An examination of self-service technologies and their impact on retail customer experience: A study of shopping malls in Nasarawa State
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Background of the study
The integration of self-service technologies (SST) into retail environments has revolutionized the way customers interact with businesses, particularly in large shopping malls. Self-service technologies, such as self-checkout kiosks, digital price tags, and interactive information displays, have become commonplace in retail settings worldwide, providing customers with greater autonomy and efficiency in their shopping experience (Agboola & Salami, 2023). In Nasarawa State, shopping malls have increasingly adopted these technologies to cater to the growing demand for faster, more convenient service. SST not only enhances the customer experience but also helps retailers reduce operational costs, improve service speed, and streamline inventory management (Fayomi & Bello, 2024).
Despite these benefits, the adoption and utilization of self-service technologies have been met with varying levels of customer acceptance, especially in regions like Nasarawa State where digital literacy may be lower. While SST can significantly enhance customer satisfaction, its success is contingent on the customers’ ability to use the technology and their perceptions of its effectiveness and convenience. This study will examine the impact of self-service technologies on retail customer experience in shopping malls in Nasarawa State, evaluating how such technologies influence customer satisfaction, loyalty, and overall shopping behavior.
Statement of the problem
In Nasarawa State, shopping malls are increasingly adopting self-service technologies to improve customer experience and streamline operations. However, there is limited research on the impact of these technologies in the state’s retail environment. While self-service technologies have the potential to improve customer experience by offering convenience and speed, not all customers may embrace them due to factors like technological discomfort, lack of familiarity, or perceived value. This study will explore how self-service technologies affect the overall retail customer experience in shopping malls in Nasarawa State, with a focus on understanding the factors that influence customer acceptance and satisfaction.
Objectives of the study
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To examine the impact of self-service technologies on customer satisfaction in shopping malls in Nasarawa State.
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To assess the role of self-service technologies in enhancing customer convenience and reducing wait times in retail environments in Nasarawa State.
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To explore the factors influencing the adoption of self-service technologies by customers in shopping malls in Nasarawa State.
Research questions
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How do self-service technologies impact customer satisfaction in shopping malls in Nasarawa State?
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To what extent do self-service technologies improve customer convenience and reduce wait times in retail malls in Nasarawa State?
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What factors influence customer adoption of self-service technologies in shopping malls in Nasarawa State?
Research hypotheses
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Self-service technologies positively impact customer satisfaction in shopping malls in Nasarawa State.
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Self-service technologies enhance customer convenience and reduce wait times in shopping malls in Nasarawa State.
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Customer factors such as digital literacy and perceived ease of use significantly influence the adoption of self-service technologies in shopping malls in Nasarawa State.
Scope and limitations of the study
The study will focus on shopping malls in Nasarawa State and investigate the impact of self-service technologies on customer satisfaction and overall retail experience. The study is limited by the availability of data, particularly customer feedback on their experiences with self-service technologies, and potential biases in responses from customers who may have limited familiarity with these technologies.
Definitions of terms
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Self-Service Technologies (SST): Digital systems that allow customers to perform tasks or access services without direct assistance from staff, such as self-checkout kiosks or digital product information displays.
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Customer Satisfaction: A measure of how well a product or service meets or exceeds customer expectations, often linked to customer loyalty and repeat business.
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Retail Customer Experience: The overall experience that a customer has when interacting with a retailer, encompassing factors like service quality, product availability, and ease of shopping.
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