Self-Service Technology in the Hospitality and Tourism Settings: A Critical Review of the Literature

Abstract

Self-service technology (SST) and its applications are changing the way the hospitality and tourism industry provides products and services to their customers. Although the use of SST is a remarkable change for service providers because its use can meet customers’ pursuit of an efficient life, research provides a sufficient overview of how the usage of SST influences customers’ service experience in the tourism and hospitality settings remains lacking. Thus, this study aims to provide an understanding of previous SST research and a basis for exploring the influential factors regarding SST adoption. To achieve this purpose, SST papers in leading hospitality and tourism academic journals were reviewed. Although the number of articles is limited, content analysis allows the authors to understand a phenomenon and identify research topics and methods in SST studies. Also, this study contributes to existing SST literature by providing future research guidelines.

Keywords

self-service technology tourism industry hospitality industry critical review

Introduction

The importance of quality service is well accepted, and organizations have been paying increasing attention to service excellence (Wirtz & Zeithaml, 2018). Hospitality and tourism customers have a higher expectation in terms of service quality than other service industries (Chen et al., 2017). For instance, customers expect cleaner and more comfortable rooms, faster lifestyles, and more convenient services than before (King et al., 2019). Traditional service delivery can no longer meet customer demand, and thus service providers now offer unique and satisfactory experiences using innovative technology, including self-service technology (SST; M. Lee et al., 2019).

SST is defined as “technological interfaces that enable customers to produce a service independent of direct service employee involvement” (Meuter et al., 2000, p. 50). In the hospitality and tourism industry, SST includes check-in/out, ticketing, and ordering menu kiosks. SST is a technology, and it produces a considerable effect on traditional business methods within the service industry (Shin & Perdue, 2019). As a type of information technology, SST allows customers to participate directly and independently in services without service employees (Susskind & Curry, 2019). Compared with traditional service methods, the application of SST can contribute to higher quality, faster, and more affordable services at lower operational costs (Gummerus et al., 2019). At present, as 78% of general tourists prefer using the SST during their travel (Koss-Feder, 2019), SST is used widely in major service industries, such as hotels (check-in kiosk; Kasavana & Connolly, 2005), airlines (ticketing; W. Lee et al., 2012), restaurants (ordering; Ahn & Seo, 2018), and banking (withdrawal; Giovanis et al., 2018). Also, many hotel companies have invested in self-service system, including hotel tech communication (e.g., chat with guests, online training). For instance, Amadeus Hospitality will invest $1.52 billion to buy TravelClick, a hotel technology company, for intelligence and operational services (O’Neill, 2019).

Despite the increased number of SST applications in the hospitality and tourism industry, most of the SST research has focused on the other services settings, such as banking or retailing (Curran & Meuter, 2005; Fan et al., 2016). Law et al. (2019) also pointed out that less attention has been given to its specific hospitality and tourism settings. Therefore, this article aims to provide a critical review of SST use in the hospitality and tourism industry to encourage the further exploration of scientific service models and deepen the understanding of SST in this field. This study is novel because (1) a critical review on SST studies in hospitality and tourism journals is employed, (2) SST research topics and methods are identified, and (3) guidelines are provided for future SST studies.

Literature Review

Today’s fast-paced world has increased people’s dependence on technology. According to previous studies, a growing number of customers prefer to use SST to obtain service results, rather than interact with service employees (Meuter et al., 2003; Wang et al., 2016). From the customer’s perspective, SST allows customers to experience services without direct interaction with service employees (Meuter et al., 2000). From company’s perspective, SST is considered as a critical element in reducing costs and improving customers’ experience (Considine & Cormican, 2016), increasing productivity and efficiency (Walker et al., 2002), and offering new service options and channels (Kelly et al., 2017). Therefore, adopting SST meets better customers’ demand and increases customer satisfaction (Bitner et al., 2002; Shin & Perdue, 2019).

Through the successful adoption of SSTs, firms and customers enjoy many direct and indirect postadoption benefits (Gummerus et al., 2019). On the one hand, direct benefits refer to improvements in internal efficiency, including reduced labor and transaction costs (Curran et al., 2003; Ueda & Kurahashi 2018). On the other hand, SSTs have indirect benefits of improving the relationship between the company and its customers and competitors and enhancing the competitive advantage of the company (Curran et al., 2003). SSTs can be applied in numerous opportunities, such as ticket kiosks and self-check-in facilities, which help deliver higher quality, faster, and cheaper services at lower operating costs compared with traditional methods (Wirtz & Zeithaml, 2018). The establishment of SST facilities has also improved service efficiency and enhanced customer satisfaction (Meuter et al., 2003; Taillon & Huhmann, 2019). Recent research shows that frequent use of SSTs also results in higher returns on the company’s initial investment in such technology (Kim et al., 2012).

In the hospitality and tourism setting, the rapid development of SST has considerable influence on organizations by providing new opportunities and challenges for customers and employees (Lema, 2009; Shin & Perdue, 2019). Major hotel chains, including Hyatt, Hilton, Marriott, Carlson, and Starwood, have followed the lead set by airlines and installed self-service kiosks to expedite their check-in processes (Kasavana & Connolly, 2005). Through SST facilities, hospitality and tourism service providers can increase revenues without increasing labor costs, such as by promoting products and services at self-service interfaces (Tan & Netessine, 2020). In this study, content analysis was adopted to understand customers’ SST experience in the tourism and hospitality context. Content analysis involves reading and analyzing each content. The analysis followed the theoretical framework of previous content analysis studies (Ahn et al., 2019; Webster & Watson, 2002), including identifying the relevant literature, reviewing articles, and providing discussion for future studies.

Methodology

The authors used a critical review to reduce the gap between recent practice and academic studies by reviewing SST research in the hospitality and tourism industry. Authors selected refereed journals by following previous critical review studies (Ahn et al., 2019; Phillips & Moutinho, 2014). SST articles in leading hospitality and tourism journal (e.g., Annals of Tourism Research, Cornell Hotel & Administration Quarterly, International Journal of Contemporary Hospitality Management, International Journal of Hospitality Management, International Journal of Hospitality & Tourism Administration, International Journal of Tourism Research, Journal of Hospitality Marketing & Management, Journal of Hospitality & Tourism Research, Journal of Sustainable Tourism, Journal of Travel Research, Journal of Travel & Tourism Marketing, Journal of Vacation Marketing, Tourism and Hospitality Research, and Tourism Management) were collected. Service journals were also reviewed (e.g., Journal of Service Management, The Service Industries Journal). The most of SST studies in service journals have been focused on the retailing and banking industry (e.g., Al-Hawari et al., 2009; Beatson et al., 2007; Dimitriadis & Kyrezis, 2011; Ellway, 2014). For the literature search, the sample selection for this study was based on three keywords: self-service technology, the hospitality industry, and the tourism industry. These keywords were used together within ProQuest and EBSCOhost, respectively, as well as Google Scholar. The authors note that the main research direction in this field is the usage of SST by customers, so this article also used customer and hotel service as keywords. The period 2002 to 2019 was selected for one primary reason. Because before 2002, the concept of SST was not widely studied, only a few researchers paid attention to this issue in other service industries such as retail or banking (Marr & Prendergast, 1993; Prendergast & Marr, 1994). In the tourism and hospitality literature, relevant theories and technologies have not been perfected in this period, so these research results cannot provide guidance for this research.

Results

Description of Related Research of SST in Hospitality and Tourism Industry

The theories, methods, and topics from previous SST studies were summarized in the current article. This process could help explain and predict the effects of using SST on customers in the hospitality and tourism sectors and provide a brief framework to help future researchers expand relevant theories. Through a keyword search, 75 articles were identified as dealing with the effects of SST on customers in hospitality and tourism. After selection, the articles were reviewed thoroughly and filtered according to their content to increase the precision of this study. Articles were excluded if the contents and topics were not coherent with SST. More specifically, articles were not included when SST only mentioned in the references (e.g., To et al., 2015) or emphasized another topic (Kim et al., 2011). Three researchers conducted qualitative analysis independently to ensure the resulting classification. This process yielded 22 related articles for content analysis. Table 1 shows the articles selected from 10 journals. Among them, the International Journal of Hospitality Management, Journal of Travel and Tourism Marketing, and Journal of Hospitality & Tourism Research had the highest numbers of related articles.

Table 1

Number of Self-Service Technology Studies in Hospitality and Tourism Journals

Journals Studied	No. of Articles
International Journal of Contemporary Hospitality Management	2
International Journal of Hospitality and Tourism Administration	1
International Journal of Hospitality Management	4
Journal of Hospitality & Tourism Research	4
Journal of Hospitality Marketing & Management	2
Journal of Human Resource in Hospitality and Tourism	1
Journal of Travel & Tourism Marketing	4
Journal of Vacation Marketing	1
Tourism Management	1
The Service Industries Journal	2
Total	22

Review of SST Research Topics

In terms of research topic, hospitality and tourism research focused mainly on customers’ SST adoption intention (Kaushik & Kumar 2018; Kim et al., 2012; W. Lee et al., 2012; Oh et al., 2016). For the hospitality and service industry, as an interactive machine, SST was used mainly by customers, and thus, maintaining their attention and willingness to use SST was necessary. Previous studies have focused mainly on the influential factors in customers’ use of SST, which were found to be affected by customers’ characteristics (i.e., technology anxiety and technology readiness), demographics, and motivational and situational factors. First, technology anxiety is one of the customers’ characteristics that is highly related to SST adoption in both hotel and restaurant settings (Fisher & Beatson, 2002; B. Lee & Cranage, 2018; Oh et al., 2016). Individuals with a higher level of anxiety are more likely to hesitate to use SST. Technology readiness is also found as a significant influential factor that affects intention to use SST among airline passengers (W. Lee et al., 2012). Second, Kucukusta et al. (2014) investigated the demographic differences in the relationship between SST and brand choice among luxury hotel customers. Authors found that customers who are male, aged 20 to 40 years, and have higher education perceive SST more favorable than others. Third, between extrinsic and intrinsic motivational elements, Kim et al. (2012) found that extrinsic motivation has the most significant impact on customer’s intention to use SST. Last, in terms of situational factors, Oh et al. (2016) found that both situational and attitudinal elements significantly influence intention to use SST. Fisher and Beatson (2002) argued that different social cultures also affected customers’ use of SST.

As antecedents of customers’ general perceptions (i.e., waiting time), attitudes (i.e., affective and cognitive status) and behaviors (i.e., customer commitment, donation behavior, brand choice, etc.) were also discussed. Ease of use (Kucukusta et al., 2014; Oh et al., 2016), perceived usefulness (Kaushik & Kumar 2018), controllable (Chang & Yang 2008; López-Bonilla & López-Bonilla, 2013), technology trust (Oh et al., 2016), service channel (B. Lee & Cranage, 2018), speed (Kokkinou & Cranage, 2013), and enjoyment of using SSTs (Ahn & Seo, 2018) were suggested as predictors of customers attitude and behavior. For example, Hanks et al. (2016) found that restaurant customers are less likely to show their charitable behavior when restaurants offer donation campaigns by utilizing SST (i.e., tablet), and when there is no witness. Kokkinou and Cranage (2013) corroborated that the speed and the failure rate of using kiosks are the most significant influential variables that reduce customers’ perception toward waiting times in the hotel setting. Chang and Yang (2008) found that the use of SST enhances service excellence and customer satisfaction. In this vein, Kokkinou and Cranage (2015) also concluded that poor SST performance (e.g., long waiting time) had a negative influence on service performance.

Given the characteristics of hospitality and tourism services (e.g., inseparability, variability), employees’ SST behaviors such as the comparison between SST failure and other failures (i.e., employees or policy) were also examined. Shin et al. (2019) provided the front desk technology framework by interviewing hotel employees. Lema (2009) suggested a significant correlation between employees’ job position and self-directed learning readiness in the SST context. Interestingly, B. Lee and Cranage (2018) compared the effect of failure types (i.e., employee, SST, and policy) on customers’ overall blame. The results indicated that customers’ perceived SST failure is the most interim and the least controllable, while policy failure is the most perpetual and avoidable problem. Although these studies provided valuable information on SST, limited focus was given to how service providers coordinate personal services and self-service (Kucukusta et al., 2014).

Findings also showed the various distribution of SST studies across the tourism and hospitality sectors. For example, in the airline setting, Kelly et al. (2017) studied how tourists perceive themselves with a diversity of roles while they encounter SST in the airport. Chang and Yang (2008) also found that passengers are looking for a highly controllable, light, and compact kiosk environment at the airport. López-Bonilla and López-Bonilla (2013) compared online and offline customers who purchased airline tickets and found that control and delivery speed are the most influential factors among online customers. In the hotel setting, L. Y. S. Lee (2016) examined web-based SST with cross-cultural perspectives and found that Asian travelers paid more attention to the values and benefits obtained during the hotel stay, whereas Western tourists were affected by factors related to room quality. Kaushik and Kumar (2018) stated that perceived usefulness and the need for interaction with employees are two significant factors that influence customers’ SST adoption intention. In the luxury hotel setting, businesspeople were shown to often rely on technology and adapt to new things, and thus, SST facilities can improve the service quality of high-end hotels (Kucukusta et al., 2014). In the restaurant setting, Ahn and Seo (2018) studied the customers’ difference in attitude and behavior depending on SST-related stimuli (i.e., enjoyment, functionality, design, and customization). B. Lee and Cranage (2013) explained the effect of failure types and severity on overall blame with the moderating role of technology anxiety. As Ariffin and Maghzi (2012) suggested, types of services can influence customers’ needs and expectations that affect their readiness to adopt SST.

In terms of theoretical applications, most studies developed the conceptual framework based on the literature review. According to W. Lee et al. (2012) and Kokkinou and Cranage (2015), the most popular theories that have been used to examine the antecedents of customers’ SST adoptions are the theory of planned behavior (Ajzen, 1991), technology readiness (Parasuraman, 2000), and technology acceptance model (Davis et al., 1989). Among 22 studies, only 27% (n = 6) of SST studies in the hospitality and tourism industry adopted technology acceptance model (Kaushik & Kumar, 2018; L. Y. S. Lee, 2016; Lien et al., 2019; López-Bonilla & López-Bonilla, 2013; Oh et al., 2016; Shin et al., 2019) while others developed conceptual model based on the literature review. In addition, extending a theoretical framework by adopting various theories is what future hospitality and tourism researchers need to do. While researchers in general service fields (e.g., banking) have conducted studies by actively integrating two or three different theories in order to enhance the prediction of customers’ SST adoption behaviors, only a few researchers in the hospitality and tourism industry enhanced the knowledge by extending the theoretical framework. For example, Lien et al. (2019) conducted the research by integrating the theory of planned behavior and technology acceptance model. They found that perceived behavioral control, perceived usefulness, and attitude have a significant mediating role in the relationship between benefits of fast air travel service and adoption intention while the subjective norm was not related to adoption intention. Based on the costly signaling theory, Hanks et al. (2016) conducted an experimental study to test the impact of SST usage on guest’s responses. Ahn and Seo (2018) applied the Stimulus–Organism–Response framework to understand the restaurant customer’s psychological mechanisms in the SST setting. Fisher and Beatson (2002) proposed several propositions by integrating cultural theory and SST concepts. Table 2 describes the SST research topics in tourism and hospitality journals.

Table 2

Studies of Self-Service Technology Studies in Hospitality and Tourism Journals

Methodology	Authors	Antecedents	Mediator	Consequences	Moderator	Industry
Survey	Ahn & Seo (2018)	Functionality, enjoyment, design, customization	Affective state, cognitive state	Approach behavior, avoidance behavior	Consumers’ gadget-loving propensity	Restaurant
Survey	Kim et al. (2012)	Role clarity, extrinsic motivation, intrinsic motivation		Likelihood of using SSTs	Need for interaction, age	Hospitality
Survey	Kucukusta et al. (2014)	The diffusion of innovation attributes		Perceptions of deploying SST in luxury hotels	Demographic characteristics	Hotel
Survey	B. Lee & Cranage (2018)	Failure types, failure severity		Causal attribution, overall blame	Technology anxiety	Hospitality
Survey	W. Lee et al. (2012)	Technology readiness	Attitudes toward using kiosk, attitudes toward service provider	Intention to use kiosk		Airline
Survey	Lema (2009)	Self-directed learning readiness		Self-efficacy of employees	Demographic characteristics	Hospitality
Survey	Lien et al. (2019)	Benefits of fast air travel service	Perceived behavioral control, perceived usefulness, attitude	Adoption intention		Airline
Survey	López-Bonilla & López-Bonilla (2013)	Control, enjoyment, delivery speed, ease of use, reliability		Attitude	Consumer types	Airline
Survey	Wei et al. (2016)	Extrinsic attribute, intrinsic attribute	Transcendent customer experience	Affective commitment, temporal commitment, instrumental commitment		Hotel and restaurant
Survey	Yen (2005)	Technology readiness (optimistic, innovativeness, discomfort, insecurity)		Efficiency, ease of use, performance, perceived control, convenience, satisfaction		Online travel agencies
Experimental	Hanks et al. (2016)	Matching donation (present or absent), company (tablet only, server only, server and friend)		Likelihood to participate in the donation campaign		Restaurant
Experimental	Kaushik & Kumar (2018)	Perceived ease of use, perceived trust, perceived performance risk	Perceived usefulness, need for interaction	Adoption intention		Hospitality
Experimental	Kokkinou & Cranage (2013)	Number of customers waiting for the SST, number of customers waiting for the service employee		Choice of using SST, choice of using a service employee		Hotel
Experimental	Oh et al. (2016)	Situational determinants, attitudinal determinants		Ease of use, usefulness, intent to use SST		Hotel
Simulation model	Kokkinou & Cranage (2015)	Interarrival time, number of service employees, number of SSK, failure rate of the SST, processing time of the SSK,		Waiting time, service employee waiting time, service level		Hospitality
Mixed method	L. Y. S. Lee (2016)	Web-based SST adoption factors	Attitude	Web-based SST adoption intention		Hospitality
Interview	Beatson et al. (2007)					Hotel
Interview	Kelly et al. (2017)					Airline
Interview	Shin et al. (2019)					Hotel
Importance-performance analysis (IPA)	Chang & Yang (2008)					Airline
Research proposition	Fisher & Beatson (2002)					Hotel
Exploratory conceptual study	Khan & Khan (2009)					Hospitality

Note: SST = self-service technology; SSK = self-service kiosk.

Review of SST Research Methods

From the analysis of methodologies, 63.6% (14 out of 22) articles used quantitative research. Previous SST studies investigated mainly customers’ SST adoption intention, and thus, they required quantitative data to examine its antecedents and consequences. Specifically, quantitative research on SST generally adopted two methods: survey and experimental. Among 14 quantitative studies, four articles used an experimental design, and 10 studies employed a survey. One study was used a mixed method (L. Y. S. Lee, 2016). A qualitative method including a critical literature review (Fisher & Beatson, 2002; Khan & Khan, 2009) and interview methods (Beatson et al., 2007; Kelly et al., 2017; Shin et al., 2019) was also utilized. Moreover, importance–performance analysis (Chang & Yang 2008) and simulation study (Kokkinou & Cranage, 2013) were adopted in hospitality and tourism SST studies. Although qualitative data could help obtain more real and specific information than other methods (Bowen, 2009), limited usage of such a method was found in SST studies.

Discussion

This study identifies the impact of SST on hospitality and tourism services and the factors that influence customers’ use of SST. Although relevant theoretical research on SST has been conducted, the rapid progress of science and technology has resulted in numerous gaps in several research fields. As mentioned above, most previous relevant studies focus on the hospitality industry, with limited attention given to its effect on specific types of services. Thus, further empirical studies are necessary to understand the role of SST in hospitality and tourism settings.

Suggestions for Future Studies

This article aims to explore the evolution of relevant SST research in the hospitality and tourism literature and provide directions for future study. As Webster and Watson (2002) suggested, this research note conducted a literature review to review the relevant SST literature, to describe the key topic, and to provide the guidelines for future research in the tourism and hospitality literature. Although this study used a secondary data source in SST context, this result suggests that future hospitality and tourism research would benefit from cross-sectional, cross-cultural, and customers’ perspectives.

Conduct cross-sectional studies: A key issue found in this article is a more detailed classification of SST research directions, focusing on its use in different types of hotels, countries, and even service models. According to Rosenbaum and Wong (2015), luxury hotel customers would like to talk to employees directly rather than using check-in kiosks. Here, customers’ acceptance of SST may differ depending on the level of service (e.g., luxury vs. budget). Kaushik and Kumar (2018) also noted the lack of research on SST in diverse settings. The key issues of how hotels apply new technologies in everyday services and how to achieve the perfect combination of personal services and technology have not been resolved. Thus, future studies need to examine the effects of SST on customers’ experiences in different settings.

Examine the moderating role of customers’ individual characteristics: Although most studies found an improved quality of hospitality services due to the use of SST, its complete replacement of personal services is highly unrealistic in terms of customer demographics, sentiment, and personal ability. Applying individuals’ demographic variables as moderators in SST research is important because demographic is highly correlated to the technology acceptance (Kucukusta et al., 2014; Rojas-Méndez et al., 2017). In addition, without understanding customers’ technology-related sentiment (i.e., trust, anxiety) and personal ability to utilize SST, a dangerous attempt occurs. For instance, serious damage may occur in the hotel operation and management if hotel owners focus only on the good aspects of SST, such as cost savings and customer satisfaction (Beatson et al., 2006), and neglect such limitations. Thus, research on the possible combination of self-service and personal services to minimize negative aspects of SST and maximize service efficiency and quality would be useful.

Perform cross-cultural study: The relevant academic literature concentrated mainly on Western culture. With the penetration and development of oriental culture, the study of the Eastern perspective is of considerable significance. Moreover, cross-sectional studies in the hospitality and tourism SST settings are significantly important because the technology adoptions and readiness level are highly dependent on the cultural factors (Rojas-Méndez et al., 2017) because the culture is one of the factors that influence the use of SST (Fisher & Beatson, 2002). Thus, conducting research in different regions such as Asia, Europe, and the Middle East is needed. Specifically, considering recent developments in Eastern countries, more case studies and other empirical investigations in emerging destinations in Asia are recommended because different environments challenge those responsible for developing and implementing strategies.

Understand the negative aspect of SST on customer experience: Technological developments bring about not only the improvement of facilities but also changes in service deliveries. These changes are not all positive; several are negative, which come from customers’ perceptions and attitudes toward technology. For example, tourists sometimes experience technology pauses because they tend to avoid using technology devices during the vacation trip (Rosenbaum & Wong, 2015). In this case, if tourists face the SST, which is against their desire, their negative emotional status may influence brand evaluation and their further behavior toward the company. In addition, the increase in the number of tourists, changes in the social population, aging of the population, and the abilities of managers have brought uncertain effects on the implementation of new strategies in hospitality. Thus, future studies need to examine how technology reduces the negative perspectives of SST and maximizes customers’ positive reactions.

Application of various research methods: Although the importance of technology is unquestionable, its use in the service industry, such as the hospitality and tourism industry, still requires customization to actual conditions. Previous literature contains a large number of surveys and experimental designs on customers’ use of new technology. Although these studies are useful in defining the factors (e.g., age, gender, education, income, attitude, technology anxiety, and specific situations) that affect the use of SST, more empirical studies are needed with the solid theoretical frameworks. In addition, researchers need to explore various methods, including qualitative study or machine learning approaches. By conducting such methods, researchers are able to discover new variables that affect customers’ attitudes and behaviors toward the use of SST (Mariani et al., 2018).

Conclusion

The study examined previous SST research to provide an understanding of the influential attributes affecting external and internal customers’ SST adoption behavior. It identified customers’ characteristics (e.g., technology anxiety), perceived value (e.g., ease of use), and SST-related attributes (e.g., speed) as the key antecedents of their SST behavior. The study also confirmed the consequences of customers’ experience (e.g., attitude, satisfaction, and behavior intention). Although relevant SST studies have been conducted, limited attention has been given to this topic. Thus, this study contributes to the evolving knowledge of SST in the tourism and hospitality setting by providing the guidelines for future research.

Footnotes

Authors’ Note

Jookyung Kwon is now affiliated with Kyung Hee University and Jiseon Ahn is now affiliated with Hanyang University

ORCID iDs

Lu Shiwen

Jookyung Kwon

Jiseon Ahn

Lu Shiwen (e-mail: 1359729084@qq.com), is a PhD student at Taylor’s University, Selangor, Malaysia. Jookyung Kwon, Ph.D (htmkwon@gmail.com), is a research professor at Kyung Hee University, Seoul, Republic of Korea. Jiseon Ahn, PhD (e-mail: anji.yaongc@gmail.com), is an assistant professor at Hanyang University, Seoul, Republic of Korea.

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