호텔ㆍ레스토랑 산업 셀프서비스기술 수용고객의 서비스품질 지각: 셀프서 비스기술 유형의 조절효과 중심으로 = Customer acceptance of SSTQUAL in hotel and restaurant industry: focusing on the moderating role of self-service technology types

국문 초록 (Abstract)

본 연구는 호텔ㆍ레스토랑 산업의 셀프서비스기술 서비스품질(SSTQUAL) 특성(기능, 즐거움, 보안, 디자인, 고객화), 지각된 유용성, 태도 및 사용의도 간의 구조적 관계를 알아보고자 하였으며, 또한 이러한 구조적 관계에서 SST 유형의 조절효과를 파악하고자 하였다. 설문조사는 최근 3개월 이내 호텔 및 레스토랑 셀프서비스기술(SST)을 이용한 경험이 있는 고객을 대상으로 진행되었으며, 최종 253부의 유효 표본이 분석에 활용되었다. 분석은 기술분석, 신뢰도, 상관분석, 확인요인분석 및 구조방정식모형을 수행하였으며, SST 유형의 조절효과를 살펴보기 위하여 다중집단분석을 실시하였다. 본 연구의 가설 검증을 통한 결론은 다음과 같다. 첫째, 5가지 SSTQUAL 요인 중 기능, 즐거움 요인만이 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 반면 보안, 디자인, 고객화는 지각된 유용성에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 고객의 지각된 유용성은 태도 및 사용의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 태도는 사용의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, SST 유형(키오스크 및 모바일 기반 )은 지각된 유용성과 태도, 지각된 유용성과 사용의도 간의 영향관계에서 유의한 조절효과를 갖는 것으로 나타났다. 호텔ㆍ레스토랑 고객의 SST 수용에 대한 유용성 인식을 높이기 위해서는 기능 및 즐거움의 요소가 중요한 역할을 하는 것을 확인하였다.

참고문헌 (Reference)

1 디지털조선일보, "코로나19로 주목받고 있는 언택트(untact)서비스...국내 호텔5곳에서 이용할 수 있는 언택트 서비스"

2 백상용, "조절변수 탐색을 위한 기술수용모형 메타분석" 한국경영학회 38 (38): 1353-1380, 2009

3 문혜영, "셀프서비스기술 품질평가 지표 개발 및 타당성 검토: 호텔⋅레스토랑 산업 중심으로" 한국호텔외식관광경영학회 31 (31): 19-35, 2022

4 김민정 ; 전현모, "빅데이터 기반 스마트 폰 맛집 앱의 서비스 품질이 지각된 유용성과 이용만족, 행동의도에 미치는 영향" 한국호텔관광학회 18 (18): 176-197, 2016

5 파이낸셜 뉴스, "맥도날드, 키오스크 업그레이드...접근성 높인다"

6 문혜영 ; 문혜선, "레스토랑 기술기반 셀프서비스 사용의도: 다중집단 분석에 의한 TBSS 기술유형 중심으로" 한국호텔관광학회 21 (21): 161-175, 2019

7 전효아 ; 김경애 ; 김상희, "고객의 관계혜택이 기술기반셀프서비스 지속이용의도에 미치는 영향: 기술기반셀프서비스의 유형을 중심으로" 한국마케팅관리학회 23 (23): 27-49, 2018

8 Fan, A., "When does technology anthropomorphism help alleviate customer dissatisfaction after a service failure? The moderating role of consumer technology self-efficacy and interdependent self-construal" 29 (29): 269-290, 2020

9 Kim, M., "Travelers’ behavioral intention toward hotel self-service kiosks usage" 26 (26): 225-245, 2014

10 Morosan, C., "Toward an integrated model of adoption of mobile phones for purchasing ancillary services in air travel" 26 (26): 246-271, 2014

11 Oh, H., "Tourists’ adoption of self-service technologies at resort hotels" 66 (66): 692-699, 2013

12 Kaushik, A. K., "Tourist behaviour towards self-service hotel technology adoption : trust and subjective norm as key antecedents" 16 (16): 278-289, 2015

13 Hotel News Resource, "These major trends are changing the hospitality industry, as you know it"

14 Wang, C., "The roles of habit, self-efficacy, and satisfaction in driving continued use of self-service technology : a longitudinal study" 16 (16): 400-414, 2013

15 Lin, J. S. C., "The role of technology readiness in customers' perception and adoption of self-service technologies" 17 (17): 497-517, 2006

16 Tung, V. W. S., "The potential for tourism and hospitality experience research in human-robot interactions" 29 (29): 2498-2513, 2017

17 Parasuraman, A., "The impact of technology on the quality-value-loyalty chain : a research agenda" 28 (28): 168-174, 2000

18 Wang, W. T., "The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: a mobile service quality perspective" 44 : 178-193, 2019

19 Dabholkar, P. A., "Technology-based service delivery : a classification scheme for developing marketing strategies" 3 (3): 241-271, 1994

20 Liljander, V., "Technology readiness and the evaluation and adoption of self-service technologies" 13 (13): 177-191, 2006

21 Schumann, J. H., "Technology mediation in service delivery : a new typology and an agenda for managers and academics" 32 (32): 133-143, 2012

22 Bitner, M. J., "Technology infusion in service encounters" 28 (28): 138-149, 2000

23 Davis. F. D., "Technology Acceptance Model for Empirically Testing New End User Information Systems: Theory and Results" Sloan School of Management, Massachusetts Institute of Technology 1986

24 Wolfe, F, "Suppose robots replace humans in hotel"

25 Hassan, M. U., "Self-service technology service quality : building loyalty and intention through technology trust in Pakistani service sector" 10 (10): 2158244209-, 2020

26 Shin, H. S., "Self-service technology research : a bibliometric co-citation visualization analysis" 80 : 101-112, 2019

27 Park, S., "Self-service technology kiosk design for restaurants : an QFD application" 92 : 102757-, 2021

28 Shiwen, L., "Self-service technology in the hospitality and tourism settings : a critical review of the literature" xx (xx): 1-17, 2021

29 Ding, X., "Self-service technology and online financial service choice" 18 (18): 246-268, 2007

30 Curran, J. M., "Self-service technology adoption : comparing three technologies" 19 (19): 103-113, 2005

31 Meuter, M. L., "Self-service technologies : understanding customer satisfaction with technology-based service encounters" 64 (64): 50-64, 2000

32 Chen, S. C., "Segmenting customers by participation : an innovative path to service excellence" 29 (29): 1468-1485, 2017

33 서진우 ; 이자윤, "SST에 기반한 키오스크의 서비스 기술품질이 감정적 가치, 만족, 고객행동의도에 미치는 영향" 한국호텔관광학회 22 (22): 159-172, 2020

34 Parasuraman, A., "SERVQUAL : a multiple-item scale for measuring consumer perceptions of service quality" 64 (64): 12-37, 1988

35 Hess, T. J., "Reliability generalization of perceived ease of use, perceived usefulness, and behavioral intentions" 38 (38): 1-28, 2014

36 Nunnally, J. C, "Psychometric Theory" McGraw-Hill 1978

37 Law, R., "Progression and development of information and communication technology research in hospitality and tourism" 32 (32): 511-534, 2020

38 Davis. F. D., "Perceived usefulness, easy of use, and the user acceptance of information technology" 13 (13): 319-334, 1989

39 Froehle, C. M., "New measurement scales for evaluating perceptions of the technology-mediated customer service experience" 22 (22): 1-21, 2004

40 Hair, J., "Multivariate Data Analysis: A Global Perspective" Pearson 2010

41 San-Martin, S., "Mobile shoppers : types, drivers, and impediments" 23 (23): 350-371, 2013

42 강지원 ; 남궁영, "Kano모델을 이용한 외식업체의 무인주문시스템 서비스 품질 속성 분류에 관한 연구" 한국호텔외식관광경영학회 27 (27): 263-279, 2018

43 Morosan, C., "It’s about time : revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels" 53 : 17-29, 2016

44 Choi, J. H., "Investigating the factors influencing the usage of smart entry service : Incheon international airport case study" 7 (7): 74-81, 2014

45 Wei, W., "Improving consumer commitment through the integration of self-service technologies:a transcendent consumer experience perspective" 59 : 105-115, 2016

46 Yang, H., "How to enhance hotel guests’ acceptance and experience of smart hotel technology : an examination of visiting intentions" 97 : 103000-, 2021

47 Djelassi, S., "How self-service technology experience evaluation affects waiting time and customer satisfaction? a moderated mediation model" 111 : 38-47, 2018

48 Childers, T. L., "Hedonic and utilitarian motivations for online retail shopping behavior" 77 (77): 511-535, 2002

49 Blut, M., "Factors influencing the acceptance of self-service technologies : a meta-analysis" 19 (19): 396-416, 2016

50 Collier, J. E., "Examining the influence of control and convenience in a self-service setting" 38 (38): 490-509, 2010

51 Robertson, N., "Examining customer evaluations across different self-service technologies" 30 (30): 88-102, 2016

52 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

53 Blackhall, L. J., "Ethnicity and attitudes toward life sustaining technology" 48 (48): 1779-1789, 1999

54 Shyu, S. H. P., "Elucidating usage of e-government learning : a perspective of the extended technology acceptance model" 28 (28): 491-502, 2011

55 Parasuraman, A., "E-S-QUAL : a multiple-item scale for assessing electronic service quality" 7 (7): 213-233, 2005

56 Fan, A., "Does anthropomorphism influence customers’ switching intentions in the self-service technology failure context?" 30 (30): 713-723, 2016

57 Beatson, A., "Determining consumer satisfaction and commitment through self-service technology and personal service usage" 22 (22): 853-882, 2006

58 Wang, C. -H. M., "Determinants and consequences of consumer satisfaction with self-service technology in a retail setting" 22 (22): 128-144, 2012

59 Kattara, H. S., "Customers’ preferences for new technology-based self services versus human interaction services in hotels" 13 (13): 67-82, 2014

60 Wang, C., "Customer choice of self-service technology : the roles of situational influences and past experience" 23 (23): 54-78, 2012

61 Collins, H, "Creative Research: The Theory and Practice of Research for the Creative Industries" AVA Publishing 2010

62 Wirtz, J., "Cost-effective service excellence" 46 (46): 59-80, 2018

63 Ahn, J. A., "Consumer responses to interactive restaurant self-service technology(IRSST) : the role of gadget-loving propensity" 74 : 109-121, 2018

64 Dabholkar, P. A., "Consumer evaluations of new technology-based self-service options : an investigation of alternative models of service quality" 13 (13): 29-51, 1996

65 Mathwick, C., "Computer-mediated customization tendency(CMCT)and the adaptive e-service experience" 86 (86): 11-21, 2010

66 Radomir, L., "Comparing the original and the revised SSTQUAL scale among high-educated consumers in Romania" 15 : 926-934, 2014

67 Daamen, D., "Cognitive structures in the perception of modern technologies. Science" 15 (15): 202-225, 1990

68 Ajzen, I., "Attitude-behavior relations : a theoretical analysis and review of empirical research" 84 (84): 888-918, 1977

69 Lindgaard, G., "Attention web designers : you have 50 milliseconds to make a good first impression!" 25 (25): 115-126, 2006

70 Lin, J. S. C., "Assessing the self-service technology encounters : development and validation of SSTQUAL scale" 87 (87): 194-206, 2011

71 Oghazi, P., "Antecedents of technology-based self-service acceptance : a proposed model" 33 (33): 195-210, 2012

72 Dabholkar, P. A., "An attitudinal model of technology-based self-service : moderating effects of consumer traits and situational factors" 30 (30): 184-201, 2002

73 Fang, Y. H., "An app a day keeps a customer connected : explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic" 56 (56): 377-391, 2019

74 Taufik, N., "Airport passengers’ adoption behaviour towards self-check-in kiosk services: the roles of perceived ease of use, perceived usefulness and need for human interaction" 5 : e02960-, 2019

75 Kim, J., "AI as a friend or assistant : the mediating role of perceived usefulness in social AI vs. functional AI" 64 : 101694-, 2021

76 Venkatesh, V., "A theoretical extension of the technology acceptance model : four longitudinal field studies" 46 (46): 186-204, 2000

77 Liu, C., "A multilevel study on preferences for self-service technology versus human staff : insights from hotels in China" 94 : 102870-, 2021