Motivation of sales staff in retailing industry: A research about the sales staff working in Espark Shopping Mall

Sales staff in a retailer shop has a vital role for a company to reach its aims and goals due to increased competition in today?s world. Sales staff should make more effort to attain and convince customers due to technological developments and increased awareness of potential customers. A successful sales person should understand customers? wants and needs correctly and should inform customers about the products and their features, and convince the customers to purchase the products. In fact, the sales person should be enthusiastic and willing to sell due to having many players in the market that sell similar products. In addition, attitude of the sales person is vital for retailers because the sales person makes the closest relationship with the end user. Indicative of that fact, retailer managers should consider personal characteristics and expectations of each staff member and use the most convenient motivational tools to increase their satisfaction in the work environment.This research seeks to explore the opinion of Espark shopping Centre staff towards the importance of different motivational tools, the satisfaction of the staff from existing motivational tools in their current workplace. In order to reach those goals, the satisfaction level of staff from motivational tools, and the difference between importance and satisfaction level were investigated.Results show that, job reassurance is the most important motivational tool and the staff is very well satisfied with their relationships with the customers.