Technology has transformed the way shoppers interact with supermarket retailers, and it can influence purchasing decisions across channels. Grocery shoppers are just looking for a convenient enjoyable seamless shopping experience. The in-store technology generates opportunities to improve the shopping experience if retailers consider the preferences and requirements of the specific target consumer and product category.
Marketers and researchers continuously discuss the term “customer satisfaction” as an indicator of business performance. It can be described as a measure of the level to which a product or service meets or fails to meet customer expectations. If a brand or an organization meets customer expectations, such customers become satisfied, and the chances of the customer making a repurchase increase, thus serving as an essential indicator of customer retention. There is a positive relationship between customer satisfaction, retention, and customer loyalty. In the retail supermarket sector, customer satisfaction can be determined by elements such as service after-sale services, reliability, waiting time, store image, physical environment, facilities, store location, and store atmosphere, among others.
Although many factors influence customer satisfaction, Chu and Pike (2002) opine that customer experiences are the top driver to customer satisfaction. In particular, person-to-person experiences and in-store experiences are among the top forms of experiences that drive customer satisfaction.One example; Supermarket chain Kronan cut queues and grew customer satisfaction by implementing self-checkout cash registered, powered by LS Retail software.
Supermarket shoppers around the world are increasingly encountering and using self-service technologies (SSTs) during their shopping process. The SSTs are mainly offered to reduce retailer costs and enhance the customer’s experience, and building customer satisfaction. Among the many different SSTs available, mobile self-checkout systems (MSCO) have become an extremely popular choice of supermarkets around the world. Although some of the main motivations of the supermarkets for offering self-checkout systems (SCSs) are cost-cutting, speed, and convenience, supermarkets are also experiencing that these services are enhancing customer experience, satisfaction, and ultimately loyalty.
As well stated by Duffy(1998) Building, customer loyalty is a business strategy, not just a marketing program. All businesses should seek to boost loyalty and maximize the share of customer. The pursuit of customer loyalty is a perpetual one. It is more of a journey than a destination