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.
Notes
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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 and 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
STARS Citation
Park, Soona, "Comparing Self-Service Technologies and Human Interaction Services in the Hotel Industry" (2018). Electronic Theses and Dissertations. 5821.
https://stars.library.ucf.edu/etd/5821