Human Touch dalam Layanan Digital: Studi Eksploratif di Sektor Perhotelan Pasca-Pandemi
DOI:
https://doi.org/10.59971/jumawa.v2i2.316Keywords:
Human touch, Digital hospitality services, Local culture, Cultural algorithm, Customer experienceAbstract
This study explores perceptions of human touch in post-pandemic digital hotel services in Makassar, using an exploratory qualitative approach through in-depth interviews with 15 star-rated hotel guests. Findings reveal that while technology efficiency is valued, human interaction remains crucial in situations requiring empathy, problem-solving, and cultural alignment. Local values like siri' (self-dignity) and mappasitinaja (respect) shape unique expectations for digital service design. The study proposes the concept of cultural algorithm as a framework for integrating cultural values into technology, and recommends a hybrid service model combining automation with strategic human intervention. Research implications include developing locally-informed digital interfaces and digital empathy training for staff.
Downloads
References
Belanche, D., Casaló, L. V., & Flavián, C. (2021). Artificial intelligence in hospitality: How robots influence service experiences. International Journal of Contemporary Hospitality Management, 33(6), 2249-2268. https://doi.org/10.1108/IJCHM-08-2020-0901
Braun, V., & Clarke, V. (2022). Conceptual and design thinking for thematic analysis. Qualitative Psychology, 9(1), 3-26. https://doi.org/10.1037/qup0000196
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage.
Gefen, D., & Straub, D. W. (2023). The role of social presence in human-computer interaction: A review and research agenda. Computers in Human Behavior, 142, 107656. https://doi.org/10.1016/j.chb.2023.107656
Gursoy, D., Chi, O. H., & Lu, L. (2021). Examining the effects of COVID-19 on hospitality and tourism services. Journal of Hospitality and Tourism Management, 47, 44-53. https://doi.org/10.1016/j.jhtm.2021.02.002
Larivière, B., Bowen, D., & Voorhees, C. M. (2020). Service encounter 2.0: How technology is changing the customer-employee dynamic. Journal of Service Management, 31(2), 227-245. https://doi.org/10.1108/JOSM-05-2019-0152
Prentice, C., Dominique-Ferreira, S., & Wang, X. (2022). The role of humanization in AI-driven services: A study of 1,000 consumers. Journal of Business Research, 144, 1-12. https://doi.org/10.1016/j.jbusres.2022.01.065
Saldaña, J. (2021). The coding manual for qualitative researchers (4th ed.). Sage.
Voorhees, C. M., Fombelle, P. W., & Bone, S. A. (2023). The human touch in digital interactions: When and why technology enhances customer experiences. Journal of Service Research, 26(1), 9-24. https://doi.org/10.1177/10946705221103951
Wijaya, S., & Sukoco, B. M. (2022). Digital transformation in Indonesian hospitality: Balancing technology and human touch. Asian Journal of Business Research, 12(2), 45-63. https://doi.org/10.14707/ajbr.220098
