Whether new technology can improve customer satisfaction: the use of self check-out systems in supermarkets

Shen, Xiao (2008) Whether new technology can improve customer satisfaction: the use of self check-out systems in supermarkets. BA dissertation, University of Portsmouth.

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    Marketers pay more and more attention to customer service. How to achieve customer satisfaction has become a major concern for many businesses for a long period of time. Customer satisfaction survey plays an important role in contemporary business. This study investigated whether self check-out system can improve customer satisfaction in supermarkets. Specifically, it was designed to find out the reasons why people choose self check-out. One hundred and fifty people were surveyed in supermarkets such as Asda and Tesco. Questionnaires were given to different age and gender groups. Results of the analysis showed that self check-out is only a Parallel way alongside cashier check-out. In recent years, self check-out can not satisfy every customer, even if it is in young people's (20-30 age group) favour. The most elderly people (50+) did not like using self check-out for many reasons. These reasons had been analysed in discussion part. The implication of these results is that new technology requires a period of time to penetrate into people's daily use. In order to attain customer satisfaction, self check-out needs improvement in the elements of design and function to suit all users. At the same time the rate of fault must be reduced and the system must be more human friendly. After that, people will be more likely to use self check-out. It will eventually improve customer satisfaction to the level of market expectation.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Humanities and Social Sciences > School of Languages and Area Studies
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14
    URI: http://eprints.port.ac.uk/id/eprint/573

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