Reviving the Human Touch: Managing the Conservation of Handwork Skills in the Era of Digitalization

Abstract

The accelerating pace of digitalization has transformed workplaces across the service sector, reshaping tasks once performed manually into processes dominated by automation, artificial intelligence, and digital communication. While these changes enhance efficiency and productivity, they also exert pressure on the conservation of handwork skills, raising concerns about the erosion of creativity and craftsmanship. This study investigates the relationships between digitalization intensity, change management practices, employee emotional responses, and the conservation of manual skills in Pakistan’s service sector. A cross-sectional survey of 170 respondents was conducted using validated scales, with data analyzed through SPSS and Hayes’ PROCESS macro to test mediation effects. Results indicate that digitalization intensity negatively influences the preservation of handwork skills, whereas effective change management practices positively contribute to their conservation. Employee emotional responses emerged as significant mediators, shaping whether employees resist or embrace hybrid approaches that integrate human creativity with digital efficiency. The findings highlight that successful digital transformation depends not only on technological adoption but also on managing human emotions and fostering supportive organizational cultures. This study contributes to theory by integrating technological determinism, change management models, and affective events theory, while offering practical implications for leaders seeking to balance innovation with the human touch. Limitations and directions for future research are discussed, emphasizing the need for longitudinal and cross-sectoral studies.