The customer shopping process in supermarkets can be summarized as following: the customer enters the store, search for the products of interest, and after finding the desired products the customer heads to the checkout area. Here the customer might have to wait in line for a cashier to scan the barcodes of all the products, or the customer can help his/herself in the self-checkout section. The shopping process then ends with the payment from the customer for the products and the store, hopefully, provided a satisfactory service leading the customers to come back the next time. This section will focus on how supermarkets provide and maintain customer service in the checkout process while leaving a lasting impression on its customers.
The Checkout Process
In most supermarkets today, customers have the options of choosing between checking out products by having cashiers scan the products or by using self-checkout kiosks. With either method, a great deal of customer service is needed to provide a pleasant shopping environment for consumers. “How do supermarkets manage to make so much money yet still keep customers on their side…They get away with it because they are believed to put the interests of their customers at the heart of the way they do business” (Pension, 2010, p.17). Thus, great customer service does not stop at the checkout counter, it goes beyond that. Shoppers usually don’t go to supermarkets for pleasure or to treat themselves, but to fulfill basic needs of acquiring food, beverages, and other household necessities. Also, many customers do not go to supermarkets on their day off, but squeeze the chore of shopping between leaving work and going home. Therefore, most customers wish to spend as little time as possible in a supermarket. Due to the large number of products that the average customer buys in a supermarket when compared to other stores, the checkout process in a supermarket takes up a larger amount of time than