UNIVERSITI KUALA LUMPUR BUSINESS SCHOOL

EIB30304 SEMINAR

FINAL YEAR PROJECT

LANKAYAN GROUP (2)

ME10

PREPARED BY:

NAME STUDENT ID

NUR DAMIA ATYIERAH BINTI ASHNIZAL 62212121091

ARIFF AQMAR BIN AZIZAN 62212121092

AINA QISTINA BINTI AZMAN 62212121634

AIDI HAZWAN BIN ABDUL HALIM 62212121725

PREPARED FOR: ASSOCIATE PROF. DR MALIK ILHAM SENTOSA BIN

ANWAR,
Exploring Robotic Baristas in the Cafe of the Future

Nur Damia Atyierah Binti Ashnizal

([email protected])

Ariff Aqmar Bin Azizan

([email protected])

Aina Qistina Binti Azman

([email protected])

Aidi Hazwan Binti Abdul

Halim

([email protected])

ABSTRACT

As today, we were struck with covid-19 pandemic where every industry has to come up with
new strategies to survive. The food and beverage industry is the most affected industry as it
can’t continue as before because of the lockdown imposed by the government. This study
investigated the impact of image congruence on brand perceptions in robotic coffee shops,
this study examined how alignment between personal self-images (actual, ideal, and social).
With the aim of exploring the relationship between self-image and brand perception in
robotic coffee shops, we surveyed 220 customers. Focusing on three key types of
congruence: actual, ideal, and social, the study revealed a positive association between each
type and customers' brand attitude. We assume that alignment between a customer's
self-image and the perceived image of a robotic coffee shop (futuristic, tech-savvy) can
positively influence brand attitude, attachment, and loyalty. This study contributes to the
understanding of how new technologies like robotic baristas influence consumer behaviour
and brand relationships. By examining the multifaceted interplay between self-image and
brand image in the context of robotic coffee shops, we use SPSS and SMARTPLS to provide
valuable insights for businesses seeking to optimise brand experiences and build customer
loyalty in the post-pandemic landscape.

Keywords: Self-image congruence, robotic coffee shops, brand attitude, brand attachment,
brand loyalty, consumer behaviour
 TABLE OF CONTENT

1. Introduction 4
1.1 Problem Statement 6
1.2 Research Objective 7
2. Literature Review 10
2.1 Theoretical feedback 10
2.2 Image Congruence 11
2.3 Types of Image Congruence 12
2.3.1 Actual Self-Image 13
2.3.2 Social Self-Image 13
2.3.3 Ideal Self-Image 14
2.4 Brand Loyalty and Brand Attachment 15
2.4 Conceptual Framework 16
3. Methodology 16
4. Findings And Discussion 18
4.1 Profiles of Respondents 19
4.2 Structural Model Analysis : SMARTPLS 20
4.2.2 Generated Model 21
4.2.4 Bootstrapping Model 21
4.3 Result Of Hypotheses Testing 21
4.4 Discussion 22
5. Conclusion 22
6. Recommendation 23
7. References 24
 1. Introduction

The COVID-19 pandemic has caused a significant disruption in the global landscape in
recent years, affecting consumer behaviour and business operations in dramatic ways.
According to Kwon W, in Journal of Retailing and Consumer Services said people's
consumption behaviour during the pandemic is influenced by public awareness of the dangers
of the COVID-19 virus. People all over the world have been using technological
advancements to enable contactless services and improve take-out options due to increased
awareness of health and safety concerns. As a result, there is now less chance of viral
transmission. Nearly every industry has been impacted by this revolutionary trend, including
the well-known coffee industry. A notable study conducted by Shim et al. Highlights the
importance of quarantine as a critical element affecting customers' inclinations to purchase
coffee. Based on this study, coffee lovers overwhelmingly preferred contactless services
during the pandemic. Additionally, the emergence of robotics has been a well-known and
creative solution to this need for contact-free service.

In this context, we explore the intriguing relationship between self-image congruence and the
emerging trend of robotic coffee shops by examining the actual, ideal, and social aspects of
self-image congruence. According to Kim, J., & Jun, H. found that congruence in all three
aspects of self-image positively influenced both brand attitude and purchase intention. The
study highlighted that robotic coffee shops can cater to diverse self-perceptions by offering a
variety of experiences and environments. We also investigate the ways in which people's
views of themselves, their goals, and the opinions of others impact their brand attitudes and
affinity for a specific coffee brand. With the automation and futuristic appeal, robotic coffee
shops have emerged as a distinctive focal point in the coffee market. It's interesting to think
about how our experiences in these high-tech settings affect our perceptions of ourselves, our
idealised selves, and how other people perceive us when we visit these establishments. These
interactions have a direct impact on how we feel about, relate to, and remain loyal to brands.

First, let's look at real self-image congruence, which is when your idea of yourself matches
up with the idea of the average person who comes into a robotic coffee shop. Someone who
considers themselves to be futuristic and tech-savvy may feel completely at home in such an
automated, high-tech setting. They may perceive the automated coffee shop as a reflection of
their true selves. Conversely, those who don't identify with those characteristics could feel
uneasy because the typical visitor's perception of them doesn't align with their own. Real
self-image congruence means that you feel like the coffee shop's environment and customers
are a good fit for who you are.

Ideal self-image, on the other hand, considers our own hopes and desires. According to Kim,
H. M., & Ryu, K. (2021) actual self-image is defined as how a person actually sees one’s
self. The typical customer of the robotic coffee shop could serve as a good example for
someone who aspires to be more tech-savvy and futuristic. In this case, the coffee shop shows
what kind of person they want to be. This becomes a place where they can establish a
connection with their ideal selves. However, there might be a disconnect for those whose
ideal selves don't align with the image of the typical visitor, leading them to question whether
their objectives and the brand experience are compatible.

Social self-image consistency examines our perceptions by others. Do consumers of robotic

coffee shops believe that their appearance conveys something about their personal lives to
others? Attending a place like this could reinforce their socially acceptable self-perception if
their friends or peers believe they are tech savvy. Confusion may arise, though, if the coffee
shop's perception of them differs from that of other people.

However, the adoption and acceptance of robot baristas among consumers remain a subject
of intrigue and inquiry. Understanding why customers choose to frequent coffee shops that
use these robotic helpers is crucial to understanding how much the public embraces these
technological developments. Customers typically choose goods and services that complement
their personality traits and sense of self, according to a well-established theory. Put another
way, customers frequently think that the goods or services they choose support the particular
self-image that they want to live up to.

In summary, the relationship between self-image congruence and brand attitudes, attachment,
and loyalty is a multifaceted interplay of perceptions and emotions. The alignment between
how we perceive ourselves, how we aspire to be, and how others see us with the image and
values of a coffee brand can significantly influence our attitudes and behaviours towards that
brand. Robotic coffee shops, with their cutting-edge technology and unique atmospheres,
provide an intriguing backdrop for studying these dynamics. A study by Liu et al. (2012)
found that self-congruity has a positive impact on both brand attitude and brand loyalty in the
context of luxury brands.

1.1 Problem Statement

1. Consumer Perception and Brand Loyalty in Robotic Coffee Shops:

● What are the initial perceptions of robotic coffee shops? Are they seen as futuristic,
efficient, or impersonal?
● How do these perceptions change after visiting a robotic coffee shop? Do they
become more positive, negative, or remain neutral?
● What factors influence brand loyalty in this context? Is it convenience, novelty, coffee
quality, or something else entirely?
● How can robotic coffee shops cultivate positive perceptions and nurture brand loyalty
among their customers?

2. Social Dynamics and Self-Image Congruence in High-Tech Coffee Environments:

● Social interactions and dynamics: Do people feel comfortable socialising in a space

dominated by robots? How does this differ from traditional coffee shops?
● Individual self-image: Do people feel their self-image is enhanced or diminished by
frequenting a robotic coffee shop? Is it seen as trendy, innovative, or sterile?
● The role of technology: How does technology mediate social interactions in these
spaces? Does it create new opportunities for connection or act as a barrier?
● The impact on social norms and etiquette: How do traditional coffee shop norms
translate to a robotic setting? Are there new, unspoken rules of behaviour?

3. The Role of Personal Goals in Shaping Consumer Behavior in Robotic Coffee Shops:

● The choice to visit a robotic coffee shop: Are people drawn to the novelty, efficiency,
or perceived status associated with these spaces?
● Consumer behaviour within the shop: Do people use these spaces for work, leisure,
social interaction, or something else entirely?
 ● The influence of personal values: How do values like sustainability, human
interaction, and technological advancement impact consumer choices in this context?
● The potential for robotic coffee shops to cater to specific goals: Can they be designed
to support productivity, relaxation, or social connection?

1.2 Research Objective

● The study aims to provide insights into the role of image congruence in shaping
consumer perceptions and behaviours towards robotic coffee shops.
● The findings will contribute to a better understanding of the factors influencing brand
preference and loyalty in the context of robotic coffee shops.
● The results can inform marketing strategies and product development initiatives for
robotic coffee shops to enhance customer engagement and brand loyalty.

Theoretical Review

Arthur: ki Joon Back

Research interest: Consumer Behavior, Problem Gambling, Gaming, Brand Loyalty,
Satisfaction
Article year: 2005
Our article word: Image congruence refers to the idea that consumers choose products or
services that are consistent to their own self-image [12].

Self image congruence meaning is for consumers that the brand has symbolic attributes to
which construct the brand image that means how a typical user of the brand looks and
behaves. It is to decide if they like the brand, individuals that try to match their own
perceived image.

Image congruence is the degree to which that the image of a brand or the product matches the
self-image of the customer. When customers perceive a high degree of image congruence,
they are more likely to have positive attitudes towards the brand and interested to engage in
favourable behaviours, such as purchasing and repurchasing. Image congruence is quite
important in the lodging industry, where consumers often rely on the intangible cues, such as
brand name, decoration, and price, to form their perceptions of a hotel. When the cutsomers
perceive that a hotel brand image is congruent with their self-image, they are more likely to
feel comfortable and satisfied with their stay. This can lead to increased brand loyalty and
repeat business.

A recent empirical study investigated the effects of image congruence on customers' post
purchasing behaviours in the lodging industry. The study focused on two types of image
congruence: social image congruence and ideal social image congruence. Social image
congruence refers to the perceived similarity between the image of a hotel brand and the
consumer's actual self-image. Ideal social image congruence refers to the perceived similarity
between the image of a hotel brand and the consumer's desired self-image.

The study found that both social image congruence and ideal social image congruence had
significant direct effects on customer satisfaction. Additionally, it is ideal that social image
congruence had a significant indirect effect on attitudinal brand loyalty through customer
satisfaction. These findings suggest that image congruence plays an important role in shaping
customers' post purchasing behaviours in the lodging industry by Ki-Joon Back

The findings of the study have several important implications for managers in the lodging
industry. First, managers should strive to create a hotel brand image that is congruent with
the self-image of their target customers. This can be done by carefully considering the values,
aspirations, and lifestyles of their target customers and then developing a brand image that
reflects the attributes.

Second, managers should pay attention to both social image congruence and ideal social
image congruence. Social image congruence is important because it can help customers to
feel comfortable and satisfied with their stay. Ideal social image congruence is important
because it can appeal to customers' aspirational selves and motivate them to repurchase the
brand in the future.

Third, managers should be aware of the indirect effect of ideal social image congruence on
attitudinal brand loyalty through customer satisfaction. This finding suggests that the
managers should focus on creating a positive customer experience, as this can lead to
increased brand loyalty.
The study provides several directions for future research. First, future research could
investigate the effects of image congruence on other post purchasing behaviours, such as
word-of-mouth and repurchase intentions. Second, is future research could examine the
effects of image congruence on different customer segments. For example, it would be
interesting to know how image congruence affects the post purchasing behaviours of business
travellers versus leisure travellers. Finally, future research could investigate the moderating
effects of other factors, such as customer involvement and perceived risk, on the relationship
between image congruence and post purchasing behaviours.

Overall, the study provides valuable insights into the effects of image congruence on
customers' post purchasing behaviours in the lodging industry. The findings of the study can
help managers to develop and implement strategies to create a hotel brand image that is
congruent with the self-image of their target customers and to improve the customer
experience.

Theoretical review

Arthur: M. Joseph Sirgy

Research interest: Well-Being, Consumer Behavior, Marketing, Quality of Life, Life
Satisfaction
Article year: 1997
Our article word: The self-congruity theory explains that image congruence impacts
consumer behaviour in that consumers make a psychological connection between the image
of a service or product and their own self- concept [14].

Self-image congruence is the degree to which a person's self-concept matches their

perception of a product or brand. It is a key concept in consumer behaviour, as it has been
shown to influence a variety of consumer behaviours, such as brand preference, purchase
intention, and satisfaction.

Two main methods have been used to measure self-image congruence: the traditional method
and the new method. The traditional method is based on measuring the discrepancy between
a person's self-concept and their perception of a product or brand. This is done by asking
people to rate themselves and the product or brand on a set of attributes, and then calculating
the difference between the two ratings. The new method, on the other hand, is based on
measuring the overall degree of congruence between a person's self-concept and their
perception of a product or brand. This is done by asking people to rate the overall similarity
between themselves and the product or brand.

A study by Sirgy et al. (1997) compared the predictive validity of the traditional and new
methods of measuring self-image congruence. The study found that the new method was
more predictive of consumer behaviour than the traditional method. This is likely because the
new method measures the overall degree of congruence between a person's self-concept and
their perception of a product or brand, while the traditional method only measures the
discrepancy between the two.

The findings of this study have several implications for marketing research and practice.
First, the study suggests that the new method of measuring self-image congruence is a more
valid and reliable measure than the traditional method. Second, the study suggests that
self-image congruence is a powerful predictor of consumer behaviour. This suggests that
marketers should consider self-image congruence when developing and marketing their
products and brands.

2. Literature Review

2.1 Theoretical feedback

Self-image congruence is the degree to which a person's self-concept matches their

perception of a product or brand. It is a key concept in consumer behaviour, as it has been
shown to influence a variety of consumer behaviours, such as brand preference, purchase
intention, and satisfaction. Two main methods have been used to measure self-image
congruence: the traditional method and the new method. The traditional method is based on
measuring the discrepancy between a person's self-concept and their perception of a product
or brand. This is done by asking people to rate themselves and the product or brand on a set
of attributes, and then calculating the difference between the two ratings. The new method,
on the other hand, is based on measuring the overall degree of congruence between a person's
self-concept and their perception of a product or brand. This is done by asking people to rate
the overall similarity between themselves and the product or brand.
A study by Sirgy et al. (1997) compared the predictive validity of the traditional and new
methods of measuring self-image congruence. The study found that the new method was
more predictive of consumer behaviour than the traditional method. This is likely because the
new method measures the overall degree of congruence between a person's self-concept and
their perception of a product or brand, while the traditional method only measures the
discrepancy between the two. The findings of this study have several implications for
marketing research and practice. First, the study suggests that the new method of measuring
self-image congruence is a more valid and reliable measure than the traditional method.
Second, the study suggests that self-image congruence is a powerful predictor of consumer
behaviour. This suggests that marketers should consider self-image congruence when
developing and marketing their products and brands.

2.2 Image Congruence

In the contemporary marketplace, the concept of image congruence stands as a focal point in
understanding consumer behaviour and shaping effective marketing strategies. Image
congruence refers to the alignment between a consumer's self-concept and the perceived
image of a brand or product. This alignment plays a pivotal role in influencing consumer
preferences, attitudes, and loyalty. As we navigate an era marked by unprecedented choices
and evolving consumer expectations, recent research has provided nuanced insights into the
dynamic nature of image congruence and its impact on shaping the intricate dance between
consumers and brands.

Khamitov and Stavitskaya (2019) contribute to this discourse by exploring the role of image
congruence in the context of luxury fashion brands. Their study delves into the complexities
of luxury brand consumption, emphasising how congruence between consumer self-image
and the aspirational image projected by luxury brands plays a crucial role in shaping
consumer perceptions and purchase intentions. As online platforms become integral to
consumer-brand interactions, Li, Chen, and Yang (2020) investigate the impact of image
congruence on user-generated content (UGC) in social commerce. Their study sheds light on
how congruence influences consumers' willingness to generate content, emphasising the
dynamic role of image congruence in shaping online consumer engagement. In the domain of
services, Alwi et al. (2021) focus on image congruence in the context of airline services.
Their research explores how congruence between consumers' self-image and the perceived
image of airline brands influences customer satisfaction and loyalty. The findings contribute
to a deeper understanding of the unique dynamics of image congruence in the service
industry.

To address the evolving nature of image congruence, Gao et al. (2021) explore the impact of
dynamic image congruence on consumer attitudes and behavioural intentions. Their study
considers the temporal aspect of congruence, recognizing that consumer perceptions of brand
image may evolve over time and influence decision-making processes. The study by Han,
Moon, and Han (2019) delves into image congruence in the context of corporate social
responsibility (CSR). Investigating how congruence between consumer values and CSR
initiatives influences brand perceptions, this research expands our understanding of image
congruence beyond product attributes to encompass broader societal values.

As we embark on a journey to unravel the intricacies of image congruence, these recent

studies pave the way for a deeper comprehension of its role in shaping consumer-brand
relationships. This introduction sets the stage for a comprehensive exploration of the
evolving dynamics of image congruence, acknowledging its significance in a dynamic
and ever-changing market landscape.

2.3 Types of Image Congruence

Typically, image congruence is a critical concept in consumer psychology, and three primary
types—actual self-image congruence, ideal self-image congruence, and social self-image
congruence—play distinct roles in shaping consumers' attitudes towards brands. Each type is
associated with different aspects of an individual's self-concept.

2.3.1 Actual Self-Image

H1: Actual self-image congruence has a positive effect on brand attitude.

Actual self-image congruence refers to the alignment between a consumer's self-perception
as it currently exists, and the image projected by a brand or product. In simpler terms, it
reflects
the degree to which a consumer perceives a brand as a true reflection of their current
self-concept. This alignment is often associated with tangible product attributes,
characteristics, or functionalities that resonate with the consumer's present identity. Recent
research has continued to explore the dynamics of actual self-image congruence, shedding
light on its role in shaping consumer attitudes and behaviours. One such study by Pae, Jung,
and Yoo (2019) investigates the impact of actual self-image congruence on consumers' brand
preferences in the context of fashion retailing. The research underscores the importance of
the alignment between consumers' current self-concept and the attributes of fashion brands,
emphasising how this congruence influences brand preferences.

In the realm of technology and digital products, a study by Kim and Lee (2020) delves into
the significance of actual self-image congruence in influencing consumers' intentions to
adopt smart wearable devices. The research highlights that consumers are more likely to
adopt wearable technology when they perceive it as congruent with their current self-image,
emphasising the relevance of actual self-concept in the adoption of innovative products.
Moreover, in the context of online brand communities, Park and Kim (2021) explore the
impact of actual self-image congruence on consumer participation and engagement within
these virtual spaces. The findings suggest that consumers are more likely to engage actively
in online brand communities when they perceive a congruence between their current
self-image and the brand's image in the virtual space. In this model, the example of actual
self-image congruence will be whether the typical visitor of the robotic coffee shop is
consistent with how I see myself, or is the image of the typical visitor of the robotic coffee
shop is a mirror image of myself or whether it reflects the type of person who I really am.

2.3.2 Social Self-Image

H3: Social self-image congruence has a positive effect on brand attitude.

Social self-image congruence involves the alignment between a consumer's perceived social
identity and the image projected by a brand or product. It reflects the extent to which
individuals choose brands that align with their social identity or the identity they wish to
project within a particular social context. This form of congruence goes beyond individual
attributes and considers the broader societal and group affiliations that influence consumer
behaviour. A study by Balaji and Roy (2019) explores the impact of social self-image
congruence in the context of luxury brands. The research highlights that consumers are more
likely to be attracted to luxury brands when they perceive congruence between the brand's
image and their desired social identity, indicating the influential role of social self-image
congruence in luxury brand preferences.

In the domain of online brand communities, Kim, Wang, and Tao (2020) investigate the
influence of social self-image congruence on consumers' participation and engagement. The
study suggests that consumers are more likely to actively participate in online communities
when they perceive congruence between their social identity and the brand's image within the
community. These studies collectively highlight the relevance of social self-image
congruence in influencing consumer attitudes, preferences, and engagement in various
contexts, emphasising its role as a significant factor in understanding and predicting
consumer behaviour. In this model, the example of social self-image congruence will be
whether the typical visitor of the robotic coffee shop is similar to how other people see me or
is it a mirror image of the person that other people think about me and if the typical visitor of
the robotic coffee shop reflects the person that others think I am.

2.3.3 Ideal Self-Image

H2: Ideal self-image congruence has a positive effect on brand attitude.

Ideal self-image congruence refers to the alignment between a consumer's ideal or
aspirational self-concept and the image projected by a brand or product. This type of
congruence reflects the extent to which individuals seek products or brands that resonate with
their desired or idealised self. It goes beyond the present state of self-concept, encompassing
the image individuals aspire to achieve or maintain. A study by Ahn, Kim, and Kim (2019)
explores the role of ideal self-image congruence in the context of luxury fashion brands. The
research indicates that consumers are more likely to be attracted to luxury brands when they
perceive congruence between the brand's image and their ideal self, emphasising the
significance of ideal self-image congruence in luxury brand preferences.

In the domain of online shopping, Liu, Gao, and Lee (2021) investigate the impact of ideal
self-image congruence on consumers' online shopping intentions. The study suggests that
when consumers perceive congruence between the online shopping platform's image and
their ideal self, they are more likely to have positive intentions towards online shopping.
These studies collectively underscore the relevance of ideal self-image congruence in shaping
consumer preferences and behaviours in different contexts, providing valuable insights into
how alignment with idealised self-images influences brand perceptions and choices. In this
model, the example of social self-image congruence will be whether the typical visitor of the
robotic coffee shop is consistent with how I would like to see myself or is it a mirror image
of the person I would like to be.

2.4 Brand Loyalty and Brand Attachment

H6: Brand attachment has a positive effect on brand loyalty.

Brand loyalty is a behavioural commitment wherein consumers repeatedly purchase a

particular brand due to positive experiences, satisfaction, and trust (Xie, Ding, Zhang, & Yu,
2021). This loyalty often results from habitual buying patterns and reflects a rational and
transactional connection to the brand. On the other hand, brand attachment represents a more
profound and emotional connection that goes beyond habitual purchasing. Defined by Park,
Eisingerich, and Park (2013), brand attachment involves an affective bond and a sense of
self-extension through the brand. This emotional connection leads to a more enduring
relationship and heightened engagement with the brand.

In essence, brand loyalty represents a repeated purchasing pattern driven by satisfaction,

while brand attachment involves a deeper emotional connection, fostering enduring
relationships and a sense of identity through the brand. In this case, an example of brand
attachment would be that I am passionate about using this coffee brand and would feel sorry
if this coffee brand ceased its operation. Meanwhile, an example of brand loyalty will be that
I would spread positive things about this specific coffee brand to others and would continue
using this coffee brand in the coming future.
2.4 Conceptual Framework

3. Methodology

Primary and secondary data are the two types of sources used in research. Tests, surveys, and
interviews are some of the techniques used by researchers to obtain information directly from
primary sources, which is known as primary data. Primary data is the best kind of data for
research and is typically obtained from the original source of the data.

Information that has already been obtained from primary sources and made available for use
by other researchers is known as secondary data. This specific kind of information has
already been collected. Examples of secondary data sources include books, journals,
newspapers, websites, personal sources, and government records. Secondary data is known to
be easier to get than primary data. Our research data comes from both primary and secondary
sources. Survey questionnaires are used to get primary data, and academic journals are used
to gather secondary data.
For the quantitative part of the study, information will be gathered by sending online surveys
to a wide range of customers who have used robotic coffee shops and a coffee lover. A Likert
scale will be used to ask participants to rate how much they agree with comments about
self-image congruence, brand attachment, and brand loyalty. Because these surveys will be
done online, they will be able to reach people from all over the world and get a big,
representative sample.

Next, for the qualitative part, some of the people who filled out the surveys will be
interviewed in more depth to get more qualitative information. These interviews will help us
learn more about the feelings, reasons, and events that make people act the way they do
around robotic coffee shops. The qualitative data will be used to add to and improve the
results of the numeric data.

Researchers will be looking for people (18 and up) who have been to robotic coffee shops
and coffee lovers to take part in this study. To get a full picture of how people act as
consumers, a group that is both diverse and representative will be chosen. People from
different parts of their background will be asked to take part so that any cultural differences
in how people see things and what they like can be taken into account.

We will use statistical tools to examine the survey's quantitative data. The participant's replies
and demographics will be compiled using descriptive statistics. We will examine the
relationship between self-image alignment, brand attachment, and brand loyalty using
multiple regression analysis. In order to identify significant variations among the
demographic parameters, cross-tabulations will be applied.

The qualitative information obtained from the talks will be examined using thematic analysis.
Part of this process is looking for repeated themes and patterns in the transcripts. This
advances our understanding of the psychological and emotional components of consumer
behaviour. The qualitative information will be utilised to contextualise and enhance the
utility of the numerical results.

Apart from that, data collection methods refer to the techniques and procedures used to
gather data for research. These methods can be either qualitative or quantitative
approaches to
gathering data, and they can take the form of simple self-reported questionnaires or more
complex research projects. Some common methods of acquiring data are experiments, focus
groups, observations, surveys, interviews, and secondary data analysis. These methods can be
employed to collect data, which can subsequently be examined and used to confirm or refute
research theories and draw conclusions about the subject matter of the study. We distributed
surveys created in Google Forms and distributed across social media channels as part of our
data collection strategy.

Finally, a set of guidelines that direct your research designs and methods are known as ethical
concerns in research. Voluntary involvement, informed consent, privacy, confidentiality, risk
of damage, and results of communication are some of these guiding concepts. Prioritising
ethical issues allowed for the free nature of involvement and the confidentiality and privacy
of participant responses.

4. Findings And Discussion

Findings and Discussion" are two key sections in research papers. Findings objectively
present the results, while Discussion interprets and analyzes them. Think of it as what
happened (findings) and why it happened (discussion). Both are crucial to understanding our
research's meaning and contribution.

Key Findings:

● The COVID-19 pandemic shifted consumer behavior towards contactless services and
automation, impacting the coffee industry.
● Robotic coffee shops emerged as unique outlets catering to this shift, offering
futuristic appeal and high-tech experiences.
● Self-image congruence – alignment between real, ideal, and social aspects of
self-perception – significantly influences brand attitudes and purchase intentions
towards robotic coffee shops.
● Real self-image congruence: Tech-savvy individuals feel at home in these
settings,while others may feel out of place.
 ● Ideal self-image congruence: Robotic coffee shops can represent aspirations for those
who desire to be more tech-forward.
● Social self-image congruence: Visiting these shops can reinforce or contradict how
consumers believe others perceive them.

4.1 Profiles of Respondents

4.2 Structural Model Analysis : SMARTPLS
4.2.2 Generated Model

4.2.4 Bootstrapping Model

4.3 Result Of Hypotheses Testing

H1: Actual self-image congruence has a positive effect on brand attitude.

H2: Ideal self-image congruence has a positive effect on brand attitude.
H3: Social self-image congruence has a positive effect on brand attitude.
H4: Brand attitude has a positive effect on brand attachment.
H5: Brand attitude has a positive effect on brand loyalty.
H6: Brand attachment has a positive effect on brand loyalty.

4.4 Discussion

● Understanding self-image congruence is crucial for brands like robotic coffee shops
to attract and retain customers.
● By offering diverse experiences and environments, they can cater to various aspects
of self-perception.
● The futuristic and automated nature of these shops can be leveraged to appeal to ideal
self-images.
● Social media influencers and testimonials can help shape positive social perceptions
associated with the brand.
● Research is needed to further understand consumer adoption and acceptance of robot
baristas

5. Conclusion

In conclusion, in the context of robotic coffee shops, consumer behaviour is greatly

influenced by the intricate interplay between brand attitude, attachment, and loyalty and
self-image congruence. Kim, Jun, Back, Sirgy, and colleagues' research has resulted in
theoretical foundations that provide light on the complex relationship between self-image
congruence and consumer preferences. Developing positive brand attitudes requires
connecting the customer's self-concept with the brand image. In turn, this congruence
strengthens brand attachment and loyalty and fosters enduring interactions between
consumers and brands. In addition to the visible elements that make up the whole customer
experience, businesses should also look at the emotional and intangible components of their
offers. The hypotheses offered here serve as a foundation for future research to validate the
linkages between self-image congruence traits and brand-related outcomes in the
environment of robotic coffee shops. Businesses can achieve long-term success in the
competitive coffee industry by strategically focusing on understanding and utilising
self-image congruence as they navigate the opportunities and challenges presented by
technological advancements and shifting consumer preferences.
6. Recommendation

First and foremost, aligning brand image with spirations.To establish a lasting connection,
businesses should strategically align the brand image with the aspirations of their target
audience. Consider the example of tech-savvy millennials who aspire to integrate futuristic
elements into their lifestyles. Robotic coffee shops can craft marketing campaigns
highlighting the high-tech features, creating resonance with the desired self-concepts of this
demographic. According to Jung-Woo Sung, Young-Jin Lee, Jae-Eun Son, and Hyun-Ju Park
(2022), found that Generation Z consumers are more likely to be loyal to and purchase from
brands that they perceive as aligned with their aspirations. The study also identified specific
aspirational values that resonate with Gen Z, such as sustainability, social responsibility, and
innovation.

Next, consider social identity and perceptions. In today's social media-driven culture, where
online and offline identities are linked, a person's "social self-image" determines how they
want to be perceived. Companies that recognize this phenomenon can capitalise on it by
matching their expertise and brand to the ideal social identities of their target market. Robotic
coffee shops have a distinct opportunity since they cater to tech-savvy customers who
consider themselves forward-thinking and inventive. To represent this social identity,
businesses may stress modern aesthetics with elegant furnishings, futuristic lighting, and
interactive elements—including Instagrammable events like robot baristas and individualised
latte art.In the age of social influence, businesses should not underestimate the impact of
social self-image congruence. According to Martin Lindstrom (2005), using tech-savvy
language in branding and messaging reinforces the alignment with the customer's desired
image. The benefits of social self-image congruence in this context include increased brand
loyalty, positive word-of-mouth, increased participation in online communities, and an
elevated perception of the brand as a tech-savvy corporation. Aside from social media, it's
vital to ensure that the entire service fits the expectations of the target audience in terms of
effectiveness, personalization, and simple payment options.
Other than that, building emotional connections.In today's experience-driven economy,
consumers yearn for more than just a transactional exchange. According to Barreda, A. A.,
Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020) it is an important
relationship-marketing task to build emotional attachments and strong bonds with
consumers.This resonates with robotic coffee shops. Despite their technological focus,
robotic coffee shops provide unique customisation opportunities, ranging from AI-powered
ideas to interactive barista bots and personalised coffee art. As a result of these personalised
interactions, which develop a sense of familiarity, customers feel recognized and appreciated.
Furthermore, robotic coffee shops can foster a sense of community beyond individual
interactions through loyalty programs, themed events, and interactive internet platforms.
Investing in emotional connections provides dividends in the form of improved brand
perception, positive word-of-mouth, and increased brand loyalty. It demonstrates the brand's
human-centric values and emotional intelligence in a way that goes beyond technology. The
objective is to learn about the intended audience, value their individuality, and offer
experiences that fulfil their needs for a sense of community and human connection. By
transforming a robotic coffee shop into something more than just a caffeine stop, businesses
may set themselves apart in the tough coffee market.

7. References

Back, K.J. The effects of image congruence on customers’ brand loyalty in the upper middle-
class hotel industry. J. Hosp. Tour. Res. 2005, 29, 448–467.

Sirgy, M.J.; Grewal, D.; Mangleburg, T.F.; Park, J.O.; Chong, K.S.; Claiborne, C.B.; Johar, J.S.;
Berkman, H. Assessing the predictive validity of two methods of measuring self-image congruence. J.
Acad. Mark. Sci. 1997, 25, 229–241.

Khamitov, M., & Stavitskaya, A. (2019). Consumer self-congruence with luxury fashion brands: A
multidimensional perspective. Journal of Business Research, 97, 138–146.

Li, X., Chen, H., & Yang, B. (2020). Influence of image congruence on user-generated content in
social commerce: A cognitive-affective perspective. Telematics and Informatics, 55, 101475.
Alwi, S. F. S., Kitchen, P. J., & Jusoh, J. (2021). Airline brand image congruence, satisfaction, and
loyalty: The moderating role of the aviation market environment. Journal of Air Transport
Management, 92, 101978.

Gao, Y., Li, X., Xue, H., & Shi, S. (2021). Dynamic image congruence and consumer attitudes and
behavioral intentions: The moderating role of perceived product innovation. Journal of Business
Research, 130, 397–408.

Han, H., Moon, H., & Han, S. (2019). Corporate social responsibility, corporate image congruence, and
customers’ patronage intentions: The moderating role of service quality. International Journal of
Hospitality Management, 78, 138–148.

Pae, J. H., Jung, J., & Yoo, J. J. (2019). Actual self-image congruence and consumer-brand
relationship in fashion retailing. Journal of Business Research, 97, 174-185.

Kim, H., & Lee, J. (2020). Actual self-image congruence, perceived innovativeness, and adoption
intention toward smart wearables. Computers in Human Behavior, 105, 106212.

Park, S., & Kim, A. J. (2021). Actual self-image congruence, virtual brand engagement, and customer
citizenship behavior in online brand communities. Internet Research, 31(3),
946-967.

Balaji, M. S., & Roy, S. K. (2019). Social self-image congruence and the antecedents of
consumer-based brand equity. Journal of Business Research, 99, 315-326.

Kim, J. H., Wang, D., & Tao, W. (2020). Social self-image congruence and consumer participation in
online brand communities: A social identity perspective. International Journal of Information
Management, 50, 493-505.

Ahn, J., Kim, S., & Kim, H. (2019). The role of ideal self-image congruence in luxury fashion brand
preference. Journal of Business Research, 97, 164-173.

Liu, Y., Gao, F., & Lee, M. K. (2021). The impact of ideal self-image congruence on
consumers’ online shopping intentions: A perspective of image congruence theory.
Computers in Human Behavior, 116, 106646.
Xie, J., Ding, S., Zhang, Y., & Yu, S. (2021). The impact of service convenience on brand loyalty: A
mediation–moderation analysis. International Journal of Hospitality Management, 93, 102770.

Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment–aversion (AA) model of customer–
brand relationships. Journal of Consumer Psychology, 23(2), 229–248.

Kwon, W., Lee, J. Y., & Kim, S. J. (2022). The impact of COVID-19 on online coffee delivery:
Exploring consumer motivations and behavioral changes. Journal of Retailing and Consumer Services,
66, 103240. https://www.researchgate.net/publication/347459018_Online_Shopping_Motives_during_the
_COVID-19_Pandemic-Lessons_from_the_Crisis

Kim, J., & Jun, H. (2021). Examining image congruence and its consequences in the context of
robotic coffee shops. Sustainability, 13(20), 11304.
https://www.mdpi.com/2071-1050/13/20/11304

Sung, J.-W., Lee, Y.-J., Son, J.-E., & Park, H.-J. (2022). The Role of Brand Aspirational Value in
Fostering Brand Loyalty and Purchase Intention among Generation Z Consumers. Journal of Business
Research. https://www.ajol.info/index.php/jbr

Lindstrom, M. (2005). Brandscapes: The Role of Sensory Branding in Creating Brand

Experiences. Journal of Product & Brand Management, 14(2), 84-87. DOI:
10.1108/10610420510592554
https://www.researchgate.net/publication/247619884_Broad_sensory_branding

Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media
activities on brand image and emotional attachment: A case in the travel context.
Journal of Hospitality and Tourism Technology, 11(2), 234-250.
https://www.emerald.com/insight/content/doi/10.1108/JHTT-02-2018-0016/full/html#sec018

Kim, H. M., & Ryu, K. (2021). Examining Image Congruence and Its Consequences in the Context of
Robotic Coffee Shops. Sustainability, 13(20), 11413. https://doi.org/10.3390/su132011413