Effects of Customer Experience on Satisfaction and Revisit Intentions by Types of Self-Service Technology in Retail Stores

Abstract

This study is to identify underlying dimensions of customer experience and to examine the effect of customer experience on satisfaction and intentions to revisit the retail stores in the context of using self-service technologies. To collect data, this study selected three types of SSTs in different retail stores: a self-checking kiosk in a Home Plus supermarket, a self-ticketing kiosk in a CGV movie theater, and FX Mirror in BIND fashion store. An intercept survey with a questionnaire was used to obtain a total sample of 80 responses from consumers who used the SSTs during shopping at each store. Findings suggested that customer experience consisted of four factors: behavioral, affective, cognitive, and sensory experiences. In the case of self-ticketing kiosk in the CGV movie theater, sensory experience had a significant effect on customer satisfaction and revisit intentions. In the case of the FX mirror in the BIND fashion store, sensory experience had a significant effect on customer satisfaction and cognitive experience had a significant effect on customer satisfaction and revisit intentions. However, in the case of the self-checking kiosk in the Home Plus supermarket, customer experience was not significantly related to customer satisfaction and revisit intentions. This study discussed managerial implications for differentiating positioning in different retail venues on a service provision.