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Self-Service Technology in Retailing. The Case of Retail Kiosks

Author

Listed:
  • Hira Cho

    (Oklahoma State University)

  • Susan Fiorito

    (Professor of Retail Technologies, Florida State University)

Abstract

Retailers are adopting self-service technologies (SSTs) to improve the quality of service. Self-service technologies indicate any technological application, but the most typical SST is interactive kiosks which refer to computer workstations for public access. Kiosks have widely been used for banking (ATM) and airline check- ins. Now kiosks are shown in diverse retail sectors, including food service, supermarkets, department stores, specialty stores, drug stores, bookstores, and entertainment. The range of service varies depending on retailers'goal. However, the retail application is not always positively received. Thus it is vitally important that retailers understand the inherent problems and strategic issues of kiosks as a SST. Successful kiosks can deliver financial returns to the company and also impact consumer satisfaction and retention.

Suggested Citation

  • Hira Cho & Susan Fiorito, 2010. "Self-Service Technology in Retailing. The Case of Retail Kiosks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Marketi.
    • Handle: RePEc:sym:journl:05:y:2010:i:1
    as

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