The perceptions of self service checkout systems in the South African retail

Mhlanga, Nhlanhla

Title: The perceptions of self service checkout systems in the South African retail
Creator: Mhlanga, Nhlanhla
Subject: Self Service Technology
Subject: technological innovation
Subject: Grocery Retail Sector
Date Issued: 2023-04
Date: 2023-04
Type: Master's theses
Type: text
Identifier: http://hdl.handle.net/10948/61681
Identifier: vital:71825
Description: The introduction of Self-Service Checkout Systems (SSCOs) has disrupted and continues to transform grocery retail businesses particularly in the age of the 4th Industrial Revolution (4IR), which is characterised by the pervasive presence of technological innovation in multiple sectors. SSCOs have over the years made significant in-roads in the grocery retail sector, particularly in the developed world with few exceptions of implementation in the developing world. Self Service Technologies (SST) have been used across various industries for many years in order to improve customer experience, or to address business priorities, or both. SSCOs (an SST technology) within grocery retail, have been purported to increase customer convenience, efficiency and bolster the competitive advantage of various businesses, amongst other benefits. The benefits and opportunities, risk and challenges, impact on business, perceptions of customers and customer acceptance of SSCOs have been and continue to be widely studied within the retail sector of the developed and in some parts of the developing world. The understanding and implementation of SSCOs in developing countries in general and South Africa in particular are at an embryonic stage. Questions of implementation, acceptance and adoption of SSCOs in South Africa are under-researched and nascent. However, despite their vagueness within the South African grocery retail sector, there are instances where SSCOs have been implemented in South Africa. Taking into account the fact that the South African grocery retail sector is heavily influenced by the adoption of technological innovation and follows the trends from the developed world, it is only a matter of time before SSCOs become mainstream technologies in South Africa. This is more so particularly in the era of the 4IR where technology is increasingly transforming entire industries. Against this backdrop, this study addresses the question of acceptance of SSCOs within the grocery retail sector in South Africa. Whilst grocery retailers consider whether to implement SSCOs, they have to ask themselves a number of pertinent questions, not in the least whether customers would be willing to adopt the use of the technology. It is in light of this acceptability of SSCOs that the research engaged grocery retailers to investigate their perception regarding the factors that affect the acceptance of SSCOs within the South African grocery retail sector. This study followed a qualitative research design. Participants were management and owners of the SPAR retail group in South Africa. Twenty-three participants took part in the study and seventeen participant’s responses were accepted for analysis. An online open ended vi | P a g e questionnaire was used to collect data from participants and a thematic analysis was applied to the collected data in order to search for themes within the data. The Technology Acceptance Model (TAM) and the Theory of Diffusion of Innovation (DOI) were used as frameworks to interpret the study findings. The results of the study indicate that the South African grocery retail sector is innovative and implements various technologies. Further, a number of grocery retailers are actively considering the implementation of SSCOs. A number of factors that promote that acceptance of SSCOs were identified by the study, for example, customer experience at checkout, which includes convenience and efficiency and business profitability. On the other hand, there are factors that hinder the acceptance of SSCOs, which include factors like loss of employment, poor infrastructure and the cost of implementation amongst others. Based on the results of the study a theoretical framework was developed, which was used to give recommendations to the grocery retail sector in order to offer guidance regarding the implementation of SSCOs in South Africa. Finally, areas and orientations of future research were identified. This study contributes to the literature on SSCOs in South Africa in particular and the developing world in general. In addition, this study contributes to academic theory and business practise by applying the Diffusion of Innovation Theory and the Technology Acceptance Model to a unique context in a new way, i.e. SSCOs in the grocery retail sector in South Africa. The limitation of the study is that the participants were from one grocery retail organisation and thus probably represent a certain grocery retail outlook based on the culture of the organisation. Future research would need to be more inclusive and have a heterogeneous research sample in order to be more reflective of multiple organisations and cultures within the grocery retail sector in South Africa. The introduction of SSCOs in South Africa will transform the grocery retail sector. The understanding of the technology and its acceptance within the sector is critical to help grocery retailers develop strategies to drive business growth, improve customer experience and capitalise on the direction of transformation that technology brings to the sector.
Description: Thesis (MA) -- Faculty of Faculty of Business and Economic Sciences, 2023
Format: computer
Format: online resource
Format: application/pdf
Format: 1 online resource (xiv, 224 pages)
Format: pdf
Publisher: Nelson Mandela University
Publisher: Faculty of Faculty of Business and Economic Sciences
Language: English
Rights: Nelson Mandela University
Rights: All Rights Reserved
Rights: Open Access

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