Enhancing Employee Well-Being Through Scene Innovation in Retail Enterprises: A Case Study on the Chinese Enterprise Pang Donglai

In retail enterprises, employee well-being is recognized as a key factor influencing service quality and operational sustainability. While prior research has extensively investigated enterprise-centric approaches to improving employee well-being, little scholarly attention has been devoted to understanding the effects of customer participation and service scene innovation on employee well-being. Employing a case study methodology, this research investigates a Chinese exemplary retail enterprise “Pang Donglai”, exploring how retail enterprises can leverage service scene innovation to improve employee well-being from the perspective of scene innovation. The findings reveal that service scene innovation in retail enterprises can be categorized into three types: empowerment-oriented scene innovation, autonomy-oriented shopping scene innovation, and thematic display scene innovation. These innovations facilitate empathetic interactions between employees and customers, effectively enhancing employee well-being and creating a virtuous cycle of value co-creation among the enterprise, employees, and customers. Therefore, retail enterprises can continuously improve the working situation of employees, the display of products, and the shopping environment of customers, in order to enhance employee well-being and thus improve their voluntary behaviour and its sustainability. This study provides empirical insights into how retail enterprises can enhance employee well-being through service scene innovation, thereby contributing to the improvement of business performance.