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

Jinsoo Hwang, Jawad Abbas, Kyuhyeon Joo, Seung-Woo Choo and Sunghyup Sean Hyun
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Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Jawad Abbas: Faculty of Management Sciences, University of Central Punjab, Lahore 54000, Pakistan
Kyuhyeon Joo: The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Seung-Woo Choo: The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea
Sunghyup Sean Hyun: School of Tourism, Hanyang University, 17 Haengdang-Dong, Seongdonggu, Seoul 133-791, Korea

IJERPH, 2022, vol. 19, issue 6, 1-15

Abstract: 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.

Keywords: robot server; experience economy; brand attitude; brand loyalty; difference analysis (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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