When Robot (Vs. Human) Employees Say “Sorry” Following Service Failure

This paper aims to understand travelers’ responses to apologies of robot (vs. human) employees following service failures and how travelers’ age influences their responses. Using a scenario-based between-subject experimental design, Study 1 finds that human employees’ apologies (vs. no apologies) enhance travelers’ revisit intention while robot employees’ apologies do not have such an effect. Study 2 reveals that human employees’ apologies increase satisfaction among younger travelers, whereas robot employees’ apologies increase satisfaction among older travelers. Managers in the hospitality and tourism industry may train their employees (vs. design robot employees’ apology messages) effectively to serve travelers in different ages.