I can be myself: robots reduce social discomfort in hospitality service encounters

Abstract

Purpose The purpose of this study is to evaluate service robots as an alternative service provider that can reduce customers’ social discomfort in hospitality service encounters. Specifically, the authors discuss when and in what scenarios service robots can alleviate such social discomfort and explain this effect from the perspective of dehumanization. Design/methodology/approach Following a social constructivist paradigm, the authors adopt a qualitative research design, gathering data through 21 semistructured interviews to explore why the presence of service employees causes customers’ social discomfort in hospitality service encounters and how service robots alleviate such discomfort. Findings This study’s results suggest that both the active and passive engagement of service employees are sources of customers’ social discomfort in hospitality service encounters; thus, adopting service robots can help reduce such discomfort in some scenarios. Customers’ differentiating behaviors, a downstream effect of social discomfort, are also addressed. Practical implications Service robots can reduce customers’ social discomfort in certain scenarios and influence their consumption behaviors. This finding offers actionable insights regarding the adoption of service robots in hospitality service encounters. Originality/value This research enhances the understanding of social discomfort in hospitality service encounters and expands the research on service robots. To the best of the authors’ knowledge, it is the first attempt to reveal the bright side of robots in service encounters from a dehumanization perspective.

Robotic service quality, authenticity, and revisit intention to restaurants in China: extending cognitive appraisal theory

“…Technical service quality emphasizes what customers receive from a service experience (Grönroos, 2000). As robotic technology remains less developed in the restaurant industry (Liu et al, 2023), the current service robots cannot solve, adjust or address customers' problems, requests, and demands, and fail to provide updated information (Fu et al, 2022).…”

“…(Guan et al, 2022). Despite the extensive adoption of robotic services in China, however, concerns have arisen regarding technological flaws (Fu et al, 2022;Liu et al, 2023), unpleasant robotic services (Hwang et al, 2021), and quality experience seeking (Davari et al, 2022). To obtain a competitive advantage through the utilisation of service robots (Cheng et al, 2023), it is imperative to investigate the robotic service quality (Shin, 2022), particularly within China's context.…”