression results showed that Being Tech Savvy (r=0.492, p=0.000), job-hopping (r=0.094, p=0.006), self-confidence (r=0.116 p=0.001) had a positive and significance effect on job satisfaction. The study has revealed that generation Y employees' use of technology in the organization has led to job autonomy, and they believe innovation is essential to business growth. Generation Y employees look for more flexibility in their workplace and they have been allowed to operate entrepreneurially within the organization, thus using social networks to bring innovative new ideas to the organization. Generation Y employees in the organization are self-centered and want instant respect for their tech savviness as well as respect for their ability to multi-task. These employees are concerned about the incompetence of their co-workers, and they are over-confident in their untested abilities.

Keywords: Generation Y, Being Tech Savvy, Job-Hopping, Self-Confident, Job Satisfaction and Virtual City Limited.

Author Biographies

Gloria Chepseba, The Catholic University of Eastern Africa

Postgraduate Student

Dr. Kiflemariam, The Catholic University of Eastern Africa


Sr. Elizabeth Nziwa, The Catholic University of Eastern Africa



Allen, R. S., Allen, D. E., Karl, K. & White, C. S. (2015). Are Millennials really an entitled generation? An investigation into generational equity sensitivity differences. The Journal of Business Diversity, 15(2), 14-26.

Allen, R. S., Evans, W. R. & White, C. S. (2011). Affective organizational commitment and organizational citizenship behavior: examining the relationship through the lens of equity sensitivity. Organization Management Journal, 8(4), 218-228.

Becton, J. B., Walker, H. J. & Jones-Farmer, A. (2014). Generational differences in workplace behavior. Journal of Applied Social Psychology, 44(3), 175-189.

Coombes, B. (2015). Digital Natives or Digital Refugees? Why we have failed Generation Y. Edith Cowan University Research online. Retrieved from (Accessed 12/03/2018).

Cooper, D. & Schindler, P. (2013). Business Research Methods. (12th Ed.). New York, NY: Irwin/McGraw-Hill.

Delcampo, R. G., Haggerty, L. A., Haney, M. J. & Knippel, L. A. (2012). Managing the Multi- Generational workforce: From the GI Generation to the Millenials. Burlington, NJ: Gower Publishing Ltd.

Eisner, S. P. (2005). Managing generation Y. S.A.M. Advanced Management Journal, 70(4), 4-15. Eldridge, R. D. (2018). Japanese Millennials and Politics. Education About ASIA, 23(1).

Grunberg, L., Moore, S., Greenberg, E. S. & Sikora, P. (2008). The Changing Workplace and Its Effects: A Longitudinal Examination of Employee Responses at a Large Company. The Journal of Applied Bahavioral Science, 44(2), 16-27.

Gursoy, D., Maier, T. A. & Chi, C. G. (2008). Generational differences: An examination of work values and generational gaps in the hospitality workforce. International Journal of Hospitality Management, 27(3), 448-458.

Hom, P. W., Mitchell, T. R. & Griffeth, R. W. (2012). Reviewing employee turnover: Focusing on proximal withdrawal states and an expanded criterion. Psychological Bulletin, 138(5), 831-858.

Karugo, B. (2017). Millenials and the Work Place Environment; Case Study of Kenya Revenue Authority (Doctoral dissertation, United States International University-Africa).

Kilber, J., Barclay, A., & Ohmer, D. (2014). Seven tips for managing Generation Y. Journal of Management Policy and Practice, 15(4), 80.

Kumar, G. R. (2008). Research Methodology. New Delhi, IN: APH.

Lovelace, K., Shapiro, D. & Weingart, L. R. (2001). Maximizing cross-functional new product teams’ innovativeness and constraint adherence: a conflict communications perspective. Academy of Management Journal, 44(4), 779-793.

Mugenda, O. & mugenda, A. (2003). Research Methods: Quantitative and Qualitative approaches. Nairobi, KE: ACTS.

Myers, K. K. & Sadaghiani, K. (2010). Millennials in the workplace: A communication perspective on Millennials’ organizational relationships and performance. Journal of Business and Psychology, 25(2), 225-238.

Myers, K. K. & Sadaghiani, K. (2010). Millennials in the workplace: a communication perspective on Millennials’ organizational relationships and performance. Journal of Business and Psychology, 25(2), 225-238.

Patel, H. (2017). How Employing Generation Y Will Benefit Business. Retrieved from (Accessed 12/03/2018).

Sawhney, N. (2013). African Women and Youth as Agents of change through Technology and Innovation. Retrieved from (Accessed 12/03/2018).

Song, M., Dyer, B. & Thieme, R. J. (2006). Conflict management and innovation performance: an integrated contingency perspective. Journal of the Academy of Marketing Science, 34(4), 341-356.

Splitzlinger, M. (2006). Mixed methods research qualitative comparative analysis. Santa Cruz, CA: Grin Verlag.

Stein, J. (2013). Millennials: The Me Me Me Generation. Time, 181(19), 26-32.

Stillwell, J. & Clarke, M. (2011). Population Dynamics and Projection Methods. UPTAP, CA: Springer Verlag.

Strauss, W. & Howe, N. (1991). Generations: the history of America’s future. 1584-2069. New York, NY: William Morrow.

Sujansky, J. G. & Ferri-Reed, J. (2009). Keeping the Millennials: Why Companies Are Losing Billions in Turnover to This Generation and What to Do about It? Hoboken, NJ: John Wiley.

Thompson, C. & Gregory, J. B. (2012). Managing Millennials: a framework for improving attraction, motivation, and retention. The Psychologist-Manager Journal, 15(4), 237-246.

Thompson, D. (2013). Millennials are the unluckiest generation. National Journal, 6-21.

Tubey, R., Kurgat, A., & Rotich, J. K. (2015). Employment expectations among generation y employees in Kenya. International Journal of Economics, Commerce and Management, 1(1), 13-18.

Tulgan, B. (2009). Not everyone gets a trophy: How to manage Generation Y. San Francisco, CA: Jossey-Bass.

Twenge, J. M. (2010). A review of the empirical evidence on generational differences in work attitudes. Journal of Business and Psychology, 25(2), 201-210.

Virtual City Limited (2018).

Wiedmer, T. (2015). Generations do differ: Best practices in leading traditionalists, boomers, and generations X, Y, and Z. Delta Kappa Gamma Bulletin, 82(1), 51.

Wilkinson, C. & Birmingham, T. (2003). Using research instruments; a guide for researchers.

London, UK: Routledge Falmer.

Williamson, K., Bannister, M. & Sullivan, J. (2010). The crossover generation: Baby boomers and the role of the public library. Journal of Librarianship and Information Science, 42(3), 179-190.




How to Cite

Chepseba, G., Kiflemariam, D., & Nziwa, S. E. (2018). Influence of Generation Y Characteristics on Job Satisfaction: The Case of Virtual City Limited. Journal of Strategic Management, 2(4), 1–20. Retrieved from