Automated service delivery in hotels: balancing efficiency and human interaction for optimal guest satisfaction

Dušan Mandić; Aleksa Panić; Marko Čičin Šain

doi:10.46793/ICEMIT23.137M

Authors

Dušan Mandić Singidunum University, Belgrade, Serbia
Aleksa Panić Singidunum University, Belgrade, Serbia
Marko Čičin Šain His d.o.o., Zagreb, Croatia

DOI:

https://doi.org/10.46793/ICEMIT23.137M

Abstract

The area of implementation of automated business in the tourism and hospitality sector attracts increasing attention due to the difference compared to the traditional way of providing service, which is characterized by warmth and interpersonal communication. With the increase in automation technologies in the hospitality industry, it is essential to examine how these systems affect the guest's satisfaction and the delicate balance between efficiency and human interaction. Automated service delivery in hotels offers numerous benefits, including streamlined operations, faster service, reduced waiting times, reduced staff workload along with others. Technologies such as self-check-in kiosks, automated concierge services, and robotic assistants have the potential to enhance efficiency and convenience for guests. However, finding the right balance between automation and human interaction is essential to ensure optimal guest satisfaction. This paper aims to explore the challenges and opportunities associated with automated service delivery in hotels. It examines the impact of reduced human interaction on guest satisfaction, considering factors such as personalisation, emotional connection, and perception of service quality. It also addresses the challenges that arise from implementing automated systems, including costs, guest adaptation, need for proper staff training, cultural differences, resistance of employees and guests to technology, etc. This paper emphasises the importance of leveraging automation to improve efficiency while preserving key aspects of personalised guest experiences and high-quality service. In the paper, preliminary results are presented that support all the previously mentioned points, with the note that they are subject to change because the survey is still active, and data is still being collected. Ultimately, finding the right balance between efficiency and human interaction is crucial forachieving optimal guest satisfaction in an automated hotel environment.

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