En del av studiens teoretiska bidrag, i form av att modellerna TAM och TPB testas i en svensk dagligvaruhandelskontext, grundas inte på ett till fullo representativt urval sett till ålder. För att uppnå ökad generaliserbarhet bör studien replikeras flera gånger. Variabeln belöning, som är ett tillägg i denna studie och därför ett teoretiskt bidrag, kan vara intressant för framtida forskning att undersöka vidare då det utifrån denna studie verkar finnas ett samband. Om ett samband bekräftas kan det vara aktuellt för företagen att satsa mer på särskilda erbjudanden i samband med självscanning för att därmed locka nya användare och öka frekvensen av användning för de som redan är användare.
Vidare kan det konstateras att modellen TAM i en självscannings kontext behöver kombineras med beteende och traditionell marknadsföringsteori som belöning, personliga egenskaper och vanor, som visat ha en betydelse där inte hanteringen av teknologin kan förklara användandet. Ett intressant resultat var också att personlig respons inte visade sig ha något samband till upplevd kontroll. Förslagsvis kan denna i fortsättningen istället testas mot upplevd enkelhet där det framom i intervjuerna finnas en tydligare koppling.
Det praktiska bidraget, det vill säga att det är tydligt att avstämningar är det som anses mest problematiskt för användarna och något som avskräcker icke-användarna, kan det vara aktuellt att undersöka vidare. Detta för att ge förslag på hur företagen kan effektivisera avstämningar för att underlätta för kunden. Om avstämningsprocessen förbättras och inte upplevs som en sådan nackdel, kan användandet av självscanning öka.
Icke-användarna ser flertalet fördelar med självscanning, men väljer ändå att använda de traditionella kassorna. För att självscanning inte ska bli lika lätt att undvika behöver således inte fördelarna egentligen förbättras, utan snarare förtydligas för kunden. Detta inkluderar att förtydliga hur kunden ska gå tillväga för att registrera sig på tjänsten. Flertalet icke-användare behöver bara en "extra push" för att bryta sina gamla vanor och istället börja självscanna. Ett exempel kan vara att personalen står redo i butiken för att hjälpa kunden att komma igång med användandet och vara behjälpliga i början.
Källförteckning
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer Berlin Heidelberg.
Ajzen, I. (1991), The theory of planned behavior. Organizational Behavior and Human Decision Process, Vol. 50, pp. 179-211.
Amorim, M., Lago, A., Moscoso, P., & Prieto, E. (2016). Assisted vs. self-checkout in retail: An empirical analysis of the impact of operational process dimensions on customer satisfaction, recommendation and reuse. Journal of Service Science Research, 8(1), 1-39. Anand, A. (2011), "Welcome Valued Customer...to More Self-checkouts," NBC News, NBC, http://www.nbcnews.com/id/43729757/ns/business-retail/t/welcome-valued-customer-more- self-checkouts/#.VVYtK_lVhBd. Hämtad: 2016-09-18
Andrews, C. (2014), "The End of (Check-Out) line? Automaton, Self-Service, and Low
Wage Jobs in the Supermarket Industry".
https://www.aeaweb.org/aea/2014conference/program/retrieve.php?pdfid=787. Hämtad: 2016-10-25
Associated Press (2013), “Can Smart Machines Take Your Job? Middle Class Jobs Increasingly Being Replaced by Technology,” New York Daily News, http://www.nydailynews.com/news/national/smart-machines-job-article-1.1246522. Hämtad: 2016-09-19.
Bandura, A. (1997), Self-Efficacy: The Exercise of Control, Freeman, New York, NY.
Belk, R.W. (1974), “An exploratory assessment of situation effects in buyer behaviour”, Journal of Marketing Research, Vol. 11 No. 2, pp. 156-163.
Benbasat, I., & Barki, H. (2007). Quo vadis TAM?. Journal of the association for information systems, 8(4), 7.
Bowers, Ron (2013), “The Future of Self-Service in Retail,” Retail Customer Experience, http://www.retailcustomerexperience.com/articles/the-future-of-self-service-in-retail/.
Hämtad: 2016-09-19
Bryman, Alan & Bell, Emma (2015). Business research methods. 4. ed. Oxford: Oxford Univ. Press
Cant, M. C., & du Toit, M. (2012). Identifying The Factors That Influence Retail Customer Loyalty And Capitalising Them. The International Business & Economics Research Journal (Online), 11(11), 1223.
Cassidy, K., Baron, S., & Lu, X. (2015). How customers ‘learn’to work for retailers. Journal of Marketing Management, 31(17-18), 1747-1772.
Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research, 10(2), 90.
Chen, S. C., Chen, H. H., & Chen, M. F. (2009). Determinants of satisfaction and continuance intention towards self-service technologies. Industrial Management & Data Systems, 109(9), 1248-1263.
Collier, J. E., & Kimes, S. E. (2013). Only if it is convenient understanding how convenience influences self-service technology evaluation. Journal of Service Research, 16(1), 39-51.
Collier, J. E., Moore, R. S., Horky, A., & Moore, M. L. (2015). Why the little things matter: Exploring situational influences on customers' self-service technology decisions. Journal of Business Research, 68(3), 703-710.
Dabholkar, P. A. (1994). Technology-based service delivery: a classification scheme for developing marketing strategies. Advances in services marketing and management, 3(1), 241- 271.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of research in Marketing, 13(1), 29-51.
Dabholkar P. (2000) Technology in service delivery: implications for self-service and service support. Handbook of services marketing and management. Thousand Oaks, CA: Sage Publications. p. 103– 10.
Dabholkar, P.A. and Bagozzi, R.P. (2002), “An attitudinal model of technology-based self- service: moderating effects of consumer traits and situational factors”, Journal of the Academy of Marketing Science, Vol. 30 No. 3, pp. 184-201.
Dabholkar, P. A., Michelle Bobbitt, L., & Lee, E. J. (2003). Understanding consumer motivation and behavior related to self-scanning in retailing: Implications for strategy and research on technology-based self-service. International Journal of Service Industry Management, 14(1), 59-95.
Dagens Handel. 2015. http://www.dagenshandel.se/nyheter/digitalisering-ska-ge-trognare- kunder/ (Hämtad 2016-10-31)
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Demoulin, N. T., & Djelassi, S. (2016). An integrated model of self-service technology (SST) usage in a retail context. International Journal of Retail & Distribution Management, 44(5), 540-559.
Donaldson, T., & Dunfee, T. W. (1999). Ties that bind: A social contracts approach to business ethics. Harvard Business Press.
Dong, B., Evans, K. R. & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137.
Elliott, M. A., & Thomson, J. A. (2010). The social cognitive determinants of offending drivers’ speeding behaviour. Accident Analysis & Prevention, 42(6), 1595-1605.
Euromonitor International. 2016. http://www.euromonitor.com/grocery-retailers-in- sweden/report (Hämtad 2016-10-01)
Fenigstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of consulting and clinical psychology, 43(4), 522.
Fishbein, M., Ajzen, I., 1975. Book Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.
Foxall, G.R. and Yani-de-Soriano, M.M. (2005), “Situational influences on consumers’ attitudes and behavior”, Journal of Business Research, Vol. 58 No. 4, pp. 518-525.
García Gómez, B., Gutiérrez Arranz, A., & Gutiérrez Cillán, J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23(7), 387- 396.
Guba, E. G., and Lincoln, Y. S. (1994). 'Competing Paradigms in Qualitative Research', in N.K. Denzin an Y.S. Lincoln (eds), Handbook of Qualitative Research. Thousands Oaks, CA: Sage
Graneheim, U. H., & Lundman, B. (2004). Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness. Nurse education today, 24(2), 105-112.
Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295.
Holme, I. M. Och Solvang, B. K. (2001). Forskningsmetodik Om kvalitativa och kvantitativa metoder. Lund: Studentlitteratur.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.
Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760.
Ica Sverige, 2016. Tillgänglig: https://www.ica.se/butiker/service-butiker/sjalvscanning/. Hämtad: 2016-11-14
Jamieson, L. F., & Bass, F. M. (1989). Adjusting stated intention measures to predict trial purchase of new products: A comparison of models and methods. Journal of Marketing Research, 336-345.
Jo Bitner, M., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International journal of service industry management, 8(3), 193-205.
Kaplan, B., & Duchon, D. (1988). Combining qualitative and quantitative methods in information systems research: a case study. MIS quarterly, 571-586.
Kelley, S. W., Donnelly, J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of retailing, 66(3), 315-335.
Kim, H. W., & Kankanhalli, A. (2009). Investigating user resistance to information systems implementation: a status quo bias perspective. MIS quarterly, 567-582.
Kim, B. D., Shi, M., & Srinivasan, K. (2001). Reward programs and tacit collusion. Marketing Science, 20(2), 99-120.
Kinard, B.R., Capella, M.L. and Kinard, J.L. (2009), “The impact of social presence on technology based self-service use: the role of familiarity”, Services Marketing Quarterly, Vol. 30 No. 3, pp. 303-314.
Lake, Matt (2002), "The Self-Checkout: Lots of Swiping, No Stealing," The New York Times, The New York Times, http://www.nytimes.com/2002/06/06/technology/how-it- works-the- self-checkout-lots-of-swiping-no-stealing.html. Hämtad: 2016-09-21.
Lee, H. J., & Yang, K. (2013). Interpersonal service quality, self-service technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20(1), 51- 57.
Lewis, T.L. and Loker, S. (2014), “Technology usage intent among apparel retail employees”, International Journal of Retail & Distribution Management, Vol. 42 No. 5, pp. 422-440.
Lincoln, Y. S., and Guba, E. (1985). Naturalistic Inquiry. Beverly Hills, CA: Sage.
Liu, S. (2012). The impact of forced use on customer adoption of self-service technologies. Computers in Human Behavior, 28(4), 1194-1201.
Long, M. M., & Schiffman, L. G. (2000). Consumption values and relationships: segmenting the market for frequency programs. Journal of Consumer Marketing, 17(3), 214-232.
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information systems research, 15(4), 336-355.
McWilliams, A., Anitsal, I. & Anitsal M. M. (2016) Customer versus employee perceptions: a review of self-service technology options as illustrated in self-chechouts in U.S. retail industry. Academy of Marketing Studies Journal, 20(1), 79-98
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
Meyer-Waarden, L. (2008). The influence of loyalty programme membership on customer purchase behaviour. European Journal of Marketing, 42(1/2), 87-114.
Neal, D. T., Wood, W., & Drolet, A. (2013). How do people adhere to goals when willpower is low? The profits (and pitfalls) of strong habits. Journal of Personality and Social Psychology, 104(6), 959.
Nilsson, E., Gärling, T., Marell, A., & Nordvall, A. C. (2015). Importance ratings of grocery store attributes. International Journal of Retail & Distribution Management, 43(1), 63-91. Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: the multiple processes by which past behavior predicts future behavior. Psychological bulletin, 124(1), 54. Ronis, D. L., Yates, J. F., & Kirscht, J. P. (1989). Attitudes, decisions, and habits as determinants of repeated behavior. Attitude structure and function, 213-239.
Pallant, J. (2010). SPSS survival manual, 4th. England: McGraw-Hill Education.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
Polites, G. L., & Karahanna, E. (2012). Shackled to the Status Quo: The Inhibiting Effects of Incumbent System Habit, Switching Costs, and Inertia on New System Acceptance. MIS quarterly, 36(1), 21-42.
Reinders, M.J., Dabholkar, P.A. and Frambach, R.T. (2008), “Consequences of forcing consumers to use technology-based self-service”, Journal of Service Research, Vol. 11 No. 2, pp. 107-123.
Rogers, E.M. (2003), Diffusion of Innovations, Simon and Schuster, New York, NY.
Samuelson, W., & Zeckhauser, R. (1988). Status quo bias in decision making. Journal of risk and uncertainty, 1(1), 7-59.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Understanding research philosophies and approaches. Research methods for business students, 4, 106-135.
Svensk Dagligvaruhandel. 2016. http://www.svenskdagligvaruhandel.se/om-oss/ (Hämtad 2016-10-01).
Sun, H. and Zhang, P. (2008), “An exploration of affect factors and their role in user technology acceptance: mediation and causality”, Journal of the American Society for Information Science and Technology, Vol. 59 No. 8, pp. 1252-1263.
Söderlund, M. (2005). Mätningar och mått i marknadsundersökarens värld. Malmö: Daleke Grafiska AB.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
Thibodeau, Patrick (2013), “Walmart, Jobs and the Rise of Self-Service Checkout Tech,” Computerworld, http://www.computerworld.com/article/2494214/retail-it/walmart--jobs- and-the-rise-of-self-service-checkout-tech.html. Hämtad: 2016-09-16.
Trost, J. (2007). Enkätboken, upplaga 3. Studentlitteratur AB, Lund.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model. Information Systems Research, 11, 342–365.
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision sciences, 39(2), 273-315.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46, 186–204.
Vetenskapsrådet, I. (2002). Forskningsetiska principer inom humanistisk samhällsvetenskaplig forskning.
Visma Retail genom HUI Research (2016). https://www.visma.se/retail/digitala- kopbeteenden/. Hämtad: 2016-10-30
Wang, C., Harris, J. and Patterson, P. (2012), “Customer choice of self-service technology: the roles of situational influences and past experience”, Journal of Service Management, Vol. 23 No. 1, pp. 54-78.
Wang, C., Harris, J. and Patterson, P. (2013), "The roles of habit, self-effiacy, and satisfaction in driving continued use of self-service technologies: a longitudinal study", Journal of Service Research, Vol. 16 No. 3, pp 400-414.
Wu, C. H. J. (2007). The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service—the service encounter prospective. Tourism Management, 28(6), 1518-1528.
Zeithaml, V., Bitner, M. & Gremler, D. (2009). Services marketing: Integrating customer focus across the firm (5.th ed.). Boston: McGraw-Hill/Irwin