Exploring the Self-scanning Customer : Customer ́s Situational Experiences with Self-scanning

Abstract: A self-service technology is a tool that enables the customer to have a more prominent role in the service process. In retailing, one such self-service technology is the self-scanner which the customer uses to scan items by themselves instead of going to the regular checkout. The use of self-scanners is determined through situational factors which also influences the way the customer perceives its experience. The purpose of this thesis is to explore how customers perceive the shopping experience when using a self-scanner and how situational factors influence usage. This thesis uses a qualitative approach with a cross sectional research design. The data was collected from four different focus groups, through convenience sampling, with participants who had previous knowledge with self-scanners. The conclusions made in this thesis are that customers perceive their experience with a self-scanner as efficient and thus expect this as a result of using it. It was also concluded that the customers are influenced by all the situational factors when deciding to use the self-scanner. Most prominently they were influenced by the waiting time, the type items to purchase and finally if they were alone or shopping together with someone.