Self-checkout no varejo: implicacoes na satisfacao dos consumidores

Abstract

The dynamics of competition in contemporary markets coupled with the emergence of technological innovations bring organizations a constant challenge of survival in the face of intense business competitiveness. Thus, seeking differentiation and permanence in the markets, it is noticed that some entrepreneurs bet on technological resources that are transforming the interaction between consumers and retailers. In this context, the self-service service arises in the supermarket sector to reduce costs and optimize queuing time; as a result, managers have experienced positive results in terms of customer experience and satisfaction in the use of self-service terminals. The present work has as general objective to investigate the relationship of the consumer with the self-service service employed by a supermarket chain in the city of Lavras, in the south of Minas Gerais. Among the results found, some factors - greater convenience, greater speed and the perceived queue in the traditional boxes - assumed the position of greater relevance for the interviewees. This research brings contributions in the academic scope, when discussing the implications of the service of self-service in the satisfaction of the consumers; and in the managerial context, contributes with the managers in the process of implementation of the self-service terminals by presenting the factors that motivate the customers' decision to use the service.