Document Type
Conference Proceeding
Publication Date
2021
Abstract
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 further demonstrate that customers’ sense of entitlement to be served and their perceived saved effort during the checkout process parallelly mediate these effects. Lastly, we demonstrate that the number of items purchased during a shopping trip moderates the indirect effect through perceived saved effort during a checkout process.
Recommended Citation
Nusrat, Farhana and Huang, Yanliu, "Entitled to Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?" (2021). Association of Marketing Theory and Practice Proceedings 2021. 22.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/22
Included in
Experimental Analysis of Behavior Commons, Marketing Commons, Technology and Innovation Commons
