Self Checkout

Self-checkout might make shoppers feel less loyal to a store, according to new research.

Retailers, including Kroger and Costco, have turned to the tech over the last couple of decades. But customers don't like bagging their own groceries or the other tasks of ringing up their own purchases, surveys of shoppers conducted at Drexel University's LeBow College of Business found.

Customers are more likely to return to stores where they used a human-staffed checkout, versus stores where they used a self-checkout, according to the researchers, Yanliu Huang and Farhana Nusrat.

"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 (e.g., more than 15 items)," Huang, a professor at LeBow, said in a press release.

Customers were more likely to come back to a store when they used traditional checkout, the researchers say, because of the easier process and a "sense of entitlement" to good service while shopping.........

https://www.businessinsider.com/self-checkout-alienating-shoppers-according-to-new-research-2024-1