Understanding Consumer Motivation and Behavior Related to Self-Scanning in Retailing - Literature review Example

UNDERSTANDING CONSUMER MOTIVATION AND BEHAVIOR RELATED TO SELF-SCANNING IN RETAILING Name of Student Institution affiliation UNDERSTANDING CONSUMER MOTIVATION AND BEHAVIOR RELATED TO SELF-SCANNING IN RETAILING Article Summary The article reveals how the consumers’ behaviour is influenced by Self-scanning technology. In this case, the article points out at how ongoing test have been carried out in various supermarket chains and retail stores across the world however a clear customer perspective on the influence of this self-scanning technology on their purchase behavior has not yet been derived. The article, therefore, researches the reasons that motivate consumer behaviour on either using the self-scanning checkouts or avoiding them. The article also covers the advanced theory on the consumer’s motivation and their purchase behavior in relation to generally technology-based self-service. It goes further to address the factors that drive the avoidance or preference of self-scanning checkouts in customers during their shopping (Dabholkar, Michelle Bobbitt, & Lee, 2006). In this case, the article points out at the consumer differences, self- scanners attributes and situation influences are the most significant factors. The article also explores the behavioral and motivational patterns across the services context. Similarly it points out that the consumers purchase behavior is dependent on either their favorable attitude towards the use of self-scanning technology or interaction with the service employees who carry out the self-scan themselves. The article uses a blend of different research methods through a quantitative analysis which was essential on drawing findings through structured questionnaires. In this case, the article also points out on the richer findings of all the methods used in the articles research methodology. It further recommends on more research to be conducted on the influence of technology-based self-service to customer buying behavior. In this case, the article also recommends for statistical testing on the relative significance of technology-based self-service as an influencing factor for the individual's purchase behavior (Dabholkar, Michelle Bobbitt, & Lee, 2006). Evolution of the topic The concept and study of Self-Serving Technologies on consumer behaviour motivation has been quite common over the past few years as pointed out in the article. However, this concept has received mixed reactions from the retail and chain store customers. It’s evident that before the adoption of the self-scanning technology in the retail environment a research on the factors that motivate consumer behavior regarding this technology need to be carried out. This will make it easier for retailers and manufacturers to determine the willingness of a customer to use this technology (Sur, 2008). Moreover, the self- scanning technology has proven to be either a motivational factor or one drawing customers away from making a particular purchase (Sindwani & Goel, 2015). In this case, the article’s clear stand is that the adoption of the self-scanning technological concept is dependent on the consumer’s individual differences. (Dabholkar, Michelle Bobbitt, & Lee, 2006). The evolution of this topic has also been advance further by the article where it claims that the growing significance of self-scanning technology enables the retail store owners to standardize their interactions with their customers (Chung,Soong-Hwan, & Kanghwa Choi, 2011). The evolution of Self-scanning technology can be related to automated airline ticketing by telephone, in-room hotel check out internet shopping and Automated Teller Machines in banking halls or vending machines. Consequently, the article is keen to point out that these significant evolutions of self-scanning technologies have changed the way consumers and service firms interact. On the contrary, the article states that the in the evolution of the self-scanning technology met some opposition in its initial stages more so by laggards having that technologies Automatic Teller Machines impacted to their banking behavior, however, later on, the customers learnt to accept this technology. The article, in this case, reveals the diversity of the consumer’s behaviors and how easily it can be fostered or depressed. Article premises One significant article premise in the article is the consumers have the option to choose from a variety of technological options. In this case, retail stores and firms see that through embracing the self-scanning technology they improve their service provision and interaction with the customers while the customers (Chung,Soong-Hwan, and Kanghwa Choi, 2011). On the other hand, the customers see in most cases see the opposite of this. Thus, the article points out that what the retail owners might have perceived as constitutes of better services attributed to the Self-scanning technology some of the consumers on the other hand see this as an infringement of their privacy issues which leads to them spending more time in these retail and chain stores (Dabholkar, Michelle Bobbitt, & Lee, 2006). The other notable premise in the article is that where the author claims that the acceptance of the self-scanning technology gets down to the reliability of the technology. Therefore, the customers are highly likely to accept a self-scanning technology which is highly reliable therefore guaranteeing great results (wereda & Grzybowska, 2013).The other significant premises is the hypothesis brought out in the article where the author claims that the consumers who are regularly using the self-scanning tool are more likely to have the perception that this technology is offering greater control, it's faster, it's more reliable, it’s easier to use and more reliable compared to the traditional checkout system thus leading to consumer motivation . The article also claims that the consumers who are not appealed to this self-scanning technology they have the perception that when it comes to speed and control, the traditional checkout system is preferable. In this case, it claims that 25% of the respondents who participated in a survey to review their thoughts on this technology and impacts on their purchase behavior through the traditional checkout systems were better (Sur, 2008). The other significant premise is evident in the article in its proposal on the author’s thoughts on the contrasting issue on which of the two; the self-scanning technology or the traditional checkout system is the best. In this case, the article brings out the hypothesis that the consumers who prefer the self-scanning technology wish to avoid any interactions with the service employees or those who prefer the traditional checkout system value interacting with the service employees (Sindwani & Goel, 2015). Additionally, it points out on another hypothesis regarding the consumer’s choice between the traditional checkout system and the self-scanning technology and how it shapes and motivates their purchase behavior. In this case, consumers who are fascinated by technology are more likely to adopt the self-scanning whereas those who have unfavorable attitude towards technology are more inclined to adopt the traditional checkout system. Additionally the hypothesis covered in the article on how these two issues affect the purchase behavior of customers brings out another premise. For this particular hypothesis, the author claims that the consumers with great access to the internet prefer the technology-based self-service while those with limited Internet access prefer the traditional service option. Thus, the author goes on to point out that the internet shopping is a motivation factor for the consumers that drives them to prefer the technology-based self-service (Dabholkar, Michelle Bobbitt and Lee, 2006). Therefore, the situational factors such as crowding and waiting time have also been key motivators for the consumers preferring the technology-based self-service. Main Theme The main theme in the article is the motivation of consumers’ behavior in regard to the self-scanning checkouts, In this case, the article points out at the ‘innovation characteristics, and the personal characteristics as the main influencing factors of the consumers purchase behavior. Moreover, the article compares the consumers purchase preference to the use of the self-scanning-checkouts depicting how it has a huge influence in their choice and taste (Özbek & Yuldashev, 2010). In order to come up with conclusive findings the article also utilizes a couple of methods which entail conducting an interview, quantitative analysis and content analysis. In this case, the interview involved different consumers who vary in gender and age while the quantitative analysis involved the use of factor analysis and reliability test to review the consumer’s preferences. On the other hand the in the content analysis the research uses two qualitative data that was collected the research in this case breaks down the retail store customer responses in relation to their past attitudes of buying in regards to self- scanning technology(Oghazi, Mostaghel, Hultman, & Parida, 2012). In this case, the articles review a total of 49 responses to customer reviews relating to self-scanners and the significant impact it has played in their purchase behavior. The other theme of the paper is the consumer motivation and behavior in this case the paper covers the motivational factors which influence the purchase behavior of the customers. Some of the mentioned motivational factors include; internet shopping at home, customers using touchstone dialing while using telephone shopping and using the Automatic Teller Machines for banking withdrawals. The shopping preferences, in this case, are the main motivational factors which influence the customer's purchase behavior. Literature review Some of the significant literature review points out at the works of some renowned authors and their contribution or what they had to say concerning this topic. Literature review cuts across the entire article with the author being keen to provide solid resources to back up quotes of these other authors. (Dabholkar, 1994) acknowledges that the current surge in has been created by technology advancement thus he goes ahead to give some examples of how technology has improved the technology-based self-service through in-room hotel checkout, automated telephone ticketing and internet shopping. Lee, Kim and Yoo, (2009) claims that the Automatic Teller Machine first received mixed reactions when it was first introduced thus, it appeared not to be quite appealing to majority of the banking customers. However, they also points out that this mixed reactions, later on, turned around and these customers became increasingly receptive to the introduction of the Automatic Teller machines over the years. Dabholkar, (2000) claims that this development in technology have significantly improved the retail owners and staff'’s interactions with customers and a significant number of ongoing research is being conducted to establish the influence of these technological advancements to the customer's purchase behavior. Howard and Worboys, (2013) states that the modern consumer is more inclined to be more receptive to this new technological advancement in this sector due to their technological awareness . The (Discount store news, 1998) is quoted claiming that the implementation of the self-scanning technology in groceries stores was received amicably by the consumers. Due to this customer reception, it is claimed that by the year 1998 there were an estimated 18 grocery stores in North America that had a self-scanning lane (Genoveva, 2015). In line with this (Chain Store Age, 2002) is claimed to make a stand that by the year 2004 nearly all groceries stores in America will adopt the self-scanning technology. (de Jong, Wetzels and Ruyter, K. 2008 Backed up this claim by the (Chain Store Age, 2002) where they claimed that by the year 2001 14 percent of the grocery stores in the USA used the self-scanning technology and an estimated 20 percent are using both the traditional checkout systems and the self-scanning technology. Genoveva, (2015) claims that the adoption of the self-scanning technology concept is not limited to the U.S alone, in this case, he claims that there are reports from Canada and Netherlands where there are growing interested in the self-scanning technology and their results have been tremendous on motivating the behaviour of the consumer. In this case, (Anitsal, and Schumann, 2007) states that in Europe there is a drastic shift from the handheld self-scanners which were preferred by most retail store customers to the self-scanning technology. They further claim that the reason for this shift is attributed to its reduction of the retail store's expenses and the fact that it enabled these retail stores to retain a sufficient number of reliable employees. Therefore the self-scanning technology appears to be a smart alternative to the contend woes of the retail store's owners in regards to employee hiring and training. (Discount Store News, 1998) However, reports that the groceries and retail store customers have not been as receptive to this technological advancement as it might have been earlier on perceived. In this case (Dabholkar & Bagozzi, 2012) also claim that a significant number of the groceries and retail stores customers have been quoted claiming that they are not comfortable with the self-scanning technological machine shouting instructions to them. Dabholkar, Bobbitt and Lee, (2006) cautions the retail stores and groceries stores owner to first conduct a systematic in-depth research on the potential of the self-scanning technology in the store before being quick to adopt it. The customer’s receptiveness of the self-scanning technology comes down to their interaction role with the service providers. Genoveva, (2015) states that the conservative customers prefer the self-scanning technology whereas the non-conservative prefer the traditional checkout system. He emphasizes on the need of a service provider- client interaction, therefore, in this case, advocating for the traditional checkout system over the self-scanning technology option. (Dabholkar, 2012) refutes these claims and he goes on to justify his claim by stating that enjoyment reliability, easy to use, speed and control are essential attributes to the customers when choosing between the self-scanning technology and the traditional checkout system option. (Chen & Yang, 2015) Contributes to this debate by claiming the increase control attribute brought by the self-scanning technology is not a desirable attribute for the customers as it affects their motivation. In this case, these customers perceive it as an infringement on their freedom. Therefore, Anitsal & Schumann, (2007) claims that it is the reliability and motivational factors that play a huge role on the customer’s acceptability of the self-scanning technological option. Data collection method The method used in the data collection for this study entailed using a large region supermarket chain for the study. In this case, the study also used representative stores which used the self-scanning technology option and the traditional checkout system option (Pratibha . Dabholkar, Bobbitt and Lee, 2003). The other data collection method was through a tightly structured interview which involved to customer groups from these representative stores. In this method the data collectors took up strategic spots in the stores and randomly approached every fifth person entering the store for their consent regarding the debate between the self-scanning technology and the traditional checkout system option. The data collection method also entailed the quantitative analysis. In this case, the analysis covered the reliability test and confirmatory analysis on the measurement of the customer’s preferences and perceptions in relation to self-scanning technological options (Pratibha . Dabholkar, Bobbitt and Lee, 2003). The other data collection method entailed the content analysis. In this case, the customer’s responses were categorized into two distinct categories which were later on analyzed with the goal of determining the significant determinants that motivate customers’ choice preferences between the self-scanning technological option and the traditional check-out system option (Al-Shaikh & Darwish, 2008). Conclusion The article is evidently quite detailed and the research carried out within the article is also conclusive on motivation of consumer behaviour. The author of the article also ensures constant flow of ideas in the article which helps in building his argument and justifications for his claims. In this case, he is also keen to use solid references all through the article. Thus, its evident that consumers have various tastes and preferences and an organization’s ability to attract more consumers lies solely on how it motivates their behaviours. Organizations have been known to attract customers by motivating their purchasing behaviours through elaborate marketing strategies for instance offering coupons, appealing advertisements and constant innovations a case in point is the success of Microsoft, Apple and Samsung which is entirely based on consumer motivation. References Al-Shaikh, M. & Darwish, M. (2008). Measuring Services Quality Rendered by Royal Jordanian to Arab Travelers Based on Attitudinal Concept and Gap Theory. Journal Of King Abdulaziz University-Economics And Administration, 22(2), 73-118. http://dx.doi.org/10.4197/eco.22-2.5 Anitsal, I. & Schumann, D. (2007). 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