An Empirical Investigation of the Determinants of Consumer Intention to Adopt Self-Service Technologies in the Malaysian Hospitality Sector

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.

Self-service technology; Hospitality industry

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