Customer satisfaction towards self-checkouts at supermarkets and self Essay

Customer satisfaction towards self-checkouts at supermarkets and self service trend in the uk business (The case of Tesco ,sain - Essay Example The customer satisfaction therefore, is hugely important for business that provides it with competitive advantage within the industry (Ennis, 2009; Arnould et al., 2004). In the technology driven era, customer has not only become more informed but also significantly influenced by the myriad applications of technology that increase efficient delivery of goals, especially in retail shopping. Indeed, the strategic changes implemented within the operations of supermarket chains like Tesco, Asda and Sainsbury have been designed to enhance the experience of shopping for the customers. The use of information technology in retail shopping is one the major elements of customer satisfaction as it positively contributes in myriad ways. The research would evaluate the extent of customer satisfaction in self-checkout and self-service in supermarkets like Tesco, Asda and Sainsbbury in UK. Tesco, Asda and Sainsbury are three largest grocery retail chains that have significant market share. Accordin g to Lawson (2012) Tesco with 30.8% of market share is till the leaders, followed by Asda (17.6%) and Saisnbury (16.4%). While Tesco and Asda were the first major retailers to introduce self-service and self-checkout in their outlets, Sainsbury has also initiated self-checkout lanes to boost customer satisfaction. ... The special checkout lanes have therefore expedited the process of purchase and provided shoppers with unique experience to quickly shop for items that are needed and checkout without the hassle of standing on long queues on checkout lanes operated manually. This is especially become very convenient for shoppers who have been affected by the recessive economy and can ill afford to waste money on non-essential item. The self-service and self-checkout lanes have therefore increasingly become critical factors for retail shopping within supermarkets (Weijters et al., 2007). 2. Aims The main aim of the study is to evaluate the extent of customer satisfaction in using self-checkout and self-service for grocery shopping in supermarkets: Tesco, Asda and Sainsbury in UK. The automated process has been perceived as important initiatives to improve shopping experience for customers and promote their long term retention. The study would enable the supermarkets to gauge the impact of new technolo gies and provide them with constant motivation to improve and improvise shopping experience. 3. Objectives 3.1 To conduct comprehensive literature review on the impact of self-service and self-checkout on customer satisfaction in shopping. 3.2 Develop questionnaire for 75 shoppers, 25 each from Tesco, Asda and Sainsbury. 3.3 Develop questionnaire for 6 managers, 2 each from Tesco, Asda and Sainsbury 3.4 Prepare interview schedule for 30 shoppers, 10 each from Tesco, Asda and Sainsbury. 4. Literature review In the highly competitive environment of global economy and recessive trend, competing on capabilities has become very important aspect of business paradigms. The firms constantly need to evolve in order to meet the challenges of time. Technology hugely facilitates firms to leverage