Abstract
This study explores how mobile payment reconfigures checkout service by investigating role and script changes and customers’ reactions to interactions beyond transactions. Study 1 utilized video analysis, showing that although checkout clerks are less involved in payment, they have chances for achieving nonpayment interactions (i.e., functional work and relational work). Study 2 adopted a survey-based experimental design to examine whether customers exhibited psychological discomfort when facing nonpayment interactions considering tie strength and customer orientation type. This study suggests the importance of nonpayment interactions in utilitarian retail contexts and reinspects the role and script of customers and employees in mobile checkouts.
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