餐饮业品牌真实性的前因后果:机器人服务员工与人类服务员工

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2022-02-12 DOI:10.1080/10548408.2022.2061678

Jinsoo Hwang, H. M. Kim, Kyuhyeon Joo, J. Kim

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引用次数: 9

摘要

摘要本研究试图解释品牌真实性是如何根据服务员工的类型而不同形成的，例如机器人服务员工和人类服务员工。数据分析结果表明，感知价值的类型，如功利价值和享乐价值，对品牌真实性有积极影响。此外，研究还发现，品牌真实性有助于提高品牌满意度和品牌偏好，这对品牌忠诚度有积极影响。最后，本研究发现，服务型员工在效用价值与品牌真实性之间的关系中起着调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The antecedents and consequences of brand authenticity in the restaurant industry: robot service employees versus human service employees

ABSTRACT This study tries to explain how brand authenticity is differently formed according to the type of service employee, such as robot service employees versus human service employees. The results of the data analysis show that the types of perceived value, such as utilitarian and hedonic values, positively affect brand authenticity. In addition, it was also found that the brand authenticity aids in enhancing brand satisfaction and brand preference, which have a positive influence on brand loyalty. Lastly, this study found that the type of service employee plays a moderating role in the relationship between utilitarian value and brand authenticity.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.