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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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