The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industryopen access
- Authors
- Hwang, Jinsoo; Abbas, Jawad; Joo, Kyuhyeon; Choo, Seung-Woo; Hyun, Sunghyup Sean
- Issue Date
- Mar-2022
- Publisher
- MDPI
- Keywords
- robot server; experience economy; brand attitude; brand loyalty; difference analysis
- Citation
- INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH, v.19, no.6, pp.1 - 15
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH
- Volume
- 19
- Number
- 6
- Start Page
- 1
- End Page
- 15
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/139299
- DOI
- 10.3390/ijerph19063430
- ISSN
- 1661-7827
- 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.
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