An analysis of customer intention and motivation to use self service checkouts while making purchases in supermarkets: A case analysis of Tesco Plc.
Background: The title of the research indicates that it is concerned with analysing the intention and motivation of customers in using self service checkouts. The problem faced by them while purchasing from supermarket is mainly to wait for longer time period which can be resolved through self service technology.
Rationale for the Study: The research issue is the longer wait time within customers while they purchases from supermarkets. This is an issue because people already have less time and a longer wait time affects their purchase intention in supermarkets. This research therefore analyses whether customers are ready to use self service technology and whether it benefits in terms of overall time reduction at the cash counter.
Research Aims and Objectives: The aim is to analyse the customer intention and motivation in using self service checkout technology while shopping at supermarkets. The objectives are:
Research Question and Hypothesis: The research question is “what motivates customers in using self service technology in large supermarkets? The hypothesis is:
Ho: There is no significant intention and motivation of customers in using self service technology.
Ha: There is significant level of intention and motivation of customers in using self service technology.
Self service checkout according to Lin and Chang (2011) is an important way in which customers perform the interaction with technology in respect to retail outlets mainly the large supermarkets. The importance of self service checkout technology is significantly higher especially in respect to retailing as suggested by Hilton, Hughes, Little and Marandi (2013). According to them, this technology allows customers in achieving more from fewer resources. According to Lin and Chang (2011), the major multinational fast food companies such as McDonald, Burger King, Taco Bell etc have already considered the application of this technology. In terms of motivation in utilising self service technology, the research as conducted by Kokkinou and Cranage (2013) indicates that the main motivating factor behind customers considering the application of self service technology in large retail outlets is mainly the attainment of reduction in waiting time. A study by Dabholkar, Bobbitt and Lee (2003) has identified significant other motivating factors in using self service technology such as higher flexibility factor, easy use of self scanning control, and greater control over purchasing process.
The conceptual framework as considered appropriate in performing this research is:
Philosophy and Research Methods: In performing the collection of data, the research philosophy of interpretivism will be considered by the researcher because it requires the interpretation of customer’s intention and motivation in using self service checkout. The research methods will mainly include the collection of quantitative data whereby the viewpoints of large number of respondents would be collected.
Accessing Data- The data collection will mainly be performed by primary research with the customers of Tesco Plc and also through secondary research in the form of analysing academic books and journals (Creswell, 2003).
Methods of Data Capture: The primary method that will be utilised in collecting primary data is mainly through survey with the customer of Tesco Plc and this will be performed through the application of questionnaire that will comprise of closed ended questions on customer motivation in using self service technology. The sampling method will be simple random sampling, and sampling size of 50 customers of Tesco Plc would be considered. The data analysis and interpretation method will be correlation analytical tool which will allow in identifying the relations between customer motivation and intention in using self service technology.
Limitations: The limitation is that it will provide only numerical data, but the subjective data collection will not be ensured in this research (Fink, 2006).
Ethical Issues: The ethical issues would be in terms of protecting the anonymity and confidentiality of respondents which will be ensured by making it sure that the research pays adequate attention towards these aspects.
Resources Requires: The resources needed in doing this research includes adequate accessibility to finance, accessibility to important databases such as emerald, ebscohost etc for doing the secondary research and adequate level of time (Creswell, 2003).
The timetable in doing this research is indicated as follows:
Creswell, J.W. (2003), ‘Research Design: Qualitative, Quantitative, and Mixed Methods Approaches’, 2nd ed, UK: Publisher SAGE.
Dabholkar, P.A., Bobbitt, L.M. and Lee, E. (2003), ‘Understanding consumer motivation and behaviour related to self-scanning in retailing, Implication for strategy and research on technology-based self-service’, International Journal of Service Industry Management, Vol. 14 (1), pp. 59-95.
Fink, A. (2006), ‘How to conduct surveys: a step-by-step guide’, (3rd ed.), SAGE.
Hilton, T., Hughes, T., Little, E. and Marandi, E. (2013), ‘Adopting self-service technology to do more with less’, Journal of Services Marketing, Vol. 27 (1), pp. 3-12.
Kokkinou, A. and Cranage, D.A. (2013), ‘Using self-service technology to reduce customer waiting times’, International Journal of Hospitality Management, Vol. 33, pp. 435-445.
Lin, J. and Hsieh, P. (2011), ‘Assessing the Self-service Technology Encounters: Development and Validation of SSTQUAL Scale’, Journal of Retailing, Vol. 87 (2), pp. 194-206.
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