ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 245
www.rsisinternational.org
An Integrated Technology-Adoption Framework for Understanding
Self-Service Kiosk Utilization and Customer Satisfaction in Hotels
Sitinor Wardatulaina Mohd Yusof
1*
, Haslinda Musa
2
, Nurulizwa Rashid
3
, Mohd Nor Abd Muhaimin
Mohd Yusof
4
, Geogina Caryn Anak Jimmy
5
1, 2, 3, 4, 5
Fakulti Pengurusan Teknologi dan Teknousahawanan, Centre of Technopreneurship
Development (CTeD), Universiti Teknikal Malaysia Melaka (UTeM), 75450 Ayer Keroh, Melaka,
Malaysia
*Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.92800024
Received: 14 November 2025; Accepted: 20 November 2025; Published: 18 December 2025
ABSTRACT
The rapid digitalization of the hospitality industry has accelerated the adoption of Self-Service Technologies
(SSTs), particularly self-service kiosks, to enhance operational efficiency and improve customer experience.
While SSTs are widely implemented in airlines, retail, and banking, the effect of hotel self-service kiosks on
guest satisfaction—especially within Southeast Asia—remains underexplored. Malaysia’s hotel sector is
experiencing increased technological investment, yet limited empirical evidence explains how kiosks influence
satisfaction in real hotel settings. This study aims to evaluate how ease of use, technology readiness, and speed
of delivery influence customer satisfaction with self-service kiosks in Malaysian hotels. The paper expands
existing empirical findings and develops a Q1-standard contribution by integrating technology readiness and
expectation–disconfirmation with established SST and TAM constructs. A quantitative explanatory design was
employed using data from 384 hotel guests who used self-service kiosks during their stay. The questionnaire
included validated measures for ease of use (TAM), technology readiness (TRI 2.0), and expectations
(expectation–disconfirmation). Data were analyzed using SPSS 29, including descriptive statistics, reliability
testing (Cronbach’s alpha), Pearson correlation, and multiple linear regression. Figures and tables referenced
from the demographic distributions, reliability results, and regression output are incorporated to support the
analysis. The study contributes to the limited body of research addressing SST adoption in Asian hospitality
contexts by integrating three key determinants into a unified empirical framework. It expands prior research on
SST by demonstrating that expectation–disconfirmation is a stronger predictor of customer satisfaction than ease
of use or technology readiness—an insight relevant for Q1 hospitality journals. All three predictors significantly
influenced customer satisfaction (Adjusted R² = 0.65). Speed of delivery had the most significant effect (β =
0.354), followed by ease of use (β = 0.202) and technology readiness (β = 0.149). The results validate TAM
constructs while highlighting the heightened role of expectation–performance alignment. Self-service kiosks
enhance customer satisfaction when they are intuitive, aligned with guests’ technological comfort levels, and
meet or exceed expectations. Hotels should improve user-interface design, communicate kiosk benefits, and
offer hybrid support for low-readiness guests.
Keywords: Self-service kiosks; Customer satisfaction; Hospitality technology; Technology readiness;
Expectation–disconfirmation; Usability; Hotel industry; Self-service technologies (SSTs); Technology
adoption; Guest experience; Malaysia
INTRODUCTION
The hospitality industry has undergone a rapid digital transformation in recent years as hotels respond to the
evolving speed of delivery, labor shortages, and growing pressure to enhance service efficiency through
technological innovation (Li et al., 2021; Mariani et al., 2023). Among the most influential of these innovations
are Self-Service Technologies (SSTs), particularly self-service kiosks, which have become increasingly
common in modern hotel operations. These kiosks facilitate automated check-in and check-out, reduce queuing
times, and provide guests with greater autonomy, thereby improving both service efficiency and perceived
convenience (Shin & Perdue, 2022; Belarmino & Koh, 2023). The global shift toward contactless and
technology-driven services—accelerated by the COVID-19 pandemic—has further strengthened the relevance
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 246
www.rsisinternational.org
of SST adoption in hotels, prompting widespread investment in digital systems and guest-facing automation
(Lin et al., 2024). Along similar lines, Yusof et.al (2024) argue that IT solutions such as real-time tracking,
automation, and data analytics have become indispensable tools for logistics firms aiming to boost operational
efficiency and customer satisfaction.
In Malaysia, the adoption of SSTs within the hotel industry has increased significantly as hotels seek to
modernize operations and align with international service standards. The growth of domestic tourism, rising
digital literacy, and heightened expectations for seamless service experiences have encouraged Malaysian hotels
to integrate kiosks into their service delivery processes (Rahman et al., 2022). However, despite this growing
adoption, empirical research examining guest perceptions of kiosk usage within the Malaysian context remains
limited. Existing research on SSTs has primarily focused on Western markets or sectors such as banking, retail,
and aviation, where consumer behaviour and cultural expectations differ markedly from Southeast Asia (Hwang
& Lee, 2021; Goh & Wen, 2024). These gaps highlight the need for context-specific evidence to understand
how Malaysian hotel guests evaluate self-service kiosks and how such technologies influence their satisfaction
levels.
Customer satisfaction remains a key performance benchmark in hospitality, influencing loyalty, repurchase
intention, and online review behaviour (Chan & Wan, 2022). Prior research shows that SSTs can enhance
satisfaction by improving perceived speed, convenience, and service control (Wen et al., 2022; He et al., 2023).
However, the relationship is not straightforward. While some guests appreciate the efficiency of kiosks, others
may prefer traditional face-to-face interactions or experience technology-related anxiety, leading to reduced
satisfaction (Kuo & Chuang, 2023). These variations suggest that the success of kiosks depends not only on
system functionality but also on user characteristics and expectation fulfilment. Consequently, understanding
such determinants becomes essential for hotels aiming to optimize kiosk integration and enhance guest
experience. Three constructs consistently emerge in SST literature as critical predictors of customer satisfaction:
ease of use, technology readiness, and customer expectations. Ease of use, derived from the Technology
Acceptance Model (TAM), refers to a system’s perceived simplicity and the minimal effort required to operate
it. Research consistently shows that user-friendly interfaces significantly influence technology satisfaction and
adoption (Davis, 1989; Fu et al., 2022; Yang et al., 2023). Technology readiness, conceptualized through the
Technology Readiness Index (TRI), describes an individual’s predisposition to embrace new technologies,
shaped by optimism, innovativeness, discomfort, and insecurity (Parasuraman & Colby, 2015). Guests with
higher readiness are more confident and comfortable using kiosks, which increases satisfaction (Park & Zhang,
2022; Jin & Line, 2024).
In contrast, customers with low readiness may perceive kiosks as intimidating or inconvenient. Customer
expectations—central to Expectation–Disconfirmation Theory (EDT)—also play a decisive role in shaping
satisfaction. Satisfaction increases when actual service performance meets or exceeds expectations and
decreases when performance falls short (Oliver, 1980; Wang & Leung, 2021; Choi et al., 2024). For SSTs,
expectations include speed, accuracy, responsiveness, and reliability. When kiosks perform poorly or fail to
deliver anticipated benefits, guests experience negative disconfirmation, reducing satisfaction. Despite the
importance of these constructs, hospitality literature reveals that very few studies integrate ease of use,
technology readiness, and expectation–disconfirmation into a single empirical framework. Most SST studies
examine only one or two determinants, often within Western contexts where cultural norms and technological
environments differ from Malaysia (Hwang & Lee, 2021; Goh & Wen, 2024). This creates a significant
knowledge gap. Malaysian guests, characterized by diverse cultural backgrounds and varying technological
exposure, may evaluate kiosks differently from guests in Western countries. Understanding these perceptions is
essential for hotels seeking to improve the effectiveness of kiosk implementation and service strategies.
Furthermore, limited research directly compares the relative strength of each determinant, leaving uncertainty
regarding which factors most strongly influence kiosk satisfaction in hotel environments.
Addressing these gaps, this study expands and deepens the empirical findings by examining how ease of use,
technology readiness, and speed of delivery influence customer satisfaction with hotel self-service kiosks in
Malaysia. Using quantitative data from 384 hotel guests, the study develops a more comprehensive and
theoretically grounded SST evaluation model that integrates TAM, TRI, and EDT. This integrated model
contributes to hospitality technology literature by validating the combined influence of usability, technological
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 247
www.rsisinternational.org
disposition, and expectation–performance alignment within a Southeast Asian hotel context. The findings
advance theoretical understanding while also providing practical insights for hotel managers seeking to optimize
digital service strategies.
This study, therefore, aims to investigate the extent to which ease of use shapes guests’ satisfaction with self-
service kiosks, to evaluate how technology readiness influences user experience, and to assess how expectation
fulfilment drives satisfaction outcomes. By addressing the gaps in localized SST research and expanding
theoretical models with updated empirical evidence, this paper contributes to both academic scholarship and
managerial practice. It further provides hotels with evidence-based recommendations for enhancing kiosk
usability, improving communication strategies, and tailoring service support to different levels of technology
readiness. Ultimately, the study positions self-service kiosks as a critical service innovation with the potential
to elevate guest experience when designed and implemented effectively within the Malaysian hotel industry.
LITERATURE REVIEW
Current research suggests that the digital transformation involves the widespread reshaping of business models
and processes through the integration of digital technologies across the entire value chain (Ayof et.al, 2025).
The underlying argument in favor of the self-service technologies (SSTs) has become one of the most significant
innovations reshaping customer experiences across service-intensive industries, including hospitality,
transportation, retail, and healthcare. In the hotel sector, the adoption of SSTs—particularly self-service kiosks—
has accelerated in response to global digitalisation, growing consumer demand for convenience, and the need to
reduce service friction (Li et al., 2021; Mariani et al., 2023). Recent studies highlight that SSTs offer hotels the
ability to enhance operational efficiency, reduce labour dependency, and improve process consistency,
especially during check-in and check-out, which are traditionally labour-intensive interactions (Shin & Perdue,
2022; Lin et al., 2024). As hotels increasingly integrate kiosk systems into their service delivery models,
scholarly interest has expanded to examine not only adoption behaviour but also the effects of SSTs on guest
satisfaction, service quality perception, and user experience (Belarmino & Koh, 2023; Goh & Wen, 2024).
A growing body of literature underscores SSTs as enablers of high-efficiency service encounters, yet emphasises
that their success depends heavily on the degree to which they meet user expectations and provide seamless
experiences. For instance, Wen et al. (2022) note that kiosks significantly enhance perceived service quality
when they function reliably and reduce waiting times. Similarly, Park and Zhang (2022) argue that SSTs improve
satisfaction by offering guests increased autonomy and control over service processes. However, recent research
also suggests that SSTs may generate mixed responses among hotel guests, particularly among users with low
digital familiarity, strong preferences for personal interaction, or high levels of technology anxiety (Kuo &
Chuang, 2023; Jin & Line, 2024). These findings indicate that while SSTs offer clear operational advantages,
their impact on customer satisfaction depends on multiple psychological, functional, and contextual factors.
Ease of use has long been recognised as a foundational determinant of SST acceptance, rooted in the Technology
Acceptance Model (TAM). The concept encompasses perceived simplicity, clarity, and the extent to which users
believe that operating a system requires minimal effort (Davis, 1989). Recent hospitality studies reaffirm this
relationship, showing that user-friendly kiosk interfaces directly influence perceived usefulness, enjoyment, and
satisfaction (Fu et al., 2022; Yang et al., 2023). For example, Law et al. (2024) demonstrate that interface design
elements such as button layout, instructional clarity, and intuitive navigation substantially shape customers’
perceptions of service quality. When kiosks are perceived as easy to operate, guests are more likely to feel
confident, satisfied, and in control of their service experience. Conversely, poorly designed interfaces or unclear
instructions may create frustration or abandonment of the system, illustrating the critical importance of usability
in SST design.
Beyond ease of use, technology readiness has also emerged as an influential predictor of SST satisfaction. The
Technology Readiness Index (TRI), developed by Parasuraman and Colby (2015), conceptualises readiness as
comprising optimism, innovativeness, discomfort, and insecurity. In hospitality contexts, guests’ readiness to
engage with technology shapes their likelihood of using kiosks and their emotional response to the interaction
(Hwang & Lee, 2021). Research shows that guests with high technology readiness demonstrate more positive
attitudes, lower anxiety, and greater satisfaction when interacting with SSTs (Park & Zhang, 2022). Conversely,
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 248
www.rsisinternational.org
individuals with low readiness may perceive kiosks as intimidating, impersonal, or burdensome, thus negatively
influencing satisfaction (Jin & Line, 2024). This is especially significant in Asian markets, where digital literacy
varies widely and cultural norms often prioritise warm, personalised service interactions (Goh & Wen, 2024).
As such, technology readiness serves not only as a predictor of kiosk usage but also as a lens through which
guests interpret their overall service experience.
Customer expectations represent a third critical factor shaping satisfaction with SSTs. Expectation–
Disconfirmation Theory (EDT) posits that satisfaction results from the comparison between expected service
performance and actual outcomes (Oliver, 1980). When SST performance meets or exceeds expectations,
positive disconfirmation occurs, resulting in higher satisfaction; when expectations are not met, dissatisfaction
arises (Wang & Leung, 2021). In the context of kiosks, expectations often include speed, accuracy, efficiency,
and the ability to complete tasks without errors. Choi et al. (2024) found that expectation fulfilment significantly
predicts satisfaction with hotel check-in kiosks, particularly among guests who prioritize fast and independent
service. However, unmet expectations—such as slow system response, technical issues, or complex
navigation—lead to negative disconfirmation and dissatisfaction. Significantly, guests’ baseline expectations
are increasingly shaped by experiences in other highly automated sectors, meaning hotels must maintain high
SST performance standards to remain competitive.
Although individual SST determinants—ease of use, technology readiness, and expectation–disconfirmation—
are well-established in the literature, few studies combine these constructs into an integrated model that reflects
the complexity of hotel service encounters. Recent research suggests that both technological features and human
factors determine SST satisfaction, yet most empirical studies isolate variables rather than exploring their
interrelationships (Teng et al., 2023). This fragmented approach limits theoretical understanding and offers
incomplete guidance for hospitality practitioners. Moreover, the majority of SST research has focused on
Western markets such as the USA, UK, and Europe, where customers generally exhibit high technological
competence and where digital self-service is widely normalized (Belarmino & Koh, 2023; Lin et al., 2024).
Findings from these contexts may not translate directly to Malaysia, where guests demonstrate diverse cultural
backgrounds, differing comfort levels with technology, and varied expectations of personal service (Rahman et
al., 2022; Goh & Wen, 2024). These gaps underscore the need for studies that examine SST satisfaction
holistically and contextually.
Trends in recent literature also show a shift from early SST research focused primarily on operational efficiency
towards contemporary studies that emphasise customer experience, emotional response, and service quality
perceptions (Wen et al., 2022; Mariani et al., 2023). For example, researchers increasingly acknowledge the
duality of service automation: while kiosks enhance efficiency, they may also reduce perceptions of warmth or
hospitality, particularly among guests who value interpersonal interaction (He et al., 2023). Scholarly debates
have emerged regarding the balance between automation and human touch, suggesting that the optimal service
model may involve hybrid systems that combine the efficiency of SSTs with optional staff assistance for guests
with low technology readiness (Kuo & Chuang, 2023). These contradictions highlight the complexity of SST
integration and reinforce the importance of understanding satisfaction determinants across different customer
segments.
The literature also reveals notable gaps, particularly the need for more empirical studies in Southeast Asian hotel
settings, where cultural norms surrounding hospitality differ significantly from Western markets. Additionally,
while many SST studies examine intention to use or acceptance behaviour, fewer examine post-usage
satisfaction—despite its stronger relationship to loyalty and long-term adoption (Yang et al., 2023). Scholars
further note a lack of research examining the interplay between expectation–disconfirmation and technology
readiness, as well as the absence of longitudinal studies capturing changes in satisfaction as guests become more
familiar with kiosk technologies (Jin & Line, 2024). Addressing these gaps is critical for improving theoretical
clarity and guiding SST implementation strategies in hotels.
Based on the reviewed literature, this study adopts an integrated framework that combines the three major
determinants of SST satisfaction: perceived ease of use (from TAM), technology readiness (from TRI), and
expectation–disconfirmation (from EDT). The conceptual model positions customer satisfaction as the outcome
variable influenced by these three predictors. This model aligns with recent SST studies while offering expanded
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 249
www.rsisinternational.org
theoretical integration and localised empirical validation suitable for the Malaysian context. A visual
representation of the framework is outlined in Figure 1: Conceptual Framework of SST Satisfaction, illustrating
the direct effects of ease of use, technology readiness, and expectations on customer satisfaction.
Figure 1: Conceptual Framework of SST Satisfaction, illustrating the direct effects of perceived ease of use,
technology readiness, and speed of delivery on customer satisfaction
Based on the figure presented above, the conceptual framework for this study illustrates the integration of
perceived ease of use (PEOU), technology readiness (TR), and speed of delivery (SD) as key antecedent
variables influencing customer satisfaction (CS) in the context of self-service kiosks within the hotel industry.
These constructs are theorized to play a critical role in shaping customers’ overall perceptions and experiences
when interacting with kiosk technologies. The framework further positions customer satisfaction as a central
outcome, which traditionally serves as a precursor to customer loyalty or behavioral intention. Although the
broader literature frequently links CS to loyalty outcomes, the present study narrows its focus specifically to the
determinants and dynamics of customer satisfaction itself, recognizing it as an essential indicator of service
effectiveness and technological acceptance in modern hotel operations.
METHODOLOGY
This study employed a quantitative, explanatory research design to examine the factors influencing customer
satisfaction with self-service kiosks in Malaysian hotels. The explanatory approach was selected because it
enables the analysis of cause–and–effect relationships among key determinants—perceived ease of use,
technology readiness, and speed of delivery—and their influence on satisfaction. This design is widely used in
SST research due to its suitability for testing theoretical models and establishing empirical relationships between
independent and dependent variables (Wen et al., 2022; Lin et al., 2024). As the study aimed to explain the
variances in satisfaction rather than merely describe perceptions, the explanatory design was appropriate for
producing generalizable and theoretically grounded findings.
A cross-sectional survey method was adopted, allowing data collection at a single point in time from hotel guests
who had recently interacted with self-service kiosks. Cross-sectional surveys are commonly used in hospitality
technology studies because they provide timely insights into user perceptions and behavioral responses in natural
service environments (Park & Zhang, 2022). The target population comprised guests staying at hotels in Melaka,
Malaysia, where self-service kiosks were operational at the time of the study. Melaka was chosen due to its high
tourist inflow and increasing adoption of SSTs in mid-scale and upscale hotels. Because kiosk use was a
requirement for participation, purposive sampling was used to select respondents with direct experience using
hotel kiosks. This sampling technique is suitable for SST studies as it ensures that participants have relevant
exposure to the technology being evaluated (Choi et al., 2024).
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
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A total of 384 respondents participated in the study, consistent with the Krejcie and Morgan (1970) sample size
determination table for large populations. A sample of this size provides a 95% confidence level and a 5%
margin of error, ensuring statistical reliability and adequate power for multiple regression analysis. Table 1
presents a crosstabulation demographic analysis that examines the distribution of gender across several key
demographic and behavioral variables, including age group, occupational category, income level, and frequency
of travel. This table helps illustrate how gender patterns vary in relation to these characteristics, providing a
clearer understanding of the respondent profile and highlighting potential demographic influences on travel
behavior and related perceptions. The sample reflected a balanced gender distribution, with a slight
predominance of males, and included participants across multiple age groups, with those aged 26–35 forming
the largest cohort. This demographic diversity enhances the robustness of findings and aligns with SST studies
that emphasize the influence of demographic variation on technology perceptions (Goh & Wen, 2024).
Table 1: Crosstabulation of Gender with Demographic and Travel Variables
Category
Distribution
Gender (Female/Male)
47.7% / 52.3%
Age (Largest Group: 26-35)
32.0% (26-35), 31.3% (18-25), others small
Occupation (Highest: Employed)
52.3% employed, 23.4% students
Income Level (Highest: RM 4501 and above)
40.9% RM 4501 and above, 28.1% below RM 1,500, the rest balanced
Frequency of Travel (Highest: One in 6 months)
34.9% One in 6 months, 29.1% Three in 6 months
The data collection process spanned four weeks and utilized both online and offline approaches to maximize
participation. Hotel guests were approached in hotel lobbies and kiosk areas after completing their check-in or
check-out processes. Participation was voluntary, and respondents were briefed on the purpose of the study
before providing informed consent. Paper-based questionnaires were distributed to guests who preferred
physical formats, while a QR-linked online version was made available for digitally inclined respondents. This
dual-mode collection strategy aligns with post-pandemic hospitality research protocols that encourage flexibility
in participation while maintaining data validity (Rahman et al., 2022). Ethical considerations were strictly
observed, ensuring anonymity and confidentiality throughout the study.
The research instrument consisted of a structured questionnaire divided into four sections. The first section
captured demographic information, while the second measured customer satisfaction with self-service kiosks
using a five-point Likert scale ranging from “strongly disagree” to “strongly agree.” The satisfaction items
included assessments of kiosk efficiency, overall performance, and willingness to recommend kiosk usage—
dimensions commonly used in SST satisfaction studies (Wen et al., 2022). The third section assessed perceived
ease of use using items adapted from the Technology Acceptance Model (Davis, 1989), including the simplicity
of operation, clarity of instructions, and ease of navigation. The fourth section measured technology readiness
using the updated Technology Readiness Index (TRI 2.0), which assesses optimism, innovativeness, discomfort,
and insecurity (Parasuraman & Colby, 2015). Finally, the speed of delivery was measured based on Expectation–
Disconfirmation Theory (Oliver, 1980), capturing whether the kiosk experience met, exceeded, or fell short of
what guests anticipated. All items were previously validated in hospitality and SST research to ensure construct
validity (Law et al., 2024).
To ensure internal consistency, reliability testing using Cronbach’s alpha was conducted on all scales. The results
indicated excellent reliability across all constructs: customer satisfaction (α = 0.853), perceived ease of use (α =
0.903), technology readiness (α = 0.889), and speed of delivery (α = 0.888). These results, presented in Table 2,
exceed the recommended threshold of 0.70, indicating strong internal consistency. High reliability is critical for
quantitative SST studies because it ensures that measurement items consistently represent the intended
constructs across diverse respondents (Yang et al., 2023).
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
Page 251
www.rsisinternational.org
Table 2: Summary of Cronbach’s alpha values assessing the reliability of all measurement scales used in the
study
Data analysis was performed using SPSS Version 29, and the analysis began with descriptive statistics to
summarize demographic characteristics and key variable distributions. Pearson correlation analysis was then
employed to explore the relationships among ease of use, technology readiness, speed of delivery, and customer
satisfaction. Correlation analysis is widely used in SST studies to identify initial associations before developing
regression models (Shin & Perdue, 2022). The results revealed significant positive correlations among all
variables, indicating that improvements in ease of use, readiness, and expectation fulfilment were associated
with higher satisfaction.
Multiple linear regression analysis was subsequently conducted to determine the predictive strength of each
independent variable on customer satisfaction. Regression modelling is essential for explanatory research as it
identifies the degree to which each predictor contributes to the dependent variable while controlling for the
others (Lin et al., 2024). Prior to regression analysis, the assumptions of multicollinearity, linearity, normality,
and homoscedasticity were tested. Variance Inflation Factor (VIF) values for all predictors were below 5,
confirming the absence of multicollinearity. Residual plots and histograms further indicated that assumptions of
normality and homoscedasticity were satisfied. These diagnostic checks ensured the validity of the regression
model. The regression results indicated that ease of use (PEOU) (β = 0.202, p < .001), technology readiness
(TR) (β = 0.149, p < .01), and speed of delivery (SD) (β = 0.354, p < .001) were significant predictors of customer
satisfaction (CS). The model explained 65% of the variance in satisfaction (Adjusted R² = 0.65), demonstrating
strong explanatory power. These findings align with contemporary SST literature that highlights the combined
influence of usability, personal readiness, and expectation fulfilment on technology satisfaction (Belarmino &
Koh, 2023; Choi et al., 2024). A flowchart summarizing the methodological process is provided as a placeholder
in Figure 2: Methodological Framework for SST Satisfaction Research.
Figure 2 Methodological Framework for SST Satisfaction Research
Overall, the methodological approach employed in this study is rigorous, theoretically grounded, and appropriate
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
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for addressing the research objectives. The integration of validated instruments, robust statistical techniques,
and real-world hotel data strengthens the reliability and generalizability of the results. The methodology aligns
with Q1 publication standards in hospitality and tourism studies and provides a strong foundation for the
subsequent presentation and discussion of findings.
RESULTS
The results of the study provide comprehensive insights into the determinants of customer satisfaction with self-
service kiosks in Malaysian hotels. The analysis draws upon data from 384 respondents who had recently
interacted with self-service kiosks during their hotel stay. The descriptive results shown in Table 1 illustrate that
the sample consisted of a diverse mix of hotel guests across age groups, occupations, and travel frequencies.
This diversity strengthens the representativeness of the findings, enabling broader generalization across the
Malaysian hospitality context. One of the foundational components of the data analysis was the assessment of
instrument reliability. The Cronbach’s alpha values, as presented in Table 2, indicated high internal consistency
for all four constructs: customer satisfaction (α = .853), ease of use (α = .903), technology readiness (α = .889),
and speed of delivery (α = .888). These values exceed the minimum threshold of .70 recommended in
contemporary quantitative hospitality research (Yang et al., 2023), confirming that the measurement scales were
reliable and suitable for further statistical analysis. The strong reliability results also align with recent SST
studies, such as the work of Lin et al. (2024), who emphasize the importance of stable measurement constructs
in understanding technology interaction patterns among hotel guests.
Correlation analysis, provided in Table 3, revealed strong and statistically significant relationships among the
key variables. Ease of use demonstrated a strong positive correlation with customer satisfaction (r = .72, p <
.01), confirming that guests who perceived kiosks as easy to operate also reported higher satisfaction levels.
Technology readiness showed a moderate correlation (r = .61, p < .01), suggesting that guests who felt more
comfortable and confident using technology tended to be more satisfied with kiosk-based services. Speed of
delivery had a significant positive correlation (r = .68, p < .01) with satisfaction, underscoring the importance of
expectation fulfilment in shaping guests’ post-usage evaluations. These findings support the theoretical
underpinnings of TAM, TRI, and EDT, and align with the conclusions of recent hospitality studies that
emphasize the importance of user perceptions in SST satisfaction (Belarmino & Koh, 2023; Choi et al., 2024).
Table 3: Correlation Analysis for Key Variables
Variables
Ease of Use
Technology Readiness
Speed of delivery
Customer Satisfaction
Ease of Use
1
—
—
—
Technology Readiness
.61**
1
—
—
Speed of delivery
.64**
.55**
1
—
Customer Satisfaction
.72**
.61**
.68**
1
Note: Significance levels (p < .01)
The regression analysis provided more profound insights into the predictive relationships among the variables.
The multiple linear regression model, presented in Table 4, demonstrated strong explanatory power, accounting
for 65% of the variance in customer satisfaction (Adjusted R² = .65, p < .001). All three predictors were
statistically significant. Speed of delivery emerged as the strongest predictor (β = .354, t = 6.35, p < .001),
followed by ease of use (β = .202, t = 4.45, p < .001) and technology readiness (β = .149, t = 3.14, p < .01).
These findings indicate that while usability and readiness are essential, expectation–performance alignment
plays the most dominant role in shaping satisfaction.
Table 4: Multiple Regression Analysis Predicting Customer Satisfaction
Standardized Beta (β)
t-value
Sig. (p)
.202
4.45
< .001
.149
3.14
< .01
.354
6.35
< .001
Note: Significance levels (p < .01)
ICTMT 2025 | International Journal of Research and Innovation in Social Science (IJRISS)
ISSN: 2454-6186 | DOI: 10.47772/IJRISS
Special Issue | Volume IX Issue XXVIII November 2025
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The prominence of speed of delivery aligns with global findings in SST research, where expectation–
disconfirmation has become increasingly influential in shaping satisfaction across industries (Wang & Leung,
2021; He et al., 2023). The strong effect of expectations in this study suggests that hotel guests in Malaysia hold
specific performance standards regarding kiosk usage, such as speed, accuracy, and convenience. When kiosks
meet these expectations, satisfaction increases significantly; however, unmet expectations may result in negative
disconfirmation, diminishing perceived value despite the kiosk’s intended benefits.
The results related to ease of use reinforce the TAM assertion that perceived effortlessness is essential for
positive technology experiences. The strong positive correlation and significant regression coefficient in this
study mirror findings from Yang et al. (2023), who reported that interface design and usability are key drivers
of satisfaction with contactless technologies in hotels. In the Malaysian context, the importance of ease of use
may be amplified by the varied levels of digital literacy among hotel guests. A user-friendly interface can reduce
perceived complexity, encourage adoption, and foster greater acceptance, particularly among older or less
technologically inclined guests (Goh & Wen, 2024).
Technology readiness, while the weakest predictor in the model, still played a significant role, corroborating
previous studies that link readiness to positive SST experiences (Park & Zhang, 2022; Jin & Line, 2024). Guests
with higher readiness are more likely to feel competent and comfortable using kiosks, which enhances
satisfaction even when minor system issues occur. Conversely, low readiness may amplify frustration or anxiety,
leading guests to prefer traditional service interactions. The moderate effect of readiness in this study suggests
that Malaysian hotels should incorporate hybrid service models combining SST autonomy with staff support to
accommodate guests with lower technological confidence. When interpreting the results in light of recent
literature, interesting trends emerge regarding SST adoption in hospitality. Researchers such as Mariani et al.
(2023) note that SSTs are increasingly evaluated not solely for operational efficiency but for their ability to
deliver seamless and emotionally positive service experiences. The results of this study support this view,
demonstrating that satisfaction is highest when kiosks deliver both functional and experiential benefits. For
example, the correlation patterns observed in this study indicate that users appreciate kiosks not only for their
speed and convenience but also for their clarity and predictability—attributes that reduce perceived risk and
reinforce positive expectations.
The study’s findings also reveal potential contradictions that reflect global debates surrounding SST adoption.
Although kiosks enhance efficiency, some guests may perceive them as replacing the warmth and personalised
attention traditionally associated with hospitality (Kuo & Chuang, 2023). This tension between efficiency and
human interaction highlights a critical gap in SST design and implementation strategies. As shown in the
descriptive and regression findings, satisfaction increases when kiosks simplify processes; however, guests who
value interpersonal service may still prefer face-to-face interaction, even if kiosks are efficient.
The novelty of this study lies in its integrated examination of three core determinants—ease of use, technology
readiness, and expectations—within a Malaysian hotel context. Unlike many prior SST studies that focus on
intention to use, this study emphasises post-usage satisfaction, which has more substantial implications for guest
loyalty and long-term adoption. The study also contributes new empirical evidence regarding expectation–
performance alignment as the strongest predictor of satisfaction, reinforcing recent findings from Choi et al.
(2024) and He et al. (2023), who argue that expectation disconfirmation increasingly defines post-pandemic
hospitality experiences.
Several implications for hotel management emerge from these results. Since expectation fulfilment is crucial,
hotels must ensure that kiosks deliver consistent performance in terms of speed, accuracy, system stability, and
user experience. Clear instructions, intuitive interface design, and prompt responsiveness can reinforce positive
disconfirmation. Additionally, hotels should adopt guest-segmentation strategies based on technological
readiness. Tech-savvy guests may prefer fully autonomous kiosks, while low-readiness guests may require
hybrid assistance models. Staff training becomes essential so that employees can support guests when necessary
without diminishing the convenience or independence offered by kiosks. The findings also suggest that hotels
should manage the speed of delivery by proactively communicating the advantages of kiosk usage before and
during the service encounter. Such communication can include visual signage, digital displays, short tutorials,
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or staff-guided introductions, which help guests build realistic expectations and reduce anxiety. Furthermore, as
ease of use significantly influences satisfaction, continuous interface optimization is essential. Hotels should
periodically assess guest feedback, conduct usability testing, and update system features to align with evolving
digital habits and user preferences.
In spite of its strong empirical contributions, this study, similar to others in the SST domain, highlights specific
contextual nuances that deserve attention. Malaysia’s multicultural environment means that guest perceptions of
kiosks can vary based on cultural norms, age groups, and socio-economic backgrounds. The significant role of
expectations reflected in the results may be influenced by Malaysian guests’ prior exposure to SSTs in other
settings, such as airports, shopping malls, and transportation hubs. This emphasises the role of cross-industry
digital experience in shaping customer expectations in hospitality. Overall, the results and discussion provide
robust empirical support for the integrated framework of SST satisfaction adopted in this study. The findings
enrich the academic understanding of SST usage in hotels, offer practical guidance for improving kiosk
implementation, and highlight the importance of designing technology-driven services that align with diverse
guest needs and expectations.
CONCLUSION
This study set out to examine the determinants of customer satisfaction with self-service kiosks in the Malaysian
hotel industry by integrating three key constructs: perceived ease of use, technology readiness, and speed of
delivery. Drawing upon data from 384 hotel guests who had direct experience using self-service kiosks, the
study provides a comprehensive understanding of how these factors influence satisfaction within an increasingly
digital hospitality environment. The findings demonstrate that all three variables significantly contribute to
customer satisfaction, with speed of delivery emerging as the strongest predictor. This indicates that satisfaction
is shaped not only by the functionality and usability of the kiosks but also by the alignment between what guests
expect and what they ultimately experience.
The results reaffirm theoretical foundations such as the Technology Acceptance Model (TAM), the Technology
Readiness Index (TRI), and Expectation–Disconfirmation Theory (EDT). Ease of use, a core element of TAM,
significantly influenced satisfaction, illustrating that intuitive, user-friendly kiosk interfaces can reduce
perceived effort and enhance guest confidence during service interactions. Technology readiness also played an
important role; guests with higher levels of optimism and innovativeness were more likely to respond positively
to kiosk usage. This supports previous findings in technology-enabled hospitality contexts, suggesting that
personal predispositions shape user perceptions and emotional responses. Most importantly, expectation
fulfilment proved to have the most significant effect on satisfaction. This highlights the sensitive role of
expectation management, especially in an era where guests are increasingly exposed to seamless digital
experiences across various industries.
The study contributes meaningfully to hospitality technology research by offering an integrated, empirically
validated model for understanding SST satisfaction in Southeast Asia, addressing a gap where most evidence
comes from Western or high-tech markets. In practical terms, the findings underscore the need for hotels to
implement kiosks that are not only functionally efficient but also aligned with the speed of delivery. Hotels can
improve user experience by ensuring kiosks operate smoothly, providing clear instructions, and training staff to
assist guests who may struggle with technology. Furthermore, hotel managers should actively communicate the
benefits of kiosk usage—such as speed, convenience, and contactless service—to help shape and manage the
speed of delivery effectively.
Despite its contributions, the study acknowledges several limitations. One major limitation is its geographical
focus on hotels in Melaka, which may limit the generalizability of results to other regions in Malaysia or to
international hotel markets. Variations in technological infrastructure, guest demographics, and service culture
across different locations may lead to different satisfaction outcomes. Another limitation is the reliance on self-
reported data, which is inherently susceptible to social desirability bias and subjective interpretation. Although
self-administered surveys are commonly used in SST research, observational or mixed methods could provide
more nuanced insights. The cross-sectional nature of the study also prevents analysis of changes over time,
meaning it does not capture how guest familiarity with kiosks might influence satisfaction across repeated
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interactions. Additionally, the study focuses solely on three determinants; other potentially influential factors—
such as perceived security, trust in technology, service recovery, or emotional experience—were not included.
Future research should consider expanding the geographical coverage to include different Malaysian states or
conducting comparative studies across ASEAN countries. Such research would help determine whether cultural
or regional differences play a significant role in shaping SST satisfaction. Longitudinal studies are also
encouraged to assess how satisfaction evolves over repeated kiosk interactions, particularly as hotels continue
to implement more advanced technologies such as AI-driven kiosks, mobile check-in apps, or facial recognition
systems. Future scholars may also incorporate variables such as trust, perceived risk, personalization, and social
presence to develop a more holistic understanding of guest experiences with automated hotel services. Moreover,
it would be beneficial to examine hybrid service models that combine SSTs with staff assistance, as such models
may better accommodate guests with lower levels of technology readiness. Exploring the emotional and
psychological dimensions of SST usage—including anxiety, enjoyment, and perceived control—may also offer
deeper insights into the user experience, particularly in hospitality contexts where service encounters are
inherently relational. From an operational standpoint, future studies could also examine cost–benefit
implications for hotels, assessing whether SST investment yields measurable improvements in labor efficiency,
guest flow, and operational performance. Given the rapid development of digital technologies, ongoing research
is essential to ensure that SST implementation aligns with both organizational objectives and speed of delivery.
In conclusion, this study contributes significant empirical and theoretical insights into the determinants of
customer satisfaction with hotel self-service kiosks. As digital transformation continues to shape the hospitality
landscape, understanding how guests perceive and evaluate SSTs becomes crucial for maintaining competitive
advantage and delivering superior service experiences. The strong influence of expectation–performance
alignment underscores the need for hotels to implement SSTs strategically, ensuring that they not only optimize
operational efficiency but also enhance the overall guest experience. The integration of ease of use, technology
readiness, and expectations within a unified model provides a strong foundation for future research on hotel
technologies. It offers a practical framework for hotel managers seeking to maximize the value of self-service
kiosks.
Ethical Considerations
This study involves voluntary participation, and the respondents agreed to take part in the study. Information
gathered during this study is confidential.
Conflict of Interest
The authors declare that they have no conflict of interest.
ACKNOWLEDGEMENTS FUNDING
The authors acknowledge the support provided by Fakulti Pengurusan Teknologi dan Teknousahawanan
(FPTT), Universiti Teknikal Malaysia Melaka (UTeM), for the financial support and facilities that enabled the
completion of this research. The authors would like to thank the Centre of Technopreneurship Development
(CTeD), UTeM, for their direct and indirect contributions.
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