Hilton Hotels Corporation Self-Service Technology

The main inflection point of this case is that the students must jump into the "shoes" of the VP for Customer-Facing Technology, Bill, and decide whether or not to again roll-out a technology that was a complete failure when it was initially rolled-out in 1997. Importantly, this technology...

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Bibliographic Details
Published in:Journal of information technology cases and applications 2008-04, Vol.10 (2), p.37-57
Main Authors: Griffy-Brown, Charla, Chun, Mark W.S., Machen, Robert
Format: Article
Language:English
Subjects:
customer facing technology
Hotels
information systems
information technology
IT and convenience
self-service technology
technology adoption, hospitality industry
technology failure
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Summary:The main inflection point of this case is that the students must jump into the "shoes" of the VP for Customer-Facing Technology, Bill, and decide whether or not to again roll-out a technology that was a complete failure when it was initially rolled-out in 1997. Importantly, this technology is customer-facing which means that a failure engenders even more risks because it could result in lost customers. Not only is there a chance of another failure, if previous mistakes aren't corrected, but there is still the issue of timing. While the customer-base might be ready to adopt this technology, this roll-out could risk obsolescence given the rise of web-based self-service. This case uses the experiences of the Hilton Hotels Corporation to complement and extend the current understanding of technology implementation particularly in the customer-facing realm.
ISSN:1522-8053
2333-6897
DOI:10.1080/15228053.2008.10856135