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EMAC 2024 Annual


Unintended consequences of omnichannel integration on the well-being of frontline retail employees
(A2024-119387)

Published: May 28, 2024

AUTHORS

Kristina Brahmstaedt, Katholische Universität Eichstätt-Ingolstadt; Jens Hogreve , Katholische Universität Eichstätt-Ingolstadt

ABSTRACT

This research investigates how retail frontline employees perceive the impact of digitalization on their well-being, and factors facilitating their adaptation to an omnichannel environment. The study employs qualitative interviews with employees from both low and high-digitized retail environments. Drawing upon the Job Demands-Resources theory and the Service-Profit Chain, findings reveal positive aspects, such as enriched job profiles and improved customer service, coexisting with concerns about job security, role ambiguity, and work overload. Age-related digital disparities add complexity, underscoring the role of management in overcoming barriers. This study contributes to understanding the interplay between omnichannel integration and employee well-being, anchored within established framework. Addressing these issues is crucial not only for achieving seamless omnichannel operations but also for enhancing employee satisfaction, productivity, and service quality in the retail industry.