Cyborg Service: Cornell Study Connects Technology & Guest Satisfaction
Hotels, restaurants, and other hospitality industry operations are experimenting with self-service kiosks, tablet devices, and other technologies intended to augment or replace interactions between guests and front-line employees.
While the combination of technology and people is designed to improve service, research suggests that service technologies can impede development of employee-guest rapport and lead to lower service evaluations.
The studies presented in this report apply social equity theory to determine when (and why) technology can improve guests' satisfaction with the service process and when it diminishes the guest experience.
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