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
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.
Afficher plus [+] Moins [-]Informations bibliographiques
Cette notice bibliographique a été fournie par Multidisciplinary Digital Publishing Institute
Découvrez la collection de ce fournisseur de données dans AGRIS