Less interdependence, more equity? The impact of employee–robot task structure on customer equity

Purpose This study aims to investigate whether, why and when robotic task interdependence influences customer equity in hospitality services. Design/methodology/approach We run three main experiments to test the relationship between robotic task interdependence and customer equity (Study 1) and the moderating roles of uniqueness motive (Study 2) and brand positioning (Study 3). Findings A lower level of robotic task interdependence increases customer equity, and this effect is sequentially mediated by service robots’ perceived service uniqueness and perceived role significance. Consumers’ uniqueness motive and brand positioning moderate the relationship between task interdependence and customer equity. Practical implications We provide new insights for hospitality managers by highlighting the necessity of defining clear robot roles, balancing robot–human task interdependence and independence and aligning service robot deployment with consumers’ uniqueness motive and brand positioning to optimise customer equity. Originality/value Research has emphasised technology adoption and the immediate behavioural outcomes of robotic services; to the best of the authors’ knowledge, this study is among the first to directly link the characteristics of human–robot task structures to customer equity. By identifying the mechanisms mediating and moderating this association, we offer new theoretical and practical insights into leveraging robotic services for long-term customer relationship management.