OTEL İŞLETMELERİNDE KULLANILAN ENDÜSTRİ 4.0 UYGULAMALARININ MÜŞTERİLERİN HİZMET KALİTESİ ALGILAMALARINA ETKİSİ.

This research was carried out to determine whether Industry 4.0 tools used in hotel businesses have an effect on the perception of service quality. In this context, nine hotels using digital technologies were determined in Istanbul, Isparta, Antalya and Trabzon, and a face-to-face survey was conducted with 313 customers who stayed at these hotels for at least one night. In the research, 'Interest in the Use of Technology' and 'Servqual' scales were used. As a result of the study, it was found that the perceived service quality for the physical elements and reliability of the hotels using digital technologies is high. Hotels using the latest technology provide faster and higher quality service to their customers, make their customers happy and satisfied, the behaviors of the employees make the customers feel safe and enable the customers to perceive the visible and tangible elements of the hotel with higher quality. In addition, it has been revealed that hotel businesses using industry 4.0 tools are preferred by customers who have the most innovation perception and follow technology, and these customers have high service quality perceptions regarding the physical elements of the hotel and its reliability. Another result that emerged as a result of the research was that using industry 4.0 tools affected the behavior of hotel customers to come back to the hotel, and it was seen that those who prefer these hotels consist of customers who have knowledge about industry 4.0. [ABSTRACT FROM AUTHOR]