Modeling technological enablers of sustainability integration in retail services: an ISM–DEMATEL approach

Abstract

As retail undergoes digital transformation, the integration of emerging technologies offers new opportunities for delivering services sustainably. This study aims to identify and map the key technological enablers shaping sustainability in retail services. A structured literature review, informed by service-dominant logic and activity theory, was used to identify relevant technological enablers. The interpretive structural modeling technique was used to develop a hierarchical structure of these enablers. Subsequently, the Decision-Making Trial and Evaluation Laboratory method was applied to analyze the causal relationships and interdependencies among them. High-driving enablers include Mobile Payment Systems, Big Data Analytics and Social Media Engagement Platforms. These cascade toward dependent technologies such as Blockchain and Automated Inventory Management. Real-Time Sustainability Dashboards, together with these drivers, exert strong interrelated influence. They create the conditions for effective deployment of downstream technologies and facilitate value co-creation across the retail service ecosystem. The study provides a strategic roadmap for retail managers to prioritize technological investments that deliver sustainable outcomes and enhance customer experiences. This approach supports the creation of a more responsible and future-ready retail service system. This study presents a theory-informed framework to guide retail managers and service designers in integrating technology for sustainable outcomes. It bridges the sustainability-technology gap in retail service literature.