The Impact of Self-Checkout Technology Service Quality on Customer Satisfaction in Retail Sector

Murzidah Ahmad Murad, Nur Fara Aina Mohd Fitri, Atikah Saadah Selamat and Hafini Suhana Ithnin
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Murzidah Ahmad Murad: Universiti Teknkal Malaysia Melaka, Malaysia
Nur Fara Aina Mohd Fitri: Universiti Teknkal Malaysia Melaka, Malaysia
Atikah Saadah Selamat: Universiti Teknkal Malaysia Melaka, Malaysia
Hafini Suhana Ithnin: Universiti Teknkal Malaysia Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 10, 2718-2728

Abstract: The rise of self-checkout technology has significantly transformed the retail landscape, offering customers enhanced autonomy and convenience. However, the effectiveness of these systems in driving customer satisfaction depends on key self-checkout technology service quality factors such as speed of service, technology usability, shorter queues, and overall customer experience. Despite the widespread adoption of self-checkout systems, there is limited understanding of how specific service quality factors influence customer satisfaction. Issues such as slow response times, technical malfunctions, and lack of support often hinder the customer experience, which calls for a detailed examination of these factors to improve service quality. The study aims to (1) identify the relationship between self-checkout technology service quality and customer satisfaction and (2) determine the most significant factors that affect customer satisfaction in retail environments. A quantitative research approach was employed, and data was collected through structured questionnaires at the selected supermarket in Malaysia. The data was analyzed using multiple regression analysis to determine the relationship between service quality dimensions and customer satisfaction. The analysis revealed that customer experience was the most significant factor affecting satisfaction, followed by shorter queues, speed of service, and technology. Positive experiences with the system contributed most to higher satisfaction levels, while delays or technical malfunctions negatively impacted satisfaction. The study concludes that improving the customer experience and minimizing queues are crucial to enhancing satisfaction with self-checkout systems. Retailers should design intuitive, user-friendly systems to increase customer retention and satisfaction. These findings provide valuable insights for improving self-checkout systems in retail, promoting greater customer loyalty and operational efficiency.

Date: 2024
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