The antecedents and consequences of memorable brand experience: Human baristas versus robot baristas

Abstract

This study was designed to examine the antecedents and consequences of the memorable brand experience in the coffee industry. The study collected data from 335 people who used a coffee shop in which robots provided services and from 351 people who used a coffee shop in which people provided services. The study's results indicated that two types of perceived values – utilitarian values and hedonic values – helped in the formation of a memorable brand experience. In addition, it was found that a memorable brand experience had a positive influence on customers' brand attitude and brand preference, and in turn, the brand attitude and brand preference positively affected the customers' brand loyalty. Finally, the type of employee played a moderating role in the relationships between (1) utilitarian value and a memorable brand experience and (2) hedonic value and a memorable brand experience.