Self-Service Technology in Retailing. The Case of Retail Kiosks

Abstract

Retailers are adopting self-service technologies (SSTs) to improve the quality of service. Self-service technologies indicate any technological application, but the most typical SST is interactive kiosks which refer to computer workstations for public access. Kiosks have widely been used for banking (ATM) and airline checkins. Now kiosks are shown in diverse retail sectors, including food service, supermarkets, department stores, specialty stores, drug stores, bookstores, and entertainment. The range of service varies depending on retailers’ goal. However, the retail application is not always positively received. Thus it is vitally important that retailers understand the inherent problems and strategic issues of kiosks as a SST. Successful kiosks can deliver financial returns to the company and also impact consumer satisfaction and retention.

Keywords

• retail
• retail kiosks
• self-service retailing
• retail channel structure
• innovation
• global markets