The Relationship Between Service Automation, Service Quality and Hotel Brand Image in Egypt's Hotel Chains: Guests' Perspective

Abstract

It is the goal of hoteliers to provide innovative and personalized products and services to their guests. As a result, hotels provide a wide range of services to their guests. The latest technology is used to ensure guest satisfaction. The purpose of service automation is to enhance the quality of service. Therefore, the primary aim of this research is to explore guests' perspectives regarding the relationship between service automation (SA), service quality (SQ) and hotel brand image (HBI) in the context of hotel chains in Egypt. The convenient sample consisted of guests who stayed at hotel chains in Egypt during the last three years. A total of 262 guests were surveyed online for this research. The analysis was conducted using SPSS software. The findings of this research indicate that service automation has no significant impact on the brand image of hotel chains. In spite of this, the quality of a hotel's service contributes to its image. Also, service automation has a significant positive impact on service quality. A discussion of some limitations and future research is also provided. فده يساسأ لأ ةركتبم تامدخو تاجتنم ميدقت وه قدانفلا باحص مهفويضل ، كلذل ةجيتن , اهئلازنل تامدخلا نم ةعساو ةعومجم قدانفلا مدقت و ، اضر نامضل تاينقتلا ثدحأ مادختسا متي ءلازنلا ، و ةتمتأ نم ضرغلا مدخلا تا مدخلا ةدوج نيسحت وه ، قدانفلا هذه لخاد ةمدقملا تا ذل ,ا كا وه ةسا ردلا هذهل يساسلأا فدهلا نإف ت رظن تاهجو فاش ءلازنلا اميف ةمدخلا ةدوجو ةمدخلا ةتمتأ نيب ةقلاعلاب قلعتي ةيراجتلا ةملاعلا ةروصو يف قاطن رصم يف قدانفلا لسلاس ، لا ةنيع ةسا ردلل ةمئلاملا نم تنوكت ءلازنلا رصم يف قدانفلا لسلاس يف اوماقأ نيذلا تاونس ثلاث رخأ للاخ ، مت نايبتسا ددع 262 ربع ليزن ةسا ردلا هذهل تنرتنلإا امك ، ءا رجإ مت جمانرب مادختساب ليلحتلا SPSS و ، جئاتنلا ءوض يف , فاشتكا مت أ هن روص ىلع ةمدخلا ةتمتلأ ريثأت دجوي لا قدانفلا لسلاسل ةيراجتلا ةملاعلا ة ةمدخلا ةدوج ىلع ةياغلل يباجيإ ريثأت اهل ةمدخلا ةتمتأ نإف ,كلذ عمو ، ، اضيأو ةمدخلا ةدوج رثؤت ايباجيإ ةيراجتلا ةملاعلا ةروص ىلع ، امك مت و دويقلا ضعب ةشقانم .ةيلبقتسم ثاحبلأ تايصوتلا ضعب