Psychological strain in service robot encounters: dual pathways to customer value co-destruction

Purpose This study aims to investigate when, how and why interactions with service robots may lead to psychological strain and customer value co-destruction behavior (CVCDB). While existing research largely emphasizes the functional benefits of service automation, the authors explore the unintended psychological burdens that may emerge from poorly designed human–robot interactions. Design/methodology/approach Grounded in Service-Dominant Logic, Conservation of Resources Theory and Cognitive Load Theory, the authors develop and test a dual-pathway model in which perceived technological coercion and robot unresponsiveness trigger emotional dissonance and cognitive load, respectively. The authors use a mixed-method, multistudy design comprising a 2 × 2 lab experiment and a field-based critical incident survey. Moderated mediation analyses are used to test indirect effects and boundary conditions. Findings The results support the hypothesized dual-pathway model. Perceived technological coercion elevates emotional dissonance, while robot unresponsiveness increases cognitive load. Both strain mechanisms contribute to perceived stress, which in turn predicts CVCDB. Perceived autonomy support weakens the coercion–dissonance link, while customer technological literacy buffers the effect of unresponsiveness on cognitive load. Originality/value This research contributes to service theory by identifying two distinct psychological strain mechanisms that underlie value co-destruction in technology-mediated service encounters. It extends prior work on the service encounter and technology in services by demonstrating how design features of service robots can deplete customer resources and provoke negative behavioral outcomes. Practical implications include design recommendations for emotionally and cognitively sustainable human–robot service systems.