Do it yourself! : an analysis of the business opportunity of self-service technologies in the German retail industry

The implementation of self-service technologies is transforming the German retail environment. Yet, not all retailers are able to evaluate the business value of these technologies. This study synthesizes prior research to develop a conceptual framework that assesses the business opportunity of self-service technologies through the relationship between consumers’ technology readiness, their satisfaction with self-service technologies and the resulting behavioral intentions towards the respective retailers. The hypothesized framework was statistically significant supported, indicating that the technology readiness of consumers positively affects consumers’ satisfaction with self-service technologies, which in turn affects consumers’ behavioral intentions towards the respective retailers. Furthermore, it shows that technology readiness plays an important role of consumers’ willingness to use an innovative self-service retail store. Further findings are presented to discuss the business opportunity of self-service technologies in the German retail industry. The study provides managerial implications and concludes with suggestions for future research. ; A implementação de tecnologias de autoatendimento está a transformar o sector do retalho Alemão. Contudo, nem todos os retalhistas conseguem avaliar o valor de negócio destas tecnologias. Este estudo sintetiza a investigação existente de modo a desenvolver um enquadramento conceptual que avalia a oportunidade de negócio inerente às tecnologias de autoatendimento através da relação entre a prontidão tecnológica dos consumidores, a sua satisfação com as referidas tecnologias e as intenções comportamentais resultantes para com os respetivos retalhistas. O enquadramento hipotético foi estatisticamente suportado de modo significativo, indicando que a referida prontidão afeta positivamente a satisfação dos consumidores com as tecnologias de autoatendimento o que, por sua vez, afeta as mencionadas intenções comportamentais. Além disso, a prontidão tecnológica assume um papel ...