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The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry. 2022

Jinsoo Hwang, and Jawad Abbas, and Kyuhyeon Joo, and Seung-Woo Choo, and Sunghyup Sean Hyun
The College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea.

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.

UI MeSH Term Description Entries
D012147 Restaurants An establishment where meals are cooked, sold and served to customers. Restaurant
D004522 Educational Status Educational attainment or level of education of an individual. Education Level,Educational Achievement,Educational Attainment,Educational Level,Level of Education,Maternal Education Level,Maternal Educational Attainment,Maternal Educational Level,Paternal Education Level,Paternal Educational Attainment,Paternal Educational Level,Achievement, Educational,Educational Status, Maternal,Educational Status, Paternal,Maternal Educational Status,Paternal Educational Status,Status, Educational,Attainment, Educational,Attainment, Maternal Educational,Attainment, Paternal Educational,Education Level, Maternal,Education Level, Paternal,Education Levels,Educational Achievements,Educational Attainment, Maternal,Educational Attainment, Paternal,Educational Attainments,Educational Level, Maternal,Educational Level, Paternal,Educational Levels,Level, Education,Level, Educational,Level, Maternal Education,Level, Maternal Educational,Level, Paternal Education,Level, Paternal Educational,Levels, Maternal Educational,Maternal Education Levels,Maternal Educational Attainments,Maternal Educational Levels,Paternal Education Levels,Paternal Educational Attainments,Paternal Educational Levels,Status, Maternal Educational,Status, Paternal Educational
D006801 Humans Members of the species Homo sapiens. Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
D001290 Attitude An enduring, learned predisposition to behave in a consistent way toward a given class of objects, or a persistent mental and/or neural state of readiness to react to a certain class of objects, not as they are but as they are conceived to be. Sentiment,Attitudes,Opinions,Opinion,Sentiments

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