Checkout in the digital age - exploring the determinants of intention to use self-checkout systems and word-of-mouth in retail chains: Insights from the Vietnamese retail market

Abstract

Technology is causing substantial changes in the retail industry, influencing the growth or downfall of enterprises. According to industry business evaluations, technology is critical in retail operations, driving operational processes, business model innovation, and customer engagement strategies. This study explores factors of intention to utilize self-checkout systems and their impact on word-of-mouth (WOM) in Vietnam's rapidly evolving retail landscape. The research looks at six major factors that influence customer satisfaction while using self-checkout services, including perceived usefulness, perceived ease of use, perceived convenience, security, enjoyment, and functionality. Furthermore, the research examines the connection between customer satisfaction and both WOM and purchase intention. Data were collected from a sample of Vietnamese people, reflecting their perceptions and attitudes toward self-checkout systems in the retail market. Through rigorous statistical analysis – SPSS, our findings indicate that the role of consumer satisfaction is crucial in both continued self-checkout usage and positive word-of-mouth recommendations. Customer satisfaction with self-checkout systems is greatly influenced by perceived usefulness, ease of use, enjoyment, and functionality. Interestingly, perceived convenience and security did not demonstrate a significant impact. This emphasizes the importance for merchants to improve the usability and interaction of self-checkout systems rather than focusing only on security or convenience measures. The study highlights the growing digital engagement of Vietnamese consumers, especially for younger demographics, and suggests practical implications for retailers, including implementing customer advocacy programs, personalized incentives, and leveraging digital platforms to foster positive WOM. Besides, the research also provides valuable insights for retailers seeking to optimize self-checkout implementation and enhance customer satisfaction in the dynamic Vietnamese retail market