SELF-SERVICE TECHNOLOGY (SST) IMPLICATION TOWARD INTENTION TO REVISIT IN SMALL HOTELS: A CASE STUDY OF NAKHON RATCHASIMA PROVINCE, THAILAND

Abstract

Self-service technology is an innovation that requires communication over the Internet through high-efficiency platforms. However, with the ability of each guest, it may cause problems in technology use. This study aims to investigate the effect of self-service technology, technology adoption, electronic service quality, satisfaction on repeat service use intention for small hotels in Nakhon Ratchasima province, Thailand. To develop and test a structural equation model, and to analyze the direct and indirect effects of all five components. The data was collected by using questionnaires from 412 samplings of small hotel guests in Nakhon Ratchasima province, Thailand, via an online survey by Google form during the COVID-19 pandemic. The descriptive statistic and path analysis were applied. The results found that the model is consistent with empirical material in statistical significance. It can confirm that three significant factors effects repeat service use intention which is 1) self-service technology, 2) technology adoption, and 3) satisfaction. Moreover, self-service technology has direct significantly affected technology adoption, electronic service quality, satisfaction, and repeat service use intention respectively. To investigate the positive effect of self-service technology, technology adoption, electronic service quality, satisfaction on repeat service use intention for small hotels in Nakhon Ratchasima province, Thailand. The quantitative approach was employed by using structural equation modeling for path analysis. The data was collected by using questionnaires. There were 412 samplings from small hotel guests in Nakhon Ratchasima province via an online survey by Google form during the COVID-19 pandemic. The results found that the model is consistent with empirical material in statistical significance. It can confirm that three significant factors effects repeat service use intention which is 1) self-service technology, 2) technology adoption, and 3) satisfaction. Hence, to implement the use of self-service technology for small hotels that should focus on these factors. The authors would recommend applying the self-service technology for small hotels as technology plays an increasingly important role in the hospitality industry, small hotels need to survive the increasingly intense competition. This research contributes the new model for small hotels to implement the use of self-service technology and it can create the guest experience and satisfaction. However, the potential of people in different societies should be considered for technology adoption.