An eye for an eye: Exploring how human-robot service attributes affect customers’ negative electronic word-of-mouth

The integration of artificial intelligence and robotics has revolutionized the hospitality industry, significantly influencing customer cognition, emotion and behavior. However, the impact mechanism of robotic service failures warrants further investigation. This research explores the relationship between human-robot service attributes and customers’ negative electronic word-of-mouth (e-WOM). A mixed-method research design was adopted. Study 1 employs a content analysis with 219 negative online reviews whereas Study 2 conducts a combined online and offline questionnaire survey of 575 customers who have experienced robotic services. Results indicate that incompetence of robots and social loafing of employees both positively influence negative e-WOM by reducing perceived value and intensifying negative emotions. Higher levels of robot task interdependence enhance the negative impact of robot incompetence on perceived value. The research findings can effectively guide tourism and hospitality organizations to take measures to reduce negative e-WOM, especially in the context of robot services.