Redefining luxury service with technology implementation: the impact of technology on guest satisfaction and loyalty in a luxury hotel

Purpose To explore the impact of luxury hotel brands’ technologies on guests’ perceived value enhancement and its consequences, this study aims to examine how task–technology fit (TTF) luxury–technology (LTF) affect enhancement, satisfaction brand loyalty. Design/methodology/approach A scenario-based online survey was conducted with existing potential guests. The relationships among TTF, LTF, loyalty were examined using partial least square structural equation modeling. Moreover, respondents asked their preferred service agent (human staff vs technology) in a further understand perception toward technological services setting. Findings results reveal that both TTF LTF have significant impacts hotel’s are moderated by technology optimism. findings suggest brands must consider between image increase Research limitations/implications Applying categorization theory, extended concept extension implementation. advance current understanding affects consumers’ optimism influences enhancement. Practical implications By examining effects would shed light implementation strategies. will be able better design plans. Originality/value Even though well known for offering high-level personalized through interpersonal interactions employees consumers, they been actively implementing variety enhance guest experience satisfaction. This investigates role innovations Particularly, examines improve lead