Examining Technology Readiness And Customer Satisfaction Toward Self-Services Technologies In Luxury Hotels In Melaka

Chua, Seok Kien (2019) Examining Technology Readiness And Customer Satisfaction Toward Self-Services Technologies In Luxury Hotels In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Businesses in various industries including hospitality are starting to augment traditional face-to-face service strategies with technology-enabled service interactions. Today, technologies-based self-service is trending and began to replace traditional human-touch service. Advanced self-service technologies can bring many benefits for hoteliers and guests. Most hospitality companies had implemented selfservice technologies to reduce operating costs, increase customer satisfaction and loyalty and achieve new segments of customers. Increasing numbers of consumers’ interaction with technology to create service experiences and results without direct interact with service employees. However, not everyone feels comfortable adopting new technologies. Some people may not be willing to welcome advanced technology. The readiness of technology is one of the factors which can directly influence the use of technology by the consumer. Hence, the level of customer readiness for technology is very important for the success of the implementation of SSTs. The purpose of this study was to study the relationship between technology readiness and customer satisfaction in luxury hotels in Melaka. The survey methodology was used in this study to respond to the questionnaire was 400 respondents. In summary, this study highlighted consumer readiness for technology. Data analyses results for the survey questionnaire indicated that the three out of four hypotheses were statistically supported, which were optimism, innovativeness and discomfort had influence on customer satisfaction toward self-service technologies with luxury hotels in Melaka. However, it showed no statistically support on the influence of insecurity in customer satisfaction. In overall, this paper will benefit luxury hoteliers by making strategically decision and judgment in providing their customers with technologybased service.

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