Организационно-экономические механизмы стимулирования персонала в организациях сферы услуг в условиях цифровой трансформации

Organizational and economic mechanisms for stimulating personnel in service organizations in the context of digital transformation

The article examines contemporary approaches to employee motivation in the context of digital transformation of the economy. The necessity of transitioning from traditional motivation methods to integrated systems that account for behavioral, digital, and socio-psychological factors is substantiated. Innovative motivation tools are analyzed, including gamification, HR analytics, digital platforms, and personalized reward models. An original model for assessing the effectiveness of digital motivation systems is proposed, based on the integration of key indicators. The practical applicability of the proposed approach is demonstrated for service sector organizations, including transport and logistics enterprises.