Customers’ preferences for new technology-based self-services versus human interaction services in hotels

Abstract

This study explores differences in customer preferences for using new technology-based self-services versus human interaction in different service encounters at five-star hotels in Sharm El-Sheikh, Egypt. Data were collected using a scenario approach in a questionnaire where customers can either use a technology-based self-service or human interaction service. Findings showed that customers prefer to contact an employee rather than depending on a technology-based self-service in the majority of service encounters; customers’ preferences for using technology-based self-service versus human interactions vary during different stages of their occupancy cycle; customers’ preference for receiving a direct person contact is the most important reason for preferring human interaction encounters; customers’ preference for speed and easy service is the main reason for preferring technology-based self-service. Finally, the study ends up by offering useful suggestions and practical implications for hotel managers and practitioners.