Inclusive yet unconvincing: when robot-delivered inclusive service undermines customer citizenship behavior
Jianxin Sun, Baolong Ma, Xiaofei Li · Journal of Hospitality Marketing & Management · 2025
As automation and robotics become increasingly prevalent in hospitality, service robots are taking on not only routine tasks but also critical roles in hotels’ inclusive service systems. While the benefits of inclusive services are well established, little is known about how customers respond when such services are delivered by robots rather than humans. This research investigates how the type of inclusive service provider (robot vs. human) influences customer citizenship behavior and the conditions that moderate this effect. Across three experiments and a field study, customers engaged in fewer citizenship behaviors when inclusive services were delivered by robots. Mediation analyses reveal that robot delivery increases perceived falsity, which in turn suppresses moral elevation. Importantly, this negative effect is substantially attenuated when AI provides high-quality interpretation. These findings advance understanding of inclusive service and customer citizenship behavior while offering actionable guidance for hotel managers integrating robots into inclusive service strategies.