Lodging and resort companies are motivated to adopt SST primarily to enhance customer service, achieve operational efficiency by cutting costs, differentiate from competitors by early adoption, and generate additional revenue. In the center of managerial concerns about SST-based customer service is the unproven widespread belief that SST will satisfy customers by shortening service lines, promoting customers’ independence, enhancing order accuracies, and allowing control over the service process. In balance, however, we must consider, from the customer’s perspective, potential threats of blindly adopting SST such as the customer’s indifference, skepticism, and discomfort, especially in favor of human-based customer service. The goal of our research project was to develop a conceptual and measurement model to address the critical concerns and issues of resort operators in adopting and deploying SST in their operations
High tech vs. high touch in resort operations: How do customers adopt self-service technology?.
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