Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?

This study investigates the antecedents and consequences of brand satisfaction with the moderating role of type of barista. For this, data were collected from customers who used a coffee shop operated by robot baristas and customers who used a coffee shop operated by human baristas. The data analysis results showed that the four types of brand experience, such as sensory, affective, behavioral, and intellectual brand experiences, help to enhance brand satisfaction, which positively affects brand attitude, brand attachment, and brand loyalty. Finally, the type of barista plays a moderating role in the relationship between (1) sensory brand experience and brand satisfaction and (2) intellectual brand experience and brand satisfaction.

Automated summary

The study examines the antecedents and consequences of brand satisfaction with the moderating role of the type of barista. Data collected from customers using coffee shops operated by robot baristas and human baristas showed that sensory, affective, behavioral, and intellectual brand experiences contribute to enhancing brand satisfaction, which positively affects brand attitude, brand attachment, and brand loyalty. The type of barista plays a moderating role in the relationship between sensory brand experience, intellectual brand experience, and brand satisfaction.