Customer perception of price fairness in human-robot interaction: examining the role of anthropomorphism and social presence

This study examines how key attributes of service robots influence customers’ perceptions of price fairness in the context of a hotel bar. This study investigated the effects of two dimensions of robot anthropomorphism, physical and functional, on customers’ liking for the robot and their perception of price fairness. Also, the moderating role of social presence was examined. Findings indicate that customers prefer bartender robots with higher physical anthropomorphism. Functional anthropomorphism and social presence moderate the relationship between physical anthropomorphism and liking for the robot and price fairness. Notably, customers’ preferred communication mode (text vs. voice) varies depending on the robot’s physical appearance. However, the interaction effect between physical and functional anthropomorphism diminishes when a human staff member is present alongside the bartender robot. These findings contribute to the literature on service robots by providing insights into how robot design influences customer perceptions and offer guidance for hospitality managers on optimizing robot attributes.