How customers ‘learn’ to work for retailers

Cassidy, K. ORCID: 0000-0003-3969-636X, Baron, S. and Lu, X., 2015. How customers ‘learn’ to work for retailers. Journal of Marketing Management, 31 (17-18), pp. 1747-1772. ISSN 0267-257X

7189_Cassidy.pdf - Post-print

Download (820kB) | Preview


The purpose of this paper is to investigate how learning style affects the performance of the ‘working’ customer in one self-service context – retail Self Check-Out Tills (SCOT1). The study uses qualitative and quantitative data collected from users of retail SCOT. Initial exploratory factor analysis of 232 SCOT users revealed significant differences in learning styles. Three categories emerged: ‘Regular Reassurance’, ‘Motivated Practice’ and ‘Cautious Discovery’. Customers adopting different learning styles varied in their perceptions of ability and enjoyment with SCOT, and in their capability of helping other customers with SCOT. The demographic make-up of customers adopting the different learning styles was also shown to vary. Previously, little has been done to identify the specific training needs of working customers. This research begins to address this knowledge gap.

Item Type: Journal article
Publication Title: Journal of Marketing Management
Creators: Cassidy, K., Baron, S. and Lu, X.
Publisher: Routledge
Date: 18 March 2015
Volume: 31
Number: 17-18
ISSN: 0267-257X
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 12 Jan 2017 11:28
Last Modified: 09 Jun 2017 14:10

Actions (login required)

Edit View Edit View


Views per month over past year


Downloads per month over past year