ROLE OF TECHNOLOGY IN THE SERVICE COUNTER
There are FIVE (5) modes that technology’s contribution to the service encounter that is because of advances in communication and information technology are having a profound effect on ways customers interface with service provide. The modes are as below:
a) Technology-free service encounter
b) Technology-assisted service encounter
c) Technology-facilitated service encounter
d) Technology-mediated service encounter
e) Technology-generated service encounter (self-service)
In relating this model to the hospitality service industry, we choose Sunway Resort Hotel and Spa. This hotel located just 25-minutes from the heart of Kuala Lumpur has 1234 ...view middle of the document...
Massage service provided at Mandara Spa.
B) Technology-assisted service encounter
Sunway Resort Hotel and Spa provide a very warmest service to the guest at the reception counter. They use a computer system to serve their guest for check-in and check-out at the hotel. They keep guest details into the system and keep on updating the system from time-to-time. Example, at the reception counter they served their respected guest when they arrive at the hotel to do the check-in procedure. The procedure starts with greeting and ends with hand-over the room key to the guest. After the guests are away from the counter, the staff at reception counter will update the guest details into the system.
Front desk at Sunway Resort Hotel and Spa.
C) Technology-facilitated service encounter
Technology - facilitated service encounter. Instead of keeping their belongings into the safe deposit box in their own room, the guest of Sunway Resort Hotel and Spa can approach the reception counter and keep them into the safe deposit box at back of the house of front desk. This technology facilitated service encounter needs the guest to deal with the receptionist at the counter to fill in the form of guest details. The receptionist will guide the guest to the safe deposit box area and use the master key to open the box...