Guest Satisfaction with Self-Checkout at Grocery Land

Prepared by Hannah Shouse – November 2017

 Executive Summary

Survey Details

As an associate, I surveyed 100 Grocery Land shoppers, which answered 10 questions

on their overall satisfaction of the store. This survey was taken the third weekend in
November of 2017, while guests were exiting the store.

Key Findings

 There is a strong correlation between people being satisfied when using the self-
checkout and how many times they use it.
 Satisfaction of cleanliness is at a 77% which was over a goal barely.
 The old checkout is less satisfying for customers with it being at 53%.
 Item selection is at 75% which barely reached our goal.
 Satisfaction from our staff is at 81%.
 Satisfaction from the self-checkout is at 76%.

Key Conclusions

 With our goal of 75% we fell short in our old checkout, with it being at 53% which we
predicted.
 The self-checkout was a favored by most customers.
 Most of our goals for Grocery Land fell short, but the company satisfaction with the self-
checkout did grow.
 From using the old checkout to the self-checkout, it grew 22% with satisfaction.

Recommendations

 Adding more variety of produce and items in the store.

 Be more focused on cleanliness.
 Adding more self-checkout lines.
 If people choose to use the old checkout, make it quicker for customers or open more
lanes.
 Partnering with local food markets.
 Introduction

When you have satisfied guests, your business will continue to grow. Putting
customer’s opinions first and getting their input always makes them feel important and
will continue to buy from the store, making sure they are satisfied when shopping at
Grocery Land is a top priority. We are Grocery Land want our customers to continue to
shop with us, so we hold surveys yearly. This business report will provide the annual
survey findings on guest satisfaction before the self-checkout and after.

Findings and Conclusions from the Annual Survey

The results from the annual survey are listed into three categories as follows: (1)
Correlation between how many times people used the self-checkout and how satisfied
they were using it; (2) Average of Satisfaction; (3) Overall customer satisfaction before
and after the self-checkout. We gave this survey out to 100 customers when exiting
Grocery Land. These surveys gave customers that option of rating the questions from
one to five. One being the less satisfied and five being extremely satisfied. As a store,
we wanted to reach a 75% satisfaction from our customers.

Correlation between how many times people used the self-checkout and how
satisfied they were using it:

You can see in the graph above that before the self-checkout the correlation
between that and customer satisfaction was -0.020327589. The highlighted portion in
the graph is the correlation between how many times people used the self-checkout and
how satisfied they were with it. This correlation shows that when customers use the self-
checkout that customers are happier and their trips are cut shorter.

Average of Satisfaction
 Average of Satisfaction

SATISFACTION FROM STAFF

SATISFACTION FROM CLEANLINESS

SATISFACTION FROM SELECTION

SATISFACTION FROM OLD CHECKOUT

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

In this graph, you can see the percentages and their satisfactions on certain
things in Grocery Land. Customers were least satisfied with the checkout lines with that
being at 53%, because they took extremely long time and for the ones that didn’t have
many items they found themselves waiting a while. Aside from that the staff in Grocery
Land wasn’t that happy.

Overall Satisfaction before self-checkout and after:

Overall customer satisfaction

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Satisfaction From Old Checkout Satisfaction from New check-out

The graph above shows the customer satisfaction before the checkout line and
after it was put into place. We knew the satisfaction rates would be low as predicted it
was a 2.69 out of 5. When the checkout line was implemented it, the satisfaction went
up to 3.81 out of 5. Which means the satisfaction increased by 22%.

Conclusion

In conclusion, we predicted our customer’s satisfaction to be extremely low prior

to the checkout line being put into place. Our satisfaction from staff was over our goal at
4.06 or 81%, so going forward we at Grocery Land need to improve our staff satisfaction
improvement is always needed. The satisfaction from selection was at 3.8 which is at
76%, which is a little over our goal but not much. To improve this, we are deciding to
reach out to local farmer markets and receive fresh products. Also, reaching out to other
companies and expanding our different products. Finally, the correlation between how
many times people used the self-checkout and their satisfaction with it increased
significantly. Using the self-checkout was favorable for most customers.

Recommendations

For Grocery Land, I believe more check-out lines should be placed in the store.
Customer’s will be more satisfied since their trip to the store will go by quicker. With the
data presented above, it clearly shows that customers were more satisfied with using
the self-check-out system. When it comes to the cleanliness of the store, we will
implement a schedule for staff to check the restrooms, aisle, etc. There will be more
time at the end of every shift for cleaning the store as well. Finally, when it comes to the
selection of foods having fresh produce and different types of ethnicity food will improve
this.

361 Business Report

Start of Block: Default Question Block

Q1 From 1 to 5, how satisfied are you with the checkout line at Grocery Land?

o Extremely dissatisfied (1)

o Somewhat dissatisfied (2)
o Neither satisfied nor dissatisfied (3)
o Somewhat satisfied (4)
o Extremely satisfied (5)

Q2 From 1 to 5, how satisfied are you with Grocery Land?

o Extremely dissatisfied (1)

o Somewhat dissatisfied (2)
o Neither satisfied nor dissatisfied (3)
o Somewhat satisfied (4)
o Extremely satisfied (5)
Q3 From 1 to 5, how much do you enjoy using the self-checkout line?

o None at all (1)

o A little (2)
o A moderate amount (3)
o A lot (4)
o A great deal (5)

Q3 How many times do you use the self-checkout when you visit?

________________________________________________________________

Q4 From 1 to 5, how important is cleanliness to you at our store?

o Not at all important (1)

o Slightly important (2)
o Moderately important (3)
o Very important (4)
o Extremely important (5)
Q5 From 1 to 5, how satisfied are you with our customer service that our staff members give
you?

o Extremely dissatisfied (1)

o Somewhat dissatisfied (2)
o Neither satisfied nor dissatisfied (3)
o Somewhat satisfied (4)
o Extremely satisfied (5)

Q6 From 1 to 5, is our selection of food great?

o Definitely yes (1)

o Probably yes (2)
o Might or might not (3)
o Probably not (4)
o Definitely not (5)

Q7 How many times do you visit Grocery Land a week?

________________________________________________________________
Q8 From 1 to 5, do you think implementing a self-checkout was best for Grocery Land?

o Definitely yes (1)

o Probably yes (2)
o Might or might not (3)
o Probably not (4)
o Definitely not (5)

Q9 Do you use the self-checkout more often than the traditional?

o Definitely yes (1)

o Probably yes (2)
o Might or might not (3)
o Probably not (4)
o Definitely not (5)

Q10 Is there anything you would change about the self-checkout?

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End of Block: Default Question Block