Investigating the Effect of Satisfaction toward Self-Service Technology (SST) and Behavioral Intention Relationship: Its role in the green hotel industry

Today's hotels are deploying self-service technologies (SSTs) to allow efficient and effective service delivery. SST significantly impacts customers’ interaction with service providers. Through the survey, this study explores the relationship between SST and customer behavioural intention via customer satisfaction for Malaysia's green hotel industry. Data from 431 respondents were analysed using structural equation modelling with the partial least squares approach. The findings showed customer satisfaction mediated the association between SST and customer behavioural intention. This finding would help the green hotel's managers to focus on SST which could boost customer satisfaction and indirectly improve the likelihood of positive behavioural intention. Keywords: Self-Service Technology, customer satisfaction, behavioral intention, green hotel. eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA CE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7i21.374