Impact of Individual Differences and Consumers' Readiness on Likelihood of Using Self-S... - 1 views
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As more hospitality companies use self-service technologies (SSTs), the industry is going through an evolutionary adoption process.
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To successfully implement and use SSTs, it is important for the hospitality operators to understand the factors that determine both willingness and resistance of the customers on using the SSTs.
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The results indicate that consumers’ extrinsic motivation had the most significant impact on their likelihood of using new SSTs (e.g., kiosks and touch screen tables for ordering food or other services at hotels, casinos, and restaurants or pools), followed by intrinsic motivation and role clarity.
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The article, Impact of Individual Differences and Consumers' Readiness on Likelihood of Using Self Service Technologies at Hospitality Settings states that the use of self-service technology is a rising trend across the board. Major hotel chains, resorts, casinos are implementing software that can remember customers, their information, and go beyond current human levels of service performance. However, not everyone is ready for this new age of self-service technology. In their study, the authors explored influential factors related to individual differences and customer readiness on the likelihood of using self-service technologies. Findings supported technologies such as pay-at-the-pump, online travel purchase, ATMS, and other services that have been around for years were highly accepted. On the contrary, new services such as ordering food over the phone and Internet kiosks in bars were preferred by less than thirty percent of respondents. Within the hospitality industry, customers may perceive new self-service technologies as positive but may choose not to use them if they do not understand it or see no clear benefit from it. To summarize the results, people may just not be ready for the self-service take over. Especially in the early stages, hospitality companies would need to have an employee standing by the new self-service technology to assist customers with their needs. Although a well used self-service system could generate a new revenue stream, particularly when concerning the younger generation, it is essential that managers take into mind the overall level of consumer motivation and readiness to embrace it,