POTENTIAL OF NON-MONETARY INCENTIVES OF SERVICE ECONOMY EMPLOYEES

Abstract

The article is devoted to the analytical comprehension of non-monetary incentives potential for workers in the “service economy” niche in the first quarter of the 21st century. The importance of non-monetary incentives as an effective factor in reducing the intensity of migration processes and preventing staff turnover in the enterprises of trade and hotel&restaurant industry of Ukraine is substantiated. The results of researches on the problem of staff motivation carried out by personnel agencies, professional associations are summarized in a concise manner. Consolidated results of a local multifactor survey of the hotel&restaurant establishments and retail trade staff in Khmelnytsky city, employees of the consumer cooperatives of the Khmelnytsky region, conducted within the framework of the regional training seminar "Modern Aspects of Trade Organization" (Khmelnytsky Cooperative Trade and Economic Institute, May, 2018) are re-vealed. Within the framework of the conducted research the following info was revealed: employees' motivation for external labor migration; the desired level of monthly salaries in Ukraine and abroad; social and economic conditions of cooperative enterprises functioning; the nature of the desired changes in the work with the staff of consumer cooperatives (based on the example of Khmelnitsky city and Khmelnitsky region), priority forms of non-monetary incentives for staff. The generalized experience of US transnational corporations regarding the system of retraining and improving business skills of managers working in the "service economy" niche is presented. Emphasis is placed on the importance of the psychological component of interaction in the link "manager-subordinate", "manager-staff". The motivational importance of educational investment in personality as the most effective and priority tool of non-monetary incentives is substantiated. The "Pyramid of non-monetary methods of staff incentives" based on the materials of theoretical generalizations and empirical studies was formed.