Purpose

While the importance of human touch for maintaining a tech–touch balance has been stressed, little knowledge exists regarding how such human elements should be incorporated in service settings dominated by technologies. This study aims to examine the outcomes of human touch levels across different travel stages in a hotel stay context.

Design/methodology/approach

Data were collected through a survey on 900 participants. Latent class analysis was first conducted to categorize the sample into groups based on human touch levels. Hypotheses were then tested using regression-based moderation analysis with the PROCESS macro for SPSS.

Findings

Human touch level negatively predicts perceived risk, which is negatively associated with satisfaction. These effects are particularly significant at check-in and check-out stages. Informational privacy significantly moderates the effect of human touch level on perceived risk. Such interaction effects were spotted at the booking and check-out stages.

Research limitations/implications

This study contributes to theory by revealing the role of human touch elements in technology-driven service scenarios and provides practical guidelines for hotels on sharpening service experience by integrating human touch and technology elements.

Originality/value

Through integrating the service encounter framework and concept of customer touchpoints, this study takes a different approach that integrates both “tech” and “touch” by investigating the effects of customer-owned touchpoints in each core stage of a hotel stay journey.

中文翻译：

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“触摸科技”：对旅行中人性接触的纵向审视

目的

虽然人们强调了人性化对于维持技术与人性化平衡的重要性，但对于如何将这些人性化元素融入到以技术为主导的服务环境中却知之甚少。本研究旨在研究酒店住宿环境中不同旅行阶段的人际接触水平的结果。

设计/方法论/途径

数据是通过对 900 名参与者的调查收集的。首先进行潜在类别分析，根据人类接触水平将样本分类。然后使用基于回归的调节分析和 SPSS 的 PROCESS 宏来测试假设。

发现

人际接触水平对感知风险有负面影响，而感知风险与满意度呈负相关。这些影响在入住和退房阶段尤其明显。信息隐私显着减轻了人际接触水平对感知风险的影响。这种互动效果在预订和结帐阶段就被发现了。

研究局限性/影响

本研究揭示了人性化元素在技术驱动的服务场景中的作用，为理论做出了贡献，并为酒店通过融合人性化和技术元素来提升服务体验提供了实践指南。

原创性/价值

通过整合服务体验框架和客户接触点的概念，本研究采取了一种不同的方法，将“技术”和“接触”结合起来，通过调查客户拥有的接触点在酒店入住旅程的每个核心阶段的影响。