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Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?
Hwang, Jinsoo1; Choe, Ja Young (Jacey)2; Kim, Heather Markham1; Kim, Jinkyung Jenny3
2021-10-01
Source PublicationInternational Journal of Hospitality Management
ABS Journal Level3
ISSN0278-4319
Volume99
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.

KeywordBrand Attachment Brand Experience Brand Loyalty Brand Satisfaction Robot Baristas
DOI10.1016/j.ijhm.2021.103050
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000700578800005
Scopus ID2-s2.0-85113388506
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Citation statistics
Cited Times [WOS]:23   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorKim, Jinkyung Jenny
Affiliation1.The College of Hospitality and Tourism Management, Sejong University, South Korea, South Korea
2.Faculty of Business Administration, University of Macau, E22, Avenida da Universidade, Macau, Taipa, China
3.School of Hotel and Tourism Management, Youngsan University, South Korea, South Korea
Recommended Citation
GB/T 7714
Hwang, Jinsoo,Choe, Ja Young ,Kim, Heather Markham,et al. Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?[J]. International Journal of Hospitality Management,2021,99.
APA Hwang, Jinsoo,Choe, Ja Young ,Kim, Heather Markham,&Kim, Jinkyung Jenny.(2021).Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?.International Journal of Hospitality Management,99.
MLA Hwang, Jinsoo,et al."Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?".International Journal of Hospitality Management 99(2021).
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