Analysis of "Hierarchy of Needs" as a Strategy to Enhance Academics Retention in South African Universities

A high attrition rate exists among South African higher education institutions, which poses a significant challenge to university productivity as an academic enterprise. The attrition/turnover seems disruptive and costly, and some of the disruptive implications are poor productivity, lack of motivation and poor morale to work, including skill drain. This theoretical paper presents Abraham Maslow's hierarchy of needs theory and its assumptions as a possible motivation that is needed to enhance academic staff retention in the university system. This study was designed using conceptual analysis within the principle interpretive paradigm, enabling the researcher to adequately engage critically in interpreting Maslow's hierarchy of needs and its assumptions as an alternative strategy that could enhance academic staff retention in the university system. The study argued that the five hierarchies of needs (physiological needs, safety/security needs, love and belongingness, esteem needs, and self-actualisation needs), as propounded by Abraham Maslow, are essential in ensuring academic staff retention in the system. The study concludes that total rewards in the form of basic needs, environmental safety and job security, creation of affectionate work-environment, the need for recognition and self-actualisation are the dimensions of academic staff retention in the university system.