Contactless service in hospitality: bridging customer equity, experience, delight, satisfaction, and trust

Abstract

Purpose

Draws from the equity theory and customer equity literature, this study aims to argue that the implementation of contactless service as an innovative service design in the hospitality industry can generate customers’ emotional attachment and cognitive evaluation of the brand.

Design/methodology/approach

This study uses partial least squares modeling and data from a large-scale survey of hotel guests who have experienced contactless service in mainland China. The authors performed an importance-performance map analysis to evaluate the significance of critical variables and constructs by including the performance dimension.

Findings

Customer equity is a three-dimensional higher-order construct that embraces value-, brand- and relationship equity. A pleasant experience of contactless service in hospitality encounters generates a positive effect on customer equity and delight. Additionally, increased customer equity improves satisfaction and trust.

Practical implications

This study provides practical evidence for hospitality practitioners to consider contactless service in creating memorable experiences, improve customer satisfaction, build trust and add value to hospitality brands.

Originality/value

The findings of this study add to the understanding of emerging contactless services, contribute to the development of the equity theory and current customer equity literature and advance the implementation of innovative service design in hospitality.

Citation

Hao, F. and Chon, K.K.-S. (2022), "Contactless service in hospitality: bridging customer equity, experience, delight, satisfaction, and trust", International Journal of Contemporary Hospitality Management, Vol. 34 No. 1, pp. 113-134. https://doi.org/10.1108/IJCHM-05-2021-0559