Factors That Affect Customers Willingness to Use Self Service Technologies at Hospitality Organizations

Many hotels and restaurants have installed self service check in out and have recently provided  new self service technologies. To successfully implement and use self service technologies, it is important for the hospitality operators to understand the factors that determine both willingness and resistance of the customers to use self service technologies. Thus, the purpose of this study is to explore factors that affect customers willingness to embrace the usage of self service technologies. 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 180 consumers. The results indicate that consumer's extrinsic motivation had the most significant impact on their likelihood of using new SSTs. Also, younger customers and those who do not believe in interactions with employees at hospitality industry were also more likely to use these SSTs.