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Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang
Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang
Association of Marketing Theory and Practice Proceedings 2021
The adoption of self-service technologies (SST) has been rising over the last few years, and among different SSTs, self-checkout systems are one of the most popular options. In this study, we examine how self-checkout service impacts customers’ shopping outcomes compared to regular checkout service. We propose that self-checkout (vs. regular checkout) systems, would make customers feel less rewarded and less satisfied with their purchases. We conducted four studies to test our hypotheses and showed that self-checkout (vs. regular checkout) service makes customers feel less rewarded, less satisfied with their shopping outcomes, and less likely to return to the store. We …