Does Service Automation Affect Service Quality and Hotel Brand Image in Hotel Chains in Egypt: Managers' Point of View?

Quality and innovation are the two factors that hoteliers strive for in order to offer their guests innovative products and services. In addition, hotels offer a wide range of services to their consumers. In this study, the main aim is to explore the perspectives of hotel department managers regarding the impact of service automation (SA) on service quality (SQ) and hotel brand image (HBI) in the context of hotel chains in Egypt. For this study, we selected a convenient sample of hotel department managers from Egyptian hotel chains. Online surveys were conducted with 114 hotel department managers. The analysis was performed using SPSS software. As a result of this research, it appears that the brand image of hotel chains is not significantly affected by service automation. The quality of service is, however, significantly impacted by service automation. Moreover, from the point of view of the hotel manager, the quality of service has a considerable impact on the brand image of a hotel. امه راكتبلااو ةدوجلا ىلإ قدانفلا باحصأ ىعسي ناذللا نلاماعلا ةفاضلإاب .مهفويضل ةركتبم تامدخو تاجتنم ميدقت لجأ نم امهقيقحت ىلإ ،كلذ فدهلا .اهئلامعل تامدخلا نم ةعساو ةعومجم قدانفلا مدقت قدانفلا ماسقأ يريدم رظن تاهجو فاشتكا وه ةسا ردلا هذه نم يسيئرلا ةدوج ىلع ةمدخلا ةتمتأ ريثأتب قلعتي اميف ةمدخلا ةيراجتلا ةملاعلا ةروصو مت .رصم يف قدانفلا لسلاس قاطن يف قدانفلل رايتخا ةمئلاملا ةنيعلا م نم ءا رجإ مت .رصم يف قدانفلا لسلاس يف قدانفلا ماسقأ يريد عم تنرتنلإا ربع يأ رلا تاعلاطتسا 114 لسلاس يف ماسقلأا يريدم نم جمانرب مادختساب يئاصحلإا ليلحتلا ءا رجإ مت .قدانفلا SPSS ريشتو . ةملاعلا ةروص ىلع ريثأت اهل سيل ةمدخلا ةتمتأ نأ ىلإ ةسا ردلا هذه جئاتن ل ةيراجتلا نم مغرلابو .قدانفلا لسلاس ،كلذ ريثأت اهل ةمدخلا ةتمتأ نإف .ةمدقملا ةمدخلا ةدوج ىلع ريبك اضيأ ريبك ريثأت اهل ةمدخلا ةدوج نإف .نيريدملا رظن ةهجو نم قدنفلل ةيراجتلا ةملاعلا ةروص ىلع