Robots make no effort! Service evaluation and consumer mindset

Abstract

Considering the growing acceptance of humanoid robots in the service industry, this study aimed to examine their negative impact on service evaluation, as well as the underlying mechanism of perceived effort and the moderating role of consumer mindset. Three experiments that used different service scenarios revealed that humanoid service robots negatively affected service evaluation compared to human employees, and this effect was mediated by decreased perceived effort. Furthermore, this negative impact was attenuated when consumers had a concrete mindset compared to abstract. This work contributes to both consumer service and robot literature by elaborating on the possible adverse influence of replacing human employees with humanoid service robots. It also offers managerial implications for how and when to adopt a robot service in this machine age.

The effect of artificial intelligence (AI) robot characteristics and dialectical thinking on AI robot adoption intention

“…For example, Goetz et al (2003) showed that an appropriate match between a robot's social cues and tasks enhances consumers' adoption of the robot. In related research, Nie and Huang (2023) also showed that consumers have more favorable evaluations towards human service employees than humanoid service robots.…”

“…For example, Goetz et al (2003) showed that an appropriate match between a robot's social cues and tasks enhances consumers' adoption of the robot. In related research, Nie and Huang (2023) also showed that consumers have more favorable evaluations towards human service employees than humanoid service robots. Moreover, consumers' mindsets moderate the relationship between the type of service agent, perceived effort, and consumer evaluation (Nie & Huang, 2023).…”

“…Moreover, consumers' mindsets moderate the relationship between the type of service agent, perceived effort, and consumer evaluation (Nie & Huang, 2023). Kim et al (2019) investigated how the type of relationship with an AI robot and the AI robot's gender influence consumers' perceptions.…”

“…In the context of AI robot adoption, previous research has focused on the impact of appearance, proposed benefits, value, or role of AI robots on consumer adoption of AI robots (Breazeal, 2000; Goetz et al, 2003; Kim et al, 2019; Li et al, 2010; Nie & Huang, 2023; Oestreicher, 2007; Powers & Kiesler, 2006; Schweitzer et al, 2019). The role of AI robots can be described based on the interaction between consumers and AI robots.…”

Anthropomorphism and consumer behaviour: A SPAR‐4‐SLR protocol compliant hybrid review

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