Self-Service Technology in Retailing. The Case of Retail Kiosks

Authors

  • Hira Cho
  • Susan S. Fiorito

DOI:

https://doi.org/10.4468/2010.1.05cho.fiorito

Keywords:

Retail, Retail Kiosks, Self-Service Retailing, Retail Channel Structure, Innovation, Global Markets

Abstract

Retailers are adopting self-service technologies (SSTs) to improve the quality of service. Self-service technologies indicate any technological application, but the most typical SST is interactive kiosks which refer to computer workstations for public access. Kiosks have widely been used for banking (ATM) and airline checkins. Now kiosks are shown in diverse retail sectors, including food service, supermarkets, department stores, specialty stores, drug stores, bookstores, and entertainment. The range of service varies depending on retailers’ goal. However, the retail application is not always positively received. Thus it is vitally important that retailers understand the inherent problems and strategic issues of
kiosks as a SST. Successful kiosks can deliver financial returns to the company and also impact consumer satisfaction and retention.

Author Biographies

Hira Cho

Assistant Professor of Merchandising, Oklahoma State University

Susan S. Fiorito

Professor of Retail Technologies, Florida State University

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Published

01-01-2010

How to Cite

Cho, H., & Fiorito, S. S. (2010). Self-Service Technology in Retailing. The Case of Retail Kiosks. Symphonya. Emerging Issues in Management, (1), 43–55. https://doi.org/10.4468/2010.1.05cho.fiorito