CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Consumers have grown tired of incompetent and inexperienced staff, long waiting lines and closure of outlets at times they prefer to do business. To overcome such frustrations, an increasing number of industries are choosing to provide self-service technology options for their patrons. Self-checkout at retail stores and supermarkets, pay-at-the-pump gas stations, self-checkin at airports, online banking and stock trading, and a variety of other applications (Ref).
The hospitality industry has also adopted the transition from customer service to self service. As touchscreen terminals become more user-friendly they become capable of handling more complicated tasks. Lodging providers, fast-food operators, private clubs, fine dining restaurants, casino operations and others are trading face-to-face encounters for face-to-monitor inter¬activity at a variety of unattended points of sale (Ref……..). Will this trend continue? Which forms of self-service technology will endure? Will current technologies converge to form a new self-service platform?
Self service as a model and a market trend has gained momentum as guests in the hospitality industry increasingly accept and often prefer self service to assisted service. Most businesses report self-service applications lead to a reduction in operating expenses while markedly improving customer entertainment and satisfaction (Ref……..). For example, today, full service banking means that the bank provides a wide range of technological alternatives designed to discour¬age customers from interacting with the bank’s tellers. Applications like Internet banking, ATMs and interactive voice response (IVR) systems have become popular self-service alternatives. While it appears bank customers clearly value the convenience, consistency and self-control of automated transactions, the future for hospitality industry applications is not as clear. Similar to other retailers, hoteliers and restaurateurs appreciate the extended coverage, lower operating costs and reliability of automated transactions. As a result, opportunities to conduct online and on-premises self-service applications are welcomed alternatives even for an industry that prides itself on personal hospitality. However, it is been noted that guests in the hospitality industry sees self-services as entertainment and this has left a positive experience for the guests.
A positive guest experience leaves an impact on customers, and can make the difference in a repeat visit. As customer expectations increases the hospitalityorganizations must not simply respond to their customers’ needs and wants, they must go above and beyond expectations from a staffing interaction and service level. A dedicatedeffort through technology and service to achieve these positive touch-points will paydividends in the end through increased customer loyalty and traffic.
This research highlights the need for going beyond traditional customer touch-pointsin hotels, resorts, casinos, and restaurants to establish customer entertainment through self-service.