A STUDY ON APPLICATION OF HERZBERG TWO FACTOR THEORY MODEL FOR MOTIVATING EMPLOYEES WORKING IN RETAIL SECTOR

Abstract

Employee motivation plays a crucial role in enhancing productivity and job satisfaction, particularly in the dynamic and demanding retail sector. This study explores the application of Herzberg’s Two-Factor Theory which distinguishes between hygiene factors and motivators as a framework for understanding and improving employee motivation in retail environments. The research examines key hygiene factors such as salary, job security, and work conditions, along with motivators like recognition, career advancement, and job enrichment. Through surveys and interviews with retail employees, the study analyses how these factors influence job satisfaction and employee retention. The findings suggest that while hygiene factors prevent dissatisfaction, true motivation stems from intrinsic factors such as growth opportunities and recognition. The study provides strategic insights for retail managers on implementing policies that foster a motivated workforce, ultimately enhancing operational efficiency and customer service.