Kundupplevelse i obemannade drivmedelskoncept : En kvalitativ fallstudie av kunders upplevelser av INGO:s obemannadedrivmedelsstationer

Sammanfattning

This study examines how customers experience customer experience at INGO’s unmanned fuelstations. The study adopts a customer perspective and focuses on how simplicity, clarity, safety,self-service, technology and problem handling influence customers’ experiences of an unmannedfuel retail concept. The background to the study is that unmanned fuel stations change the natureof the customer encounter, as service is increasingly mediated through technology, physicalenvironment, signage and the customer’s own handling of the purchasing process rather thanthrough staff on site. The study is designed as a qualitative case study of INGO’s unmanned fuel stations. The empiricalmaterial consists of thirteen semistructured interviews with customers who have experience ofusing INGO’s stations. The material was analysed thematically based on five dimensions,simplicity and frictionlessness, safety and control, self-service and technology experience, problemhandling and support and perceived value. The findings show that customers generally experience INGO’s unmanned concept positivelywhen the refuelling process is fast, clear and problemfree. Respondents particularly valueaffordability, independence and low effort. However, the study also shows that the customerexperience becomes vulnerable when technology fails, when information is unclear or whensupport channels are not visible. The absence of staff is not mainly perceived as problematicduring the normal service flow, but becomes significant when customers need help, confirmationor guidance. The study concludes that customer experience in unmanned fuel retail concepts is notshaped by price and efficiency alone, but by how well technology, physical environment andproblem handling together create safety, control and perceived value.