EMPLOYEE MOTIVATION AS A KEY FACTOR OF EFFECTIVE MANAGEMENT OF RETAIL ENTERPRISES IN THE ERA OF SOCIALLY ORIENTED BUSINESS

Abstract

The article provides a comprehensive study of employee motivation as a systemic factor in the effective management of commercial enterprises within a socially oriented economy. In the current socio-economic context, the authors emphasise that it is human resources — their value, engagement and job satisfaction — that increasingly determine business competitiveness and sustainability, particularly in the trade sector where customer interaction quality largely depends on staff motivation levels. The paper highlights that changes in the labour market, the shifting values of younger employees, the growing importance of intangible aspects of work, the digitalisation of business environments, and the increasing emphasis on corporate responsibility require a rethink of traditional motivation models. The study combines a theoretical analysis of modern motivation concepts — particularly Daniel Pink's Motivation 3.0 theory, the 9M model and the motivational spectrum concept — with an empirical study of the work behaviour characteristics of Generation X, Millennial and Zoomers employees. The authors consider the effectiveness of various motivational incentives depending on the age, sociocultural characteristics and values of employees, and demonstrate that younger generations are much more likely to be guided by intangible factors such as autonomy, development, purposefulness and a sense of the significance of work, whereas older generations are more inclined towards stability, professional status and formal incentives. The article proposes an integrated model of motivational management combining elements of socially responsible management, digital technologies, and flexible organisational practices. This model allows for the customisation of approaches to employees based on their generational affiliation. Particular attention is paid to the role of people-centred systems in addressing workforce shortages and enhancing emotional engagement, thus turning retail companies into sustainable ecosystems for employee development, service excellence, and innovation.