OTEL İŞLETMELERİNDE ENDÜSTRİ 4.0 TEKNOLOJİLERİNİN KULLANIMI HİZMET KALİTELERİNİ NASIL ETKİLER?

Abstract

Endüstri 4.0 tüm sektörleri etkileyip dönüştürdüğü gibi turizm endüstrisindeki otel işletmelerini de etkilemektedir. Yapay zekâ, nesnelerin interneti, büyük veri ve robotik alanındaki hızlı ilerlemeler turizm endüstrisinin değişimi için fırsatlar sunmaktadır. Maliyetlerin düşürülmesi, rekabet gücünün arttırılması ve hizmet kalitesinin arttırılarak müşteri tatmininin sağlanmasında pek çok işletmede olduğu gibi otel işletmelerinde de çeşitli düzeylerde Endüstri 4.0 teknolojilerinden yararlanılması mümkündür. Bu çalışmanın amacı, Endüstri 4.0 ve teknolojilerinin otel işletmelerinde hizmet kalitesini nasıl etkileyebileceğini teorik olarak incelemektir. Çalışma kapsamında Otel-Endüstri 4.0, Hizmet kalitesi-Endüstri 4.0, Otel-Yapay Zeka, Otel-Nesnelerin interneti, Otel-Büyük veri ve Otel-Robotik anahtar sözcükleri DergiPark ve Web of Science veri tabanlarında 15/03/2021 ile 15/04/2021 tarihleri arasında taranmıştır. Yapılan taramada uluslararası alan yazında 468 adet makale olduğu belirlenmiştir. Bu çalışmalardan 23 tanesi hizmet kalitesi kapsamında değerlendirilmiştir. Ulusal alan yazında hizmet kalitesi ve Endüstri 4.0’ın ilişkisini belirlemeye yönelik alan araştırması tespit edilememiştir. Uluslararası alan yazında otel işletmelerinin Endüstri 4.0 ile ilişkili teknolojik değişimlerin sağladığı itici güçlerden yararlanarak hizmet kalitesini arttırabileceği, yeni müşteri deneyimleri yaratabileceği ve rekabet avantajı kazanabileceği belirleyen alan araştırmaları olduğu belirlenmiştir. Özellikle Covid-19 nedeniyle müşterilerin otel işletmelerinde personelden hizmet almak yerine Endüstri 4.0 ile ilişkili teknolojilerin imkânlarından yararlanmayı tercih etmeleri olasıdır. Bu nedenle talebi ve hizmet kalitesini arttırmak için otel işletmelerinde daha fazla Endüstri 4.0 ile ilişkili teknolojilerden yararlanacağı söylenebilir. 

Keywords

• Otel İşletmeleri
• Endüstri 4.0
• Hizmet Kalitesi

HOW DOES THE USE OF INDUSTRY 4.0 TECHNOLOGIES AFFECT THE QUALITY OF SERVICES IN HOTELS?

Abstract

Industry 4.0 affects and transforms all sectors as well as hotel businesses in the tourism sector. Rapid advances in artificial intelligence, the internet of things, big data and robotics provide opportunities for the tourism industry to change. It is possible to benefit from Industry 4.0 technologies at various levels in hotel businesses, as in many businesses, in reducing costs, increasing competitiveness and ensuring customer satisfaction by increasing service quality. This study aims to examine theoretically how Industry 4.0 and its technologies can affect the service quality in hotel businesses. Within the scope of the study, the keywords hotel-Industry 4.0, service quality-Industry 4.0, hotel-artificial intelligence, hotel-internet of things, hotel-big data and hotel-robotics were found in DergiPark and Web of Science databases were scanned between 15/03/2021 and 15/04/2021. In the search, it was determined that there were 468 articles in the international literature. 23 of these studies were evaluated within the scope of service quality. In the national literature, no field research has been determined to determine the relationship between service quality and Industry 4.0. In the international literature, it has been determined that there are field studies that determine that hotel businesses can increase service quality, create new customer experiences and gain competitive advantage by taking advantage of the driving forces provided by the technological changes associated with Industry 4.0. In particular, customers who want to be protected from COVID-19 are likely to prefer to benefit from the opportunities of Industry 4.0 related technologies instead of receiving human service in hotel businesses. Therefore, it can be said that hotel enterprises will benefit from more Industry 4.0 related technologies to increase the demand and service quality.

Keywords

• Hotels
• Industry 4.0
• Service Quality

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