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,Sunghyup Sean Hyun

doi:10.3390/ijerph19063430

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.

Highlights

As the use of robotics in the hospitality industry continues to increase and evolve, it is important to research the effects and outcomes of implementing robot services
This study proposes the effect of the experience economy on brand attitude based on the following theoretical and empirical backgrounds
The results of the data analysis indicated significant differences in average values in all six of the concepts based on the type of service providers

Summary

Introduction

As the use of robotics in the hospitality industry continues to increase and evolve, it is important to research the effects and outcomes of implementing robot services. Robots are already fully functioning in the service industry worldwide [1]. Implementing robots in the restaurant industry offers a variety of benefits for both managers and customers. Robots can make products consistently without error, allowing companies to provide efficient services, reduce waiting times, and increase productivity [2]. Another benefit to using robots in restaurants is that labor, material, and rent costs are continually increasing, while robots offer a way for practitioners to save on labor costs in the long run

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