What is so Difficult about Self-Scanning? A Comparative Study of three Self-Service Technologies for Retailing
The introduction of customer self-service technologies has had only limited success in retailing. In this study, we report on a comparative study of three self-service technologies with a focus on self-service scanners, mainly with the help of ANOVA and regression analysis. We find that perceived usefulness, perceived fun, and attitude towards the use of self-service technologies are the main predictors of service loyalty. Retailing firms should focus on perceived usefulness and fun when communicating the benefits of self-service technologies to their customers.
KeywordsSelf-service technologies perceived usefulness fun attitude service loyalty
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