Aye robot! When should(n’t) service providers say yes to humanoid robot frontline employees?

Humanoid robot technology is transforming the servicescape. We investigate when it is (versus is not) prudent for service providers to employ humanoid robot frontline employees and offer strategic guidelines for marketers. Across two studies, we find that humanoid robot (versus human) frontline employees elicit lower (higher) levels of perceived warmth (creepiness) amongst customers, ultimately resulting in diminished customer comfort, lower service expectations and subsequent negative behavioral intentions. Additionally, we identify embarrassment associated with the service context as an important boundary condition. Further, we find that perceived creepiness of human (but not humanoid robot) frontline employees is contingent on service context.