Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?

Abstract

This study investigates the antecedents and consequences of brand satisfaction with the moderating role of type of barista. For this, data were collected from customers who used a coffee shop operated by robot baristas and customers who used a coffee shop operated by human baristas. The data analysis results showed that the four types of brand experience, such as sensory, affective, behavioral, and intellectual brand experiences, help to enhance brand satisfaction, which positively affects brand attitude, brand attachment, and brand loyalty. Finally, the type of barista plays a moderating role in the relationship between (1) sensory brand experience and brand satisfaction and (2) intellectual brand experience and brand satisfaction. • The role of robot baristas is expected to grow. • Brand experience affecting brand satisfaction was identified. • The brand satisfaction had a positive influence on brand attitude, brand attachment, and brand loyalty. • The moderating role of type of employee was found.