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Customers'usage of self service technology in retail setting


  • Weijters, B.
  • Schillewaert, N.
  • Rangarajan,D.
  • Falk, T.

    (Vlerick Leuven Gent Management School)


The last decade has seen an increased focus by retailers on using new technologies to deliver their services. The introduction of self-service technologies (SSTs) opens up for retailers the potential of improving productivity and service quality while cutting costs. However previous forays by retailers to get their customers to try these self-service technologies have not been proven to be quite successful. Previous empirical research on the usage of technology based self-services has mainly focused on antecedents of attitude towards and corresponding behavioral intentions to use. However, little empirical research has linked these variables to actual behavior in a real life setting. To address these issues, we collected a combination of survey and observational data using self-scanning lanes as objects of investigation. We identify ease of use, usefulness, fun, and reliability as drivers of attitude towards the SST, which in turn significantly predict actual usage of the SST. We also extend previous research by focusing on the moderating effects of age, education and gender as key demographic variables. Finally, we contribute to the literature by studying the consequences of SST use from the customers’ point of view.

Suggested Citation

  • Weijters, B. & Schillewaert, N. & Rangarajan,D. & Falk, T., 2005. "Customers'usage of self service technology in retail setting," Vlerick Leuven Gent Management School Working Paper Series 2005-19, Vlerick Leuven Gent Management School.
  • Handle: RePEc:vlg:vlgwps:2005-19

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    Cited by:

    1. Valentin-Florentin Dumitru & Gabriel Jinga & Florin Mihai & Aurelia Stefanescu, 2015. "Innovative information technologies and their impact on the performance of the entities which activate in the retail industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 520-520, May.
    2. Farzad Safaeimanesh & Hasan Kılıç & Habib Alipour & Shahrzad Safaeimanesh, 2021. "Self-Service Technologies (SSTs)—The Next Frontier in Service Excellence: Implications for Tourism Industry," Sustainability, MDPI, Open Access Journal, vol. 13(5), pages 1-21, March.
    3. Devina Oodith, 2019. "Enhanced Customer Interactions through Customer-Centric Technology within a Call Centre," Journal of Economics and Behavioral Studies, AMH International, vol. 11(2), pages 79-91.
    4. B Balaji & Deblina Saha Vashishta, 2016. "Culture & Retail SST: Case of Hypermarkets in Jakarta," Information Management and Business Review, AMH International, vol. 8(2), pages 50-53.
    5. Francisco Liébana-Cabanillas & Francisco Muñoz-Leiva & J. Sánchez-Fernández, 2018. "A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 25-64, March.
    6. Andréa Gourmelen & Jeanne Lallement, 2016. "Proposition d’une typologie d’acheteurs alimentaires selon leur rapport au temps et à la technologie," Post-Print hal-01488473, HAL.
    7. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    8. Arun Kumar Kaushik & Zillur Rahman, 2016. "Self-service innovativeness scale: introduction, development, and validation of scale," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 799-822, December.
    9. Cheolho Yoon & Byongcheon Choi, 2020. "Role of Situational Dependence in the Use of Self-Service Technology," Sustainability, MDPI, Open Access Journal, vol. 12(11), pages 1-11, June.
    10. Mbaye Fall Diallo & Isabelle Collin-Lachaud, 2019. "Impact of hedonic evaluation of technological innovations on revisit intention in a store digitalization context," Post-Print hal-03156206, HAL.
    11. Collins Opoku Antwi & Jun Ren & Wilberforce Owusu-Ansah & Henry Kofi Mensah & Michael Osei Aboagye, 2021. "Airport Self-Service Technologies, Passenger Self-Concept, and Behavior: An Attributional View," Sustainability, MDPI, Open Access Journal, vol. 13(6), pages 1-18, March.
    12. Hossain Md Shamim & Zhou Xiaoyan & Rahman Mst Farjana, 2019. "Customer satisfaction under heterogeneous services of different self-service technologies," Management & Marketing, Sciendo, vol. 14(1), pages 90-107, March.

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    self-service technology; retailing; consumer attitudes and behavior;
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