Through an experimental field study, we link improved working conditions for supportive jobs to enhanced brand sales. Results show that improved working conditions for in-store merchandisers based on monetary and non-monetary rewards yield a significant increase in sales, which might be facilitated through enhanced on-shelf availability. We underline the strategic importance of the job profile and identify explanatory mechanisms, enabling managers to optimize training and compensation in the context of supportive jobs in retailing. The study enhances the literature on the importance of supportive jobs in driving brand performance in accordance with the motivational framework based on rewards and recognition.

通过实验性实地研究，我们将改善支持性工作的工作条件与提高品牌销售联系起来。结果表明，基于金钱和非金钱奖励改善店内售货员的工作条件会显着增加销售额，这可能会通过提高货架可用性来促进。我们强调工作概况的战略重要性并确定解释机制，使管理人员能够在零售支持性工作的背景下优化培训和薪酬。根据基于奖励和认可的激励框架，该研究增强了有关支持性工作在推动品牌绩效方面的重要性的文献。