Customer Satisfaction and the Use of Beacon Technology in the Hotel Industry
Customer Satisfaction and the Use of Beacon Technology in the Hotel Industry

Author(s): Tomislav Car, Anton Kliman
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Customer satisfaction; Personalized service; Beacon technology; Hotel industry
Summary/Abstract: The hotel industry is undergoing profound change, driven by digitalisation and technology. Mobile apps and beacon app technologies have proven to be powerful tools to enhance the guest experience, streamline operations and drive guest loyalty. These technologies allow guests to manage reservations, access information and easily search for services via their smartphones. Beacon technology, which uses Bluetooth Low Energy (BLE), allows hotels to provide targeted notifications and personalised content based on guests’ location and proximity. The topic of this article is the investigation of personalised content through beacons and BLE mobile technology on user satisfaction and the impact on the hotel company’s revenue. The article aims to investigate the impact of personalised content on user satisfaction, their attitude towards the introduction of new technologies and the sensitivity of data sharing. To this end, an empirical study was conducted using the survey method. The study found that a personalised service that uses as little private data as possible has a positive impact on user satisfaction. It was also found that a personalised service helps with product selection and encourages the customer to make a purchase.

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