LYCEUM OF THE PHILIPPINES UNIVERSITY – BATANGASGRADUATE SCHOOLMASTER’S IN INTERNATIONAL HOSPITALITY ANDTOURISM MANAGEMENTMIHTM 806 - Quality Management Operations Applied toHospitality and Tourism IndustryCASE STUDY:SELF-SERVICE TECHNOLOGYSubmitted by:MARXIAN KEAN I CABANAMIHTM StudentSubmitted to:DR. JENINAH CHRISTIA B. PULHINProfessor, MIHTM 806March 3, 2022
1I.Executive summarySince its inception, information technology has been applied to a variety ofbusinesses. While the hospitality industry has historically been cautious to incorporatemany Information Technology solutions, especially when they benefit the guests, thistendency has significantly shifted. Advancement in technology has been shown to beextremely beneficial in enhancing efficiency and production in virtually any business. Ithas been demonstrated to cut expenses, boost productivity, and boost income. Thepresent COVID-19 pandemic accelerated the acceptance of services that providecontactless services, which are advantageous for keeping social distance andminimizing fear about contagion via human connection (Kim et al., 2021).The Hyatt Regency O'Hare in Chicago and the New York Hyatt officially installedNCR kiosks as part of the company's initial statewide deployment.Self-servicetechnologies (SSTs) are becoming a trend and can potentially supplement customerservice. Repetitive procedures such as hotel check-in and foodservice pre-ordering, orcashless payment options may generally be executed more efficiently and simply withthe assistance of an automated device. Self-service technology (SST) has transformedthe nature of the hospitality sector.SST's advantages may entice service firms, but it's not suitable for all operations.While investments in and capabilities of SST are constantly growing, generalacceptance and use of this technology are still relatively limited (Wei et al., 2017).Despite the benefits of technology, it is essential to provide service options and allowguests to select the most appropriate approach based on their preferences, situations,and comfort level.It comes with the limitation, not all customers are inclined with
2automation and still prefer human interaction. SSTs are not capable of replacingtraditional channels, such as face-to-face interaction, independently.II.IntroductionThe shift in consumer behavior and advancements in technology have resulted ina widespread acceptance of self-service kiosks for ease of use and inclination ofutilization. When consumers are making travel arrangements, they are frequently facedwith a variety of hotel alternatives with varying qualities. Automation-relatedadvancements are altering customers' consideration sets and experiences (Kim et al.,2021). A growing number of ordinary and repetitive operations may be automated tosave time for consumers.Separate studies have examined the impact of technologycomponents and human services on the success and development of hotels arepromising (Yadegaridehkordi et al., 2018). Although marketers’ knowledge andexperience might vary considerably, customers still want a consistent and predictablebuying experience. Self-service works best in areas where the human touch addsminimal value.
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