When service process contradicts service outcome: spillover effect of users’ perceptions in the case of robotaxi service encounters

The service literature has overlooked situations in which a failed (successful) service process leads to a successful (failed) outcome. To fill this gap, we develop and test a typology of service success and failure to account for contradictory processes and outcomes in robotaxi service encounters. Three studies show that the negative spillover effect of blaming automated driving technology is more prominent in success–failure (successful process but failed outcome) service encounters and that firms’ engagement reinforces the spillover onto the technology in failure–failure encounters. However, in failure–success encounters, perceived competence of robotaxis is more likely to promote perceived competence of service firms. We enrich the service failure and artificial intelligence literature by showing that service processes and outcomes jointly affect the attribution process. We highlight the need for service firms to intervene in automated services after careful consideration, and for user expectation management and adaptive service processes.