The Impact of Self-Service Technologies on Customer Experience in Greek Hospitality SMEs
Vlachos, Nikolaos (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504176923
https://urn.fi/URN:NBN:fi:amk-202504176923
Tiivistelmä
This thesis explores the use of Self-Service Technologies (SST’s) in the hospitality industry and the impact they have on customer experience and satisfaction. After COVID-19, SST’s have become more prominent in their adoption from hospitality businesses, not only because they offer a contactless and safer service, but also because they are considered time-efficient and convenient. The goal of the study is to measure the overall satisfaction of customers using SST’s and to understand what factors affect their experience.
In order to make the survey, a primarily quantitative methodology was used to collect numerical data. The survey used a theoretical framework consisting of 3 key theories, the Expectancy-Disconfirmation Theory (EDT), the Technology Acceptance Model (TAM) and SERVQUAL. With Webropol, a questionnaire was created based on these theories with question aimed to capture the customers experience with SST’s. The questionnaire was distributed to customers that had recently used SST’s in hospitality settings such as hotels and restaurants. After collecting the results, they were explained with descriptive analysis and then they were compared to the theories based on the satisfaction ratings of the respondents.
The results reveled that the overall satisfaction levels are moderate as a result of various unmet expectations concerning convenience, speed, etc. of SST’s. Most customers stated that they prefer interacting with staff members that SST’s to complete their tasks, particularly because they favour personalisation and human interaction. This information is valuable to hospitality businesses considering using SST’s for their operations, as they can better design the experience they offer to their customers.
In order to make the survey, a primarily quantitative methodology was used to collect numerical data. The survey used a theoretical framework consisting of 3 key theories, the Expectancy-Disconfirmation Theory (EDT), the Technology Acceptance Model (TAM) and SERVQUAL. With Webropol, a questionnaire was created based on these theories with question aimed to capture the customers experience with SST’s. The questionnaire was distributed to customers that had recently used SST’s in hospitality settings such as hotels and restaurants. After collecting the results, they were explained with descriptive analysis and then they were compared to the theories based on the satisfaction ratings of the respondents.
The results reveled that the overall satisfaction levels are moderate as a result of various unmet expectations concerning convenience, speed, etc. of SST’s. Most customers stated that they prefer interacting with staff members that SST’s to complete their tasks, particularly because they favour personalisation and human interaction. This information is valuable to hospitality businesses considering using SST’s for their operations, as they can better design the experience they offer to their customers.