Die Kundenperspektive auf Selbstbedienungstechnologien im Einzelhandel: Erfolgsfaktoren und Herausforderungen

Abstract

The principle of self-service is gaining increasing importance in the retail sector, expanding through new technologies into areas such as the checkout process and customer advisory services. In this context, customers assume responsibility by taking on an active role in shaping the process. Selfservice technologies thus offer retailers the opportunity to reduce personnel costs. However, since their implementation involves high investment costs, regular use by customers is essential for economic success. Austrian customers, however, appear comparatively hesitant in the European context when it comes to adopting such technologies, which makes it crucial to understand which factors motivate or prevent their usage. To date, only limited research has been conducted on this topic in the Austrian market. At the outset, the present study defines key terms to establish a clear conceptual framework. A systematic literature review was then conducted to identify factors that, according to existing research, influence customer acceptance and/or the intention to use transaction-related self-service technologies in stationary retail. Building on these insights, an online survey of Austrian customers was carried out to assess whether the identified factors represent actual reasons for use or non-use. In addition, selected personality traits are examined to determine whether they also influence the adoption of self-service technologies in Austria. The survey results are subsequently analysed and interpreted, with attention given to demographic differences. Based on the combined findings from literature and empirical research, practical recommendations for Austrian retailers are developed. These are intended to help practitioners integrate the most relevant aspects into their self-service technology strategies. Finally, the study outlines the limitations and implications of the research as well as avenues for future studies. The findings indicate that customers primarily use self-service technologies when they perceive them as useful. Shorter waiting times and faster shopping are identified as the most decisive reasons. The reduction of existing routines proves to be essential, as habits represent a central determinant of (non-)usage. Further influencing factors include ease of use, voluntariness, and the availability of trained staff to assist with required authorizations or technical problems. By contrast, the collection of personal data constitutes a barrier to usage, making it advisable to avoid such requests whenever possible; where unavoidable, transparency in data handling is key. Moreover, the results show that customers’ personality traits influence usage behavior. The analysis also reveals differences across demographic groups: younger and more highly educated individuals demonstrate a greater openness toward self-service technologies, identifying more reasons for usage and fewer for non-usage. Overall, the results of this thesis highlight that target group–oriented strategies, which consider not only technological aspects but also customer attitudes and needs, are essential for the successful implementation of self-service technologies. In doing so, the study contributes to closing the research gap in Austria while at the same time offering practice-oriented guidance for retailers.

Date of Award	2025
Original language	German (Austria)
Supervisor	Robert Zimmermann (Supervisor)