THE FACTORS AFFECTING CUSTOMER INTENTION IN ADOPTING SELF-SERVICE CHECKOUT AT RETAIL STORE IN MALAYSIA
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Date
2022
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Abstract
This study examines the customer intention in adopting self-service checkout at retail store in Malaysia. Specifically, all IKEA stores in Malaysia are the selected retail stores for the scope of study. Using a quantitative research method and sampling size of 80 respondents approximately is proven that perceived usefulness and perceived ease of use have significant influence on the customer intention to adopt self-service checkout. The research supports the work of Davis (1989; as cited by Lee, 2008), Renko and Druzijanic (2014) and Tapani (2013) that agrees the factor of perceived usefulness able to solve the issue of long queue in a regular checkout faced by customer by adopting self-service checkout for a faster and less consuming time at the checkout point. On the other hand, the factor of perceived ease of use is supported, too. The work of Davis (1989; as cited by Lee, 2008), Chiu, Fang and Tseng (2010), Lee, Fairhurst and Cho (2011) and Venkatesh (2000; as cited in Gelbrich and Sattler, 2014) agrees that using self-service checkout is likely easy and the manual instructions displayed at the computer screen help customer to operate self-service checkout easier. However, technology of anxiety is the only factor that not supported in this study. As stated by Venkatesh and Bala (2008; as cited by Gelbrich and Sattler, 2014) and Meuter et al. (2003; as cited by Lee, 2008) describes that technology anxiety is a negative trait of individual stimulates by brain to create a mental reaction such as fear, hope and apprehensions when adopting to any form of technology. Lee (2008) concluded that the higher degree of technology anxiety affected the customer experience in using self-service checkout to be a negative behavioural intention, compared to a customer that have lower degree of technology anxiety. On the contrary with the past research, the data analysis of study is showing that customer using self service checkouts at IKEA is not feeling nervous and never try to avoid this checkout point as their express payments method. As results, this study provides analysis of customer intention in adopting self-service checkout at IKEA stores in Malaysia that might be useful to any company that have considerations for further roll-out in installing self-service checkout to their store.
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Programme: BMBL
Course: MAL3017 PROJECT DISSERTATION
Student Id: BMBL2009107