The effects of self-service digital cash register usage on customer satisfaction with digitalization i̇n retail sector

Many people agree that using more information technology has changed the way businesses operate. The use of electronic commerce as a business model has gained popularity by giving companies a variety of tools to use. However, there are various aspects, both customer and business related, that influence how well SST is used. As technology advances and infrastructure develops in various fields, it greatly affects the way we communicate. People often utilize interactive technologies for social interactions and to communicate with businesses. This is more noticeable in the service sector. People now prefer to use online platforms (such as websites or mobile apps) to quickly perform banking tasks such as sending money and making payments without the need to go to a bank, wait in line or talk to a staff member. Self-service technologies, which are tools that enable the consumer to access the service on their own, are a system that supports the interaction of the consumer with the service provider. The internet and mobile phones are widely used in everyday life and are the main driving force behind technology infrastructures. This allows companies to effectively market their products and services through these infrastructures. Businesses use these infrastructures to gain competitive advantage. SST are considered as marketing tools to enhance the reputation of the site and guarantee customer satisfaction and loyalty in the long term. The traditional methods used by companies to deal with their customers have been greatly influenced by the emergence of self-service technologies. As technology has advanced, companies have taken their face-to-face interactions with customers to a new level. Technology has transformed the interaction between customers and employees into a connection between customers and technology. Self-service checkouts are the most important technology affecting the connection between retail stores and their customers. Self-service checkouts are machines that allow customers to make their own transactions without speaking to staff. This study aims to determine the impact of self-service technology use on supermarket employees. The data of the study were collected through a questionnaire applied to 291 supermarket employees. Since 2 of the participants did not complete the survey questions completely, the evaluation was made over 289 people.