Differences between robot servers and human servers in brand modernity, brand love and behavioral intentions in the restaurant industry

Kim, Heather Markham; Abbas, Jawad; Haq, Muhammad Zia Ul; Lee, Junghoon; Hwang, Jinsoo

doi:10.1108/apjml-03-2022-0214

Cited by 18 publications

(21 citation statements)

References 55 publications

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“…Second, the present research used the mediation-moderation setting and discovered that as CBBE has attracted increasing attention, especially during the COVID-19 pandemic, restaurant brand equity has reduced customers' uncertain risk and echoed the restaurant marketing strategy reaction, providing more meaningful literature on how to respond to crisis management (Kim et al. , 2022).…”

Section: Discussionmentioning

confidence: 98%

“…The COVID-19 pandemic erupted in 2020 and it impacts remain in 2022. Since then, tourism and hospitality have suffered their most difficult experience, including a decrease of travel and customer demand caused by cross-national border restrictions, regional lockdowns, social distance regulations and truncated hours of restaurant operations (Kim et al. , 2022).…”

Section: Introductionmentioning

confidence: 99%

“…, 2022). Despite the physical contact difficulties of influencing the tourism and hospitality industry because of the pandemic impacts, several restaurants have actively engaged in developing customer-based brand equity (CBBE) and corporate social responsibility (CSR) actions to assist employees and customers in reducing risk and improving safety perceptions of the COVID-19 effects (Kim et al. , 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Several choices of antecedents and consequences are justified. First, with the increasing complexity of the supply chain system (2023), there is a need for systematic analysis of the restaurant perspective in the food service branding setting (Kim et al. , 2022), corporate social responsibility (CSR) commitments (Dai and Reich, 2023; Liu et al.…”

Section: Introductionmentioning

confidence: 99%

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Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

Huang

2023

APJML

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PurposeThe purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.Design/methodology/approachThis study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.FindingsThe results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.Originality/valueWith the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.

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Section: Discussionmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

Huang

2023

APJML

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“…Furthermore, Blaurock et al (2022) extended the literature on role theory by providing a framework of the role theory in a human–robot service interaction context. Lastly, Kim et al (2022) applied the role theory with respect to relationships among brand modernity, brand love and behavioral intentions, and they analyzed the interactions between human and robot service providers with consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

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

Hwang

Kim

2023

JHTT

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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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Nexus of economic policy uncertainty, economic expansion and clean energy consumption and their role in carbon neutrality of emerging economies

et al. 2023

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Energy is unquestionably necessary for economic progress, but it also results in carbon emissions, which are the leading cause of environmental deterioration and climate change. From this perspective, clean energy can contribute to both sustainable development and ecological sustainability, as it consists of non‐carbohydrate energy sources that do not or rarely emit greenhouse gases. In this context, this paper investigates economic policy uncertainty (EPU), economic expansion (EE) and clean energy consumption (EC) on carbon dioxide (CO2) emissions in Russia from 1995 to 2021. The autoregressive distributed lag (ARDL) model was used to illustrate the interdependence of factors. The error correction model (ECM) is also used to check the relationship among the study's desired factors. The long‐term investigation found that EPU harms the environment by increasing emission levels. The economic expansion increases CO2 emissions and reduces the environmental quality, supporting the ecological modernization argument. The consumption of clean energy negatively impacts CO2 emission; hence its higher amount reduces the carbon. Thus, the study found a causal relationship between EPU, EC, EE and CO2 emissions. Based on the study's findings, a policy framework is proposed to address the sustainable development goals and environmental quality. Adding the other variables like environmental regulations can be taken as future direction.

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Differences between robot servers and human servers in brand modernity, brand love and behavioral intentions in the restaurant industry

Cited by 18 publications

References 55 publications

Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

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

Nexus of economic policy uncertainty, economic expansion and clean energy consumption and their role in carbon neutrality of emerging economies

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