Dishonest Behavior at Self-Service Checkouts

Self-service technology could be argued as creating less personal transactions when compared to traditional checkouts involving a sales assistant for the entire transaction process, which may affect customer behavior. The aim of our study was to investigate the perceived influence of social presence at self-service checkouts by staff and its perceived effect on dishonest customer behavior. Twenty-six self-service checkout staff took part in a series of semi-structured interviews to describe customer behaviors with self-service. With respect to actual physical social presence, staff reported that more customer thefts occurred when the self-service checkouts were busy and their social presence was reduced. Staff also reported that perceived and actual social presence is likely to reduce thefts. Future research will elaborate to which extent the perceived social presence via technological systems might support staff in their task to assist customers and reduce dishonest behavior.