Optimizing service encounters through mascot-like robot with a politeness strategy

Mascot-like service robots embody anthropomorphic features, fostering affinity, and cultural representation. It is unknown whether they have politeness strategies that are more effective compared to humanoid robots. Drawing on politeness, uncanny valley, and mind perception theories, this study investigates the interaction effect of service robot appearance types (humanoid and mascot-like) and politeness strategies on customers’ service encounter evaluation, as well as the psychological mechanisms and boundary conditions of this effect. The findings reveal the superiority of mascot-like robots over humanoid robots in positive politeness contexts; human identity threat mediated this effect. Sense of power plays a moderating role; specifically, mascot robots with positive politeness strategies are more appealing to customers with low sense of power. This research significantly contributes to our understanding of service robot appearance and communication within the framework of mind perception and politeness theories in human–robot interaction. Moreover, it offers valuable guidance for companies enhancing consumer experiences through service robots.