Self Service Technology Failures and Its Effect on Guests’ Behaviors: An Exploratory Research on Self Reservation Technology in Hotels

Tarek Abd El-Fattah El-Sherie, Mohamed Salah Ghanem

Abstract


Self-service technologies (SSTs) are widely used in all industries. Hospitality industry nowadays depends on SSTs in various operations. Most guests make their room reservations by internet. This research paper aims to explore the behavior of guests when they failed to make their room booking through internet application offered by a hotel. Most researches related to SST applications in hospitality industry focus on advantages of such applications and how such applications approve guest satisfaction. No researches have been observed to scope on what happened when guests fail to use SST applications effectively. This research aims to explore the results occurred when guests fail to interact with self reservation technology (SRT) offered by hotels. Depending on descriptive analytical method, the research was done through gathering data from internet users to explore their behavior (as potential guests) when they fail to reserve a room in a hotel. The developed questionnaire was distributed by internet to 347 Face-book users. 177 questionnaires were returned. 168 of them are available to analysis. 117 of participants indicated that they tend to use a hotel websites when making a hotel room reservation. These 117 participants composed the research sample. Statistical techniques of descriptive statistics and One-way ANOVA were used to achieve the objectives of this research Results. For the results; When guests fail to reserve by internet, they tend to make a reservation in the same hotel through any other traditional reservation channel (mail, fax, phone, etc), as failure in reservation by using internet doesn't lead to reserve in other competitor hotel. 


Keywords


Self-service technologies (SSTs), self-reservation technology (SRT), guest satisfaction and internet reservation

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