This study aims to clarify the service attributes that are important to the customer at a supermarket checkout, and the levels of service attributes that are the most desirable from the customer's perspective. In this study, using a questionnaire survey on checkout services for a shopping supermarket chain and using conjoint analysis, the checkout services attributes and levels to which customers attach importance were analyzed. The participants included 415 customers in and around the Tokyo

more »

... ropolitan area, of which 163 were men and 252 were women. The results show that the expected waiting time is the most influential factor in consumer satisfaction. In particular, the presence of three or more customers already in line is found to significantly reduce customer satisfaction. It was also found that the customer service attitude of employees is an important attribute to the customer. Interestingly, for the bagging services, it is found that it can have a negative impact on consumer satisfaction. On the other hand, the gender and age demographics of an employee have little effect on consumer satisfaction. These results not only give new implications for research but also are useful in practical terms, such as conducting employee training to identify improved ways to serve customers better and guide improvements in the operation of retail stores.