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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. Badra Sandamali Galdolage, 2021. "Barriers for Entering the Digital World: Exploring Customer Value Co-destruction in Self-Service Technologies," FIIB Business Review, , vol. 10(3), pages 276-289, September.
    2. Yang-Fei Tai & Yi-Chieh Wang & Ching-Ching Luo, 2021. "Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 667-694, December.
    3. Sung-Yul Ryoo & Sang-Cheol Park, 2021. "Antecedents and Consequences of Digital Shadow Work in Mobile Shopping Apps Context," Sustainability, MDPI, vol. 13(14), pages 1-11, July.
    4. Deepak Chawla & Himanshu Joshi, 2018. "The Moderating Effect of Demographic Variables on Mobile Banking Adoption: An Empirical Investigation," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 90-113, June.
    5. 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, vol. 13(5), pages 1-21, March.
    6. 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, vol. 13(6), pages 1-18, March.
    7. 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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