Quickening the Queue in Grocery Stores

Michael T. Jones, Arlene M. O'Berski and Gail Tom
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Michael T. Jones: School of Business and Public Administration, California State University, Sacramento, Sacramento, California 95819
Arlene M. O'Berski: School of Business and Public Administration, California State University, Sacramento, Sacramento, California 95819
Gail Tom: School of Business and Public Administration, California State University, Sacramento, Sacramento, California 95819

Interfaces, 1980, vol. 10, issue 3, 90-92

Abstract: The present study addressed the question how to minimize the time spent waiting in a single line in grocery stores. The real objective of the study was not whether single-service line systems could be implemented---it is obvious that implementation is possible---but rather would the consumer accept such a checkout system. In this regard, it is important to realize that banks and post offices have, in effect, a captive audience. For example, because it would not be logically feasible for the consumer to continually move from one bank to another, the consumer must rely heavily on the financial institution that controls her/his funds. In this manner, banks have a type of forced allegiance. This situation does not apply to grocery stores. There is very little to prevent a customer from balking at a single-service checkout system should he find it not to his liking and shopping at a nearby store that elected to continue the use of multiple-service line systems.

Keywords: marketing:; buyer; behavior (search for similar items in EconPapers)
Date: 1980
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