Determinants of Customer Satisfaction and Willingness to Use Self-service Kiosks in the Hotel Industry

摘要

As the hotel industry continues to implement self-service kiosks (SSK), customers can complete their check-in/out process by themselves instead of using traditional service providers. Once this new technology is fully adopted for service encounters, it becomes crucial to recognize what produces customer satisfaction (CS) when customers use SSKs in hotel settings. Because CS leads to key positive outcomes, such as return intention, loyalty, positive word-of-mouth, and increased profitability, CS maximization is becoming a paramount focus for this industry to achieve its desired business success. However, CS with SSKs has not yet been fully examined in the hospitality context. Therefore, the current study sought to identify how SSK attributes like ease of use, speed of delivery, and monetary promotion affect customer satisfaction in the hotel context. The current study also identified the association between CS and the willingness to use an SSK again on a future visit.;An experimental design was adopted to test the four hypotheses, which were then further tested utilizing multiple regression. A total of 397 respondents were randomly assigned to one of two experimental conditions described in the scenarios. An online survey was used to collect the data.;The results of this study show that ease of use and speed of delivery have a positive association with CS, but show no significant relationship between monetary promotion and CS. In addition, CS with SSKs was positively associated with a willingness to use SSKs in the future. Thus, this study confirms the linkages between certain attributes of SSKs and CS and, consequently, the willingness of customers to use SSK. It also provides new insights into the determinants needed to achieve successful CS with SSKs in hotel settings.