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Retailing in the digital age: A cross-sectional survey of employees' attitudes toward digitalization
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Digitalization is changing the world, and the retail industry is no exception.

The new technologies are affecting retail in multiple ways to increase sales and customer satisfaction. This change is being observed in the physical stores as well as new online markets. The customers’ role in retail is increasing as self-service systems are taking over cashiers, and an increase in e-commerce websites begs the question if the digitalization is threatening the physical store and the number of employees. The worst case scenario being, digitalization rendering the physical stores obsolete. Managers and consumers have been the focus of previous studies, but little is known of how employees perceive the new forms of digitalization emerging in retail.

This study examines front-line employees’ attitudes toward digitalization in the retail industry by answering the questions; what are the retail employees' attitudes toward digitalization? Do they differ depending on the industry? Which, if any, factors are affecting employees’ attitudes toward digitalization?

This quantitative study has used a deductive approach to construct a cross-sectional survey. The survey has been used to answer the research questions, fulfill the studies purpose, and bridge the gap in research regarding employees’ attitudes.

The results show that employees’ attitudes are somewhat positive toward digitalization, and evidence was found of multiple differences between the industries - employees’ attitudes toward digitalization being no exception. The study found that how useful employees perceive digitalization, their personal usage, and what industry they work in are factors affecting employees’ attitudes toward digitalization.

This study can be used as a foundation for further study in multiple fields with a focus on retail employees and attitudes. The results of the study also have a practical contribution as it provides evidence of factors which could influence employees’ attitudes. This is of value for managers who can use the results of this study to better influence and manage the attitudes of employees.

Place, publisher, year, edition, pages
2019. , p. 57
Keywords [en]
Digitalization, retail employees, attitudes, e-commerce, self-service systems
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-156261OAI: oai:DiVA.org:umu-156261DiVA, id: diva2:1287454
Educational program
Study Programme for Social Science
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Examiners
Available from: 2019-02-11 Created: 2019-02-11 Last updated: 2019-02-11Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf