호텔의 디지털 키오스크 셀프서비스 특성이 고객만족에 미치는 영향 : 언택트 성향의 조절효과를 중심으로

Today, consumers want a seamless experience when using the service. In particular, existing studies on digital kiosk self-service of hotels have recognized enjoyment and convenience factors as important on the surface, but no specific discussion on these factors has been made. Therefore, the purpose of this study was to investigate the effect of the enjoyment and convenience of the hotel's digital kiosk self-service on customer satisfaction and to verify the moderating effect of the untact propensity in the era of untact consumption after COVID-19. Through this, I tried to suggest marketing strategies and implications for hotel management revitalization. Descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis were performed utilizing SPSS 21 and the Smart PLS programs. The results of the analysis are as follows. First, enjoyment did not have a significant effect on customer satisfaction. Second, convenience was found to have a significant effect on customer satisfaction. Third, as a result of verifying the moderating effect of the untact propensity, it was found that enjoyment and convenience did not strengthen the effect on customer satisfaction. Based on these results, the hotel's digital kiosk self-service marketing strategy and theoretical and practical implications were discussed.