Managing the Service in a Small Hotel by Self-Service Technology Adoption

Abstract

Modern technology is creating customer experience. Its algorithm could remember, predict, and provide customized needs of customers. The self-service technology (SST) is a service innovation that communicates with users through either internet-based social media or applications. Yet, the hotels in Thailand are like other businesses that applied SST. The employees could better communicate, create human relationship, and understand profoundly customer needs than technology. Therefore, the adoption technology in hotels, especially small hotels, must be efficient and effective. This study aims to assess the SST components that serve the small hotel customers' needs and evaluate electronic service quality and technology adoption leading to satisfaction and repurchase intention. This study mainly used quantitative method by structural equation modelling. The scope of the study is customers who experienced using small hotel in Nakhon Ratchasima Province in Thailand. Nakhon Ratchasima is the fifth biggest province in Thailand and one of the top destinations of Thai people.