Employee Reluctance to Digital Devices in Retail Stores of Pakistan: A Qualitative Inquiry
DOI:
https://doi.org/10.47067/ramss.v8i4.599Keywords:
Retail, In-Store Digitalization, Employee Reluctance, Value Co-CreationAbstract
This research examines the barriers employees face when using digital technologies in the retail sector in Pakistan. Digital technologies become a necessity in the retail industry on a global scale. Employees' willingness and readiness to adapt to integrated technologies, such as point-of-sale, inventory, and mobile management systems, determine the success of digital transformation. There is a gap in research that focuses on the manual workers in the retail sector, who use the technologies while the focus has previously been on the technological infrastructure of the organization and the managerial strategies. The research investigates the reasons that cause employees to resist using digital devices in a retail context and seeks to find ways to remove the barriers. The study employed a qualitative methodology. 12 semi-structured interviews with employees and managers of retail stores from various sectors were conducted. The study deepens the existing body of knowledge regarding the attitudes and behaviors of workers in subordinate positions (in the hierarchy of the organization) with regards to the use of digital tools in the context of developing countries. The knowledge is valuable with respect to the integration of culture, society, and organizational context regarding the acceptance of technology on the shop floor. The findings revealed that employee reluctance toward digital tools emerge largely from a large of barriers e.g., limited knowledge, inadequate training, and unclear communication. It further creates fear, ambiguity, and low motivation. Moreover, job security and Socio-cultural factors e.g., relationship further reinforce resistance. These barriers can be reduced through targeted solutions such as comprehensive training, user-friendly system design, continuous communication, and incentives. It will encourage learning and fostering a supportive culture and collaboration. Reluctance is not only due to unwillingness but to insufficient support.
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