The effect of digital safe usage on customer satisfaction in the retail industry

In today's increasingly globalized world, leveraging technological advancements is essential for businesses seeking to advance. The retail sector, in particular, strives to continually adopt and integrate these technological innovations. Companies within this sector have made significant investments in technology to enhance internal customer satisfaction to the highest level. In a highly competitive market, customers tend to patronize businesses where they can quickly find what they need and benefit from time and spatial efficiency. Consequently, internal customers are keen to avoid wasting time at checkout points during their shopping experiences. Recognizing this, retail businesses have focused on becoming the preferred choice for internal customers by investing in self-service and digital checkout technologies. Companies that prioritize such technological investments in an increasingly competitive environment are often able to maintain a competitive edge. Digital checkouts, which offer substantial time savings to internal customers, enable external customers to complete their shopping swiftly and make payments easily, thereby optimizing their time usage. Observing the advantages of digital checkouts, many businesses have recently shifted their investments towards these technologies. This study aims to evaluate the impact of digital checkout usage on customer satisfaction as perceived by internal customers in the retail sector and to examine whether these benefits vary across different variables. To explore internal customers' perspectives on digital checkout usage, including factors affecting its reliability and satisfaction, a survey was designed and administered to 200 participants through an online platform. The study employed a 5-point Likert scale to gauge perspectives on digital checkout usage and to assess the business's status from the employees' viewpoint. Ultimately, this research seeks to measure the initial implementation of digital checkouts by internal customers in the retail sector and to determine the level of perceived satisfaction. The findings underscore the significance of technological investments, such as digital checkouts, in an increasingly competitive retail environment. Implementing these technologies, which provide considerable time advantages, alongside questions addressing various business elements from the internal customer's perspective, will offer valuable insights into their impact on external customers.