Quantitative cross-sectional survey finds digital innovation enhances service outcomes in hotels, indicating improved customer satisfaction and loyalty.
Key Points
This study examines how digital innovation variety affects service delivery outcomes, customer satisfaction, and loyalty in the hotel industry.
Quantitative cross-sectional survey of 500 respondents including hotel guests, managers, and employees.
Data analyzed using descriptive statistics, reliability assessment, correlation analysis, and Structural Equation Modeling (SEM).
Reliability confirmed with Cronbach’s alpha values from 0.86 to 0.91.
Digital innovation variety significantly improves service efficiency (β = 0.72, p < 0.001), service quality (β = 0.75, p < 0.001), and customer experience (β = 0.78, p < 0.001).
Customer experience has the strongest correlation with satisfaction (r = 0.85), leading to customer loyalty (β = 0.87, p < 0.001).
Service delivery outcomes partially mediate the impact of innovation on customer satisfaction, fully mediating its effect on loyalty.