A modification of the UTAUT model to critically analyse the satisfaction levels when using self-service technologies in 4- and 5-star hotels

Abstract

This dissertation investigates the impact of behavioural, demographic and situational factors on overall guest satisfaction while using self-service technologies in the setting of 4- and 5-star hotels. Previously research has been conducted about the current shift away from human customer service and the gaining popularity of self-service technologies while guest satisfaction on its own has also been a widely discussed topic. However, studies are lacking about guest satisfaction correlated with self-service technology environments. This research aims to fill this gap in the literature and provide a basis for future, more in-depth studies. As part of a quantitative method the research employed an online questionnaire distributed mainly through social media and e-mail channels. The survey reached international circulation with a decent 95 responses with a substantial percentage of that recorded by people originating from Europe. The questionnaire consists of dichotomous, multiple choice and Likert scale questions with the latter deemed the most suitable way to measure feelings and attitude. When observing the effect of the factors 13 variables are suggested in the 3 previously mentioned categories and the hypotheses were set to approve or disapprove their influence. The results were mixed as two factors had a definite impact on guest satisfaction while one did not. According to the findings the impact of demographic factors could be deemed insignificant which is a surprising result especially in the case of age demographics. Behavioural factors had the greatest statistical influence but they are hard to examine and turn into organisational decisions. Situational factors showed to effect satisfaction which carries vital managerial implications as those types of variables are easier to monitor than behavioural variables. The positive correlation between previous self-service technology experience and overall satisfaction is essential to the future of self-service technology implementation in hotels while the other three variables in this category - who the guest stayed with, what type of accommodation they stayed at and what was the purpose of their travel - could help managers with targeting specific market segments. Additional research is recommended to examine a bigger sample size while employing probability sampling to produce a higher level of generalisability.