Authors : Amal M. Alzahrani, Afaf O. Elhage and Ahlam Q. Alatawi
Abstract: The need to reduce unemployment rate is a core responsibility of government and several countries are applying progressive initiatives to do so. Saudization is an example of such an initiative; Saudi Arabian policy introduced in 2003 to reduce percentage of unemployed Saudi nationals. The Ministry of Labour is exploring the possibility of Saudizing the vast retail sector, especially, commercial centres and malls as part of its efforts to find more areas to employ young Saudi including women. The purpose of this study is to investigate the impact of Saudization on Saudi women’s attitudes to the retail sector (Saudizing shops from female customer’s perspective). The literature review examines previous empirical studies on the context of Saudization in the retail shops, factors that affect Saudi women shopping experience as well as a theoretical framework in this context. Data for the study has been collected through a survey completed by 173 respondents. The results suggest that the presence of female workers minimize the feeling of embarrassment and creates a pleasurable shopping experience for Saudi female customers. The findings confirm that Saudizing shops has a significant impact on the shopping experience of Saudi women in the retail sector.
Amal M. Alzahrani, Afaf O. Elhage and Ahlam Q. Alatawi, 2019. The Impact of Saudization on Saudi Women Consumers. International Business Management, 13: 362-365.