Abstract

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.

Graduation Date

2018

Semester

Spring

Advisor

Kwun, David

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Department

Hospitality Services

Degree Program

Hospitality & Tourism Management

Format

application/pdf

Identifier

CFE0007071

URL

http://purl.fcla.edu/fcla/etd/CFE0007071

Language

English

Release Date

May 2018

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Location

Rosen College of Hospitality Management

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