호텔·레스토랑 시니어 고객의 셀프서비스기술 서비스품질 평가

Abstract

The purpose of this study was to examine the structural relationships among the SSTQUAL characteristics (functionality, enjoyment, design, customization), customer satisfaction, need for interaction (NFI), and behavioral intention in the context of senior customers in the hotel and restaurant industry. It further aimed to investigate the mediating effects of customer satisfaction on the relationships between SSTQUAL characteristics and need for interaction, and also between SSTQUAL characteristics and behavioral intention. A survey was administered to customers aged 50 and over with experience using self-service technologies (SSTs) in hotels and restaurants. A final sample of 228 valid responses was used for analysis. The findings are as follows: First, functionality and design, two of the four SSTQUAL characteristics, significantly influenced customer satisfaction, with functionality showing the strongest effect. Enjoyment and customization, however, did not significantly influence customer satisfaction. Second, customer satisfaction had a negative effect on the human need for interaction and a positive effect on behavioral intention toward SST. Third, the human need for interaction had a negative effect on behavioral intention. Finally, the mediating effect of customer satisfaction was significant in the relationships between SSTQUAL characteristics(functionality, design) and both need for interaction and behavioral intention toward SST. To facilitate the adoption of SST technologies by senior customers in the hospitality industry, it is important to customize the internal design (layout) of SST devices such as kiosks, mobile devices, and tablets, as well as the functionality of the SST.