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The impact of Self-service technologies and other non-technology drivers on customer satisfaction in the Irish supermarket industry

Tawari, Kiran N. (2019) The impact of Self-service technologies and other non-technology drivers on customer satisfaction in the Irish supermarket industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

Customer satisfaction in retail supermarkets is driven by the quality of service being offered. With rapid advancements in technology, self-service technologies (SST) is one such channel being adopted by retailers to serve customers. Other than these technological interface, there are also certain non-technology elements like servicescape, value for money and employee service present in the supermarket which justifies the service quality being offered by the firm which further affects the customer satisfaction levels. Therefore, the purpose of this paper is to examine the impact of SST on customer satisfaction, after controlling for known non-technology
drivers of customer satisfaction in Irish supermarket industry.

This research embraces a cross-sectional research design following a quantitative approach in which questionnaire data was collected from 161 people through an online survey, who have previously used SST during their visit to the supermarket. Convenience and snowball sampling technique was used to get survey responses and in order to test the hypothesis posited in the study, multiple regression and hierarchical regression analysis was used.

The results of multiple regression analysis show that enjoyment, assurance and convenience attribute of SST are positively associated with customer satisfaction. Additionally, the hierarchical analysis reveals that when the controlling non-technology elements are included in the model with SST attributes, the non-technology elements by themselves contribute higher degree of variance in customer satisfaction in comparison to the SST attributes which add a minimal explanatory power to the model. The key finding obtained through this paper contributes to the existing literature by identifying the controlling non-technology drivers associated with customer satisfaction than the SST attributes, in Irish supermarket context. The results also give meaningful implication to retailers that they should not neglect the basic fundamental elements like employee service, value for money, servicescape in this digital age as they affect the customer satisfaction levels to a substantial extent.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Customer Service
T Technology > T Technology (General) > Information Technology
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 23 Oct 2019 12:35
Last Modified: 23 Oct 2019 12:35
URI: http://norma.ncirl.ie/id/eprint/4026

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