The use of retail self checkout systems and its influence on the experiences of the Swedish shopper

Traditional retail with personal service is becoming scarce. The personal interaction is replaced with self service alternatives, and the consumer is now seen as a co-service producer. What is the general attitude towards the service provided within these automated experiences? Is the automated experience of service comparable to the traditional service that is expected from the customer, or is the industry moving too fast, risking the exclusion of certain consumer groups in the quest for automation? This study conducted semi-structured interviews with a broad range of consumers and used thematic analysis in an effort to discover consumers' unique motivations in regards to self service alternatives in physical stores. The result showed that most consumers are satisfied as long as the service works as intended. But when problems arise, many of the respondents point out the lack of standardization, human support, long waiting times, and control within the user interface. Findings in this study contribute to the industry by identifying traits within the technology viewed by the consumer as enablers or disablers.