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

Abstract

Purpose

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.

Design/methodology/approach

Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.

Findings

The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.

Originality/value

Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

Citation

Kim, H.M., Abbas, J., Haq, M.Z.U., Lee, J.(J). and Hwang, J. (2023), "Differences between robot servers and human servers in brand modernity, brand love and behavioral intentions in the restaurant industry", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 7, pp. 1774-1788. https://doi.org/10.1108/APJML-03-2022-0214