THE SOCIAL COMPONENT OF MOTIVATION AMONG TRADING ENTERPRISE PERSONNEL

Abstract

In the context of modern competition and economic instability, business owners in the retail sector face the necessity of developing effective management strategies. These strategies encompass not only product assortment selection and marketing activities but also high-quality personnel management. Research confirms that the level of professionalism and motivation among employees directly influences business profitability, customer loyalty, and the achievement of financial targets. Employee motivation is a key factor in the productivity of retail staff and their ability to contribute to the enterprise’s objectives. This study examines both material and non-material motivation systems for retail employees, their impact on sales efficiency, employee satisfaction levels, and the formation of long-term relationships between companies and their personnel. Special attention is given to the transparency of incentive systems, the necessity of objective performance evaluation, and the role of corporate culture in shaping motivation policies. The development of effective motivational mechanisms requires a comprehensive approach that integrates financial incentives, career growth opportunities, a comfortable psychological climate, engagement in strategic planning, and professional development conditions. This paper explores practical tools for assessing the effectiveness of employee incentives, methods for developing motivational strategies, and their adaptation to market changes, particularly in the context of economic socialization, globalization, remote work expansion, wartime conditions, and organizational transformations. The study analyzes the relationship between material and non-material motivation, the impact of social factors on employee productivity, and methods for tailoring incentives to personnel needs. Emphasis is placed on building a transparent motivation system, ensuring fair compensation, and fostering a comfortable working environment. The proposed methodology enables enterprises to optimize human resource policies, enhance employee engagement, and ultimately contribute to business success in a competitive market environment.