Customer reactions to self-checkout discontinuance

摘要: Abstract Self-service technologies (SSTs) increasingly permeate retail space. Yet, sometimes retailers decide to revert human-delivered service mode by discontinuing their incumbent SST. In this study, we examine how self-checkout (SCO) discontinuance affects customers’ perceptions of SCO technology and purchase behavior. We conduct a natural field experiment surveying two groups customers pre- post- discontinuance: treatment group (who experience discontinuance) control do not discontinuance). Leveraging difference-in-differences analyses, find that results in decreases satisfaction with technology, intentions use perceived simplicity basket size. Our inform managers the potential downsides SST provide corroborating evidence technology’s benefits.