Few research models have examined organizational levels of self-service technology (SST) application. Based on prior research and focus-group discussions with 30 hotel practitioners, this study proposes a conceptual framework regarding the SST application process in hotels, which divides the process into three stages: adoption decision, implementation, and customer acceptance. The findings show that most hotels in China have taken wait-and-see attitudes toward innovative SSTs and that customers tend to remain unfamiliar with such devices. Results suggest that hotels should begin replacing traditional services with SSTs from non-face-to-face service encounters. The findings further indicate that the influencing factors at each stage vary somewhat, as task characteristics appear to influence the implementation stage but do not affect adoption decisions. Additionally, customers’ travel purposes and their unique needs impact their acceptance of SSTs. The findings provide novel insights to guide future research on technology adoption and offer constructive practical guidance for hoteliers.
- adoption decision
- application process
- customer acceptance
- Self-service technology
ASJC Scopus subject areas
- Management Information Systems
- Tourism, Leisure and Hospitality Management