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무인 커피전문점 브랜드 경험이 만족과 브랜드 사랑, 충성도에 미치는 영향

The impact of brand experience on satisfaction, brand love, and loyalty in unmanned coffee shops

구원일|전현모
한국외식산업학회 (The Korean Foodservice Association)|2023.04|한국외식산업학회지 (FoodService Industry Journal)|제19권 제2호|pp. 135-150|DOI 10.22509/kfsa.2023.19.2.009

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참고문헌

키워드

SatisfactionLoyaltyBrand experienceBrand loveUnmanned coffee shops
주제분류관광학

초록

Unmanned coffee shops are attracting more attention as a new business model that can secure management efficiency and sustainability by pursuing not only consumer safety against COVID-19 or other infectious diseases but also labor cost reduction. Brand experience, satisfaction, and brand love were applied to identify antecedent factors that affect consumer loyalty to unmanned coffee shops. Coffeebanhada, Cafe AI, and B;eatbox were selected through a pilot study, and a sample of 288 people who responded that they had visited and purchased from one or more of the three unmanned coffee shop brands was used. Our analysis confirmed the positive influence of brand experience on satisfaction and brand love, and satisfaction had a significant effect on brand love and loyalty. However, brand love had no significant effect on loyalty. This result indicates that brand experience and satisfaction are important in increasing customer loyalty in the context of unmanned coffee shops. This study contributes to the research on the restaurant sector by applying the brand experience theory, which had been applied to research on human services, to unmanned service research and confirming its role. In addition, it presents useful practical implications for establishing sustainable management strategies for restaurant brands that provide unmanned service during and after the COVID-19 pandemic.

Abstract

Unmanned coffee shops are attracting more attention as a new business model that can secure management efficiency and sustainability by pursuing not only consumer safety against COVID-19 or other infectious diseases but also labor cost reduction. Brand experience, satisfaction, and brand love were applied to identify antecedent factors that affect consumer loyalty to unmanned coffee shops. Coffeebanhada, Cafe AI, and B;eatbox were selected through a pilot study, and a sample of 288 people who responded that they had visited and purchased from one or more of the three unmanned coffee shop brands was used. Our analysis confirmed the positive influence of brand experience on satisfaction and brand love, and satisfaction had a significant effect on brand love and loyalty. However, brand love had no significant effect on loyalty. This result indicates that brand experience and satisfaction are important in increasing customer loyalty in the context of unmanned coffee shops. This study contributes to the research on the restaurant sector by applying the brand experience theory, which had been applied to research on human services, to unmanned service research and confirming its role. In addition, it presents useful practical implications for establishing sustainable management strategies for restaurant brands that provide unmanned service during and after the COVID-19 pandemic.

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