Purpose Besides the mainstream discussion around customer expectation, this study aims to review would customer surprise be influential in up- and cross-selling. Although hotel customers are becoming more used to robotic services, due to a negative impression of the robot’s lack of warmth, other customers still prefer the human-to-human services. Thus, what happens when up- and cross-selling are delivered by a robot versus human salesperson? Design/methodology/approach This study designs three experiments to investigate how guests would be surprised by a human or robot salesperson when checking in following a scenario of up- and cross-selling. This paper has three studies and data were collected through an online survey with the United States residents (n = 270). Findings This study validates that when up- and cross-selling are conducted separately, a human salesperson performs a better job in terms of achieving higher customer surprise, satisfaction, perceived value and reuse intention. When promoting both up- and cross-selling together, a robot salesperson has a more competitive performance in all examined measures. Research limitations/implications This study contributes elucidations on a theoretical conception of Appraisal Tendency Framework and extends the idiomatic impression that humans are more favorable than robots when an intensive personal interaction is involved. Practical implications This study inspires hospitality practitioners an optimal strategy in adopting human or robot employees for up- and cross-selling. Suggestions for marketing management and service operation with analytical methods are elucidated. Originality/value This study not just fills all indicated knowledge voids but proffers theoretical and practical insights.
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