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

PurposeThis 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/approachThe data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers. FindingsThe 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/valueThis 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.