Robots make no effort! Service evaluation and consumer mindset

Abstract

AbstractConsidering 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.