An Integrated Technology-Adoption Framework for Understanding Self-Service Kiosk Utilization and Customer Satisfaction in Hotels

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.

Self-service kiosks; Customer satisfaction; Hospitality technology

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