Did that robot just say that? Exploring incivility in service experiences

Abstract

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