Revitalizing Retail: Innovative Strategies for Boosting Employee Morale in the Age of Digital Technology

Baphile Duba and Nyankomo Marwa ()
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Baphile Duba: University of Johannesburg
Nyankomo Marwa: University of Johannesburg

A chapter in Impacting Society Positively Through Technology in Accounting and Business Processes, 2025, pp 107-128 from Springer

Abstract: Abstract The objective of this chapter is to explore innovative strategies for boosting employee morale in the age of technology in the retail sector. The research highlights key challenges faced by retailers in retaining and motivating employees in the face of technological advancements and ever-changing consumer behaviour. It articulates how technology contributes to low or high employee morale. Herzberg’s two-factor theory is a relevant tool for the study as it provides a framework for understanding the factors that influence employee motivation and job satisfaction in the retail industry. A mixed-methods approach involving both qualitative and quantitative research techniques is used. A purposive sampling technique is used to select participants. The data are analysed using descriptive statistics and frequency analysis. The quantitative data gathered from the surveys are analysed using descriptive statistics including mean, standard deviation, and frequency distribution. Thematic analysis was used to examine the qualitative information gathered from the interviews. Gamification, employee recognition, rewards, incentives, and providing access to developmental training sessions on new technologies could encourage employee participation. The right working conditions (such as expertly designed ergonomics) and clear company policies all play a crucial role in fostering employee satisfaction. Other hygiene-related factors, including compensation that is in proportion with employee efforts, job security through carefully drafted contracts or agreements with business partners, or management teams that foster trust and confidence in the organization’s overall direction, help build worker loyalty. Workers’ engagement may decline if these factors are ignored. By addressing both hygiene factors and motivators, the study provides innovative strategies for boosting employee morale and improving job satisfaction in the age of digital technology. The insights derived from this research could be useful in advising retailers to seek holistic employee engagement strategies that combine interpersonal communication with digital technology tools while fostering a work environment that can increase employee satisfaction and boost turnover.

Keywords: Employee morale; Job satisfaction; Training and development; Incentive and rewards; Employee recognition; Retail (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-84885-8_6

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DOI: 10.1007/978-3-031-84885-8_6

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