Pro gradu thesis: Self-service or traditional customer service?
Self-service is common in everyday life in Finland. However, only a small number of hotels have adopted a self-service system.
Are Finnish customers willing to use self-service technology instead of interaction with a receptionist in a hotel reception? This question was studied by Outi Mäkinen in her pro gradu thesis, based on a large sample of Finnish young adults (476 respondents).
Majority (61 %) of the respondents said they would prefer to use self-service technology instead of traditional human interaction. However, human interaction was revealed to be the most important aspect of customer service. Therefore, the study suggests that instead of replacing traditional customer service entirely with self-service technology, it should be offered as an additional service concept in future receptions.
Outi Mäkinen: Self-service technology in hotel reception: Finnish customer perceptions.
The supervisor of the thesis was Senior Lecturer José-Carlos García-Rosell.