When frontline robots emerge: the double-edged-sword effect of anticipated trust on intention to switch brands after service failure

Abstract

Purpose

This research aims to investigate the influence of consumers' anticipated trust in service providers on brand switching intention and its underlying psychological mechanism. More importantly, this study explores the moderating role of type of service providers (human staff/humanoid robots/nonhumanoid robots).

Design/methodology/approach

This study adopted two single-factor between-subjects experimental designs and tested the hypotheses in two typical service failure scenarios: Study 1, a hotel scenario (N = 403); and Study 2, a restaurant scenario (N = 323).

Findings

The results suggest that there is an inverted U-shaped relationship between consumers' anticipated trust and tolerance of service failure and that such tolerance has a mediating effect on the relationship between anticipated trust and brand switching intention. Moreover, when service failure is caused by a humanoid service robot, a moderate anticipated trust level of consumers is most conducive to increasing tolerance, which in turn reduces their propensity to switch brands.

Originality/value

This study examines the nature of the relationship between anticipated trust and tolerance in a service failure context, revealing an inverted U-shaped relationship. More importantly, the boundary conditions under which different service provides have an influence on this relationship are incorporated. Finally, this study explores the influence of service failure tolerance on brand switching intentions in a technological context, enriching consumer–brand relationship research.

Citation

Cui, J., Zhang, M. and Zhong, J. (2023), "When frontline robots emerge: the double-edged-sword effect of anticipated trust on intention to switch brands after service failure", Journal of Service Theory and Practice, Vol. 33 No. 6, pp. 842-872. https://doi.org/10.1108/JSTP-10-2022-0238