Robotic role theory: an integrative review of human–robot service interaction to advance role theory in the age of social robots

Abstract

PurposeSocial robots increasingly adopt service roles in the marketplace. While service research is beginning to unravel the implications for theory and practice, other scientific disciplines have amassed a wealth of empirical data of robots assuming such service roles. The purpose of this paper is to synthesize these findings from a role theory perspective with the aim of advancing role theory for human–robot service interaction (HRSI).Design/methodology/approachA systematic review of more than 10,000 articles revealed 149 empirical HRSI-related papers across scientific disciplines. The respective articles are analyzed employing qualitative content analysis through the lens of role theory.FindingsThis review develops an organizing structure of the HRSI literature across disciplines, delineates implications for role theory development in the age of social robots, and advances robotic role theory by providing an overarching framework and corresponding propositions. Finally, this review introduces avenues for future research.Originality/valueThis study pioneers a comprehensive review of empirical HRSI literature across disciplines adopting the lens of role theory. The study structures the body of HRSI literature, adapts traditional and derives novel propositions for role theory (i.e. robotic role theory), and delineates promising future research opportunities.

Relationships among memorable brand experience, brand preference, and behavioral intentions: focusing on the difference between robot servers and human servers

“…For example, Scott et al (2013) concluded that when role congruity was achieved between the consumer and the seller, customer attitude and behavioral intentions were positively influenced. Furthermore, Blaurock et al (2022) extended the literature on role theory by providing a framework of the role theory in a human–robot service interaction context. Lastly, Kim et al (2022) applied the role theory with respect to relationships among brand modernity, brand love and behavioral intentions, and they analyzed the interactions between human and robot service providers with consumers.…”

How does service robot anthropomorphism affect human co-workers?

“…However, customers are far from being the only stakeholders affected by this technological revolution in the service industry. Although often overlooked, frontline employees are also impacted by the increasing adoption of robots by service firms (Blaurock et al. , 2022).…”

“…The higher the level of intelligence built into these robots, the more capable they are of supporting frontline employees, increasing the likelihood that they will replace these human employees (Huang and Rust, 2018). From the perspective of frontline employees, the presence of these service robots will notably change how they perform their work and could substantially modify their roles and responsibilities in the workplace (Blaurock et al. , 2022; Bonekamp and Sure, 2015; Kipper et al.…”

“…However, customers are far from being the only stakeholders affected by this technological revolution in the service industry. Although often overlooked, frontline employees are also impacted by the increasing adoption of robots by service firms (Blaurock et al, 2022). Thus, for several reasons, we believe that it is equally important to explore how frontline employees feel about service robots being their co-workers.…”

“…The higher the level of intelligence built into these robots, the more capable they are of supporting frontline employees, increasing the likelihood that they will replace these human employees (Huang and Rust, 2018). From the perspective of frontline employees, the presence of these service robots will notably change how they perform their work and could substantially modify their roles and responsibilities in the workplace (Blaurock et al, 2022;Bonekamp and Sure, 2015;Kipper et al, 2021). Indeed, previous studies have reported that service automation can be frustrating for human employees because in addition to feeling threatened as a result of losing their job autonomy (Barrett et al, 2012;Paluch et al, 2022), they also face potential job loss (Lacity and Willcocks, 2016).…”