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The Effect of Chinese AI Hotel Users’ Perception of Self-Service Technology on the Hotel Revisit Intention

Li, Siyuan 1 Hyunkyu Kim 1 CHUNG NAMHO 1

1경희대학교

Excellent Accredited

ABSTRACT

Self-service technology has recently spotlighted due to the Covid-19 situation, bringing companies a wide range of benefits especially in the hotel industry. Self-service technology also gives satisfaction to customers. By using the balance theory, this study examined whether tendency maintains a consistent attitude toward the related targets, and the relationship between positive attitudes to technology and the hotel's re-visit intentions. An online survey was conducted to users who had experienced self-service technology at AI Hotel in China within a year. The findings show that the degree of expected confirmation and personal absorption of users had a positive effect on the satisfaction of use of hotel self-service technology, and satisfaction of use affected the attitude and revisit of hotels. Specifically, perceived benefits had a strong impact on satisfaction with use compared to perceived risks. However, unlike we hypothesized, perceived risks had a positive effect on satisfaction with use. Overall, these results show that self-service technologies need to be considered in terms of attracting hotel revisit customers, and suggest the benefits for customers that increase satisfaction from using the technology of customers.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.