Reducing deviant consumer behaviour with service robot guardians

Purpose The purpose of this research is to understand whether service robots can safeguard servicescapes from deviant consumer behaviour. Using routine activity theory, examines increasing the perceived humanness reduces customer intentions commit behaviour and negative relationship mediated by empathy risk being caught. Design/methodology/approach Five hundred fifty-three US residents responded a hypothetical scenario that manipulated agent (from self-service technology, robot, human employee) across seven conditions measured likelihood behaviour, towards caught punished attitudes robots. Findings results indicate replacing agents with different types does inadvertently reduce perceptions capable guardianship (i.e. element deters potential offenders committing crimes) in servicescape creates allow customers perpetrate more Practical implications When investing technology such as robots, providers need consider unintended cost misbehaviour (specifically behaviour) their return-on-investment assessments optimise asset investment decisions. Originality/value Moving beyond on adoption use, consequences might arise when deploying technology-infused environment. Humanised offer than but do not replace employees preventing they remain deterring misbehaviour.