Examination on the Relation among Untact Service Characteristics in Hotels, Service Convenience, and Customer Satisfaction

Abstract

The purpose of this study is to see how untact service of a hotel influences on the service convenience recognized by a customer and also how service convenience recognized by a customer affects on customer satisfaction to come up with plans for utilizing untact service of a hotel and plans for expansion in the future. Survey was conducted on hotel users with experience of using untact service for investigation. Survey employees were selected and educated to provide sufficient explanation on the intention of research and how to acquire survey copies. Afterwards, respondents were selected and distributed with survey copies. Investigation period was for 33 days from March 11 to April 12, 2019. Total 350 copies were distributed, and 341 of them were collected. Among them, 11 copies with insufficient responses were excluded that total 330 copies were used for empirical analysis.As a result, the untact service characteristics of the hotel were classified into six factors: easiness, control, pleasure, saving, reliability, and convenience. Service convenience factors were functional, economic, psychological, and calculating conveniences. Customer satisfaction was a single factor.First of all, control, saving, and reliability among untact service characteristics turned out to overall influence on service convenience factors. Secondly, among service convenience, psychological convenience is what influences on customer satisfaction the most.This indicates that untact service for customers at a hotel shall be controlled by customers as they wish, and reliability on personal information control and, above all, various benefits given compared to face-to-face service are required to score benefits in hotel service.

 Keywords: Untact Service, Service Convenience, Customer Satisfaction, Hotel Industry, Convergence Research.