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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An Empirical Investigation of the Determinants of Consumer
Intention to Adopt Self-Service Technologies in the Malaysian
Hospitality Sector
Amir Aris
1
, Atirah Sufian
1*
, Hani Nurfaezah Hashim
1
, Amizatulhawa Mat Sani
1
, Siti Nur Aisyah Alias
1
,
Alif Ziyad Mohd Zamri
2
1
Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka
2
Faculty of Engineering, University Malaya
*
Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.92800004
Received: 01 November 2025; Accepted: 07 November 2025; Published: 18 December 2025
ABSTRACT
The rapid adoption of self-service technology (SST) in the hospitality industry offers efficiency and convenience,
yet many providers struggle to understand the key factors influencing consumer acceptance, particularly in
Malaysia’s fast-growing tourism market. Without this understanding, SST investments may fail to achieve
desired usage levels and customer satisfaction. This study investigates the determinants of consumers’ intention
to adopt SST in Malaysia’s hospitality industry, focusing on perceived ease of use, perceived reliability,
technology readiness, and perceived interactivity. A quantitative survey was conducted with 392 respondents,
and data were analyzed using descriptive statistics, Pearson correlation, and multiple regression. Findings reveal
that technology readiness and interactivity are the strongest predictors of SST adoption, followed by ease of use
and reliability. The results suggest that user-friendly, reliable, and interactive systems increase adoption
likelihood, improving customer satisfaction and loyalty. The study highlights the importance for hospitality
providers to align SST features with customer expectations to optimize service efficiency. Practical implications
include prioritizing technology training, enhancing system reliability, and integrating interactive features to
increase user engagement. This research contributes to the literature by integrating Technology Acceptance
Model constructs with technology readiness in the hospitality context, offering both theoretical insights and
practical guidance for industry stakeholders.
Keywords: Self-service technology; Hospitality industry; Technology readiness; Perceived ease of use;
Perceived reliability; Perceived interactivity
INTRODUCTION
The hospitality industry is rapidly adopting self-service technologies (SSTs) to improve efficiency, reduce costs,
and enhance customer satisfaction by minimizing the need for direct staff interaction (Meuter et al., 2000). In
Malaysia, this shift has become particularly important given the sector’s strong growth, welcoming 22.5 million
international visitors between January and November 2025, a 26% increase from the previous year. Increasing
competition among hotels and restaurants has driven operators to implement technologies such as mobile
booking apps, check-in kiosks, and self-ordering systems to meet evolving customer expectations.
Understanding the factors that influence consumers’ intention to adopt SSTs remains a critical challenge. The
Technology Acceptance Model (TAM) highlights the importance of perceived ease of use and perceived
usefulness in shaping technology adoption (Davis, 1989). Similarly, the Theory of Planned Behavior (TPB)
emphasizes how attitudes, subjective norms, and perceived behavioral control influence behavioral intention
(Ajzen, 1991). Complementing these, the Unified Theory of Acceptance and Use of Technology (UTAUT)
stresses the role of performance expectancy, effort expectancy, social influence, and facilitating conditions
(Venkatesh et al., 2003), providing a more comprehensive framework for explaining consumer behavior toward
SSTs.
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 29
www.rsisinternational.org
Drawing on these theories, this study examines factors such as perceived ease of use, perceived reliability,
technology readiness, and perceived interactivity as determinants of consumers’ intention to adopt SSTs in
Malaysia’s hospitality industry. By integrating established adoption models with consumer readiness and
personality factors, the research offers a deeper understanding of how technology-driven services are shaping
customer experiences in the hospitality sector.
LITERATURE REVIEW
Self-service Technology in Hospitality Industry
Self-service technologies (SSTs) in the hospitality industry encompass a wide range of tools, from airline
ticketing machines, automatic teller machines, and computer-based booking services (Lee & Allaway, 2002) to
more recent innovations such as train ticket vending machines, hotel booking mobile applications (e.g., Trivago,
Agoda, Booking.com), navigation apps like WAZE, hotel check-in kiosks, self-service food ordering systems,
and information terminals in public spaces. These examples illustrate the perceived ease of use (PEOU)
component of the Technology Acceptance Model (TAM), defined as the degree to which a person believes that
using a system would be free from effort (Davis, 1989). While previous research has examined factors such as
perceived ease of use, reliability, technology readiness, and interactivity in SST adoption, limited attention has
been given to consumer personality traits as potential influencers. Furthermore, earlier studies often focused on
a single technology (Dabholkar, 1992, 1996) or low-technology applications such as vending machines and early
ATMs (Bateson, 1985; Langeard et al., 1981), without considering the broader spectrum of modern SSTs. This
study addresses these gaps by exploring the full range of SSTs in the hospitality and tourism sectors, from well-
established to emerging innovations, and examining additional factors that may influence consumer adoption.
Perceived Ease of Use
Perceived ease of use, a core TAM construct, refers to the degree to which an individual believes that using a
system would be free of effort (Davis, 1989). In hospitality, SSTs that are simple, intuitive, and require minimal
learning encourage adoption (Curran et al., 2003). Features such as mobile check-in and automated booking
systems reduce waiting times and empower customers to manage services independently (Lin & Hsieh, 2006).
According to Lim and Hsieh (2006), most customers favour SSTs that provide simple interfaces, strong direction
and help to facilitate their switch from traditional services to SSTs. Other research concludes that perceived ease
of use such as complexity of technology and enjoyment of using SST significantly influence customer acceptance
to use SST (Sufian, Yong & Zamri, 2025).
Perceived Reliability
Reliability is the ability of a system to perform consistently and meet user expectations (Jeong & Lambert, 2001).
In SST adoption, reliability fosters trust and repeat usage. Reliable SSTs create positive first impressions,
enhance service quality (Berry et al., 1994), and support service guarantees. A dependable and user-friendly
booking platform, for example, can influence purchasing decisions and foster loyalty through repeat business
and positive word-of-mouth. In hospitality, where services are intangible, paid for in advance, and consumed
upon delivery, consistency is essential (Berry, Parasuraman, & Zeithaml, 1994; Zeithaml, Bitner, & Gremler,
2009). Service guarantees and service blueprints help ensure reliability by setting clear standards, identifying
potential failure points, and equipping staff with resources to maintain quality (Hogreve & Gremler, 2009).
Consequently, higher perceived reliability in SST not only enhances satisfaction but also significantly increases
consumers’ intention to adopt such technologies.
Technology Readiness
Technology readiness (TR) refers to an individual’s tendency to embrace and use new technologies to achieve
goals in personal and professional contexts (Parasuraman, 2000). Customers with high TR are more likely to
value and adopt technology-enabled services, positively influencing their attitudes and behaviors toward SST
(Abdullah, Radzi, Jamaluddin, & Patah, 2010; Lin, Shih, & Sher, 2007). In hospitality, hotels have leveraged
TR by offering innovations such as online reservations, mobile check-in/out, wireless internet, and multi-channel
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 30
www.rsisinternational.org
SST platforms to enhance service convenience (Law & Jogaratnam, 2005; Grewal & Levy, 2009). By aligning
services with customers’ technological capabilities, providers can deliver experiences that exceed expectations,
thereby increasing satisfaction and strengthening the intention to adopt SST.
Perceived Interactivity
Perceived interactivity refers to the extent to which users can influence and engage with a system’s content
(Steuer, 1995), enabling two-way communication that enhances user control, convenience, and engagement
(Collier & Kimes, 2003). In SST, interactivity can take the form of personalized recommendations, real-time
navigation, or tailored service options, which not only help customers find what they need but also create cross-
selling opportunities and foster loyalty (Schafer, 1999; Abdullah, Jayaraman, Kamal, & Md Nor, 2016). In
hospitality, interactive mobile applications allow guests to book rooms, access information, and explore nearby
services with ease, replacing many tasks once handled by staff (Lema, 2009). Such interactivity improves service
quality and user satisfaction, ultimately increasing positive word-of-mouth and the intention to adopt SST (Lin
& Hsieh, 2006).
CONCEPTUAL FRAMEWORK
Drawing from the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified
Theory of Acceptance and Use of Technology (UTAUT), this study proposes a conceptual framework that
examines the influence of perceived ease of use, perceived reliability, technology readiness, and perceived
interactivity on consumers’ intention to adopt self-service technologies (SSTs) in Malaysia’s hospitality industry.
Perceived ease of use, derived from TAM, suggests that technologies that are simple and effortless to operate
increase the likelihood of adoption, while perceived reliability emphasizes the importance of trust and
consistency in shaping consumer confidence in SSTs. Technology readiness, based on Parasuraman’s (2000)
construct, highlights individual predispositions toward embracing innovations, reflecting consumers’ willingness
to engage with technology-enabled services. Meanwhile, perceived interactivity captures the extent of two-way
engagement and control that fosters satisfaction and loyalty, further motivating adoption. By integrating
technology acceptance constructs with consumer-centric factors, the framework offers a holistic lens to
understand SST adoption in the hospitality context, bridging gaps in prior studies that often focused narrowly on
single technologies or limited variables.
Figure 1: Conceptual framework of the study
METHOD
A quantitative research design was employed, using a structured questionnaire distributed to 392 Malaysian
hospitality customers. A pilot test with 30 participants ensured instrument reliability. Cronbach’s alpha values
for all constructs exceeded 0.80, indicating high internal consistency. Data analysis involved descriptive
statistics, Pearson correlation, and multiple regression to examine relationships between independent variables
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 31
www.rsisinternational.org
(perceived ease of use, perceived reliability, technology readiness, perceived interactivity) and the dependent
variable (intention to use SST).
RESULTS AND DISCUSSION
Reliability Analysis
Table 1: Cronbach’s Alpha
Variable
Cronbach’s Alpha
Number of Items
Perceived Ease of Use
0.871
4
Perceived Reliability
0.801
4
Technology Readiness
0.826
4
Perceived Interactivity
0.846
4
Customer’s Intention to Use SST’s
0.874
4
Overall
0.841
20
The reliability analysis of the five constructs influencing SST adoption in the hotel sector demonstrates strong
internal consistency across all measures. Perceived ease of use recorded the highest Cronbach’s Alpha (0.871),
indicating that respondents consistently associated the items with the simplicity of SST use—a key determinant
in technology adoption. Perceived reliability (0.801) confirmed that the items effectively captured consumers’
trust in SSTs to deliver consistent performance, an essential factor in hospitality services. Technology readiness
achieved an Alpha of 0.826, reflecting consistent responses on consumers’ willingness and preparedness to
embrace new technologies. Perceived interactivity scored 0.846, showing strong alignment among items
measuring user engagement and control in SST use. These results validate the measurement instruments for each
construct, supporting their suitability for assessing factors that shape consumers’ intention to adopt SSTs in the
hospitality industry.
Multiple Regression Analysis
Table 2: Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
0.822
0.676
0.673
0.49420
1. Predictors: (Consult), Perceived Ease of Use, Perceived Reliability, Technology Readiness, Perceived
Interactivity
2. Dependent Variable: Customer’s Intention to Use SSTs
(Source: SPSS Output)
The R-value of 0.822 from the regression analysis shows that there is a substantial correlation between the
independent and dependent variables. This indicates that a sizable amount of the variance in the dependent
variable can be explained by the independent variables in the model. The model explains roughly 67.6% of the
variance in the dependent variable, according to the R Square value of 0.676. This is a comparatively high
percentage, indicating that a significant portion of the data variability is captured by the model. The model cannot
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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account for the remaining 32.4% of the variance, which is common for data from the actual world.
Coefficient
Table 3: Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
1
Sig.
B
Std. Error
Beta
1 (Constant)
PEUAIV
PRBIV
PRCIV
PIDIV
0.269
0.133
sss
2.028
0.043
0.199
0.048
0.194
4.124
<0.001
0.129
0.046
0.130
2.790
0.006
0.388
0.054
0.379
7.231
<0.001
0.214
0.052
0.208
4.085
<0.001
Dependent Variable: Customer’s Intention to Use SSTs
Perceived Ease of Use (PEUAIV), Perceived Reliability (PRBIV), Technology Readiness (PRCIV), and
Perceived Interactivity (PIDIV) are the four independent factors that have a significant impact on customers'
intention to use SSTs (DV), according to the results of the regression analysis. For instance, the Unstandardized
Coefficients (B) show that, when all other factors are held constant, a one-unit increase in Perceived Ease of Use
(PEUAIV) results in a 0.199-unit increase in the intention to use SSTs. With the highest Standardized Coefficient
(Beta) of 0.379, Technology Readiness (PRCIV) has the greatest influence on customers' intention to use SSTs
among the predictors. Accordingly, PRCIV appears to be the most important predictor, with Perceived
Reliability (PRBIV), Perceived Ease of Use (PEUAIV), and Perceived Interactivity (PIDIV) following.
The t-values and Sig. values further support the statistical significance of these predictors. Every predictor
contributes significantly to the model, as their p-values are significantly below 0.05. These factors considerably
impact customers' intention to use SSTs, as evidenced by the comparatively high t-values, which show that the
coefficients are significantly different from zero. These findings highlight how crucial Perceived Interactivity
(PIDIV) and Technology Readiness (PRCIV) are in influencing how customers use self-service technologies.
Implication
This study provides significant theoretical contributions by extending the Technology Acceptance Model (TAM)
with the inclusion of technology readiness and perceived interactivity in the context of Malaysia’s hospitality
industry. While TAM has traditionally emphasized perceived ease of use and usefulness, the findings reveal that
consumers’ psychological readiness and demand for engaging, interactive features are stronger determinants of
SST adoption. This highlights the importance of incorporating individual traits into technology acceptance
models, particularly in developing markets where cultural and technological contexts differ from those in
Western economies.
From a practical perspective, the results suggest that hospitality providers must focus on designing self-service
technologies that are user-friendly, reliable, and interactive. Prioritizing interactive features such as personalized
recommendations, gamified elements, or real-time support can significantly enhance user engagement and
adoption. Furthermore, as technology readiness emerged as the strongest predictor, providers should invest in
initiatives that improve consumer confidence, such as tutorials, training, or staff-assisted guidance for first-time
users. Such measures will not only reduce hesitation but also ensure smooth integration of SST into customer
experiences.
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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www.rsisinternational.org
At the managerial level, the findings emphasize the need for strategic resource allocation and customer
segmentation. Managers should channel investments towards enhancing interactivity and readiness-building
programs rather than solely focusing on technical infrastructure. By tailoring services to different customer
groups offering fully automated systems for tech-savvy travelers and hybrid options for less confident users
hospitality providers can foster inclusivity and satisfaction. Ultimately, aligning SST features with consumer
expectations strengthens brand reputation, drives customer loyalty, and positions providers competitively in
Malaysia’s rapidly growing tourism market.
CONCLUSION
In conclusion, this study provides valuable insights into the factors affecting customers' intention to adopt self-
service technologies (SSTs) in the hospitality sector. Drawing on the Technology Acceptance Model (TAM),
the analysis reveals that perceived ease of use, perceived reliability, technology readiness, and perceived
interactivity all significantly contribute to customers' propensity to utilize SSTs. The results indicate that
technology readiness is the most influential predictor among these variables, underscoring the importance of
equipping customers with the necessary preparedness and comfort to engage with technological innovations
(Parasuraman, 2000). When customers feel ready to use technology, they are more likely to embrace SSTs,
thereby enhancing their overall service experience. Overall, the study confirms the potential of self-service
technologies to transform the hospitality experience, provided that providers understand and address the key
determinants of customer intention. Future research may explore additional factors influencing technology
adoption, including demographic variables and consumer circumstances, to further enrich our understanding of
this dynamic interplay.
ACKNOWLEDGEMENT
The study is funded by the Ministry of Higher Education (MOHE) of Malaysia through the publication incentive
and the Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka,
Malaysia. The authors also would like thanks to Centre of Technopreneurship Development (C-TeD) for the
support.
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Special Issue | Volume IX Issue XXVIII November 2025
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