Does smart technology, artificial intelligence, robotics, and algorithm (STARA) awareness have a double-edged-sword influence on proactive customer service performance? Effects of work engagement and employee resilience

ABSTRACT The effect of smart technology, artificial intelligence, robotics, and algorithm (STARA) awareness on employee outcomes (e.g. job crafting and competitive productivity) has been recognized. However, these studies have overlooked outcome variables concerning employee interactions with customers, despite the prevalence of boundary-spanning roles in the hospitality industry, which involve frequent interactions between customers and hotel workers. Thus, according to cognitive appraisal theory and the job demands – resources model, our research addresses the literature gap by delving into the STARA awareness-proactive customer service performance relationship while considering the roles played by work engagement and employee resilience. Data from 554 matched pairs of hotel employees and supervisors revealed that viewing STARA awareness as a challenge fully mediated its connection with proactive customer service performance via work engagement, with employee resilience moderating this pathway. By contrast, a hindrance perception of STARA awareness had a direct and negative impact on proactive customer service performance.