Service Quality Dimensions in Hotel Service Delivery Options: Comparison between Human Interaction Service and Self-Service Technology

ABSTRACT The purpose of this study was to examine the similarities and differences of customers’ service quality evaluations between human interaction service (HIS) and self-service technology (SST). This study conceptualizes the service quality construct with five dimensions (i.e., reliability, competence, efficiency, tangibility, and enjoyment) that can be applied in HIS and SST. Such dimensions are hypothesized to have influences on customer satisfaction and service loyalty. The moderating effect of the two service delivery options in the relationships, as mentioned above, is also hypothesized. Results indicate that reliability, competence, efficiency, and enjoyment positively influence customer satisfaction, which increases loyalty. In addition, the relationship between customer satisfaction and loyalty is stronger when customers receive HIS in hotels. Detailed implications are provided in the main body of this research.