Service technology experiences and service manner: a conceptual model of customer expectations, emotional responses and outcomes in hospitality

Purpose This paper aims to explore service technologies (STs) and how they impact customer experiences. While existing research has focused on consumer adoption of STs, this study takes a qualitative approach to understand how these technological advancements shape customer experiences through customer perceptions of the service manner exhibited by these technologies. Design/methodology/approach The qualitative, in-depth interviews revealed themes such as expectancy confirmation-disconfirmation and congruence versus incongruence in customers’ perceptions and responses to service robots. Findings The findings highlight the significance of ST capabilities, including physical appearance, functionality and interactional experience, in shaping customer expectations and satisfaction. Based on qualitative results, ST characteristics, including Customer Emotional Responses, Functional and Relational Performance, Customer Expectations (hedonic and utilitarian) and Outcomes (Value perceptions and Behavioral Intentions), are integrated into a proposed conceptual model based on Robotic Role Theory. Originality/value The study emphasizes the need for businesses to optimize ST interactions to enhance the overall customer experience based on customer and ST characteristics.