IMPACT OF INDIVIDUAL DIFFERENCES AND CONSUMERS' READINESS ON LIKELIHOOD OF USING SELF-SERVICE TECHNOLOGIES AT HOSPITALITY SETTINGS

As more hospitality companies use self-service technologies (SSTs), the industry is going through an evolutionary adoption process. Many hotels, resorts, and casinos have installed self-service check-in/check-out kiosks and have recently added new SSTs, such as self-service ordering devices at pool lounge chairs. 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. Thus, the purpose of this study is to explore factors that affect customers' willingness to embrace the usage of SSTs. Having a comprehensive understanding of customers behavior related to their demographic factors and readiness will promote successful implementation of new SSTs as well as effective modifications of existing SSTs. Structural equation modeling was conducted to test hypotheses with a sample of 614 consumers. 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. Younger customers and those who do not believe having interactions with employees at hospitality settings is important were also more likely to use these SSTs.