Impact of Individual Differences and Consumers’ Readiness on Likelihood of Using Self-Service Technologies at Hospitality Settings [Summary]


The purpose of this study was to explore factors that affect customers’ willingness to embrace the usage of self-service technologies (SSTs) in hospitality settings. The findings show that the extrinsic motivation of consumers affects their likelihood of using new SSTs. In direct effects of customer readiness on the likelihood of using SSTs, hospitality managers will be able to take several steps to influence the customer preference directly. The result suggests that a hospitality company must provide consumers with clear instructions as to how to use SSTs so that they can understand the steps and their expected roles. It will be necessary to educate customers with customer-friendly instructions or aids. Furthermore, it will be critical for the managers to confirm that the SST has reasonable steps for the users, including “confirm” or “cancel” options before making their final purchasing decisions. The results related to motivation suggest that hospitality managers should offer convenience and speed when customers order services or make transactions via SSTs as well as make sure consumer can have their personal feelings of enjoyment or independence while using SSTs.

In contrast, the consumers who indicated a high level of needs for interaction with hospitality employees had a lower likelihood of using SSTs. It is critical for hotel operators to provide the opportunity for those customers to interact with employees or learn from other customers and have personnel or education aids available for customers.

Another interesting finding from this study was that consumers aged between 19 and 42 years exhibited higher levels of likelihood of using SSTs than older customers. For a practitioner, this result contributes to the understanding of variables that underlie motivations to use SSTs. Hospitality firms may try to provide SSTs in areas where younger customers usually go (e.g., clubs, malls, bars, casual restaurants, coffee shops) or properties targeting younger demographics (e.g., Hard Rock Hotels or W Hotels).



self-service technology, technology acceptance, hospitality technology, customer readiness, individual differences