Customer acceptance of service robots under different service settings

Abstract

PurposeThis paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two aspects: (1) different antecedents affecting CASR and (2) different customer perceptions of their own characteristics (role clarity and ability) and service robot characteristics (anthropomorphism and ability).Design/methodology/approachThe data were collected using online surveys in an experience service setting (Hotel, N = 426) and a credence service setting (Hospital, N = 406). Differences in experience and credence service settings were examined using two statistical methods, namely, PLS-SEM to test the differences in antecedents affecting CASR and independent-samples t-tests to test the differences in customer perceptions of their own characteristics and service robot characteristics.FindingsThe results indicate that customers in an experience (vs credence) service setting have stronger positive attitudes toward and a greater intention to use service robots. Further, this paper finds there are two key reasons for the differences in CASR. The first is different antecedents. Perceived usefulness is positively influenced by the anthropomorphism of a service robot and customer ability in the experience service setting, but is influenced not in the credence service setting. Conversely, service robot autonomy positively relates to perceived ease of use in the credence service setting, but does not in the experience service setting. The second reason for CASR differences is different customer perceptions. Customers' ability and perceived ease of use are higher, while their perception of anthropomorphism of the service robot is lower in the experience (vs credence) service setting.Originality/valueThis study helps explain why there are differences in the CASR in different settings and presents two perspectives: (1) antecedents' affecting CASR and (2) customer perceptions of their own as well as service robot characteristics.

When frontline robots emerge: the double-edged-sword effect of anticipated trust on intention to switch brands after service failure

“…, 2020); this should also be examined in future studies. Finally, future research could consider the differences in service encounter types to explore the differences in consumer responses after service failure, such as experience and credence service settings (Li et al. , 2023).…”

“…Third, this study did not consider whether the type of service restoration measure affects the impact mechanism of anticipated trust on brand switching intention, particularly in terms of remediation with humans or robots (Ho et al, 2020); this should also be examined in future studies. Finally, future research could consider the differences in service encounter types to explore the differences in consumer responses after service failure, such as experience and credence service settings (Li et al, 2023).…”

Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)

“…Complementing CASA, studies on anthropomorphism suggest that more human-like robots can deliver intimate, high-quality services, thus increasing acceptance (Chiang et al , 2022). While not a formal framework, anthropomorphism supports the idea that human-like qualities in robots enhance acceptance (Li et al , 2023).…”

“…Despite the growing prevalence, academic research has yet to offer a comprehensive and empirically validated framework for understanding how consumers accept service robots in real-world settings. While some scholars, using the technology acceptance model (TAM; Davis, 1989), have examined how functional factors of service robots can influence consumers’ acceptance (Li et al , 2023; Liu et al , 2022), others argued that focusing solely on cognitive and functional evaluations may not be sufficient for assessing service robot deployment (Wirtz et al , 2018). This is because such deployments frequently entail not only consumer-based social interactions but also relational dynamics such as the establishment of trust and rapport (Chi et al , 2023).…”

Social Robotics Business and Computing

“…The study reveals that trust significantly influences the intention to use AI robots and that cultural dimensions play moderating roles. Li et al (2023) investigated customers' acceptance of service robots in different service settings, finding that customers in experience service settings exhibit more positive attitudes and a greater intention to use service robots. The study identifies variations in antecedents and customer perceptions as key factors contributing to differences in robot acceptance across different contexts.…”