让顾客满意:评估体育零售业自助结账用户的服务质量和顾客满意度

IF 1.2 Q4 BUSINESS
K. Ingale, Manisha Paliwal, Suchita Jha, Ghazal Masarrat, Suchitra Kodlekere, Shreya Shedge
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引用次数: 0

摘要

数字化改变了所有领域的动态,技术也彻底改变了客户体验。自助结账服务是线下零售业广泛使用的一项技术。本研究旨在调查影响人们使用自助结账服务的属性,并评估其对服务质量和顾客满意度的影响。本研究借鉴了 Dabholkar 基于属性的模型,采用实证主义方法来检验概念框架。在对 330 名受访者进行初步调查后,研究确定了 99 名使用过自助结账设施的消费者。由于样本量较小,研究采用了多变量技术--偏最小二乘法结构方程模型(PLS-SEM)--对收集到的数据进行分析。研究中的所有自变量都对服务质量产生了积极影响。客户对控制、易用性、可靠性、享受、速度、冒险和开放性的感知对服务质量有积极影响。研究指出,易用性的方差值为 2.451,体验开放性的方差值为 2.437,这表明确定自变量对服务质量的重要性。研究结果表明,服务质量主要受易用性、享受性和体验开放性的影响。研究强调,一些零售客户可能会感到沮丧,而不是享受自助服务技术,认为它不太可靠。研究建议在零售店中加入开放体验和探险购物的内容,以提高消费者的满意度和忠诚度。采用身临其境的互动式购物体验将最终提高服务质量和顾客满意度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Delighting customers: Evaluating service quality and customer satisfaction of self-checkout users in sports retail
Digitalization has transformed dynamics across all fields, and technology has completely changed the customer experience. One prominently utilized technology in offline retail is self-checkout services. The present study intends to investigate the attributes that influence people to use self-checkout services and assess their impact on service quality and customer satisfaction. Drawn from Dabholkar’s attribute-based model, the study employs a positivist approach to test the conceptual framework. After the preliminary survey of 330 respondents, it identified ninety-nine consumers who had used the self-service check-out facility. The data collected were analyzed using a multi-variate technique – Partial Least Squares Structural Equation Modeling (PLS-SEM) – owing to the small sample size requirement. All independent variables taken for the study positively affect the service quality. Customer perception of control, ease of use, reliability, enjoyment, speed, adventure, and openness positively affect service quality. It was noted that ease of use, with a variance value of 2.451, and openness to experience, with a variance value of 2.437, show the importance of determining independent variables with service quality. The study findings reported that service quality is primarily influenced by ease of use, enjoyment, and openness to experience. It underlines that some retail customers will likely feel frustrated rather than enjoy the self-service technology, perceiving it as less reliable. The study suggests incorporating openness to experience and adventure shopping in retail outlets that can enhance consumer satisfaction and loyalty. Adopting an immersive and interactive shopping experience will ultimately improve the perception of service quality and customer happiness.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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