The relationship between RFID perceived usefulness and customer satisfaction in Uniqlo

Abstract

This study investigates the impact of perceived usefulness and ease of use of Radio Frequency Identification (RFID) technology on customer satisfaction within Uniqlo retail environments. Guided by the Technology Acceptance Model (TAM), the research addresses the critical issue of enhancing customer satisfaction through technology integration. Specifically, it examines how customers perceive RFID's functionality in streamlining shopping experiences, improving inventory management, and expediting checkout processes. The research adopts a quantitative approach, employing structured questionnaires to gather data from a sample of 30 Uniqlo customers. Descriptive and inferential statistical methods, including correlation and regression analyses, were used to analyze the relationships among perceived usefulness, ease of use, and customer satisfaction. Findings reveal that both perceived usefulness and ease of use significantly influence customer satisfaction, with ease of use serving as a stronger predictor. Customers report higher satisfaction when RFID technology is intuitive and demonstrates clear benefits, such as saving time and enhancing efficiency. These findings underscore the importance of optimizing RFID systems to align with customer expectations, emphasizing user-friendliness and tangible value. The study provides actionable insights for retailers like Uniqlo to refine technological strategies, fostering customer loyalty and competitive advantage. This research contributes to a broader understanding of the interplay between technology adoption and customer satisfaction in retail, highlighting the potential of RFID to transform shopping experiences.