Metaperception benefits of service robots in uncomfortable service encounters

Abstract

Uncomfortable service interactions are ubiquitous in tourism and hospitality settings (e.g., returning a dish in a restaurant, ordering room service late at night, and complaining about noisy others in a hotel). Across five experimental studies, we show that service robots reduce consumers' metaperception processing and as a consequence can mitigate customer discomfort. Specifically, we demonstrate that service robots’ perceived low level of mind leads to reduced or even eliminated metaperception processing (i.e., customers do not think about the perceptions robots may have about them). Consumer outcomes include more favorable attitudinal and behavioral responses (e.g., satisfaction, engagement, and revisit intentions). Moreover, we find that the degree of anthropomorphic robot appearance does not affect metaperception. Taken together, these findings provide theoretical and practical insights for the successful deployment of service robots into otherwise potentially uncomfortable service encounters.