Consequences of brand modernity in the coffee industry: the moderating role of human barista and robot barista

Abstract

Purpose

This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas.

Design/methodology/approach

A total of 333 samples were collected from a coffee shop where robots provide the services, and 354 samples were collected in a coffee shop where people provide the services.

Findings

The data analysis showed that brand modernity has a positive effect on brand attitude, which in turn positively affects brand attachment and brand loyalty. In addition, there is a moderating role in regard to the type of employee in the relationship between brand modernity and brand attachment and brand attitude and brand loyalty.

Originality/value

This study is different from the previous studies, because it used two types of employees, which included a human barista and a robot barista, as a moderating variable with the formation of brand attitude, brand attachment and brand loyalty.

研究目的

本研究开发了一个理论模型, 以通过人类咖啡师和机器人咖啡师的调节来确定品牌现代性的重要性。

研究设计/方法/途径

本研究从机器人提供服务的咖啡店收集了 333 个样本, 在员工提供服务的咖啡店收集了 354 个样本。

研究结果

数据分析表明, 品牌现代性对品牌态度有积极影响, 进而对品牌依恋和品牌忠诚度产生积极影响。此外, 员工类型在品牌现代性与品牌依恋、品牌态度和品牌忠诚度的关系中具有调节作用。

研究原创性/价值

本研究不同于以往的研究, 因为它使用了两种类型的员工, 包括人类咖啡师和机器人咖啡师, 作为调节变量参与品牌态度、品牌依恋和品牌忠诚度的形成。

Citation

Kim, J.J., Kim, H.M. and Hwang, J. (2022), "Consequences of brand modernity in the coffee industry: the moderating role of human barista and robot barista", Journal of Hospitality and Tourism Technology, Vol. 13 No. 5, pp. 801-815. https://doi.org/10.1108/JHTT-08-2021-0239