Is a Robot Barista Better Than a Human Barista? A Moderating Role of Type of Service Providers

The effects of various coffee shop attributes on customer satisfaction and brand-related outcomes were investigated. In addition, the moderating role of different service providers (human barista vs. robot barista) was explored. This study found that coffee quality, employee service, physical environment, price, and location, positively affect customer satisfaction. In addition, customer satisfaction has a positive influence on brand attitude and brand identification which, in turn, positively affect brand loyalty. Lastly, the type of service providers played a moderating role in the relationship between (1) coffee quality and customer satisfaction and (2) price and customer satisfaction.