The disciplined customer: A video-based study of automated self-service hotels

Abstract

This article studies customers entering automated self-service hotels in China and using a facial recognition kiosk for registration. Based on video recordings of 674 cases of customers checking in, we show that, as is common in self-service, customers need to do work that was previously done by hotel staff: They are working customers. We then argue that, when interacting with the facial recognition kiosk, customers are also doing something more: First, they present themselves to the machine by, for example adjusting their standing position or appearance; second, they perform for the machine by following its instructions, closing their eyes or opening their mouths; finally, they express various emotions towards the machine, such as anger or embarrassment. In sum, we show that customers are working not just with their bodies but also on their bodies, which are being disciplined by the machine. They become ‘disciplined customers’.