The effect of self-checkout quality on customer satisfaction and repatronage in a retail context

Abstract

Self-service technologies (SSTs) are defined as technological interfaces that enable customers to produce a service without direct employee involvement. Among various SSTs, self-checkouts are being tested by grocery stores across the world. However, while most studies focus on SST adoption, there is limited research on its impact on service quality, customer satisfaction, and retention. Our study investigates consumers' assessments of self-checkout in a retail outlet, and its influence on post-usage intentions. The study presents a causal model in order to determine (i) whether consumers evaluate service quality for self-checkout based on five different attributes: speed, ease-of-use, control, reliability, and enjoyment; (ii) whether the evaluation of service quality differs according to demographics and usage frequency; and finally (iii) if service quality delivered by self-checkout relates to overall customer satisfaction and retail patronage. We conclude that successful use of self-checkout may "tie'' consumers to a provider, representing a feature that differentiates a retailer from competitors.