A multilevel study on preferences for self-service technology versus human staff: Insights from hotels in China |
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| Institution: | 1. School of Tourism Sciences, Beijing International Studies University, 100024, Beijing, China;2. Research Center of Beijing Tourism Development, 100024, Beijing, China;3. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong Special Administrative Region, China;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States;1. School of Business and Management, Federal University of Uberlandia, Brazil;2. School of Business Administration of São Paulo, Fundação Getúlio Vargas, Brazil;3. Performance Augmentation Lab, Oxford Brookes University, Oxford, UK;4. Faculty of Economic Sciences, Federal University of Rio Grande do Sul, Brazil;1. Department of Hospitality and Tourism Management, University of North Texas (UNT), United States;2. Department of Tourism, Event and Sport Management, Indiana University-Purdue University Indianapolis (IUPUI), United States |
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| Abstract: | Rapid technological developments bring with them an inevitable, still unresolved debate over high-tech versus high-touch service. Technology adoption usually involves multilevel phenomena (e.g., individual, organization, and industry-wide). Moving beyond previous work, which has focused primarily on individual-level adoption, this research aims to develop a hierarchical framework integrating multiple domains. Based on 59 in-depth interviews with hoteliers and customers, the framework unveils the mechanisms of organizational and individual preference construction for self-service technologies compared with human-delivered services. Findings reveal that the interplay between the external environment, organizational context, internal service encounters, and core customer experience influences customers’ and hoteliers’ preference construction. Results further show that organizations pay more attention to the environment and organizational context, whereas individuals tend to highlight differences between customers more strongly. Theoretical and practical implications are also discussed. |
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| Keywords: | Self-service technology Preference construction Human services Multilevel research Hierarchical framework |
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