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The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry

Author

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Jawad Abbas

    (Faculty of Management Sciences, University of Central Punjab, Lahore 54000, Pakistan)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Seung-Woo Choo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea)

  • Sunghyup Sean Hyun

    (School of Tourism, Hanyang University, 17 Haengdang-Dong, Seongdonggu, Seoul 133-791, Korea)

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.

Suggested Citation

  • Jinsoo Hwang & Jawad Abbas & Kyuhyeon Joo & Seung-Woo Choo & Sunghyup Sean Hyun, 2022. "The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry," IJERPH, MDPI, vol. 19(6), pages 1-15, March.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:6:p:3430-:d:770884
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    References listed on IDEAS

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    Cited by:

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    4. Kyuhyeon Joo & Heather M. Kim & Jinsoo Hwang, 2023. "A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics," Sustainability, MDPI, vol. 15(14), pages 1-15, July.
    5. Luan, Yunpeng & Ye, Shili & Li, Yanmei & Jia, Lu & Yue, Xiao-Guang, 2022. "Revisiting natural resources volatility via TGARCH and EGARCH," Resources Policy, Elsevier, vol. 78(C).
    6. Yiling Zhang & Ying Zhou & Yangyang Liu & Zengrui Xiao, 2023. "Research on the Influencing Mechanism of the Effect of Brands’ Sustainable Behaviors on Consumer Attitudes: An Empirical Study on Clothing Brands," Sustainability, MDPI, vol. 15(3), pages 1-16, January.

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