The Impact of Self-Checkouts on Customer Loyalty: Unveiling the Connection

 A recent study suggests that automatic checkouts in supermarkets may be impacting customer loyalty negatively. The research, conducted by Drexel University and published in the Journal of Business Research, reveals that customers with substantial shopping to do find using automatic checkouts to be an additional effort, leaving them less satisfied with the supermarket experience.

The study highlights that customers, when left to navigate the self-checkout process without assistance, feel abandoned and disconnected from the store. While many supermarkets argue that self-checkouts are more convenient, faster, and cost-effective, it appears that they may compromise the sense of connection customers feel with the establishment.

The researchers at Drexel University, realizing the lack of prior investigation on this topic, delved into the perceived ease of checkout and the feeling of being left to manage everything independently as factors influencing customer loyalty. Notably, the number of items purchased during a shopping trip also plays a role in how the type of checkout influences loyalty.

Dr. Yanliu Huang, a professor involved in the study, commented, "Our findings indicate that self-checkout systems, despite their advantages in terms of speed, ease of use, and cost reduction, can result in lower customer loyalty compared to regular checkout systems, especially when the number of purchased items is relatively high, say over 15."

The study comprised five investigations, collectively suggesting that customers tend to exhibit higher loyalty to a grocery store when utilizing regular checkout services, indicating a higher likelihood of returning in the future.

Factors such as the extra effort required for self-checkout, bagging purchases, and the expectation of being served by the store were identified as negative consequences that decreased loyalty. However, Dr. Huang suggested a potential solution, stating, "We found that when customers were encouraged to think of the extra effort involved in self- checkout as a rewarding experience , their perceived loyalty to the store was same of those of regular checkout shoppers."

In conclusion, the study proposes that retailers can enhance the self-checkout experience by making it more rewarding for customers, potentially improving overall satisfaction and, subsequently, customer loyalty.

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