University of Twente Student Theses


The Impact of Self-Service Technology (SST) on Customer Experience

Leda Lima, Dorise (2023) The Impact of Self-Service Technology (SST) on Customer Experience.

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Abstract:This research investigates the impact of self-service technology (SST) on customer experience in supermarkets. The purpose of this study is to explore the knowledge and perceived experience of customers on SST. Focusing on fulfilling the lack of academical research on how customers handle self-service technologies in supermarkets. The research contributes to customer experience field and technologybased retail services by offering understanding of how people perceive and use SST. Supporting managers and marketers in better comprehending the impact of technology, as well as creating strategies to improve customer experience in supermarkets that offer SSTs as part of their service. To accomplish this study, semiinterviews were conducted, which consisted of asking self-service users open questions, giving them the freedom to engage. The qualitative approach was held with the aim of gaining a deeper knowledge of customers’ personal thoughts and feelings about their experience as SST users. Therefore, a total of eleven self-service users were interviewed via Teams and Zoom, specifically six self-scanning users and five self-checkout users. As a way of analyzing the interviews, a software named ATLAS.TI was used to code and combine similar data. Which led to a better interpretation of the user’s experience. To finish, key findings suggested that customers’ experience can be positively and negatively affected by SST usage. This is because it can be perceived as efficient and convenient in terms of time saving and avoiding long lines. However, SST can present deficiencies such as internal errors or lack of features that prevent users from maximizing their experience, which jeopardizes the shopping process.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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