Investigating the Effect of Satisfaction toward Self-Service Technology (SST) and Behavioral Intention Relationship: Its role in the green hotel industry

Rasidah Hamid; Mohd Hanafi Azman Ong; Galih Kusumah

doi:10.21834/ebpj.v7i21.3745

Authors

Rasidah Hamid Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia
Mohd Hanafi Azman Ong Department of Statistics and Decision Sciences, Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA Cawangan Johor (Kampus Segamat), 85000 Segamat, Johor, Malaysia.
Galih Kusumah Faculty of Tourism Management, Universitas Pendidikan Indonesia, 40154 West Java, Indonesia.

DOI:

https://doi.org/10.21834/ebpj.v7i21.3745

Keywords:

Selected:Self-Service Technology, Customer Satisfaction, Behavioral Intention, Green Hotel

Abstract

Today's hotels are deploying self-service technologies (SSTs) to allow efficient and effective service delivery. SST significantly impacts customers' interaction with service providers. Through the survey, this study explores the relationship between SST and customer behavioural intention via customer satisfaction for Malaysia's green hotel industry. Data from 431 respondents were analysed using structural equation modelling with the partial least squares approach. The findings showed customer satisfaction mediated the association between SST and customer behavioural intention. This finding would help the green hotel's managers to focus on SST which could boost customer satisfaction and indirectly improve the likelihood of positive behavioural intention.

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