Herzberg e McClelland: uma análise da motivação de vendedores de cosméticos em uma loja de Parintins/AM

Abstract

Organizational success in the retail sector directly depends on the sales team. In a competitive scenario, fostering staff motivation and promoting a pleasant work environment are essential to maximize sales performance. This study analyzed the influence of Herzberg's factors and McClelland's needs on the motivation of 12 salespersons at a cosmetics store in Parintins/AM, adopting a qualitative and descriptive methodology through a case study and Content Analysis. Data collection was conducted via an online Google Forms questionnaire. The results revealed high intrinsic motivation among the employees, with a profile predominantly oriented toward achievement, affiliation, and autonomy at work; however, severe flaws were identified in the physical infrastructure and the perception of salary fairness (hygiene factors). It is concluded that the continuous neglect of these environmental barriers generates dissatisfaction and jeopardizes long-term productivity and talent retention. Therefore, urgent actions are proposed, including equipment modernization, physical restructuring, transparency in promotions, and adjustments in commission and recognition policies to sustain the team's full achievement potential.