An assessment of customer satisfaction with self-checkout systems in Nigerian retail stores: A study of supermarkets in Jigawa State
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Background of the Study
Self-checkout systems, which allow customers to scan, bag, and pay for items without the assistance of a cashier, have become increasingly popular in retail stores worldwide. These systems offer benefits such as reduced wait times, enhanced convenience, and the ability for stores to operate with fewer staff. Self-checkout systems are especially attractive in supermarkets, where long lines and slow checkouts can frustrate customers and negatively impact the shopping experience (Miller & Harris, 2023). In Nigeria, the adoption of self-checkout technology in retail stores has been relatively slow, but as supermarkets look for ways to improve customer experience and increase operational efficiency, the use of these systems is growing.
Jigawa State has seen a rise in supermarket chains adopting self-checkout systems in response to the growing demand for more efficient and convenient shopping experiences. These systems are viewed as a way to enhance customer satisfaction, streamline operations, and improve the overall retail experience. However, despite the potential benefits, the adoption of self-checkout systems in Nigeria faces significant barriers, including issues of customer familiarity, technological literacy, and trust in the system (Olaniyi & Adebayo, 2024). This study aims to assess customer satisfaction with self-checkout systems in supermarkets in Jigawa State and explore the factors influencing customers’ perceptions and adoption of these systems.
Statement of the Problem
While self-checkout systems are increasingly being adopted in Nigerian supermarkets, there is limited empirical research on customer satisfaction with these systems, particularly in Jigawa State. Supermarket managers may not fully understand the challenges that customers face when using self-checkout systems, such as technological difficulties, lack of training, or perceived inconvenience. Moreover, customer satisfaction with these systems is influenced by factors such as system reliability, user-friendliness, and the ability to resolve issues promptly. Without understanding customer satisfaction levels and the challenges customers face, supermarkets in Jigawa State may struggle to achieve the desired improvements in customer experience and operational efficiency.
This study seeks to fill this gap by assessing customer satisfaction with self-checkout systems and providing insights into how these systems can be optimized to enhance the customer experience in Jigawa State supermarkets.
Objectives of the Study
- To evaluate customer satisfaction with self-checkout systems in supermarkets in Jigawa State.
- To identify the factors influencing customer satisfaction with self-checkout systems.
- To assess the challenges customers face when using self-checkout systems in supermarkets in Jigawa State.
Research Questions
- What is the level of customer satisfaction with self-checkout systems in supermarkets in Jigawa State?
- What factors influence customer satisfaction with self-checkout systems in these supermarkets?
- What challenges do customers face when using self-checkout systems in supermarkets in Jigawa State?
Research Hypotheses
- H1: There is a significant positive relationship between the user-friendliness of self-checkout systems and customer satisfaction in supermarkets in Jigawa State.
- H2: Customers in Jigawa State face significant challenges related to technology and training when using self-checkout systems.
- H3: Customer satisfaction with self-checkout systems positively impacts their likelihood of recommending supermarkets that use these systems.
Scope and Limitations of the Study
The study will focus on supermarkets in Jigawa State that have implemented self-checkout systems. A limitation of the study may include the variability in the effectiveness and efficiency of self-checkout systems across different supermarkets, as technological capabilities, staff training, and system maintenance may differ from one supermarket to another.
Definitions of Terms
- Self-Checkout Systems: Automated systems that allow customers to scan, bag, and pay for their items without the assistance of a cashier.
- Customer Satisfaction: The degree to which customers feel that their expectations and needs have been met by a product or service.
- Technology Adoption: The process by which consumers or businesses begin to use and integrate new technological tools or systems into their routine.
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