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    Did that robot just say that? Exploring incivility in service experiences
    (Emerald Publishing, 2025) Elmadag, A. Banu; Wang, Wei; Harrison, Kristina; Okan, Mehmet
    Purpose – Service experiences are shaped through interactions with and perceptions of service providers. This study aims to investigate the impact of customer perceptions of service robots’ incivility in restaurants on customer emotions and service outcomes, addressing a gap in the current literature on human–robot interactions in hospitality settings. Design/methodology/approach – Two experimental studies were used to examine the effects of robots, mechanoids and human server incivility on customer emotions, word-of-mouth intentions and expected service quality. Data were collected from US participants using online surveys. Findings – The results reveal that service technologies’ physical and interactional capabilities influence customers’ perceptions of service environments; customers feel more anger, and service quality expectations are lower when a robot is uncivil (vs human); and when customers witness incivility by a robot (vs mechanoid), their positive emotions are more likely to be reduced. Originality/value – This research addresses a clear gap in the literature by exploring the unique impacts of customers’ perceptions of service robot incivility in restaurants. It applies and tests the social exchange theory within human–robot interactions, highlighting how robot characteristics such as human-likeness influence customer responses to perceived incivility. The findings offer practical insights for optimizing robot use in hospitality to enhance customer experiences and service quality. © 2025 Emerald Publishing Limited
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    Schadenfreude and Sympathy: Observer Reactions to Malicious Joy During Social Media Service Recovery
    (Sage Publications Inc, 2025) Bacile, Todd J.; Elmadag, A. Banu; Okan, Mehmet; Dineva, Denitsa; Rynarzewska, Ania Izabela
    Complex social dynamics occur when complaints are voiced on firms' social media channels. In combination, a complainer criticizes a firm, which may be responded to uncivilly by different online personas (i.e., internet trolls or loyal customers), with virtually present observers watching how a firm responds. This research examines customer-to-customer (C2C) uncivil commentary from troll and loyal customer personas perceived by observers to elicit schadenfreude (malicious joy due to another's adverse event). Three studies show how C2C schadenfreude targeting a complainer elicits sympathy from observers, which influences observers' future purchase intent. Study 1's online content analysis using field data shows the frequency of C2C schadenfreude during social media service recovery. Study 2 uncovers moderated mediation of C2C schadenfreude-sympathy-purchase intent, with loyal customer persona comments producing more observer sympathy than troll persona comments. Study 3 finds the harmful effect of observer sympathy on purchase intent varies based on how or if a firm addresses the C2C dialogue. This research uses a novel cognition (perceived schadenfreude from another's comment), examines a lesser-studied emotion in marketing (sympathy), and is the first marketing-related work to incorporate backlash theory from organizational management to exemplify how loyal customer comments produce a backlash effect in observers.