IDEAS home Printed from https://ideas.repec.org/a/ejn/ejbmjr/v7y2019i3p38-48.html
   My bibliography  Save this article

Consumers Attitudes to Innovations in Retail: A Case of Introducing the Self-Scanning Technology in Russia

Author

Listed:
  • Elena Korchagina

    (Peter the Great St. Petersburg Polytechnic University, Russia & State Institute of Economics, Finance, Law and Technology, Russia)

Abstract

Currently, retail is one of the most innovative economic sectors. High competition forces retailers to look for new ways and methods of working with consumers. The introduction of innovative technologies allows retailers to improve the quality of service, become more attractive for their consumers and form consumer loyalty to their brands. At the same time, not all innovations meet the expectations of retailers. Consumers are not always ready to use innovative products and technologies, preferring traditional shopping formats. This problem is particularly relevant for emerging markets. The goal of our research is to analyze the experience of retail innovations using in the Russian market. The object of our research was the self-scanning technology, which has just appeared on the Russian market. This technology allows a consumer to make purchases independently without the assistance of the seller. At the entrance to the store the consumer can take a special device. Next, the consumer selects the desired product and scans its bar code with a personal scanner. During the scan, the screen displays the price of the product, the size of the discount and the total amount of the purchase. This avoids the problems associated with incorrect price tags and product discounts. The consumer can pay for the purchase at the self-checkout. In spite of a number of obvious advantages for the buyer, the self-scanning technology expansion is very slow in the Russian market. Our research is focused on studying the experience of using the self-scanning technology, as well as the buyer’s difficulties and problems with it. Observation and formalized survey were chosen as research methods. The results of the study allowed us to develop the recommendations for retailers to encourage their customers to use the self-scanning technology.

Suggested Citation

  • Elena Korchagina, 2019. "Consumers Attitudes to Innovations in Retail: A Case of Introducing the Self-Scanning Technology in Russia," Eurasian Journal of Business and Management, Eurasian Publications, vol. 7(3), pages 34-43.
    • Handle: RePEc:ejn:ejbmjr:v:7:y:2019:i:3:p:38-48
    as

    Download full text from publisher

    File URL: https://eurasianpublications.com/wp-content/uploads/2021/02/EJBM-7.3.4.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    2. Meuter, Matthew L. & Ostrom, Amy L. & Bitner, Mary Jo & Roundtree, Robert, 2003. "The influence of technology anxiety on consumer use and experiences with self-service technologies," Journal of Business Research, Elsevier, vol. 56(11), pages 899-906, November.
    3. Demirci Orel, Fatma & Kara, Ali, 2014. "Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 118-129.
    4. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    5. Gian Luca Marzocchi & Alessandra Zammit, 2006. "Self-scanning technologies in retail: Determinants of adoption," The Service Industries Journal, Taylor & Francis Journals, vol. 26(6), pages 651-669, September.
    6. Kristina Matić & Kristina Petljak & Ivana Štulec, 2019. "Adoption Of Self-Checkouts In Fast Moving Consumer Goods Purchase Among Young Consumers In Croatia," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 70(2), pages 301-339.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharma, Piyush & Ueno, Akiko & Kingshott, Russel, 2021. "Self-service technology in supermarkets – Do frontline staff still matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Kallweit, Katrin & Spreer, Philipp & Toporowski, Waldemar, 2014. "Why do customers use self-service information technologies in retail? The mediating effect of perceived service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 268-276.
    3. Lee, Hyun-Joo & Yang, Kiseol, 2013. "Interpersonal service quality, self-service technology (SST) service quality, and retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 51-57.
    4. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Yunjeong Kim, 2021. "Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    6. Yen-Hao Hsieh & I-Chun Chuang, 2020. "Evaluation of key factors for service experience: A comparison of tourism factories and international tourism hotels," Tourism Economics, , vol. 26(3), pages 404-436, May.
    7. Chen-Kuo Pai & Ze-Tian Wu & Seunghwan Lee & Jaeseok Lee & Sangguk Kang, 2022. "Service Quality of Social Media-Based Self-Service Technology in the Food Service Context," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    8. Chen, Nuoya & Mohanty, Smaraki & Jiao, Jinfeng & Fan, Xiucheng, 2021. "To err is human: Tolerate humans instead of machines in service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Jin-Kyu Kim & Jae-Jang Yang & Yong-Ki Lee, 2023. "How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    10. White, Allyn & Breazeale, Michael & Collier, Joel E., 2012. "The Effects of Perceived Fairness on Customer Responses to Retailer SST Push Policies," Journal of Retailing, Elsevier, vol. 88(2), pages 250-261.
    11. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
    12. Ayodeji, Yusuf & Rjoub, Husam & Özgit, Hale, 2023. "Achieving sustainable customer loyalty in airports: The role of waiting time satisfaction and self-service technologies," Technology in Society, Elsevier, vol. 72(C).
    13. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    14. Teresa Fernandes & Rui Pedroso, 2017. "The effect of self-checkout quality on customer satisfaction and repatronage in a retail context," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 69-92, March.
    15. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.
    16. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Lien Lamey & Els Breugelmans & Maya Vuegen & Anne ter Braak, 2021. "Retail service innovations and their impact on retailer shareholder value: evidence from an event study," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 811-833, July.
    18. Sheng-Chi Chen & Shari S. C. Shang, 2021. "Sustaining User Experience in a Smart System in the Retail Industry," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    19. Hory Sankar Mukerjee & G. K. Deshmukh & U. Devi Prasad, 2019. "Technology Readiness and Likelihood to Use Self-Checkout Services Using Smartphone in Retail Grocery Stores: Empirical Evidences from Hyderabad, India," Business Perspectives and Research, , vol. 7(1), pages 1-15, January.
    20. Tseng, Shu-Mei, 2015. "Exploring the intention to continue using web-based self-service," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 85-93.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ejn:ejbmjr:v:7:y:2019:i:3:p:38-48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Esra Barakli (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.