earticle

영어

This study examines the impact of Self-Service Technologies (SSTs) in retail by analyzing transaction data from a major South Korean office supplies retailer. Utilizing a difference-in-differences (DID) framework and Propensity Score Matching (PSM), the research assesses how SST deployment affects sales dynamics, labor productivity, and customer segmentation. Findings indicate that SST adoption reduces the number of POS transactions, pointing to a trend towards fewer but larger transactions. Additionally, cashier productivity and the number of unregistered customers both decreased, suggesting fewer cashier-handled transactions and a shift toward a more tech-savvy customer base. The study also identifies varied impacts of SST on different customer types and operational periods, carrying significant implications for retail management and strategy. By providing empirical insights into the effects of SSTs, this research helps fill a gap in the literature and offers guidance for retail businesses to optimize operations and enhance customer satisfaction in a digital retail environment.