<![CDATA[General Background Human resource management serves as a crucial strategic bridge aligning organizational goals with personnel potential in the modern business environment. Specific Background In the service industry, staff members act as direct representatives of the provider, making their responsibility and service quality vital for maintaining client trust and business continuity. Knowledge Gap Despite the known importance of human capital, service agencies frequently struggle with high turnover rates and a lack of workforce initiative, threatening their market competitiveness. Aims This study investigates the strategic management of motivation policies applied at PT. Cahaya Pagi Berlian to foster staff dedication. Results Utilizing a descriptive qualitative approach involving interviews, observations, and focused discussions, the findings reveal that the agency implements transparent performance indicators, non-financial public recognition, continuous training, and open communication channels. Novelty This research highlights the critical intersection of non-financial recognition and continuous personal development specifically within a high-turnover business model. Implications Fostering a supportive organizational culture and providing clear evaluations are essential for service agencies to minimize turnover, maximize initiative, and secure long-term client relationships. Highlights: Transparent performance evaluations and non-financial recognition successfully minimize personnel turnover. Continuous training programs alongside open communication channels foster strong workforce initiative. A supportive organizational culture secures long-term client relationships within the service sector. Keywords: Strategic Management, Organizational Culture, Performance Evaluation, Personnel Turnover, Human Resource Management]]>
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