Retail stressors in the Middle East/North Africa region

Abstract

This study identifies sources of occupational stress impacting employees in the Tunisian retail sector. As with many other nations in the Middle Eastern/North African (MENA) region, Tunisia has a rapidly developing retail sector where stress levels among workers are high. Unfortunately, most contemporary retailing and salesperson research has been conducted in developed, stable Western countries and is likely to be less valid throughout the MENA region. To construct an initial platform for theory development and management practice, we conducted interviews with retail employees in home furnishings stores. Our findings both reinforce and expand prior knowledge on retail selling. We identify three categories of stress that seems to characterize the MENA cultural context: retail employees' feelings of depression within the retail store; low social status; and cultural gender and religious stereotypes. We develop a set of recommendations for improving employees' performance and reducing their stress within the MENA region.