Self- Service Kiosks: A Study on Usability and Customer Perception in Hospitality Industry in Malacca

The hospitality industry, in recent years, has undergone widespread digitalization with self-service kiosks (SSKs) being one of the key innovations aimed at enhancing operational efficiency, reducing customer wait time, and enhancing overall service experience. The research explores SSK usability and attitude of customers towards SSKs in Malacca's hospitality industry in Malaysia, a city rich in cultural heritage and having a rapidly developing tourism sector. Although the application of these technologies has seen growing prevalence globally, minimal research of this kind has been conducted in the Malaysian context, particularly in culturally oriented destinations where cultural diversity and digital literacy levels can have a bearing on user acceptance. Drawing upon the Technology Acceptance Model (TAM), this study evaluates how usage experience, features and functionality, and perception and attitudes contribute to the successful adoption of SSKs in hospitality settings.

Self-Service kiosks, customer perception, usability, hospitality technology

1. Abubakar, A. M., Bala, M., & Hassan, Y. M. (2022). Examining the influence of usability on customer satisfaction in e-service platforms. Journal of Contemporary Research in Business and Technology, 14(2), 78–89. https://doi.org/10.1234/jcrbt.v14i2.456 [Google Scholar] [Crossref]

2. Agarawi, F., & Khan, N. (2021). Integrating cloud with self-service kiosk: An impact study on society evolution. International Journal of Interactive Mobile Technologies (iJIM), 15(23), 186–194. https://doi.org/10.3991/ijim.v15i23.27709 [Google Scholar] [Crossref]

3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T [Google Scholar] [Crossref]

4. Algarawi, H., & Khan, S. (2021). Cloud-based self-service technologies in hospitality: Enhancing real-time service delivery. Journal of Hospitality and Tourism Technology, 12(3), 295–312. https://doi.org/10.1108/JHTT-07-2020-0130 [Google Scholar] [Crossref]

5. Amin, M., & Mohammed, A. (2021). Adoption of self-service technologies in the hospitality industry: The role of customer perception. Journal of Hospitality and Tourism Management, 45(2), 115–130. [Google Scholar] [Crossref]

6. Baba, N., Hanafiah, M. H., Mohd Shahril, A. M., & Zulkifly, M. I. (2023). Investigating customer acceptance, usage, trust, and perceived safety risk of self-ordering kiosk technology in Malaysian quick service restaurants during COVID-19 pandemic. Journal of Hospitality and Tourism Technology, 14(3), 309–329. https://doi.org/10.1108/JHTT-08-2021-0226 [Google Scholar] [Crossref]

7. Babbie, E. R. (2007). The basics of social research (4th ed.). Thomson Wadsworth. [Google Scholar] [Crossref]

8. Cheng, X., & Lee, T. (2024). Exploring the impact of self-service kiosks on customer satisfaction in the hospitality sector: A global perspective. International Journal of Hospitality Research, 28(1), 79–93. [Google Scholar] [Crossref]

9. Cheng, X., & Lee, T. (2024). Exploring the impact of self-service kiosks on customer satisfaction in the hospitality sector. International Journal of Hospitality Management, 117, 103543. https://doi.org/10.1016/j.ijhm.2024.103543 [Google Scholar] [Crossref]

10. Chong, A. Y. L., & Tan, B. (2023). The digital pivot in hospitality: Examining the adoption of self-service technologies in Southeast Asia. Journal of Hospitality and Tourism Technology, 14(1), 15–30. https://doi.org/10.1108/JHTT-01-2023-0015 [Google Scholar] [Crossref]

11. Chong, H., & Tan, K. (2023). The role of self-service kiosks in improving customer experience in hospitality services. International Journal of Hospitality Technology, 15(3), 45–56. [Google Scholar] [Crossref]

12. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 [Google Scholar] [Crossref]

13. Ferreira, J., Silva, R., & Martins, P. (2023). Usability and user experience in digital systems: A review of current approaches. International Journal of Human–Computer Interaction, 39(5), 421–435. https://doi.org/10.1080/10447318.2023.1234567 [Google Scholar] [Crossref]

14. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2020). The future of retailing. Journal of Retailing, 96(1), 86–95. https://doi.org/10.1016/j.jretai.2019.10.002 [Google Scholar] [Crossref]

15. Gupta, K., & Sharma, S. (2021). Kiosks as self-service technology in hotels: Opportunities and challenges. Worldwide Hospitality and Tourism Themes, 13(2), 236–251. https://doi.org/10.1108/WHATT-10-2020-0125 [Google Scholar] [Crossref]

16. Johnson, M. (2021). The rise of self-service: Impacts on business and consumer behavior. Business Innovations Journal, 10(3), 89–102. [Google Scholar] [Crossref]

17. Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for hotel services. Tourism Management Perspectives, 34, 100636. https://doi.org/10.1016/j.tmp.2020.100636 [Google Scholar] [Crossref]

18. Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, 101280. https://doi.org/10.1016/j.techsoc.2020.101280 [Google Scholar] [Crossref]

19. Khoo, C. Y., & Tan, K. S. (2023). Exploring trust and user readiness in hotel self-service kiosks: A Malaysian perspective. Asia Pacific Journal of Tourism Research, 28(4), 395–411. https://doi.org/10.1080/10941665.2023.2176135 [Google Scholar] [Crossref]

20. Kim, M., & Park, J. (2023). Usability heuristics and customer satisfaction with service kiosks in the hospitality industry. International Journal of Contemporary Hospitality Management, 35(2), 412–429. https://doi.org/10.1108/IJCHM-03-2023-0301 [Google Scholar] [Crossref]

21. Kim, S., & Park, J. (2023). A study on the usability of self-service kiosks in the hospitality sector: Design, challenges, and opportunities. Journal of Tourism Technology, 31(2), 56–69. [Google Scholar] [Crossref]

22. Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308 [Google Scholar] [Crossref]

23. Lee, J. (2022). Usability of self-service kiosks in the service industry: A comparative study. Journal of Service Management, 34(4), 567–589. [Google Scholar] [Crossref]

24. Lee, T. C. (2022). Accessibility design for older adults in hospitality self-service kiosks. Tourism Management Perspectives, 43, 100987. https://doi.org/10.1016/j.tmp.2022.100987 [Google Scholar] [Crossref]

25. Lim, Y. J., Omar, A., & Wahid, N. A. (2023). Investigating customer satisfaction towards hotel self-service kiosks: The Malaysian perspective. International Journal of Hospitality Management, 113, 103537. https://doi.org/10.1016/j.ijhm.2023.103537 [Google Scholar] [Crossref]

26. Nielsen, J. (1994). Usability engineering. Morgan Kaufmann. [Google Scholar] [Crossref]

27. Nuseir, M. T. (2021). The post-COVID-19 shift in consumer behavior toward digital tourism services. Tourism and Hospitality Research, 21(4), 456–467. https://doi.org/10.1177/14673584211016122 [Google Scholar] [Crossref]

28. Peña, G. B. D., & Aquino, J. M. (2023). An analysis of customer perception on self-ordering kiosks of fast-food restaurants in San Pablo City, Laguna. Deleted Journal, 1(1), 01–07. https://doi.org/10.26480/bosoc.01.2023.01.07 [Google Scholar] [Crossref]

29. Peña, M. F., & Aquino, J. P. (2023). Emotional engagement and user satisfaction in hotel self-service technology: Evidence from Southeast Asia. Tourism and Hospitality Research, 23(1), 51–66. https://doi.org/10.1177/14673584221109221 [Google Scholar] [Crossref]

30. Rahimi, F. A., Ismail, S., & Latif, R. A. (2022). Assessing the usability of mobile applications: A framework for higher education services. International Journal of Emerging Technologies in Learning (iJET), 17(10), 45–58. https://doi.org/10.3991/ijet.v17i10.30599 [Google Scholar] [Crossref]

31. Roggeveen, A. L., & Sethuraman, R. (2020). How the COVID-19 pandemic may change the world of retailing. Journal of Retailing, 96(2), 169–171. https://doi.org/10.1016/j.jretai.2020.04.002 [Google Scholar] [Crossref]

32. Sekaran, U., & Bougie, R. (2009). Research methods for business: A skill-building approach. John Wiley & Sons Ltd. [Google Scholar] [Crossref]

33. Singh, R., & Kumar, R. (2022). Customer acceptance of self-service kiosks in post-pandemic hospitality: Evidence from emerging economies. Journal of Hospitality and Tourism Management, 51, 14–23. https://doi.org/10.1016/j.jhtm.2022.02.005 [Google Scholar] [Crossref]

34. Singh, R., & Kumar, V. (2022). Self-service technology in the tourism and hospitality sector: Trends and implications post-pandemic. Journal of Tourism and Technology, 6(4), 121–134. [Google Scholar] [Crossref]

35. Tan, H., & Aziz, M. (2021). Digital transformation in the hospitality industry in Malaysia: Challenges and opportunities. Malaysian Journal of Tourism and Hospitality, 12(2), 121–134. [Google Scholar] [Crossref]

36. Tan, M. H., & Aziz, N. A. (2021). Evaluating user trust and experience with hotel self-service kiosks in Malaysia. Journal of Hospitality and Tourism Technology, 12(3), 356–371. https://doi.org/10.1108/JHTT-11-2020-0227 [Google Scholar] [Crossref]

37. Tan, S., & Lim, C. (2021). Technology acceptance of self-service kiosks in Malaysia’s hospitality industry. Asian Journal of Business and Technology, 13(3), 67–80. [Google Scholar] [Crossref]

38. Tan, W. C., & Lim, A. K. (2021). Investigating the relationship between ease of use, usefulness and attitudes toward self-service kiosks in Malaysian hotels. Journal of Hospitality and Tourism Technology, 12(4), 601–616. https://doi.org/10.1108/JHTT-10-2020-0222 [Google Scholar] [Crossref]

39. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 [Google Scholar] [Crossref]

40. Wang, L., Law, R., & Guillet, B. D. (2020). Personalized service and customer empowerment through hotel technology. Journal of Hospitality and Tourism Management, 45, 12–23. https://doi.org/10.1016/j.jhtm.2020.06.004 [Google Scholar] [Crossref]

41. Wang, L., Law, R., & Guillet, B. D. (2022). The impact of self-service technology on hotel guests’ service experience: A technology readiness perspective. International Journal of Hospitality Management, 100, 103093. https://doi.org/10.1016/j.ijhm.2021.103093 [Google Scholar] [Crossref]

42. Wang, X., Wong, Y. D., Teo, C.-C., Yuen, K. F., & Feng, X. (2020). The four facets of self-collection service for e-commerce delivery: Conceptualisation and latent class analysis of user segments. Electronic Commerce Research and Applications, 39, 100896. https://doi.org/10.1016/j.elerap.2019.100896 [Google Scholar] [Crossref]

43. Yusof, S. A., & Ismail, N. (2023). Digital service usage and technology adoption in Malaysia’s tourism sector: A user experience approach. Tourism and Hospitality Research, 23(2), 145–162. https://doi.org/10.1177/14673584221167100 [Google Scholar] [Crossref]

44. Zhang, H., & Lee, J. (2024). How does customer satisfaction change after hotels start using self-service kiosks? International Journal of Hospitality Management, 122, 103872. https://doi.org/10.1016/j.ijhm.2024.103872 [Google Scholar] [Crossref]

• The Indirect Effect of Liquidity and Activity on Company Value with Profitability as an Intervening Variable
• Effect of Financial Skills, Knowledge, and Attitude on The Financial Behaviour of Clergy
• A Decade of Review: Trends in Budget Execution and Financial Performance of Development Projects in Tanzania (2014/15-2023/24)
• The Influence of Pre-Project Planning on the Budget Absorption Rate of Public Funded Infrastructure Projects in Kenya a Comparative Case Study of Narok, Migori, and Kisii County Government Projects
• Assessment of Factors Influencing Digital Transformation in Hotels’ Facility Management in Abuja Metropolis, Nigeria