REFLECTIONS OF DIGITALIZATION ON EMPLOYEE ENGAGEMENT: A CASE STUDY IN THE WHITE GOODS INDUSTRY

Abstract

The purpose of this research is to examine the effects of businesses' digital maturity levels on employee commitment in the workplace. A leading white goods manufacturer in Turkey and globally has been used as the ""case."" Only secondary data was utilized and the data was collected from the company’s annual reports. The data covered between 2010 and 2022. Valcon's Digital Maturity Assessment was used to determine the digital maturity level. The data analysis section was two parts. In the first part, trend analyses of the company's ""Digital Maturity Level"" and ""Employee Commitment"" were conducted. In the second part, correlation and regression analyses were performed. Results showed that the company has taken significant steps in its digital transformation journey. Continuous increases on digitalization and automation investments, RPA efforts, the number of users of the digital production maintenance module, digital training participants, e-commerce and CRM sales revenue, and R&D expenditures demonstrated the company's commitment to digitalization. The regression analysis indicated that each of the digitalization indicators has a positive and significant impact on employee commitment. The effective use of digital tools and technologies increases employees' access to information and facilitates collaboration and communication processes which enhances organizational commitment.