Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation

This study applies experiential value, satisfaction, brand love, brand loyalty, and generation to identify consumer behavior toward robot baristas providing new non-face-to-face services during the COVID-19 pandemic. For the analysis, a set of hypotheses was developed and tested based on the data co...

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Autores principales:	Young Joong Kim, Jung Sook Park, Hyeon Mo Jeon
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	robot barista coffee shop experiential value satisfaction brand love brand loyalty generation Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/03a4a124f19b4d46bfb74d2cb4854e53
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spelling	oai:doaj.org-article:03a4a124f19b4d46bfb74d2cb4854e532021-11-11T19:41:19ZExperiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation10.3390/su1321120292071-1050https://doaj.org/article/03a4a124f19b4d46bfb74d2cb4854e532021-10-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/12029https://doaj.org/toc/2071-1050This study applies experiential value, satisfaction, brand love, brand loyalty, and generation to identify consumer behavior toward robot baristas providing new non-face-to-face services during the COVID-19 pandemic. For the analysis, a set of hypotheses was developed and tested based on the data collected from 404 customers who had visited a robot barista coffee shop (RBCS) in South Korea. The results show that playfulness had the most positive effect on satisfaction, followed by service excellence and consumer return on investment (CROI). Satisfaction had a positive effect on brand love and loyalty. This result indicates that playfulness, service excellence, and CROI are important for inducing brand love and brand loyalty of customers toward RBCS. Moreover, generation plays a moderating role between satisfaction and brand love, and between brand and brand loyalty. This research design and the results differ from those of previous studies on experiential value that have focused on human services in the hospitality industry. Consequently, this study contributes to the hospitality literature by applying the experience value theory, which has been mainly applied to research on human services, to non-face-to-face service research, and to identifying its role. Additionally, it makes an important contribution by presenting practical implications for the sustainable management of the food service industry in the COVID-19 era.Young Joong KimJung Sook ParkHyeon Mo JeonMDPI AGarticlerobot barista coffee shopexperiential valuesatisfactionbrand lovebrand loyaltygenerationEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12029, p 12029 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	robot barista coffee shop experiential value satisfaction brand love brand loyalty generation Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	robot barista coffee shop experiential value satisfaction brand love brand loyalty generation Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Young Joong Kim Jung Sook Park Hyeon Mo Jeon Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
description	This study applies experiential value, satisfaction, brand love, brand loyalty, and generation to identify consumer behavior toward robot baristas providing new non-face-to-face services during the COVID-19 pandemic. For the analysis, a set of hypotheses was developed and tested based on the data collected from 404 customers who had visited a robot barista coffee shop (RBCS) in South Korea. The results show that playfulness had the most positive effect on satisfaction, followed by service excellence and consumer return on investment (CROI). Satisfaction had a positive effect on brand love and loyalty. This result indicates that playfulness, service excellence, and CROI are important for inducing brand love and brand loyalty of customers toward RBCS. Moreover, generation plays a moderating role between satisfaction and brand love, and between brand and brand loyalty. This research design and the results differ from those of previous studies on experiential value that have focused on human services in the hospitality industry. Consequently, this study contributes to the hospitality literature by applying the experience value theory, which has been mainly applied to research on human services, to non-face-to-face service research, and to identifying its role. Additionally, it makes an important contribution by presenting practical implications for the sustainable management of the food service industry in the COVID-19 era.
format	article
author	Young Joong Kim Jung Sook Park Hyeon Mo Jeon
author_facet	Young Joong Kim Jung Sook Park Hyeon Mo Jeon
author_sort	Young Joong Kim
title	Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
title_short	Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
title_full	Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
title_fullStr	Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
title_full_unstemmed	Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation
title_sort	experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: the moderating effect of generation
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/03a4a124f19b4d46bfb74d2cb4854e53
work_keys_str_mv	AT youngjoongkim experientialvaluesatisfactionbrandloveandbrandloyaltytowardrobotbaristacoffeeshopthemoderatingeffectofgeneration AT jungsookpark experientialvaluesatisfactionbrandloveandbrandloyaltytowardrobotbaristacoffeeshopthemoderatingeffectofgeneration AT hyeonmojeon experientialvaluesatisfactionbrandloveandbrandloyaltytowardrobotbaristacoffeeshopthemoderatingeffectofgeneration
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Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation

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