The main goal of this specialist diploma thesis is to analyze the manner and frequency of use of intangible motivation techniques in micro and small enterprises in service industries in Zadar County. For the needs of this specialist diploma professional work, primary and secondary data sources were used. Primary data sources: Survey method. The population was all micro and small enterprises in service activities in Zadar County, and a sample of 50 respondents (responsible persons - employers) was taken by the chain reaction method. Data were processed by descriptive statistics. Secondary data sources: Company financial indicators. For this purpose, the information provided by the internet services FinInfo and info.BIZ were used. Quantitative data were processed by descriptive statistics. Finally, a comparison of data obtained from secondary sources with previously obtained data from primary sources was made. Many of the surveyed companies still do not consider their workers a competitive advantage, which is evident from the fact that they do not use enough intangible motivation techniques. These are mostly companies that want to generate as much revenue as possible, with as little cost as possible, and look at workers through the prism of cost. As some of the recommendations for improving the business, especially financial indicators of the company, the author suggested a greater focus of management, in this case the director and owner of the company, on their own employees. Also, the author suggested greater involvement of employees in the decision-making process related to the company because employees, especially in service industries, are the first point of contact between the company and end users - customers. For this reason, the author believes that employees can also contribute to the progress of the company with their observations and ideas.