Abstract
This exploratory non-experimental study examined if a self-service scanning terminal (SST) presents a difference in customer expectations and satisfaction when compared to a regular human interaction in a real retail service setting. The dimensions of transaction ease and time spent on the process of buying and paying for purchases were used to operationalize the expectation and satisfaction level of customers. The self-serve technologies used for this study were self-serve scanning terminals located at a Big-Kmart store in the Metropolitan area of San Juan, Puerto Rico. The results suggest that there is no significant difference in customer expectations with respect to transaction ease, but that there is a significant difference in level of expectations with respect to transaction time when comparing a self-scanning terminal to a human interaction (regular cashier) in a retail service encounter. The self-service scanning terminal is expected to be shorter than the human interaction (regular cashier) in terms of transaction time. In addition, the results suggest that there is no significant difference in customer satisfaction in a technologically based service encounter (self-scanning terminal) when compared to an interpersonal service encounter (human interaction). Nevertheless, the results point to the direction that the level of satisfaction is somewhat higher with the technological interface, and to the usage of technology as an alternative dyadic relationship that could delight customers as well as humans to human interactions.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bitner, M.J. 2001. “Self-service Technologies: What do Customer’s Expect?” Marketing Management 10(1):10–13.
Bitner, M.J., B.H. Booms and M.S. Tetreault. 1990. “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.” Journal of Marketing 54(1):71–91.
Bitner, M. J., S.W. Brown and M. Meuter. 2000. “Technology Infusion in Service Encounter.” Journal of the Academy of Marketing Science 28(1).
Bitner, M.J., A.L.Ostrom and M. Meuter. 2002. “Implementing Successful Self-service Technologies.” Journal of the Academy of Management Executive 16(4):96–110.
Bitner, M.J., A.L.Ostrom, M. Meuter and J.M. Curran. 2001. “Consumer Adoption, Evaluation, and Commitment to Self-service Technologies ”American Marketing Association Conference Proceedings 12:71–72
Brown, S. 1996. “Technology and Customer Satisfaction Myths and Facts,” Canadian Business Review 23(2):29–35.
Kandampully, J. 1998. “Service Quality to Service Loyalty: A Relationship, Which Goes Beyond Customer Services.” Total Quality Management 9 (6):431–445.
Meuter, M., Ostrom, A. Bitner and R. Roundtree. 2003. “ The Influence of Technology Anxiety On Consumer Use and Experiences with Self-service Technologies.” Journal of Business Research 56 (11): 899–906
Meuter, M., A. L. Ostrom, R. Roundtree and M.J. Bitner. 2000. “Self-Service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters.”Journal of Marketing 64 (3):50–65.
Oliver, R and R. Burk.1999. “Expectation Processes in Satisfaction Formation.” Journal of Service Research 1(3):196–214.
Parasuraman A. 2000a. “Technology Readiness Index (TRI): A Multiple —Item Scale to Measure Readiness to Embrace New Technologies.” Journal of Science Research 2(4) :307–331.
Parasuraman, A. 2000b. “The Impact of Technology on the Quality-Value Loyalty Chain: A Research Agenda.” Journal of the Academy of Marketing Science 28(1): 168–175.
Sasser, E., P. Olsen, P. and D. Wyckoff. 1978. Management of service operation: texts and cases, Boston Allyn Bacon.
Shoemaker, M. 2001. “A framework for examining IT-enable market relationships.” The Journal of Personal Selling & Sales Management 21 (2): 177–190.
Zhu, Z. C. Nakata, K. Sivakumar, D. Grewal. 2006. “Self-Service Technology Effectiveness: The Roles of Comparative Information, Interactivity and Individual Differences.” American Marketing Association Conference Proceedings 17: 224–225.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Espina, C., Pérez, M. (2015). The Effect of Self-Scanning on Consumers’ Expectations and Satisfaction: An Exploratory Study In A Retail Service Setting. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_129
Download citation
DOI: https://doi.org/10.1007/978-3-319-11806-2_129
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11805-5
Online ISBN: 978-3-319-11806-2
eBook Packages: Business and EconomicsBusiness and Management (R0)