Self-service Technologies as a Catalyst for Service Excellence in Southeast Nigerian Hospitality Sector

Abstract

Self-service technology (SSTs) are widely found in various industries in the world presently and are also gradually being introduced into Nigeria, mostly in the banking, retail, healthcare, and transport sectors. This study investigated the relationship between self-service technologies (SSTs) and service quality of selected hotels in the South-eastern region of Nigeria. Specifically, the study aimed at identifying how and to which self-service kiosks, internet-based services, and mobile commerce affect service quality. Using a descriptive survey design approach (involving the use of a structured questionnaire), data were drawn from respondents who were judgmentally selected from hotels in the region, including Abia, Anambra, Ebonyi, Enugu and Imo. Taro Yamene's formula was used to determine the sample size, and we have n = 398. The validity and reliability of the study’s instrument (Questionnaire) were confirmed using the content validity approach and the Cronbach Alpha Coefficient, respectively. With the aid of Statistical Package for Social Sciences (SPSS), descriptive statistics were employed in analysing the study’s data, while inferential statistics (Pearson's product-moment correlation coefficient) were used to test the stated hypotheses, at 5% level of significance. The SERVQUAL scale comprises two sections; the first section is used to evaluate customer expectations concerning service quality. The second section is used to measure customer perception concerning the industry providing the service. The SERVQUAL model is made up of twenty-two items, also known as "Likert-type." Moreover, it comprises the five-dimensional aspects like empathy, tangibles, responsiveness, assurance, and reliability. The study found that self-service kiosks, internet-based services, and mobile commerce are significantly and positively related to service quality. In other words, the more hotel organisations adopt modern self-service technologies (SSTs), the higher the tendency that the quality of service provided to customers/guests will be improved, and this will eventually result in customer satisfaction and loyalty. It is therefore recommended, among others, that: Hotel managers should make self-service kiosks available for customers’ use at all times, as this would enhance quality service delivery; Hotel organisations should provide internet facilities to enable guests to control the temperature, lighting, and entertainment systems for a personalised and comfortable stay. However, in addition to self-service technologies, other factors that enhance quality service delivery in hotels (such as proper training and reward system for staff, establishing quality assurance procedures, personalising guest experience, etc) should not be totally overlooked by hotel proprietors/managers. The study found that self-service kiosks, internet-based services, and mobile commerce were significantly and positively correlated to service quality.