Self-service technologies (SSTs) increasingly permeate retail space. Yet, sometimes retailers decide to revert to 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 by surveying two groups of customers pre- and post- SCO discontinuance: treatment group (who experience discontinuance) and control group (who do not experience discontinuance). Leveraging difference-in-differences analyses, we find that SCO discontinuance results in decreases in customers’ satisfaction with technology, intentions to use technology, perceived simplicity of technology, and basket size. Our results inform managers of the potential downsides of discontinuing SST and provide corroborating evidence of the technology’s benefits.
Keywords: Technology discontinuance, Retailing, Self-service technology, Signaling effect, Natural field experiment
- Authors: Tapani Rinta-Kahila, Esko Penttinen, Ashish Kumar, and Ramkumar Janakiraman
- Journal: Journal of Retailing and Consumer Services
- Year: 2021
- Volume: 61
- Issue: Jul
- Pages: 102498
- DOI: https://doi.org/10.1016/j.jretconser.2021.102498
Citations: 15 (Till: 2026-05-29) (using R package rcrossref)
Recent: Google Scholar