Skip to main content
SpringerLink
Log in

Assisted vs. self-checkout in retail: An empirical analysis of the impact of operational process dimensions on customer satisfaction, recommendation and reuse

  • Published:
Journal of Service Science Research

Abstract

In this paper we compare check-out alternatives with different levels of customer participation with regard to the impact that operational process dimensions have on customers. The study was conducted in a supermarket offering two types of check-out options: conventionally assisted, and self-service. Our analysis focused on the impact of three operational dimensions of check-out processes (efficiency, assistance, and convenience) on customer satisfaction, recommendation and reuse. Our results show that the impact of these dimensions on customers is relevant, but varies according to the level of customer participation (assisted vs. self-check-out). This has important implications for the adoption and management of self-checkout in retail practice.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Agnihothri S, Sivasubramaniam N, & Simmons D (2002) Leveraging technology to improve field service. International Journal of Service Industry Management 13(1):47–68.

    Article  Google Scholar 

  • Anderson JC & Gerbing DW (1988) Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin 103(3):411–423.

    Article  Google Scholar 

  • Anderson EW, Fornell C, & Lehmann DR (1994) Customer satisfaction, market share, and profitability: findings from Sweden. The Journal of Marketing 58(3):53–66.

    Article  Google Scholar 

  • Anderson EW (1998) Customer satisfaction and word of mouth. Journal of Service Research 1(1):5–17.

    Article  Google Scholar 

  • Ansari A, Mela C, & Neslin S (2008) Customer Channel Migration. Journal of Marketing Research 45(1):60–76.

    Article  Google Scholar 

  • Athanassopoulos A (2000) Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior. Journal of Business Research 47(3):191–207.

    Article  Google Scholar 

  • Bagozzi RP (1992) The Self-Regulation of Attitudes, Intentions, and Behavior. Social Psychology Quarterly 55(2):128–176.

    Article  Google Scholar 

  • Bateson J (1985) Self-service consumer: an exploratory study. Journal of Retailing 61(3):49–76.

    Google Scholar 

  • Bhattacherjee A (2001) Understanding information systems continuance: an expectationconfirmation model. MIS Quarterly 25(3):351–370.

    Article  Google Scholar 

  • Bitner MJ, Ostrom A, & Meuter ML (2002) Implementing successful self-service technologies. Academy of Management Executive 16(4):96–108.

    Article  Google Scholar 

  • Bollen K. A. (1989) Structural equations with latent variables. John Wiley and Sons, New York.

    Book  Google Scholar 

  • Boulding W, Kalra A, Staelin R, & Zeithaml VA (1993) A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research 30:7–27.

    Article  Google Scholar 

  • Brady MK & Cronin JR JJ (2001) Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing 65 (3):34–49.

    Article  Google Scholar 

  • Chan KW, Chi Kin BY, & Lam SK (2010) Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services across Cultures. Journal of Marketing 74(May):48–64.

    Article  Google Scholar 

  • Chen LS & Wu KI (2014) Antecedents of intention to use CUSS system: moderating effects of self-efficacy. Service Business 8(4):615–634.

    Article  Google Scholar 

  • Childers TL, Carr CL, Peck J, & Carson S (2001) Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing 77(4):511–35.

    Article  Google Scholar 

  • Collier JE & Sherrell DL (2010) Examining the influence of control and convenience in a self-service setting. Journal of the Academy of Marketing Science 38(4):490–509.

    Article  Google Scholar 

  • Collier JE & Kimes SE (2013) Only If It Is Convenient: Understanding How Convenience Influences Self-Service Technology Evaluation. Journal of Service Research 16(1):39–51.

    Article  Google Scholar 

  • Cronin JR JJ & Taylor SA (1992) Measuring Service Quality: A Reexamination and Extension. Journal of Marketing 56(3):55–68.

    Article  Google Scholar 

  • Cronin JR JJ, Brady MK, & Hult GTM (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76(2):193–218.

    Article  Google Scholar 

  • Curran JM, Meuter ML, & Surprenant CF (2003) Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research 5(3):209–224.

    Article  Google Scholar 

  • Curran JM & Meuter ML (2007) Encouraging existing customers to switch to self-service technologies: Put a little fun in their lives. The Journal of Marketing Theory and Practice 15(4):283–298.

    Article  Google Scholar 

  • Dabholkar PA (1994) Incorporating Choice Into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes. Journal of Consumer Research 21(1):100–118.

    Article  Google Scholar 

  • Dabholkar PA (1996) Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of Research in Marketing 13(1):29–51.

    Article  Google Scholar 

  • Dabholkar PA, Shepherd CD, & Thorpe DI (2000) A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing 76(2):139–173.

    Article  Google Scholar 

  • Dabholkar PA & Bagozzi RP (2002) An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science 30(3):184–201.

    Article  Google Scholar 

  • Dabholkar PA & Sheng S (2009) The role of perceived control and gender in consumer reactions to download delays. Journal of Business Research 62(7):756–60.

    Article  Google Scholar 

  • Danaher PJ & Rust RT (1996) Indirect financial benefits from service quality. Quality Management Journal 3(2):63–85.

    Google Scholar 

  • Ding DX, Hu PJ, & Sheng OR (2011) e-SELFQUAL: A Scale for Measuring Online Selfservice Quality. Journal of Business Research 64(5):508–515.

    Article  Google Scholar 

  • Dong B, Sivakumar K, Evans KR, & Zou S (2015) Effect of Customer Participation on Service Outcomes: The Moderating Role of Participation Readiness. Journal of Service Research 18(2):160–176.

    Article  Google Scholar 

  • Falk T, Schepers J, Hammerschmidt M, & Bauer HH (2007) Identifying cross-channel dissynergies for multichannel service providers. Journal of Service Research 10(2):143–160.

    Article  Google Scholar 

  • Farquhar JD & Rowley J (2009) Convenience: A Services Perspective. Marketing Theory 9(4):425–438.

    Article  Google Scholar 

  • Fernández-Sabiote E & Román S (2015) The multichannel customer’s service experience: building satisfaction and trust. Service Business (online): DOI 10.1007/s11628-015-0276-z.

    Google Scholar 

  • Fornell C, Johnson MD, Anderson EW, Cha J, & Bryant BE (1996) The American customer satisfaction index: nature, purpose, and findings. The Journal of Marketing 60(4):7–18.

    Article  Google Scholar 

  • Frei FX (2006) Breaking the trade-off between efficiency and service. Harvard Business Review 84 (11):92–101.

    Google Scholar 

  • Garbarino E & Johnson MS (1999) The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing 63(2):70–87.

    Article  Google Scholar 

  • Grönroos C (1984) A Service Quality Model and Its Marketing Implications. European Journal of Marketing 18(4):36–44.

    Article  Google Scholar 

  • Grönroos C (2001) The perceived service quality concept-a mistake? Managing Service Quality 11(3):150–152.

    Article  Google Scholar 

  • Gummesson E & Grönroos C (1987) Quality of products and services-a tentative synthesis between two models. Research Report of the Center for Services Research, University of Karlstad, Sweden.

    Google Scholar 

  • Gupta A, Su B, & Walter Z (2004) Risk profile and consumer shopping behavior in electronic and traditional channels. Decision Support Systems 38(3):347–367.

    Article  Google Scholar 

  • Heim GR & Sinha KK (2001) Operational Drivers of Customer Loyalty in Electronic Retailing: An Empirical Analysis of Electronic Food Retailers. Manufacturing & Service Operations Management 3(3):264–271.

    Article  Google Scholar 

  • Hsieh AT, Yen CH, & Chin KC (2004) Participative customers as partial employees and service provider workload. International Journal of Service Industry Management 15(2): 187–199.

    Article  Google Scholar 

  • Jain SK & Gupta G (2004) Measuring service quality: SERVQUAL vs. SERVPERF scales. Vikalpa 29(2):25–37.

    Google Scholar 

  • Jiang L, Jun M, & Yang Z (2015) Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business (online): DOI 10.1007/s11628-015-0269-y.

    Google Scholar 

  • Keaveney SM (1995) Customer switching behavior in service industries: An exploratory study. The Journal of Marketing 59(2):71–82.

    Article  Google Scholar 

  • Kumar P (2002) The Impact of Performance, Cost, and Competitive Considerations on the Relationship Between Satisfaction and Repurchase Intent in Business Markets. Journal of Service Research 5(1):55–68.

    Article  Google Scholar 

  • LaBarbera P & Mazursky D (1983) A Longitudinal Assessment of Consumer Satisfaction/ Dissatisfaction: The Dynamic Aspect of the Cognitive Process. Journal of Marketing Research 20(November):393–404.

    Article  Google Scholar 

  • Langeard E, Bateson J, Lovelock CH, & Eiglier P (1981) Services Marketing: New Insights from Consumers and Managers. Marketing Science Institute, Cambridge, MA.

    Google Scholar 

  • Liljander V, Gillberg F, Gummerus J, & Van Riel A (2006) Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services 13(3):177–191.

    Article  Google Scholar 

  • Lin JSC & Hsieh PL (2007) The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior 23(3):1597–1615.

    Article  Google Scholar 

  • Liu S (2013) Non-internet self-service technology failures and recoveries: comparing China with the United States. Service Business 7(3):399–417.

    Article  Google Scholar 

  • Makarem SC, Mudambi SM, & Podoshen JS (2009) Satisfaction in Technology-enabled Service Encounters. Journal of Services Marketing 23(3):134–144.

    Article  Google Scholar 

  • Mentzer JT, Flint DJ, & Hult TM (2001) Logistics Service Quality as a Segment-Customized Process. Journal of Marketing 65(October):82–104.

    Article  Google Scholar 

  • Meuter ML, Ostrom A, Roundtree R, & Bitner M (2000) Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing 64(3):50–64.

    Article  Google Scholar 

  • Meuter ML, Ostrom AL, Bitner MJ, & Roundtree R (2003) The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research 56(11):899–906.

    Article  Google Scholar 

  • Mills PK, Chase RB, & Margulies N (1983) Motivating the client/employee system as a service production strategy. Academy of Management Review 8(2):301–10.

    Google Scholar 

  • Mittal V & Kamakura WA (2001) Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics, Journal of Marketing Research 38(February):131–142.

    Article  Google Scholar 

  • Morris, MG & Venkatesh V (2000) Age Differences in Technology Adoption Decisions: Implications for a Changing Work Force. Personnel Psychology 53:375–403.

    Article  Google Scholar 

  • Newman JW & Werbel RA (1973), Multivariate Analysis of Brand Loyalty for Major Household Appliances, Journal of Marketing Research 42(November):404–49.

    Article  Google Scholar 

  • Oliver RL (1997), Satisfaction: A Behavioral Perspective on the Consumer. The McGrawHill Companies, Inc., New York.

    Google Scholar 

  • Oliver RL (1999b), Whence Consumer Loyalty? Journal of Marketing 63:33–44.

    Article  Google Scholar 

  • Özbek MF & Yuldashev D (2010) The Effect of Perceived Congruence of Communication on Service Quality of Customer-Contact Subordinates: Mediating the Role of Self-Perceived Performance. Journal of Service Science 2:147–171.

    Article  Google Scholar 

  • Parasuraman A, Zeithaml VA, & Berry LL (1985) A conceptual model of service quality and its implications for future research. The Journal of Marketing 49(4):41–50.

    Article  Google Scholar 

  • Parasuraman A, Zeithaml VA, & Berry LL (1988) SERVQUAL: A Multiple-tem Scale for Measuring Consumer Perceptions of Service Quality. Journat of Retailing 64(1), 12–40.

    Google Scholar 

  • Parasuraman A, Berry LL, & ZeithamI VA (1991a) Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing 67(4):420–50.

    Google Scholar 

  • Parasuraman A, Zeithaml VA, & Berry LL (1994) Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. The Journal of Marketing 58(1):111–124.

    Article  Google Scholar 

  • Pollack BL (2009) Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing 23(1):42–50.

    Article  Google Scholar 

  • Pujari D (2004) Self-Service with a Smile? Self-service technology (SST) encounters among Canadian Business to Business. International Journal in Service Industry Management 15(2):200–219.

    Article  Google Scholar 

  • Ranaweera C & Neely A (2003) Some moderating effects on the service quality-customer retention link. International Journal of Operations & Production Management 23(2):230–248.

    Article  Google Scholar 

  • Reichheld FF & Sasser, WE (1990) Zero defections: quality comes to services. Harvard Business Review 68(5):105–111.

    Google Scholar 

  • Reinartz W, Krafft M, & Hoyer WD (2004) The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research 41(3):293–305.

    Article  Google Scholar 

  • Reinders MJ, Dabholkar PA, & Frambach RT (2008) Consequences of forcing consumers to use technology-based self-service. Journal of Service Research 11(2):107–123.

    Article  Google Scholar 

  • Rust RT & Zahorik AJ (1993) Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing 69(2):193–215.

    Article  Google Scholar 

  • Rust RT & Oliver RL (1994) Service quality: New directions in theory and practice. Sage Publications, Thousand Oaks, CA.

    Google Scholar 

  • Sampson SE, Froehle C (2006) Foundations and Implications of a Proposed Unified Services Theory. Production and Operations Management 15(2):329–343.

    Article  Google Scholar 

  • Saris, WE, Satorra A, & Van der Veld WM (2009) Testing Structural Equation Models or Detection of Misspecifications? Structural Equation Modeling: A Multidisciplinary Journal 16(4):561–582.

    Article  Google Scholar 

  • Seth N, Deshmukh SG, & Vrat P (2005) Service quality models: a review. International Journal of Quality & Reliability Management 22(9):913–949.

    Article  Google Scholar 

  • Silpakit P & Fisk RP (1985) Participatizing the service encounter: a theoretical framework. In Block TM, Upah GD, Zeithaml VA (eds) Service Marketing in a Changing Environment American Marketing Association, Chicago, IL:117–121.

    Google Scholar 

  • Stank TP, Goldsby TJ, & Shawnee VK (1999) Effect of service supplier performance on satisfaction and loyalty of store managers in the fast food industry. Journal of Operations Management 17(4):429–447.

    Article  Google Scholar 

  • Szymanski DM & Hise RT (2000) E-satisfaction: an initial examination. Journal of Retailing 76(3):309–322.

    Article  Google Scholar 

  • Venkatesh V & Morris MG (2000) Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and their Role in Technology Acceptance and Usage Behavior. MIS Quarterly 24(March):115–39.

    Article  Google Scholar 

  • Verhoef PC & Donkers B (2005) The effect of acquisition channels on customer loyalty and cross-buying. Journal of Interactive Marketing 19(2):31–43.

    Article  Google Scholar 

  • Walker RH, Craig-Lees M, Hecker R, & Francis H (2002) Technology-enabled service delivery: an investigation of reasons affecting customer adoption and rejection. International Journal of Service Industry Management 13(1):91–106.

    Article  Google Scholar 

  • Wang G, Wang J, Ma X, & Qiu RG (2010) The effect of Standardization and Customization on Service Satisfaction. Journal of Service Science 2:1–23.

    Article  Google Scholar 

  • Wang MC (2012) Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality: An International Journal 22(2): 128–144.

    Article  Google Scholar 

  • Weijters B, Rangarajan D, Falk T, & Schillewaert N (2007) Determinants and outcomes of customers use of self-service technology in a retail setting. Journal of Service Research 10(1):3–21.

    Article  Google Scholar 

  • Yen HJR, Gwinner KP, & Su W (2003) Internet retail customer loyalty: the mediating role of relational benefits. International Journal of Service Industry Management 14(5):483–500.

    Article  Google Scholar 

  • Yen HJR, Gwinner KP, & Su W (2004) The impact of customer participation and service expectation on Locus attributions following service failure. International Journal of Service Industry Management 15(1):7–26.

    Article  Google Scholar 

  • Zeithaml VA (1981) How consumer evaluation processes differ between goods and service. Marketing of Services 9(1):25–32.

    Google Scholar 

  • Zeithaml VA (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing 52(3):2–22.

    Article  Google Scholar 

  • Zeithaml VA, Berry LL, & Parasuraman A (1996) The behavioral consequences of service quality. The Journal of Marketing 60(2):31–46.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Aveiro, Campus Universitário de Santiago, 3810-193, Aveiro, Portugal

    Marlene Amorim

  2. IESE Business School, Avenida Pearson 21, 08034, Barcelona, Spain

    Alejandro Lago

  3. IESE Business School, Camino del Cerro del Águila, 3, 28023, Madrid, Spain

    Philip Moscoso & Eduardo Prieto

Authors
  1. Marlene Amorim
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Alejandro Lago
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Philip Moscoso
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Eduardo Prieto
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Philip Moscoso.

Additional information

Marlene Amorim is a Professor at the Department of Economics Management and Industrial Engineering at the University of Aveiro and the Pro-Rector for International Affairs of the University. Her research focuses on operations management, service quality and innovation, and lately also the development of new services and social innovation

Alejandro Lago is a Professor in the Department of Operations and Technology Management at IESE Business School, University of Navarra. Dr. Lago’s interests focus on the management of complex operations systems, both for manufacturing and services environment, and particularly, with a focus on studying the involvement of both suppliers and customers in the operations through the use of new technologies.

Philip Moscoso is a Professor and holds the Eurest Chair of Excellence in Services at IESE Business School, University of Navarra. His research analyses how operations excellence and innovation can generate competitive advantage for companies, with a particular attention to service and consumer product companies. Over the years, he has had the opportunity to develop his areas of interest through teaching, research projects and consulting work.

Eduardo Prieto works as a Research Assistant at the Eurest Chair of Excellence in Services in the Operations and Technology Management Department at IESE Business School. His research areas include service science, operations and strategy management and smart energy management.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Amorim, M., Lago, A., Moscoso, P. et al. Assisted vs. self-checkout in retail: An empirical analysis of the impact of operational process dimensions on customer satisfaction, recommendation and reuse. J Serv Sci Res 8, 1–39 (2016). https://doi.org/10.1007/s12927-016-0001-z

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12927-016-0001-z

Keywords

Search

Navigation