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A comparative study of self-service technology with service employees: a qualitative analysis of hotels in China

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  • Chun Liu

    (Beijing International Studies University
    Research Center for Beijing Tourism Development)

  • Kam Hung

    (The Hong Kong Polytechnic University)

Abstract

The rise of self-service technology (SST) has transformed the lodging industry. Clarifying how hotels and customers can use SST offers insights for hoteliers and fills a research gap regarding SST and the service employees such technology replaces. To accomplish these aims, the researchers held 4 focus groups followed by 60 in-depth interviews with hoteliers and customers, respectively, to explore the role of SST relative to service employees and their influences on SST use. Findings revealed seven comparison dimensions between SST and service employees along with employees’ influences on SST use. SST were more effective than service employees in terms of cost savings, consistent service quality, and provision of high-tech customer experiences. However, service personnel tended to outperform SST in communication, ease of use, usefulness, and high-touch experiences. The merits and disadvantages of SST are dynamic and related to interactions among SST, users (hotels), end users (customers), and alternative service agents (employees).

Suggested Citation

  • Chun Liu & Kam Hung, 2020. "A comparative study of self-service technology with service employees: a qualitative analysis of hotels in China," Information Technology & Tourism, Springer, vol. 22(1), pages 33-52, March.
    • Handle: RePEc:spr:infott:v:22:y:2020:i:1:d:10.1007_s40558-020-00167-1
    DOI: 10.1007/s40558-020-00167-1
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    Cited by:

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    2. Yue-Ming Guo & Wai-Ling Ng & Fei Hao & Chen Zhang & Shu-Xu Liu & Adil Masud Aman, 2023. "Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
    3. Jinkyung Jenny Kim & Heesup Han, 2022. "Hotel Service Innovation with Smart Technologies: Exploring Consumers’ Readiness and Behaviors," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    4. Shan Sun & Younghwan Pan, 2023. "Effects of Service Quality and Service Convenience on Customer Satisfaction and Loyalty in Self-Service Fitness Centers: Differences between Staffed and Unstaffed Services," Sustainability, MDPI, vol. 15(19), pages 1-28, September.
    5. Ayyildiz, Ahu Yazici & Baykal, Muhammed & Koc, Erdogan, 2022. "Attitudes of hotel customers towards the use of service robots in hospitality service encounters," Technology in Society, Elsevier, vol. 70(C).

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