A Study on the Factors Affect the Technology Satisfaction on AI Based Self-service Technology Service Failure in Hotel

The advancement of technology following the Fourth Industrial Revolution and the surge in demand for untact services caused by COVID-19 will gradually expand the scope of service automation through artificial intelligence (AI) technologies. In practice, numerous hotels are adopting AI-based service technologies, but it is still in its early stage to provide guidelines for the overall service strategy for this technology. Therefore, this study conducted a study on the failure of AI based self-service technologies (SSTs), service recovery, and the psychological expectations of customers’ SST. An online survey was conducted on respondents who had experience using AI based SSTs, and a total of 370 responses were used for analysis. As a result of structural model analysis through AMOS, it was found that adequate service recovery and low expectations for SSTs were satisfied with SSTs and hotels as a result, even if service failures were experienced. These findings provide specific practical guidelines for many hotels promoting AI-based service automation.