Individual Differences on Likelihood of Using Self-Service Technology in

Hospitality Setting

Chapter 1

Introduction

Self-service technology helps eliminate the need for human interaction to

complete a business transaction. Self-service technology helps reduce the need

for person-to-person communication to enhance speed and efficiency. Self-

service technology has been more than a new trend in the hospitality and tourism

industry to start in the past two decades. Mobile check-in kiosks for airlines and

hotels, online bookings and reservations, and mobile apps for booking are

outstanding examples of self-service technologies. Self-service technologies for

the hospitality and tourism industry increase guest satisfaction and reduce labor

costs. More importantly, the significant thing of self-service technologies caters to

travelers that take the whole market. Offshore development teams cooperate

with hotel operators to develop custom apps using self-service technologies.

The adoption of Self – Service Technologies (SSTs) has increased

substantially in recent years in the hospitality industry. However, many hospitality

operators and managers still hesitate to implement SSTs because of the

possibility that this type of technology would not be well accepted by customers.

Self-service technologies (SSTs) have been implemented across all

service industries. The hotel business in the UK, including budget hotels, has

been increasingly adopting SSTs both to enhance customer service and to

create operational efficiency. In addition to providing guests with accommodation

and basic services, budget hotels are now using SSTs with a view to increasing

controlling and operational efficiency, human resource management and

engaging guests in a more intelligent service design (Giousmpasoglou, C., Thuy

Hua, T. 2020).

Summit Hotel Greenhills along Annapolis St. in San Juan City is moving

toward the future of hospitality. And one of the innovations it employs are self-

check-in kiosks where guests can check-in by themselves. The cozy non-

traditional hotel lobby has a few seats, a standing table for front desk officers,

and self-check-in kiosks. No more hotel staff hiding behind counters and an

unnecessary huge space. The hotel is simply keeping up with the times as all

transactions become digital. Guests receive an email containing all the details

after booking. A reference number is used for the self-check-in, and guests make

their own key card as well. It's a paperless transaction, which is also in-line with

the hotel's sustainability efforts (Garcia, 2019).

In the age of convenience, self-service kiosks have become commonplace

in fast-food restaurants, retail outlets, international airports, and increasingly, at

hotels. Since checking in and out of a hotel has long been one of the greatest

points of friction for guests, bai Hotel launches its self-check-in kiosk, making it

the very first hotel outside of Metro Manila to do so. "Contactless technology has

played a vital role in helping the hotel streamline our operations during the

pandemic," says bai Hotel Cebu's vice president of operations and general

manager Alfred Reyes. Times have changed and now, guests don't have time to
wait in a queue for assistance. They can do a quick check in, pay, get the key,

and head on straight to bai Hotel Cebu's well-appointed rooms and enjoy all its

facilities (Sunstar, 2022).

Based on the review of the prior research, there is a population gap. Some

of these sub-populations have been unexplored and under-researched. Davao

City hotel industry appear to be important and worthy of investigation in the

context of self-services technologies on employees job satisfaction. An

investigation of this group is important because this will help improve the services

offered in hotels. Furthermore, previous research has focused primarily on this

population in Visayas and Luzon here in the Philippines. Very little research has

been done here in Davao City on the self-service technologies on employees job

satisfaction.

The service industry, particularly the self-service, is considered as more

important for service innovation while economy continues to develop. With

information, communication and advances in network technology, the service

model of the traditional service industry must be changed into three aspects:

scientific, technological progress, and competitive environment to create

business value by consumer expectation. Service quality has been a topic of

extensive inquiry for decades that has emerged now in form of self-service

technology (SST) which has profound effects on the way customers interact with

firms to create positive service outcomes.

Rationale
 Self-service technology (SST) and its applications are changing the way

the hospitality and tourism industry provides products and services to their

customers. Although the use of SST is a remarkable change for service providers

because its use can meet customers’ pursuit of an efficient life, research

provides a sufficient overview of how the usage of SST influences customers’

service experience in the tourism and hospitality settings remains lacking.

Improving productivity is crucial for service firms to be competitive. To

have customers perform certain tasks normally undertaken by employees is an

important means to achieving this objective. With the aid of technology, the scale

and scope of self-service has significantly increased in recent years. Despite the

size and importance of SST investments in service firms, the absence of

empirical studies on SST and its impact on company performance has resulted in

a significant gap in knowledge. The aim of this thesis therefore was to increase

the understanding of this important research area.

To sum up, given the rapid expansion of SST, its huge potential for

contributing to service firm performance, and the serious lack of research on

such performance impact, the scope of this study is:

In order to understand this research area, the historical background of the

service concept and service sector productivity will be examined. Later

discussion will focus on the shift from personal service to self-service and how

the operators understand the factors that determine both willingness and

resistance of the customers using the SST’s. Further discussion on the problem
area will employ stakeholders’ views on SST and firm performance. From the

following discussion, the context of the study will evolve.

This study will benefit the hotel industries stakeholders and staffs to

improve the services offered in their establishments. Future researchers may

conduct a research regarding with this matter and use a different domains and

indicators.

Statement of the Problem

This study aims to determine the individual differences on likelihood of

using self-service technology in hospitality setting.

Specifically, it will have sought to answer the following questions:

1. What is the demographic profile of the respondents in terms of;

1.1 Age;

1.2 Educational background; and

1.3 Sex?

2. What is the level on the likelihood of using self-service technology in

hospitality setting in terms of;

2.1 Ability;

2.2 Role clarity;

2.3 Extrinsic motivation; and

2.4 Intrinsic motivation?

 3. Is there a significant difference on the likelihood of using self-service

technology in hospitality setting when grouped according the demographic profile

of the respondents?

Hypothesis

The null hypothesis of this study is tested at 0.05 level of significance.

H0: There is no significant difference on the likelihood of using self-service

technology in hospitality setting when grouped according to the demographic

profile of the respondents.

Review of Related Literature

This section presents the pertinent literature and studies following a

comprehensive review done by the researchers. The literature and studies

presented in this chapter discuss various ideas, concepts, generalizations,

findings, and also the different developments associated to the study from the

past to present. This will be used as a guide for the researchers as they build the

study. Furthermore, the data in this chapter supports in order to familiarize

information that are relevant and related to the current study.

Self-Service Technology. Self Service Technology (SST] refers to

technological interfaces that enable customers to produce a service

independently, without service employees’ direct involvement. Wang et al. (2012)

suggest the need for expansion of technology-based interaction rather than face-

to-face interaction. They cite examples of banking transactions without the help

of a bank teller, online shopping that requires no trip to the mall or service
employee, divorce filings or tenant eviction via automatic kiosk, electronic self-

ordering at fast-food restaurants, and self-scanning at retail stores. Depending on

the service site, SST can be classified into on-site SST, which occurs on the

service site, and off-site SST, which occurs online. As technology-based

interactions have potential to determine a business’ long-term success, the

importance of SST in customer interaction is growing rapidly. Kelly et al.’s study

(2019) also argues that the practice of SST usage in the tourism and hospitality

industry is becoming one of the most representative factors of successful service

strategy.

SSTs could be more beneficial to the businesses, helping them to serve

more customers with fewer resources resulting in cost reduction as employees

can be substituted by SSTs (Iqbal, Hassan, & Habibah, 2018). SSTs also help

businesses to decrease costs of staff training, equipment, and communication.

SSTs also put forward more consistent and steady services unaffected by

variations of service demand or worker’s frame of mind. The literature points out

that SSTs enhance customer’s satisfaction and loyalty, hence facilitate effectively

to approach new customer divisions. In addition to efficiency improvement, SSTs

give power to both employees and customers through value addition by

increasing time and place convenience.

Torrichelli and Pozo (2018), stated that the opportunities arising from the

implementation of SSTs appear to be numerous, not only because customers

appear to have a strong preference for them, but also because there are cost

savings for their operators. Using SSTs, some companies could up-sell by
making more products or services available on the screen of a kiosk without

increasing the labor costs associated with the hospitality program. SSTs will be

able to assist hospitality operators to increase their customer retention by

displaying more personalized information on kiosk screens or on other devices.

Ability. Ability refers to the confidence associated with handling the skills

required when using SST and completing a task. Shim et al. (2021) states that

the technology readiness construct is used to measure not the customers’ ability

to utilize a technology, but their conscious tendency to use technology; thus, the

technology readiness construct determines the individual predisposition toward

technology.

Self-service technologies provide the consumer the ability to produce and

consume their own services. After the production and consumption process is

over during the service encounter, the consumer will then evaluate their

experiences towards these self-service technologies. During the evaluation

process of their experiences in relation to their expectations, consumers will then

build up their perception of the service quality that they received. This in turn can

affect the way consumers perceive self-service technologies and their

expectations of the firm. In many cases involving traditional services, consumers

are most likely to evaluate the technical and functional quality of their service

encounter. In this case, the consumer is providing their own technical and

functional qualities instead of the traditional service provider during the service

encounter (Behzod & Richard 2017).

 Self-service technologies (SST) are exactly what they sound like:

Technologies that empower customers to complete or manage a transaction or

gather information without the assistance of an employee (Elliot et al. 2013). Self-

service technologies offer customers the ability to interact and transact with a

business via an interface, independent of direct communication with another

person, which ups the convenience of the interaction and gives the customer a

greater sense of control over their experience. 

According to Hilton et al. (2013), customers perform as they are expected,

when they understand their roles in the service delivery. Their motivation and

ability to perform will complement their understanding. As long as customers

have an adequate level of ability to perform their service tasks and role clarity on

what to perform based on tightly specified scripts, they can serve themselves

after the retailer have provided appropriate SST in a TBSS encounter and a

contact employee has given necessary ad hoc service support.

Role Clarity. Role clarity refers to how well a consumer understands what

role or performance is required to adequately produce a service using SSTs

(Iqbal et al. 2018). Since services in the hospitality industry are usually provided

by employees, the usage of SSTs requires new consumer coproduction

behavior. In addition, many SSTs are performed separately from service firm

employees or other customers, which reduces the opportunity for customers to

learn or observe skills to use SSTs. Role clarity, here, is defined as the

consumers’ knowledge and understanding of what they are going to do.

 One of the critical components of consumer readiness is role clarity. Help

make your customers absolutely clear on what their responsibilities are through

training and education tools. For example, the research team suggest aids like

wallet cards, magnets, mouse pads and posters delineating instructions. Make it

as easy as possible for your customer try the new technology by creating a

convenient and supportive environment, with lots of hand holding in the form of

first time user help, instructions, FAQ’s and online live help (Zielinski, 2019).

Role theoretical perspective is especially useful in the self-service context,

where customers are able to use a service independent from direct service-

employee involvement (Kenesei, 2018) and where self-service requires

coproduction and new service behaviours. Role clarity can enhance customer

ability and intention in future co-creation, can increase the likelihood of using

SST, and as a mediating variable can enhance the role of trial. On the other

hand, however, outline that defining clear customer roles can play a part in

decreasing self-service bias.

Extrinsic Motivation. Extrinsic motivation refers to “the performance of

an activity because it is perceived to be instrumental in achieving valued

outcomes that are distinct from the activity itself, such as improved job

performance, pay, or promotions”. In other words, extrinsic motivation influences

behavior due to the reinforcement value of outcomes.

Jungsun et al., (2013) established that extrinsic motivation in using Self

Service Technologies directly influenced the likelihood of using kiosks and

existing experience indirectly influenced the likelihood of using kiosks through

customer readiness in both female and male groups and also exposed that

both female and male respondents who recognized their roles in using Self

Service Technology more clearly and ore likely to use kiosks.

According to El-Haleam (2015), self-determinant theory, extrinsic

motivation refers to doing something because it leads to a distinguishable

outcome, and intrinsic motivation refers to doing something because it is

inherently interesting or enjoyable. Moreover, extrinsic is motivational forces as

increased pay, cost savings, time savings, promotions, and other fringe benefits

and intrinsic is motivational forces as feelings of accomplishments, personal

growth, or others that related to the pleasure of engaging in the activity.

Intrinsic Motivation. Intrinsic motivation is when you are motivated by

personal satisfaction or enjoyment instead of external factors like reward or

punishment. There are ways to make tasks more intrinsically motivating. Intrinsic

motivation is the highest level of motivation, where an individual participates in a

specific behavior out of sheer interest or inherent pleasure or desire to know, to

accomplish, or to experience stimulation.

Intrinsic motivations are important predictors of customers’ technology

usage. Considering the two intrinsic motivations: need for interaction and

enjoyment. Several qualitative studies have reported that one of the main

reasons why customers do not adopt SSTs is the need for interaction (Nathalie,

2016): customers with a greater need for interpersonal contact are less

intrinsically motivated to use SSTs.

 Self-determination theory recognizes strong intrinsic motivation's operation

in human action. Phillips-Daley (2020) define intrinsic motivation as “the doing of

an activity for its inherent satisfactions rather than for some separable

consequence.” When intrinsically motivated, a person performs an act for the fun

or challenge rather than because of external prods, pressures, or rewards.

Buying fresh products and saving money may be secondary motivations for

people to shop at a farmers market. Some shoppers' motivations include the fun

and enjoyment they get through the shopping activity or process at a farmers

market. Consumers may adopt new technologies for intrinsic reasons.

The SST kiosk does not allow an ideal opportunity for the traveler to

satisfy technology-oriented intrinsic needs due to the expected presence of social

and system pressures (e.g., other customers are waiting in line behind).

Choosing the front desk offers an opportunity to interact with a service staff.

Travelers choosing the kiosk may be motivated more by extrinsic desires such as

speedy check-in, while those guests electing the service desk satisfy intrinsic

desires for interaction with the staff. When travelers face these contrasting

choices, one type of desires likely suppresses or countervails the other desire

because the two options are countervailing (Blut et al., 2016).

Theoretical Framework

The current study is anchored on the Technology Acceptance Model. The

theory was proposed by Davis (1989). According to TAM, potential users of IT

base their decision on whether or not to use that technology on its perceived

usefulness and its perceived ease of use. Perceived usefulness is the subjective
judgment of the potential user's utility of IT. Perceived ease of use is the

cognitive effort expended by a potential user when learning and using the to

learn and use the new technology. TAM argues that the behavioral intention

depends on the attitude and perceived usefulness towards technical or

information system, and the attitude is affected by perceived usefulness and

perceived ease of use (Davis, 1989).

As it applied to the current study the purpose of TAM is twofold. (i) TAM

predicts the user acceptance of computer-based information systems. (ii) TAM

explains which modification ought to be brought to the particular computer-based

information system so as to enhance its user acceptability (Chuttur, 2009; Yucel

& Gulbahar, 2013). TAM theorizes that perceived usefulness and perceived ease

of use are related to a positive use-performance relationship. That will say: if a

system is perceived as more useful, on the one hand, and easier to use than

another system, on the other hand, then the former system is more likely to be

accepted by the user (Davis, 1989).

Developed as an information systems theory, TAM exemplified the

consent of consumers to adopt and utilize exclusive technology. As the guiding

purpose of TAM, the model sought to improve the understanding of the outcome

of external factors on consumers’ attitudes, intentions, and internal beliefs (Davis

et al., 1989). Widely embraced by many researchers, TAM was used as a

predictor of technology acceptance by consumers and for the identification of

possible design issues of technology. As an adaption of the TRA model, TAM

embraced the fundamental order of attitude, intention, behavior and beliefs,

originally presented by social psychologists in TRA.

Davis et al. (1989) suggested that the decisions of consumers were

influenced by multiple factors regarding the timing and adoption of a new

technology. Associated research by Davis (1989) also concentrated on the

reasons for technology acceptance or rejection by measuring the perceived

usefulness of a system, and the perceived ease of 35 use by consumers. Both

constructs were seen as essential forecasters for the adoption of a system.

Conceptual Framework

Likelihood of using self-

service technology

Ability
Role Clarity
Extrinsic Motivation
Intrinsic Motivation

Demographic Profile

Age
Educational Background
Sex
 Figure 1. Conceptual Framework of the Study
Figure above shows the independent variable which is the likelihood of

using self-service technology with the indicators: ability, role clarity, extrinsic

motivation, intrinsic motivation. The dependent variable is identified as the

demographic profile of the respondents.

 Chapter 2

METHOD

This section will discuss the method will employ in the conduct of this

study. It provides an explanation of the research design, research locale,

research instrument, data gathering procedures, data analysis, and ethical

consideration.

Research Design

The researcher will utilize descriptive method under quantitative research

design. Descriptive research aims to accurately and systematically describe a

population, situation or phenomenon. It can answer what, where, when and how

questions, but not why questions.

Quantitative research is the process of collecting and analyzing numerical

data. It can be used to find patterns and averages, make predictions, test causal

relationships, and generalize results to wider populations. Quantitative research

is widely used in the natural and social sciences: biology, chemistry, psychology,

economics, sociology, marketing, etc. (Bhandari, 2020).

Descriptive research entails the description, recording, analysis, and

interpretation of the current nature, composition, or processes of phenomena,

with an emphasis on current conditions or how a person, group, or object

behaves or operates in the present. It often involves some type of comparison or

contrast. In other words, descriptive research can be defined as the process of

gathering, analyzing, classifying, and tabulating data about current conditions,

practices, beliefs, processes, trends, and cause-effect relationships, and then

making adequate and accurate interpretations about such data with or without

the assistance of statistical methods (Creswell, 2003).

Research Locale

The study will be conducted at some hotels in Davao City. This research

locale is selected for knowing the likelihood of using self-service technology. This

study was imposed on the hotel industry in Davao City. The research study was

implemented face to face and giving them evaluation form that has survey

questionnaires.

Respondents of the Study

The respondents of this study will be 100 purposively chosen customers

from hotels in Davao City. The respondents include both female and male

students. In order to guarantee that every sample had an equal chance of being

picked in the study, the study employed a basic random sampling approach to

choose the respondents who were used in the study.

Research Instrument

The researcher will utilize an adapted questionnaire. To get the

appropriate data needed, the questionnaire has two parts. Part I is the tool to

determine the demographic profile of the respondents. Part II is the tool to

determine the likelihood of using self-service technology on the respondents.

The researcher has modified the tools that was used to determine the

impact of self-service technologies in hotels on employee job satisfaction and

made it into a 4-point likert scale so as to eliminate the bias and for convenience

in the statistical analysis of the data. The instrument will undergo reliability and

validity test before administration.

Mean Range Description Interpretation

3.25 - 4.00 Very high Likelihood of using self-
service technology is
excellent.
2.50 - 3.24 High Likelihood of using self-
service technology is
good.
1.75 - 2.49 Low Likelihood of using self-
service technology is
average.
1.00 - 1.74 Very Low Likelihood of using self-
service technology poor.

Data Gathering Procedure

The researchers seek first permission from the program head before

conducting the study. A certificate from the research ethics committee allowing

the researchers to conduct the survey will be secured as well, to ensure that the

research will not violate the rights of any human participants and the data privacy

act. The survey questionnaire was administered face to face. The respondents

are the customers of the hotels in Davao City. They are given enough time to

complete and answer the questionnaire. Besides, the privacy and confidentiality

matter were mentioned in the consent form ensuring the respondents that the

provided information can only be used for research purposes.

 After collecting all data, the researchers ask a statistician to help in

determine the appropriate statistical tool to be used and in interpreting the data,

tabulated and tallied the survey. The result would hopefully be the basis for the

likelihood of using self-service technology. Based on the data the researcher

comes up with conclusion and recommendation for this study.

Finally, the instruments to gather information should suit the researchers’

objective. Whatever the means by the gathered information, the researchers

need to guarantee it is solid, reliable and exact.

Data Analysis

The responses to the survey questionnaire was counted and collected,

and the information will use to conduct analyzes and evaluate the findings. The

data was analyzed using the following statistical tools;

Frequency Count. This was used to determine the exact number of the

respondents in the study.

Percentage. This was used to determine the exact percentile of the

respondents in the study.

Mean. This statistical tool was used to determine the likelihood of using

self-service technology in hospitality setting.

T-test. This statistical tool was used to determine the strength of the result

gathered from the respondents against the hypothesis.

Analysis of Variance (ANOVA). This will be used to answer the

subsidiary question number 3 which is to determine the significant difference

between the level of likelihood of using self-service technology in hospitality

setting when grouped according to the demographic profile of the respondents.

Ethical Consideration

Ethical considerations shall be maintained throughout the study,

particularly during the survey and/or interview with respondents, to ensure that

the participants' rights are respected.

Social Value. Since the study is all about determinants of likelihood of

using self-service technology in hospitality setting, it may provide relevant

information vital to the users and the industry. It may also be beneficial to the

stockholders on the hotels who are planning to implement self-service

technologies. The study’s findings may bridge the gap in literature and

understanding about the topic. Hence, students who would be future

researchers and other would-be researchers can make use of the new

knowledge or literature that may be developed through this research undertaking.

Informed Consent. The study used the informed consent since the

respondents are 18 years old and above who are already considered of legal

age. Prior to data collection, respondents will be asked if they are willing to take

part in the survey. They will be told that their participation was voluntary and that

they may quit participation anytime they decide to stop answering the

questionnaire because of discomfort and other reasons. The survey will be

conducted face to face, and after they accept the request to participate in the

survey, they will be provided a paper to the questionnaire, the informed consent
letter will be added to the opening section of the questionnaire for formality and

to reiterate their right to participate or not to the survey.

Risk Benefits and Safety. Participants was assured that there is no

dangers associated with their participation. Because all data would be collected

online, the danger posed by the pandemic will no longer be a worry for the

research at hand. Further their participation will give them the chance to share in

the creation of relevant information, which will be the benefit they will derive in

the study.

Privacy and Confidentiality. The privacy and confidentiality of the

information collected will be respected. Unless required and authorized, no

names of individuals or corporations shall be revealed or mentioned in the work.

Because the survey will be conducted online, the data gathered will be handled

alone by the respondents, and will be appropriately disposed of when the study is

completed to protect privacy. Should there be printed copies produced on these

data, these will be burned after its use.

Justice. In terms of fairness, the researchers were make sure that the

participants are appropriate for the study. Hence, the inclusion criteria were

religiously followed in the selection of the participants. There will be no

discrimination as to economic status, sex, race, or creed in choosing them. It was

ensured that the respondents are identified in accordance with the study's goals.

They was acknowledged in the article as an expression of appreciation because

the researchers are still undergraduates and do not have a budget for payment

or reimbursement.
 Transparency. The researchers were resolved any potential conflicts of

interest that may develop throughout the study's performance and ensure that

any potential bias is removed. If given the chance, the researchers welcome any

opportunity to present the study in the intuitional research congress or any

research forum. Furthermore, the researchers was only publish correct

information based on the study's findings.

Qualification of Researchers. The proponents of the study are officially

enrolled in hospitality research this first semester of school year 2022-2023, and

therefore given technical background in conducting research by their professor

and adviser. This makes them qualified to undertake the research activity as part

of the subject requirement.

Adequacy of facilities. To enable the easy collection of data required

facilities will be ensured. The researchers will secure a printed survey

questionnaire with a letter of approval to ensure that the questionnaire will reach

the respondents. Questionnaire items will be print out and designate to the

following respondents.

Community Involvement. In preparing the questionnaires proper care

will be given to avoid biases against race, religion, and culture. The researchers

will duly acknowledge the respondents for their participation in the completion of

the study. Further, the researchers will make sure that the Program Head of the

Bachelor of Science in Hospitality Management (BSHM) was be informed that

such study was be conducted. The proposal paper and instrument will go
through ethics review to ensure that human rights will be respected as well as

data privacy is be observed.

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 Survey Questionnaire
Dear Valued Respondent

Greetings of Peace!

We are inviting you to participate in a survey as part of the research entitled

“Individual Differences on Likelihood of Using Self-Service Technology in

Hospitality Setting”. If you agree to participate, you will be asked to complete the

survey questions. Respondents will be kept confidential and there are no

foreseeable risks associated with the participant in the survey. There are no

direct benefits to you as participants other than to further research on the topic or

related topic. Your participation in the study will be voluntary, and you may

withdraw from the study at any time and for any reason. If you decide not to

participate or if you withdraw from the study, there is no penalty or loss of

benefits to which you are otherwise entitled.

We highly appreciate your participation in this research survey. Thank you and

God Bless!

The Researchers

Name: _________________________________________

Age: ___18-25 years old ___26-35 years old ___36-45 years old
___46 years old and above

Sex: ___Male ___Female

Instruction: Please check and rate yourself honestly of your choice in answering

the following statements that assess the level of the likelihood of using self-
service technology in hospitality setting.
Legend: Strongly Agree (5), Agree (4), Neutral (3), Disagree (2), Strongly
Disagree (1).

Item Statement Scale

I. Ability 5 4 3 2 1

1 I believe I am fully capable of using self-service

technologies.
2 I am confident in my ability to use self-service
technology.
3 Using self-service technology is well within the scope of
my abilities.
II. Role Clarity 5 4 3 2 1
1 Usually there are understandable instructions regarding
how to use self-service technologies in hospitality setting.
2 I know what is expected of me if I use self-service
technology.
3 The steps in the processes of using self-service
technologies in a hospitality setting are clear to me.
III. Extrinsic Motivation 5 4 3 2 1
1 When I am in a hospitality setting, convenience while
ordering services/making transactions is desirable.
2 When I conduct transactions in a hospitality setting, being
able to do them fast is desirable.
3 When I conduct transactions in a hospitality setting, being
able to conduct them whenever I want is desirable.
IV. Intrinsic Motivation 5 4 3 2 1
1 When I conduct a transaction using self-service
technologies in a hospitality setting, a personal feeling of
worthwhile accomplishment is desirable.
2 When I conduct a transaction using self-service
technologies in a hospitality setting, a personal feeling of
enjoyment (e.g., cool and fun) is desirable.
3 When I conduct a transaction using self-service
technologies, a feeling of independence is desirable.