Service in the hospitality industry encompasses a wide range of activities aimed at providing guests with a pleasant and satisfying experience, including both traditional human touch services and technology-based self-services.

Key Insights

• Technology-Based Self-Service (TBSS):
  • TBSS is increasingly integrated into the hospitality industry, offering convenience and efficiency
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  • While some believe TBSS is the future trend, others argue that traditional human touch services (THTS) will remain dominant
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• Service Quality and Customer Satisfaction:
  • Studies show a negative gap between actual service and expected service in various dimensions, indicating room for improvement in service quality
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  • Positive relationships exist between service quality dimensions and customer satisfaction, emphasizing the importance of meeting customer expectations
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• Impact of AI and Technology:
  • AI tools like ChatGPT can significantly enhance customer service by improving employee skills, bridging language barriers, and increasing productivity
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  • Contactless services can generate emotional attachment and cognitive evaluation of the brand, leading to higher customer satisfaction and trust
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• Leadership and Employee Development:
  • Paradoxical leadership positively influences extra-role service behavior among employees, promoting self-improvement and organizational enhancement
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  • Training and development are crucial for improving service performance, as evidenced by the positive correlation between training and service quality
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Conclusion

Service in the hospitality industry is multifaceted, involving both traditional and technology-based approaches. While technology offers efficiency and convenience, the human touch remains essential for customer satisfaction. Effective leadership and continuous employee development are critical for maintaining high service quality.