The symbolic divide: how human and robotic service rituals shape perception of brand symbolism

Purpose The rapid adoption of service robots in tourism and hospitality raises questions about their ability to generate brand-related meaning compared to human-led service rituals. Drawing on interaction ritual theory, this study aims to examine how human and robotic service rituals influence perception of brand symbolism through emotional energy and memory and how these effects differ for customers with varying levels of social phobia. Design/methodology/approach Using a multistudy design, this research uses five experiments across airports, hotels and restaurants to test the hypotheses. The inclusion of both Asian and Western respondents across varying service contexts provides preliminary evidence regarding the generalizability of the findings. Findings Human-led service rituals create a stronger perception of brand symbolism than robot-led rituals, with emotional energy and memory as sequential mediators. For high-social-phobia customers, perception of brand symbolism did not differ significantly between the two ritual types, although human-led rituals generated higher emotional energy; for low-social-phobia customers, human-led rituals produced greater perception of brand symbolism and higher emotional energy. Originality/value This study contrasts human and robotic service rituals, identifies sequential mechanisms (emotional energy and memory) and extends interaction ritual theory by specifying when the symbolic outcomes of robot-led rituals do not significantly differ from human-led rituals. The findings also guide managers in designing inclusive rituals that balance emotional richness and social comfort.