令人难忘的品牌体验、品牌偏好和行为意图之间的关系：关注机器人服务器和人类服务器之间的差异

IF 5.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Technology Pub Date : 2023-03-14 DOI:10.1108/jhtt-09-2021-0254

Jinsoo Hwang, Hyunjoon Kim, H. M. Kim

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引用次数: 1

摘要

目的本研究旨在检验基于服务提供商类型（如机器人服务器和人类服务器）的难忘品牌体验、品牌偏好和行为意图之间的差异。此外，本研究还考察了这四个概念之间的关系。设计/方法/方法数据收集自296名体验过机器人服务器的客户和307名体验过人类服务器的客户。数据分析结果表明，根据员工类型，这五个概念的平均值存在统计学差异。研究结果还表明，难忘的品牌体验对品牌偏好有积极影响，而品牌偏好又对使用意愿、口碑和支付更多费用的意愿有积极影响。独创性/价值本研究首次试图在餐饮业中发现机器人服务员和人类服务员在难忘的品牌体验、品牌偏好和行为意图方面的差异。

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Relationships among memorable brand experience, brand preference, and behavioral intentions: focusing on the difference between robot servers and human servers

Purpose This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts. Design/methodology/approach The data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers. Findings The data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more. Originality/value This study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

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来源期刊

Journal of Hospitality and Tourism Technology HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

8.40

自引率

12.80%

发文量

期刊介绍： The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development