Entitled to Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?

We examine how self-checkout service impacts customer loyalty compared to regular checkout service. In two studies, we show that self-checkout service, compared to regular check out, make customers feel less rewarded, less satisfied with their purchases, and less likely to return to the store.



Citation:

Farhana Nusrat and Yanliu Huang (2020) ,"Entitled to Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1222-1222.

Authors

Farhana Nusrat, Drexel University, USA
Yanliu Huang, Drexel University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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