Service robots are being used in many restaurants and hotels, supporting various positions such as waiter, cooker, barista, or concierge staff. Consequently, in further building effective service management and marketing strategies, service providers must consider the customer judgments on this new type of staff. Regarding the diverse characteristics and nationalities of target guests, it is necessary to explore the effects of different individual dimensions on customer preferences for service robots in the hospitality context. In fact, within the numerous evidence, customers presented different attitudes to using robots in service. Therefore, in order to explain this diversity, our study suggested that the self-construal differences adjust the evaluation for the utilization of service robots compared to human staff, depending on the different perceived social values. Besides, the potential roles of other mediators, such as the need to belong and the perception of employee emotional competencies, were tested. The results demonstrated that customers with interdependent self-construal traits show the preference for services made by human staff, compared with service robots, due to their perceived social values from people instead of machines. Other theoretical implications and managerial implications are discussed.

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