When robots take the initiative: how robotic service proactivity shapes customer experience of hospitableness

Purpose Drawing on social response theory, this research aims to examine whether, how and when robotic service proactivity fosters customer experience of hospitableness. Design/methodology/approach A multistudy design consisting of three scenario-based experiments and one field validation survey was used to test the proposed conceptual model. Findings Customers reported a more intense experience of hospitableness when service robots displayed higher levels of proactivity. Automated social presence accounted for this effect, and the effect was amplified when robots possessed a more human-like appearance. Practical implications This research presents actionable insights for optimizing the coordinated management of robotic behaviors and appearances to enhance customer-robot interaction experiences. Originality/value This research extends research on service robots from static design to dynamic behavior, positioning robotic service proactivity as a key driver of customer experience of hospitableness. From the perspective of customer social responses, this study reveals automated social presence as the socio-emotional mechanism. It further establishes humanoid appearance as a moderating factor, demonstrating that proactive behavior yields greater benefits when robot form and behavior are aligned. These findings advance research on service robot form–behavior consistency and offer novel implications for robot design.