How customers ‘learn’ to work for retailers

Abstract

The purpose of this paper is to investigate how learning style affects the performance of the 'working' customer in one self-service context -retail Self Check-Out Tills (SCOT Summary Statement of ContributionThe study focuses on the customer learning experience with retail technology, and provides the means for segmenting customers, interacting with retail SCOT, by preferred learning style. A connection is shown between learning style, perceptions of ability and enjoyment with SCOT, and the capability of helping other customers. The findings contribute to our understanding of the customer learning experience by reinforcing the link between motivation to learn and enjoyment, and highlighting the need to provide tailored onsite learning support to give reassurance and confidence for different customer segments.

Gamification in the customer journey: a conceptual model and future research opportunities

“…However, gamification can also contribute to the pre-service stage in other ways. For instance, since service quality can depend on consumers' willingness to learn the procedures or interact cooperatively with other consumers (Cassidy et al, 2015), it is possible to use gamification to engage customers in necessary training/preparations (e.g. reading the instruction manual) in order enhance the subsequent value-in-use of products and services.…”