ANALYSIS AND PROSPECTS OF FACTORS ENSURING THE EFFECTIVE OPERATION OF RETAIL ENTERPRISES

Abstract

This article provides an indepth analysis of the key factors influencing the effectiveness of trading processes. In particular, it examines the professional performance of sales operators, their communicative competence in interactions with customers, the extent of their utilization of technological tools, and the role of motivational systems as critical determinants of trade efficiency. Drawing on the case of Uzbekistan and supported by international best practices, the study identifies and evaluates the factors that contribute to improving sales performance. The analysis is based on data obtained from online sources, analytical reports, internal corporate statistics, and peerreviewed scientific publications, enabling a comprehensive assessment of the actual state of sales operators’ activities in practice.