ADOPTION AND GENDER DYNAMICS IN THE USAGE OF SELF-SERVICE TECHNOLOGIES IN RETAIL: A STUDY FROM THRISSUR DISTRICT

Technological advancements have brought significant transformations across various sectors, particularly in the retail industry. Retailers are increasingly adopting innovative methods to deliver goods and services, while customers have become more accustomed to online purchasing, digital communication, and self-service options enabled by emerging technologies. Self-service technologies (SSTs) refer to service delivery systems that allow customers to perform transactions independently without direct interaction with service providers. These technologies offer several benefits, including cost efficiency, competitive advantage, convenience, accessibility, and improved service experience for both customers and retailers. In Kerala, SSTs have been widely implemented in retail outlets, hypermarkets, supermarkets, and shopping malls to enhance customer convenience and service efficiency. The present study aims to examine the usage pattern of self-service technologies among customers and to identify whether gender differences exist in the awareness and usage of these technologies. The study is based on primary data collected from 160 customers who use SSTs during their shopping activities in Thrissur district. The findings reveal that there is no significant difference between genders regarding the usage of self-service technologies. Among the various SSTs, online ordering platforms and self-service kiosks are identified as the most frequently used technologies. The study highlights the increasing importance of SSTs in modern retail environments and emphasizes the need for businesses to focus on improving customer experiences and ensuring accessibility across different demographic groups.