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Navigating waiting situations at retail checkouts: associated emotional discomfort and its impact on shopping satisfaction

Author

Listed:
  • Pallikkara Vinish

    (Department of Management Studies, Dayananda Sagar College of Arts, Science and Commerce, Bengaluru, India)

  • Pinto Prakash

    (Department of Business Administration, St Joseph Engineering College, Mangaluru, India)

  • Thonse Hawaldar Iqbal

    (Department of Accounting & Finance, College of Business Administration, Kingdom University, Bahrain)

Abstract

Waiting is a ubiquitous constituent of many purchase situations. This research investigates the emotional discomfort experienced by customers visiting retail stores in India throughout the checkout process, focusing on three distinct phases: before joining the queue, while waiting, and during billing. The study examines the circumstances and underlying factors that lead to emotional discomfort among customers while they wait at the checkout counter. A cross-sectional survey involving 385 participants was undertaken to evaluate perceptions related to the waiting experience. Structural Equation Modeling (SEM) was utilized to validate the conceptual model. The study uncovers diverse contributors to emotional discomfort during queueing, such as extended wait times, physical constraints, and perceived time prolongation, highlighting the multifaceted nature of this experience. Notably, the absence of a significant link between emotional discomfort and overall satisfaction implies that, while emotional discomfort is a factor, other elements such as pricing, promotions, and product offerings may exert a more significant influence on customers’ comprehensive satisfaction assessments. The research makes a significant contribution by shedding light on the challenges associated with prolonged waiting times at checkout counters in multi-brand food and grocery retailers. The results provide valuable insights into the emotional experiences of customers during waits and their impact on overall shopping satisfaction.

Suggested Citation

  • Pallikkara Vinish & Pinto Prakash & Thonse Hawaldar Iqbal, 2024. "Navigating waiting situations at retail checkouts: associated emotional discomfort and its impact on shopping satisfaction," Management & Marketing, Sciendo, vol. 19(2), pages 256-274.
    • Handle: RePEc:vrs:manmar:v:19:y:2024:i:2:p:256-274:n:1005
    DOI: 10.2478/mmcks-2024-0012
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    References listed on IDEAS

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    1. Teresa Fernandes & Rui Pedroso, 2017. "The effect of self-checkout quality on customer satisfaction and repatronage in a retail context," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 69-92, March.
    2. Demirci Orel, Fatma & Kara, Ali, 2014. "Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 118-129.
    3. Mithun S. Ullal & Cristi Spulbar & Iqbal Thonse Hawaldar & Virgil Popescu & Ramona Birau, 2021. "The impact of online reviews on e-commerce sales in India: a case study," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 34(1), pages 2408-2422, January.
    4. Iqbal Thonse Hawaldar & Mithun S. Ullal & Felicia Ramona Birau & Cristi Marcel Spulbar, 2019. "Trapping Fake Discounts as Drivers of Real Revenues and Their Impact on Consumer’s Behavior in India: A Case Study," Sustainability, MDPI, vol. 11(17), pages 1-20, August.
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