The influencing of cultural intelligence on service provider performance and service quality in hypermarket

Abstract

Although the self-checkout counter is being offered to clients in the hypermarket, the frontline service staff are still required to assist the customers during the initial stages of the introduction process. Other clients are still in need of support with the technology's adoption and adaption, among other things. This research would look at the customer from the perspective of cultural intelligence and technological adaptability. A semi-structured interview with 20 participants was conducted to examine the self-checkout counter and the frontline service provider. According to the sub-cultural differences in the service provider's background, geography, and level of technology implementation, the data of this study is gathered from a variety of geographical locations. The result reveals the four distinct roles played by the service provider in terms of performance, technology assistance, and the ability to comprehend how self-checkout and frontline service personas influence the shopping experience and perception of quality in a hypermarket setting, respectively.