Assessing the impact of self-service technology (SST) service quality on consumer satisfaction and loyalty : a case in the Maltese retail industry

Abstract

Purpose: The objective of this study is to determine the relevant on-site Self-Service Technology (SST) service quality dimensions from the customers’ perspective (primary objective) and to assess whether such perceptions lead to customer satisfaction and loyalty (secondary objective) within the Maltese retail environment. Methodology: Quantitative online and face-to-face questionnaires were utilised to collect data regarding SST service quality (SSTSQ) dimensions, customer satisfaction and loyalty from the consumers’ perspective. This was done by recruiting participants that have interacted with the Self-Checkout Systems (SCS) at Decathlon, the only retail store in Malta that has SCSs. Findings: The results suggest that all ten tested dimensions were positive and statistically significant dimensions of on-site SSTSQ, some of which had a stronger impact than others. Additionally, a positive and statistically significant correlation was obtained amongst SSTSQ, customer satisfaction and ultimately, loyalty. Finally, evidence also proved customer satisfaction as a mediator of SSTSQ and customer loyalty. Limitations: The main challenge was the outbreak of the COVID-19 pandemic, resulting in sample size limitations and other difficulties. The sampling technique utilized to select participants for this study also effected the representativeness of the sample. Implications: This study has important theoretical implications which add value to the current SSTSQ literature. Moreover, this study also offers practical implications, both to the retail store that already adopts self-checkouts (Decathlon), as well as to other retail stores that might consider introducing such technology as part of their operations.