Customer Experience and the Influence of Technology

Line Torp Reichhardt & Chastine Hennebjerre

Student thesis: Master thesis

Abstract

The use of technology has an increasing impact on everyday life across generations. The evolvement of technologies are continuously increasing, and new ways of easing regular procedures are constantly implemented. This is also the case in the retail shopping industry. Various types of self-service technologies are emerging, which enables the customers to choose according to their preferences of experience. One such self-service, is mobile self-scanning. The research aims at providing an indication of technological effect on customer experience, when using mobile self-scanning during retail shopping experience. The study will focus on the case company Coop, who has enrolled Scan & Betal, a mobile self-scanning technology, in all Fakta’s, which thus makes them first movers in the Danish market. The study utilises data from a conducted qualitative interviews to gain insights into understandings and expectations to use of technology and the general customer experiences in retail environments. Furthermore, a questionnaire will be provide data on the actual perceived customer experience using Scan & Betal. Through customer experience analysis, the study concludes that while the technology is perceived easy and favourable to use, the in-store environment seem to create pain points and dissatisfaction during the customer experience. The main value co-creation aspects of the experience is the ease of use and elimination of queues. Furthermore, it can be concluded that the lack of awareness concerning Scan & Betal, creates barriers in successfully driving customers to use the technology. Thus, the study contributes to the literature within the field, as it identifies the customers’ perception of the particular self-service technology.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages91
SupervisorsMogens Bjerre & Hanne Pico Larsen