The Use of Self-service Technology to Complement Human Touch Services in Bangkok
Abstract
The development of science and technology brings to people, fast, convenient and more accurate service experience.
Human-technology interaction is now a controversial topic. Hospitality has always been, and will always be, a people-driven
industry. So, it's a challenge to find a way to integrate technology with this people-driven industry. The aim of this study is to
explore how to remain the human touch in the self-service technology (SST) experience. And eventually aim is finding ways to
create exceptional service for guests.
Human-technology interaction is now a controversial topic. Hospitality has always been, and will always be, a people-driven
industry. So, it's a challenge to find a way to integrate technology with this people-driven industry. The aim of this study is to
explore how to remain the human touch in the self-service technology (SST) experience. And eventually aim is finding ways to
create exceptional service for guests.
Keywords
Self-service technology (SST); Human interaction; Humanized service; Human touch
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DOI: https://doi.org/10.18282/l-e.v10i2.2340
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