Luxury retailers are increasingly considering the introduction of service robots in their stores to enhance the value proposition and reshape the dynamics of both the service encounter and the customer experience. Although the literature recognizes the social presence of robots in service encounters, little empirical research compares humans and service robots related to luxury. In addition, further research is needed to investigate the emotional responses of young customers, like Generation Z, to a technology-infused servicescape and to explore the value of service robots as a social presence in luxury stores. A 2×2 mixed methods experimental design was developed to test the research hypotheses. The study was conducted in a laboratory with 116 participants randomly assigned to one of four experimental conditions: approaching vs. non-approaching behavior with a service robot or a human sales assistant. Self-reports and neurophysiological responses (skin conductance) were collected to measure their responses during the service encounter. The results show that a human or a service robot approaching the customer can lead to greater positive affective states and emotional responses than a human or a service robot not approaching. In addition, we found that young customers do not differentiate between human sales assistants and service robots. However, the customers’ level of immersion in the flow, understanding of the message, and happiness are higher with a human sales assistant. Finally, the absence of any interaction (non-approaching) during the service encounter leads to a negative reaction to a human sales assistant compared to a service robot, showing the importance of personalized and deep connections in luxury service.
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