An investigation of automation and human interaction on guest loyalty in the advanced technology service marketing of upscale hotels in China

In an era where technological innovation and human-centric service converge as defining competitive factors, the luxury hotel sector faces the imperative of harmonizing digital capabilities with emotional craftsmanship. This study examines the critical balance between high-tech and high-touch service dimensions within upscale hospitality environments, addressing how they influence guest satisfaction and loyalty. Drawing on UTAUT2 and ACSI theory, this study investigates crisis-era transformations in service delivery through a sequential mixed-methods approach. Qualitative insights were first gathered, followed by quantitative data collection to ensure demographic diversity. "Intelligentization," "functionalization," "privacy," and "usability" represent high-tech, serving as indicators of the utilization and tangible implementation of high-tech equipment in hotels. On the other hand, the themes of "special care," "opportuneness," and "deep friendliness" fall under the category of high-touch, setting them apart from traditional service in upscale hotels. Guest satisfaction emerged as the pivotal psychological bridge translating service experiences into enduring relationships. Notably, guest characteristics significantly influenced receptivity to technological versus human interactions, with business travelers prioritizing efficiency innovations while leisure guests valued emotional engagement. These findings establish an integrated framework that demonstrates that neither technological sophistication nor human attentiveness alone is sufficient; their strategic orchestration drives competitive advantage. The research advances service theory by unifying technology adoption and emotional labor constructs, providing hotel operators with actionable segmentation strategies for resource allocation. In an increasingly automated landscape, this study confirms that the soul of hospitality remains irreplaceably human, yet indispensably augmented by technology.