The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry

This study was designed to understand the relationships among the experience economy, brand attitude, and brand loyalty based on the type of service providers, such as robot servers and human servers in the restaurant industry. The data were collected from 296 people who experienced robot servers an...

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Bibliographic Details
Published in:International journal of environmental research and public health 2022-03, Vol.19 (6), p.3430
Main Authors: Hwang, Jinsoo, Abbas, Jawad, Joo, Kyuhyeon, Choo, Seung-Woo, Hyun, Sunghyup Sean
Format: Article
Language:English
Subjects:
Attitude
Attitudes
Brand loyalty
Consumers
COVID-19
Customer feedback
Customer satisfaction
Customer services
Economics
Educational Status
Hospitality industry
Hotels & motels
Humans
Labor costs
Multivariate statistical analysis
Restaurants
Robots
Service industries
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Summary:This study was designed to understand the relationships among the experience economy, brand attitude, and brand loyalty based on the type of service providers, such as robot servers and human servers in the restaurant industry. The data were collected from 296 people who experienced robot servers and from 294 people who experienced human servers and was analyzed through structural equation modeling (SEM), which indicated that the four sub-dimensions of the experience economy: education, entertainment, esthetics, and escapism, positively affect brand attitude, which in turn has a significant positive impact on brand loyalty. In addition, statistical differences were found with the average value of the six constructs based on the type of service providers, such as robot servers and human servers.
ISSN:1660-4601
1661-7827
1660-4601
DOI:10.3390/ijerph19063430