How service robot design shapes moral disengagement during service failures

Purpose This study aims to investigate how service robot design characteristics influence the propensity for moral disengagement during service failures. Specifically, it examines how two key design characteristics, appearance (humanoid vs android) and interaction style (warm vs competent), influence moral disengagement and further tests the moderating role of service failure severity and the mediating role of interactional justice. Design/methodology/approach Six scenario-based experimental studies were conducted across multi-country participant samples. Studies 1–4 examined these relationships in healthcare settings, while Studies 5–6 investigated these relationships in hospitality settings. Findings Most of the studies, humanoid-competent service robots evoked higher moral disengagement than other design combinations. Service failure severity strengthened these effects in health care but not in hospitality, suggesting that moral justification processes are heightened under high-stakes conditions. Interactional justice fully mediated the effect of service robot appearance on moral disengagement, but it did not mediate the effect of interaction style. Research limitations/implications While the study offers valuable insights into robotic ethics and human–robot interaction, its reliance on scenario-based experiments limits its ability to fully capture real-world complexities. Future research should explore the long-term implications of moral disengagement toward service robots. Originality/value This research enhances the existing literature on human–robot interaction by expanding the understanding of moral disengagement processes involving non-human entities. It also provides practical guidance for service robot manufacturers in designing and supporting the development of policy frameworks to promote responsible human–robot interactions in different industries.