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Comparing Self-Service Technologies and Human Interaction Services in the Hotel Industry

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Date Issued:
2018
Abstract/Description:
Due to the development of technology, one of the major trends in the hospitality industry is service migration from human interaction services (HISs) to self-service technologies (SSTs). Therefore, it is important to examine customers service perceptions based on two different service provisions: SSTs and HISs. This study investigated similarities and differences between SST and HIS customer service perceptions based on several service quality dimensions, their effects on customer satisfaction and service loyalty in the hotel industry. Initially, this study conceptualized the service quality dimensions with six major dimensions (i.e., reliability, responsiveness, tangibles, competence, efficiency, and enjoyment) and hypothesized to have a positive influence on customers satisfaction, and subsequently, on service loyalty. A total of 275 useable responses were collected through an online self-administrative survey on Qualtrics. The results indicated that the service quality for SST and HIS customers could be evaluated through three major factors: interactive quality, tangibles, and enjoyment. Overall, interactive quality and enjoyment had a significant effect on customer satisfaction and service loyalty, while tangibles showed a direct impact on service loyalty. In addition, hotel customers had a higher level of interactive quality and service loyalty when they received service from HISs. On the other hand, hotel customers tended to show a higher level of enjoyment when they receive service from SSTs. This study contributes theoretical implications as it suggests the service quality framework that can be applied to both SST and HIS service settings. Furthermore, this study provides hotel managers with a comprehensive understanding of customer service perceptions towards SSTs in contrast to HISs.
Title: Comparing Self-Service Technologies and Human Interaction Services in the Hotel Industry.
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Name(s): Park, Soona, Author
Kwun, David, Committee Chair
Park, Jeong-Yeol, Committee Member
Bufquin, Diego, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2018
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Due to the development of technology, one of the major trends in the hospitality industry is service migration from human interaction services (HISs) to self-service technologies (SSTs). Therefore, it is important to examine customers service perceptions based on two different service provisions: SSTs and HISs. This study investigated similarities and differences between SST and HIS customer service perceptions based on several service quality dimensions, their effects on customer satisfaction and service loyalty in the hotel industry. Initially, this study conceptualized the service quality dimensions with six major dimensions (i.e., reliability, responsiveness, tangibles, competence, efficiency, and enjoyment) and hypothesized to have a positive influence on customers satisfaction, and subsequently, on service loyalty. A total of 275 useable responses were collected through an online self-administrative survey on Qualtrics. The results indicated that the service quality for SST and HIS customers could be evaluated through three major factors: interactive quality, tangibles, and enjoyment. Overall, interactive quality and enjoyment had a significant effect on customer satisfaction and service loyalty, while tangibles showed a direct impact on service loyalty. In addition, hotel customers had a higher level of interactive quality and service loyalty when they received service from HISs. On the other hand, hotel customers tended to show a higher level of enjoyment when they receive service from SSTs. This study contributes theoretical implications as it suggests the service quality framework that can be applied to both SST and HIS service settings. Furthermore, this study provides hotel managers with a comprehensive understanding of customer service perceptions towards SSTs in contrast to HISs.
Identifier: CFE0007071 (IID), ucf:51988 (fedora)
Note(s): 2018-05-01
M.S.
Hospitality Management, Hospitality Services
Masters
This record was generated from author submitted information.
Subject(s): self-service technologies -- human interaction services -- customer satisfaction -- service loyalty -- hotels
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007071
Restrictions on Access: public 2018-05-15
Host Institution: UCF

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